B2B Marketing Examples to Propel Your Business Forward

Marketing is the lifeblood of any successful business. A well-thought-out strategy focuses on reaching and converting your target audience. When that audience is another business, it’s especially important to hit the mark.

This guide explores the basics of business-to-business (B2B) marketing and the best channels to start your journey. Once we’re up to speed, we’ll look more closely at the benefits you can gain from using these channels and B2B marketing — and some successful examples you can emulate.

The WebUp blog is an excellent resource for developing your marketing strategy so you can build your client base and stay ahead of competitors. Take a look to learn more.

What is B2B marketing?

B2B marketing promotes your product or service to another company instead of an individual consumer. You can do this online or offline, but this guide focuses on online strategies.

Generally, B2B products provide solutions to a company. One example is software that automates processes to save time. Another example is the material needed to manufacture a product — timber is a B2B product for a furniture-making company.

When doing anything business-to-business, you are usually trying to appeal to a board of directors and company stakeholders instead of an individual. That means you’ll have different pain points to address and more administrative processes to go through before a successful sale, making for a longer marketing funnel.

Your B2B marketing efforts should make it clear to prospective clients that you can provide:

• The service or product they need.
• A quick and easy way to integrate your product into their business.
• Ongoing customer service and support.
• Reliable reviews or testimonials from other businesses you’ve worked with.

The best B2B marketing channels

You can use multiple online marketing channels in conjunction to push your business to the next level.

Search engine optimization (SEO)

Many B2B customers begin looking for the product they need on an online search engine. That means focusing your efforts on ranking highly can yield excellent results.

From keyword research to link building, many aspects of SEO can drive organic traffic to your website. You can save time by hiring a company that provides professional B2B SEO services. The right partner will use a combination of proven SEO strategies to help your content rank higher for your target audience.

Social media

Disseminating information on the Internet is easier than ever through social media. These platforms are a boon in digital marketing, offering opportunities for lead generation and brand recognition with every post.

LinkedIn is a top platform for social media marketing for businesses, with 89% of B2B marketers using it to connect with prospective clients and 62% of them testifying to its effectiveness. Other platforms useful for B2B marketing are Facebook because of its massive user base, YouTube for your video marketing needs, and Instagram for a younger audience appeal.

Content marketing

Writing blog posts, producing videos, and posting infographics about your products and services is vital for helping customers understand why they need them. Your content marketing efforts will fill their knowledge gaps, providing them with valuable information they can return to when they need it.

When you produce engaging content, you can help your SEO, increase your brand awareness, and keep prospective customers on your website for longer. By sharing well-produced content, you position your business as a knowledgeable and reliable source of information in the industry.

Email marketing

Email marketing is a more personal form of B2B marketing. By building a list of email addresses, you can target content directly to individuals in the company.

Emails serve to develop a personal relationship with clients and can be the tipping point that leads to a conversion. They are also an outstanding way to keep customers coming back.

The benefits of B2B marketing

When your business uses B2B marketing channels effectively, you can enjoy the following benefits:

• Strong relationships: A strategy such as email marketing can help you build and maintain strong relationships with current and future customers.
• Client trust: Through content marketing and social media, you can provide valuable knowledge and showcase glowing reviews, building a foundation of trust.
• Sustainable growth: Using one or more of these channels will generate brand awareness, leads, and conversions over time, growing your business sustainably.

Examples of B2B marketing successes

Let’s study a few examples of companies using B2B marketing strategies to achieve their sales goals:

• Slack: Slack made a mockumentary-style video ad inspired by The Office to showcase some customer case studies. By injecting humor into the ad, it cut through the intensity of a professional environment and humanized itself, helping to form connections with customers.
• Upwork: Using mostly social media and a unique visual style, a recent Upwork campaign encouraged massive conglomerates like Amazon and individuals like Elon Musk to use its freelancers more.
• HubSpot: HubSpot created interest in its new buyer persona feature by using a combination of personalization and interactive content across multiple marketing channels, including email and social media. This approach offered potential clients a taste of the personalization the feature would give them.

Expand your reach with B2B marketing professionals

B2B marketing is highly effective and an essential tool for any business that sells products or services to other companies. However, it can be time-consuming and difficult to maintain if you do it yourself. That’s where we come in.

At WebUp, our passionate and experienced team of professional B2B marketers is ready to help new clients find you.

Contact us today to learn more about what we can do for your business.

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