The best Guide to B2B Marketing within 2020

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Effective marketing is hard to get right. Between creative demands, budget limits, and channel decisions, marketers possess a lot to juggle when developing their marketing strategy.

The largest determinant of effective advertising, however , is your audience .

If you’re not really properly targeting your purchaser persona, your promotions and advertisements will likely fall upon deaf ears. You might as well not be marketing at all.

Where target audiences vary the most, though, is between individual consumers and businesses . Some businesses serve individual shoppers, while some cater to companies and organizations.

Marketing to businesses is very different than marketing to individual consumers. That’s why an entirely different marketing method — B2B marketing — exists, and that’s why we built this guide. By the end of this article, you will have a better understanding of B2B marketing, the most effective B2B marketing techniques, and how you can tap into plus convert your business audience.

B2B and B2C (business-to-consumer) marketing and advertising are very different. B2B and B2C marketing differ in their respective strategies and apps, as well as in their audiences and exactly how they communicate to them.

B2B marketing targets the needs, interests, and challenges of individuals who are making purchases on behalf of, or to get, their organization (rather compared to for themselves), thus making the business the customer. Here are some examples of B2B companies:

  • A coworking space that leases office spaces to remote teams and freelancers (like WeWork)
  • An on-demand order fulfillment, warehousing, and screen printing service (like Printful)
  • The marketing software company that sells social media management equipment, lead generation software, and other marketing tools to businesses plus organizations (like HubSpot! )

B2C marketing targets the needs, interests, and challenges of individual customers who are making purchases for, or for, themselves, thus making the individual the client. Here are a few examples of B2C companies:

  • An e-commerce company that sells office supplies to remote control or self-employed individuals (such Poppin)
  • A store that offers t-shirts and other clothing plus accessories (like Target)
  • The music platform that offers streaming subscriptions (like Spotify)

Check out this chart comparing B2B and B2C customers.

  for b2b marketing intended for b2c marketing
Goal Customers are focused on RETURN ON INVESTMENT, efficiency, and expertise. Customers are seeking deals and enjoyment (which means marketing must be more enjoyable ).
Purchase Motivation Customers are driven by logic and financial motivation. Customers are driven simply by emotion.
Drivers Customers desire to be educated (which is where B2B content marketing comes in). Customers appreciate education yet don’t always need it to make a purchase decision.
Purchase Process Customers like (if not really prefer) to work with account managers and salespeople. Customers want to make purchases directly.
People Involved in Purchase Customers often have in order to confer with decision makers along with other members of their chain associated with command before making a buy decision. Customers rarely have to confer with others before making a purchase decision.
Purchase Purpose Customers make purchases for long lasting solutions, resulting in a longer product sales cycle, longer contracts, plus longer relationships with businesses. Customers aren’t necessarily looking for long-term solutions or long-term relationships.

As much as these people differ, though, B2B plus B2C also intersect in lots of ways. While Poppin sells office supplies to remote or even self-employed individuals, they also style corporate office spaces plus branded supplies. On the flip side, Printful not only offers order fulfillment and warehousing to businesses; they also fill e-commerce publishing orders for individuals.

As unique as the B2B and B2C marketing audiences can be, B2B marketers can always learn from B2C campaigns, too.

B2B marketing strategies you can carry out to reach your specific company audience. Before we dive in, though, make sure you understand the B2B buyer’s journey. Make a note of how each of these stages may affect your marketing techniques and how you implement all of them.


B2B Email Marketing

Email marketing is a tried and true method of reaching both individual consumers plus business customers. Did you know that 93% of B2B marketers use email? Are you one of them? You ought to be. Emails lead to engagement which turns subscribers into prospective customers … and then customers .

Download our guide to optimizing e-mail marketing for conversions and learn how you can grow your email list, ensure deliverability, and increase wedding.

Unlike B2C clients who respond best to emotions and entertainment, B2B customers look for logic and beneficial ROI. Essentially, they’re asking themselves, How can your company help my business develop? Because of this, your own email marketing must consistently speak out loud with your business customers plus focus on things that matter to them — like time, cash, and resources.

Email marketing is also a powerful vehicle for spreading your brand’s content. 83% of B2B companies make use of email newsletters as part of their particular content marketing program, and forty percent of B2B marketers say these newsletters are most critical to their content marketing and advertising success.

With the constant barrage of emails flooding the inboxes today, it’s more important than ever to create and send out effective marketing emails.

