Choosing the right B2B digital marketing strategies for your company can be overwhelming. With so many different channels, tactics, and options, it’s easy to feel unsure where to begin.
Whether you want to generate leads, build brand awareness, or nurture customer relationships, selecting the right marketing mix of tactics will affect your business's success.
So, where do you start?
Let’s walk through the process, outlining the key digital marketing strategies for B2B and how to identify which ones best align with your specific business objectives.
What Exactly is B2B Digital Marketing?
B2B (Business-to-Business) digital marketing is all about promoting your products or services to other businesses, rather than directly to consumers. B2C (Business-to-Consumer) marketing focuses on reaching individual customers while B2B marketing targets the decision-makers within companies.
Common Channels and Tactics in B2B Digital Marketing:
- Content marketing: Creating valuable, relevant content (blogs, white papers, case studies, etc.) to establish your company as a thought leader.
- Paid advertising: Using platforms like LinkedIn or Google Ads to target specific business audiences and drive traffic or leads.
- Social media marketing: Social media allows for two-way communication, where businesses can share valuable content, increase brand awareness, respond to queries, and build stronger connections with potential clients and current customers.
- Email campaigns: Sending targeted, personalized emails to nurture leads and engage your audience.
- Search Engine Optimization (SEO): SEO is optimizing your website to rank higher in search engine results pages (SERPs). It involves improving on-page elements (like keywords, meta descriptions, and internal links) and technical factors (like site speed and mobile-friendliness) to drive organic traffic and build long-term online visibility.
- Account-based marketing (ABM): Focusing on high-value accounts with personalized campaigns to build stronger relationships with key clients.
- Influencer Marketing: Partnering with industry influencers or thought leaders to promote your brand, products, or services is effective for businesses looking to build brand authority or expand their reach within niche markets.
- Retargeting and Remarketing: These strategies target users who have previously visited your website or interacted with your brand through ads or emails. Retargeting helps bring potential customers back to your website, while remarketing re-engages prospects who didn’t convert the first time.
The Benefits of B2B Digital Marketing:
B2B digital marketing offers a range of advantages for businesses looking to grow. Some of the key benefits include the following:
Increased Brand Awareness
Digital marketing helps B2B companies reach a wider audience and build credibility in their industry. You can showcase your expertise through various strategies, making your brand more recognizable to potential clients and likely attracting new leads.
Lead Generation and Nurturing
B2B digital marketing is excellent for capturing and nurturing leads throughout sales. By staying engaged with potential clients at every step, you increase your chances of converting them into customers.
Improved Customer Retention
Personalized B2B marketing plays a big role in retaining existing clients. Through ongoing engagement—whether through email newsletters, customized offers, or thoughtful content—you can strengthen your relationship with your current customers, ensuring they stay loyal to your brand.
Measurable ROI
One of the most significant advantages of B2B digital marketing is the ability to track and measure results in real time. With tools like Google Analytics, email tracking, and social media insights, you can see exactly how your campaigns are performing so you can adjust strategies for better results.
That being said, it's important to note that tracking and attribution have become more challenging in recent years due to evolving cookie policies, privacy regulations, and the complexity of lengthy customer journeys with numerous touchpoints.
While we still have access to valuable data that can guide decision-making, we must recognize that attribution in 2024 and beyond won’t be 100% accurate. It’s best to focus on the bigger picture and use available data to optimize strategies without expecting complete precision.
Let’s Determine the Best B2B Digital Marketing Strategies for Your Business
The key to determining the best B2B digital marketing strategy depends on your specific goals.
Whether you aim to build brand awareness, generate leads, or delight existing customers, choosing the right tactics is crucial to achieving your objectives.
5 Digital Marketing Strategies for B2B Based on Business Goals:
1. Strategy: Content Marketing
Goal: Drive Organic Traffic & Brand Awareness
Content marketing is perfect if your goal is to drive organic traffic, build trust, increase brand awareness, and position your company as an industry leader. By creating valuable, relevant content you can attract potential clients and keep your brand top of mind.
