B2B Marketing 101

26October 2023

B2B marketing is a strategy used by businesses that sell products or services to other businesses. This type of marketing typically involves longer purchase cycles and higher purchase values.

B2B buyers have a variety of motivations, including achieving operational efficiency and minimising risk. They also need to meet specific budgets and requirements.


B2B marketing requires a different approach than consumer marketing. Unlike consumers, who are motivated by emotional desires, business buyers make decisions on the basis of ROI and other metrics. Moreover, B2B sales cycles are often longer. This makes it crucial to target the right audience for your business.

Detailed customer profiles and buyer personas help businesses identify their ideal customers. These profiles encapsulate demographics, firmographics, psychographics, and buying behavior to serve as clear representations of potential clients. Using this data, businesses can align their products and services to the needs of their target market.

In addition to leveraging data from their own audience, marketers should use lookalikes to reach new audiences. This can be a great way to expand their search and social media efforts. However, it is important not to go too broad or you will miss out on opportunities. Rather, try to find the right balance between being too narrow and wide. This will allow you to drive quality leads.

Content creation

B2B content creators focus on producing entertaining or educational material that attracts a specific audience, while generating enough organic traffic to make the process financially viable. This content is often in the form of blogs, but may also include videos or other visual content. Whether they produce this material on their own or for others, they follow the same basic goals.

Content is an important aspect of any marketing strategy, but it’s especially crucial for businesses looking to generate more leads and increase sales. A great way to achieve this goal is by creating an informative blog about your product or service. This will establish you as an expert in your field and encourage people to contact you with questions.

Another key part of content creation is identifying the right keywords for your audience and using them in your content. The days of keyword stuffing are long gone, but it’s still important to use keywords in a natural manner.

Lead nurturing

B2B marketers often struggle with converting leads to customers. Lead nurturing can help improve conversion rates by leveraging targeted content, demographics, and buying triggers. This also presents opportunities for marketing initiatives like cross-selling and upselling.

Emails should be a major part of any B2B lead nurturing campaign. They have high engagement and are buyers’ preferred method of communication from brands. However, they should not be the only channel used. Other channels like paid retargeting and social media can be used to nudge non-qualified B2B leads down the funnel.

A good B2B lead nurturing strategy will keep prospects engaged throughout the entire buying journey. It will provide them with useful information, highlight commonalities, and make them feel valued and appreciated. It will also keep them from falling off of the radar, which could lead to losing them to a competitor. This can be done through automated emails, or through other channels, such as social media and websites.


Marketing metrics are a critical part of any business strategy. They help marketers measure performance, optimize campaigns, and make data-driven decisions. However, there are many different types of marketing metrics, and it can be difficult to determine which ones are best for your company.

For B2B marketers, a key marketing metric is customer lifetime value (CLV). This metric shows the total profit each client generates over their entire lifecycle with your business. It allows you to identify which clients generate the most revenue and concentrate your efforts on attracting them.

Another important metric is cost per acquisition (CPA). This measurement helps you determine how much it costs to acquire each new lead. It can be used to compare the effectiveness of various marketing channels and to analyze the ROI on your advertising budget. This metric is especially useful for account based marketing (ABM) strategies. Closed-won deals and opportunities are also great ways to measure the success of your marketing campaigns.

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