Essential B2B Marketing Strategies

Part 1

In B2B marketing, it is common practice to mainly consider direct and outbound strategies for lead generation and pipeline fill. The approach is targeted, but takes a lot of time, energy, and a very dedicated sales and business development team. Although this strategy is recommended, your go to market plan for B2B should expand passed traditional outbound.

In B2B, todays prospective buyers of your product and/or service are searching on Google, LinkedIn, and social media. Having a strong web presence in both paid and organic search will pay dividends in the future in your lead generation and extend your sales pipeline, not to mention shorten the sales cycle as the prospective buyer is already searching for a need that you can fulfill. Below we examine a few tips for strengthening your B2B marketing strategy:


1) Research

Research is fundamental. Buyers are researching their need and want, you must not only do your own research but have a keen understanding of how your customer searches for their need state, where are they located, and what are they looking for. Build customer personas based upon this research, understand them, and your sales and marketing team should be able to describe each customer segment in detail. Research will give you a logical foundation for your marketing and messaging so you can establish benchmarks for your results.


2) Testing & Optimization

Research is the foundation, testing and optimization is your blueprint for success. Testing and optimization allows you to adjust your marketing strategies and efforts based upon the most important thing – your customer’s response. You can base decisions based upon data, logic, and performance versus someone’s opinion or thought within your marketing and sales department. Testing and optimization is continual, across each touchpoint within your customers journey map.


3) Analytics – Measuring your KPI’s

How can you optimize without knowing your benchmark for success? You cannot improve what you cannot measure. Set your core KPI’s and the waterfall KPI’s that are leading indicators. Ensure you have full buy in from your team on what the right metrics are and how they align with your goal set. Many focus on ROAS or ROI, but there are leading indicators you can identify before basing simply off of ROI. For instance, many companies don’t realize the lifetime value of an acquired customer, they simply look at the cost per acquisition versus how much money the customer brought in within one sale, one quarter, or one year. Understand what each customer’s full value is to you and build a reporting structure in place to measure what you are testing so you can truly optimize. You will need tools in place to collect accurate data on all your efforts, from your website to social media to SEO.


4) Lead Nurturing Content

The days of pretty emails filled with rich media have died off. In today’s world, especially in B2B marketing, one must show thought leadership and provide value added content to their audience. Case studies, white papers, and informational articles not only help with your SEO, but can drive soft conversion as well. Additionally, they add credibility to your offer as your provide thought leadership and expertise in your industry. Provide healthy weekly doses of content, be active on social media with 3 or more posts per week, and build drip email campaigns that tie to the content you create, build a better relationship with your customer, and are more than simply asking for their business or promoting your latest offer. Have depth to your content, it’s not an immediate ROI, but pays dividends down the road.


5) SEO

SEO is complex and ever-evolving. However, it really consists of two primary pillars – both on-site SEO and off-site SEO. On-site SEO is just as it sounds, it’s the words and keywords on your site, your metatags and descriptions for images, as well as keyword phrases you place within your site via content. On-site SEO is what helps your site index higher with the SERP (search engine results page). Although this takes a lot of time (typically 8-10 months), a consistent investment in on-site SEO with articles, updated keywords and phrases, along with adding metatags will provide you with organic traffic that builds over time.

Off-site SEO is mainly in the form of links to your site from other publications. This takes time as one must establish relationships with thought leaders in the space. Identify associations or sites that you would like to be included on that match where your customers are. You may have to pay sometimes for the posted link, but this will help build your site authority and build awareness to your brand as a recognized thought leader in your industry.


We are here to help guide you during this process and can offer our expertise as you look for options for a marketing service provider.  If you have any questions, please contact us at We can help you with your marketing needs and start growing your brand, your company to new heights.


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