Here’s a list of content formats to utilize:
- Blog posts
- White papers
- E-books
- Case studies
- Infographics
- Videos
- Podcasts
- Webinars
- Newsletters
2. Strategy: Paid Ads
Goal: Lead Generation
If lead generation is your main goal, paid ads can quickly deliver results. Search engines and social platforms allow you to target specific business audiences with precision. Paid advertising is a great way to generate high-quality leads fast, particularly if you're targeting a niche market or trying to boost sales for a specific product or service.
Here’s a list of paid ad channels to utilize:
- Google Search ads
- Google Display ads
- LinkedIn sponsored content
- LinkedIn Message ads
- Facebook ads
- Instagram ads
- YouTube ads
- Retargeting ads
- Bing ads
3. Strategy: Social Media Marketing
Goal: Boost Brand Visibility & Engagement
Social media marketing is an excellent choice for businesses looking to boost brand visibility and foster engagement. Creating and sharing valuable content on social platforms that resonate with your target audience allows you to engage with potential clients, build a community, and stay connected.
Here’s a list of social media platforms to utilize:
- X (Formerly Twitter)
- YouTube
- TikTok
- Quora
4. Strategy: Email Marketing
Goal: Nurture Leads & Improve Customer Retention
By sending personalized, targeted content directly to your prospects' and customers' inboxes, you can maintain regular communication, share valuable resources, and move leads closer to conversion. Additionally, email marketing keeps your current clients engaged, helping to build loyalty and increase repeat business.
Here’s a list of email marketing formats to utilize:
- Drip campaigns
- Newsletters
- Personalized product or service recommendations
- Event invitations (webinars, product launches, etc.)
- Customer onboarding sequences
- Re-engagement emails for inactive subscribers
- Exclusive offers and promotions
5. Strategy: Account-Based Marketing (ABM)
Goal: Target Key Accounts for High-Value Deals
Account-based marketing (ABM) allows companies to tailor their marketing efforts to specific high-value accounts rather than broad audiences. It involves creating highly personalized and targeted campaigns, increasing the likelihood of engagement and conversion. ABM is particularly effective when aiming to win key clients or land major deals by focusing on specific companies and decision-makers.
Here’s a list of ABM tactics to utilize:
- Personalized content
- Targeted ads
- Retargeting campaigns
- Customized landing pages
- Direct outreach to key decision-makers within target accounts (phone, email, social media, etc.)
What’s Next? Creating a Comprehensive Digital Marketing Plan
After determining your goals and ideal marketing strategies to achieve them, the next step is to build an effective marketing plan. It’s best to combine multiple methods to create a cohesive, multi-channel approach and reach your audience at different stages of the buyer’s journey.
- For example, you could capture leads through paid ads and nurture them through targeted email campaigns.
You’ll also have to allocate your budget wisely across different channels. Consider your business goals and prioritize the strategies that offer the best potential ROI.
- For example, if lead generation is your top priority, it may be worth allocating more of your budget to paid ads. At the same time, content marketing and SEO can be lower-cost, long-term strategies to help build organic traffic. The key is balancing your investment to maximize overall impact.
How to Successfully Execute Your Marketing Plan
Ongoing Optimization
A successful digital marketing plan requires constant monitoring and adjustments based on performance metrics to achieve better results and maximize ROI. Regularly analyze metrics such as click-through rates, conversion rates, and engagement to identify what's working and what needs improvement.
In-House vs. Outsourcing
While some businesses may have the resources to execute marketing plans in-house, working with a specialized marketing agency, like Evenbound, can streamline the entire process. Agencies provide expert guidance, advanced tools, and a team of professionals to manage multi-channel campaigns, so your employees don’t have to.
Support at All Stages
A marketing agency like Evenbound supports you throughout the entire digital marketing process. From helping you develop a comprehensive strategy to managing campaigns and analyzing results, an agency can provide valuable expertise at each stage. This not only saves time but also improves the overall effectiveness of your marketing efforts, ensuring consistent growth and long-term success.
Ready to Elevate Your B2B Digital Marketing? Evenbound Can Help!
Partnering with the right digital marketing strategy can be the key to unlocking growth and long-term success.
If you’re ready to take your B2B marketing to the next level, the Evenbound team is here to help. Our experts can work with you to build a customized digital marketing plan that aligns with your unique business goals. From strategy development to execution and ongoing optimization, we’ll support you at every stage.
Contact Evenbound today to start crafting a B2B digital marketing strategy that drives real, measurable results for your business.