B2B Email Marketing Best Practices

  • Write appealing subject lines. Think about your email subject lines as a Netflix truck — if you can’t hook your audience with a two-minute clip (or, in this case, some dozen characters), don’t anticipate them to open and watch (or read) the whole thing. We recommend spending almost as much period on your email subject lines as you do on the emails themselves.
  • Stick to one particular call-to-action (CTA) per email. If you think the amount of emails you receive is a lot, check out the CTAs in individuals emails … some are packed with two, three, and sometimes up to 10 different CTAs. Don’t make this mistake, which can leave your recipients’ heads spinning, asking “What should I click on first? ” and ultimately clicking on nothing . Along with one CTA per email, you allow your target audience to focus on your email content and ultimately one action … a welcome reprieve from today’s frequent decision-making and analysis paralysis.
  • Segment your email to achieve the most relevant audience. Not every email you send will be appropriate for everybody on your list. Your subscribers may be at different phases of the buyer’s journey or be seeking different solutions. That’s where email checklist segmentation comes into play. Not only does this help you relate to your audience better, but it gives your emails that personal feel that says “Hey, I am listening and I know what you would like to see. ” Consumers prefer email quality more than quantity anytime.
  • Make sure your email designs are reactive. Over 80% of email users access their inbox on their cell phones, and emails that don’t show up correctly on mobile devices are often deleted in three seconds. Ouch. Don’t let your email be among those.
  • Don’t be afraid of the cold email. As uncomfortable as it is, the proper email can convert new clients — like this cold product sales email that won sixteen new B2B customers.

👉🏼 HubSpot Tip : You can’t send marketing emails with no recipients — these people make-up your lists. There are plenty of simple ways to grow your email listing. Begin with opt-in forms on the website homepage, About page, and blog. Check out HubSpot’s Free Form Builder tool to get started.

B2B Digital Marketing

Every single business, whether B2B or B2C should have a digital existence — which is comprised of paid ads, search engine optimization, a website, and any other place your B2B company is active on the internet. Let’s walk through a handful of tactics that can strengthen your B2B digital marketing strategy.

Establish your target audience

A strong B2B digital marketing strategy starts with defining your target audience, or buyer persona. This demographic and psychographic information may inform almost every other marketing action thereafter, ensuring your content plus digital material is immersed by the right eyes plus ears (and that simply no resources go to waste in your end).

Create your website

Subsequently, digital marketing can’t very function without an informative, appealing website. Over 80% associated with buyers visit a website before making a purchase. Moreover, since the typical B2B sales routine often involves many essential players (such as gatekeepers, decision makers, and other folks who have to buy into a purchase), websites are easy, straightforward ways for influencers to share information about your product or service.

Improve your digital presence

Your website needs to be more than informative plus engaging, though … it needs to be discoverable. You can do this with on-page SEO and specialized SEO tactics. These include everything from image alt-text and meta descriptions (what your visitors may see) to structured data and site speed (what your visitors can’t see). Off-page SEO is also at enjoy here, which refers to exterior linking strategies and interpersonal sharing — SEO strategies that take place off your website.

Run PPC campaigns

Finally, round out your digital existence with pay-per-click (PPC) marketing, which allows you to get your content material and brand in front of brand new audiences via search engines as well as other advertising platforms. I recommend increasing your PPC investment by advertising more than your specific services or products — such as your brand name personality, blog or social media marketing content, or company tagline.

The best way to see an RETURN ON INVESTMENT from your paid ads is usually by 1) incorporating your buyer persona data and 2) boosting content that they can relate to. For example , it’s extremely unlikely a brand new consumer who’s never heard of you is searching for your exact item. They may be searching for a location-based solution or product feature. To reach the greatest number of potential prospects, pay to target relevant groups within your brand vs . advertising your product or solutions.

anticipating what your target audience is searching for, helping all of them discover your website and content … and potentially switching them to customers.

Down load our free guide and find out what topics convert at the highest rate with insight from 175, 000 B2B & B2C blog posts.

In fact , 80% of company decision makers prefer to obtain information from an article compared to an ad. Knowing this particular, I’d say you should be putting the same (if not more) resources into your content advertising than your traditional advertising strategy.

Because the B2B buyer’s journey is slightly different than the B2C buyer’s journey (which has shorter product sales cycles and fewer choice makers involved), the content you create for your B2B content material marketing strategy may vary more than the content you’ve seen as a consumer your self, as illustrated in the beneath graphic.


Before you start developing content, though, I recommend creating a business blog. (Don’t get worried, growing your blog readership is a lot easier than you think. ) Your site will house all the content you create and act as a home-base for readers to visit and subscribe to.

B2B Social Media Marketing

Did you know that 75% of B2B buyers and 84% of C-Suite executives make use of social media when making a purchase? That’s right — social media marketing isn’t just for brands concentrating on individual consumers.

Many B2B companies struggle with social media marketing, even though. It can be harder to use social media marketing to connect with business customers, especially because (as all of us mentioned above) there’s generally a lengthier sales routine and longer chain associated with command.

Honestly, B2B social media marketing might not be where you convert the greatest number of leads, and that’s OK. It likely comes into play close to the beginning of your customers’ buyer’s journeys.

Social media is a effective tool for building brand awareness, giving your company an internet personality, and humanizing your business — all very powerful aspects when it comes to marketing and connecting with potential customers. Like email marketing, social media marketing is also a highly effective channel with regard to sharing your content and enhancing your brand expertise, the latter of which we know B2B clients appreciate.

Overwhelmed simply by social media? Spend more time connecting along with your followers with our time-saving collection of social tools.

While your social media balances might not convert as frequently as your articles or email marketing, they’re of similar importance. In this case, followers are just as valuable — you never understand when they might convert in order to leads or customers.

👉🏼 HubSpot Tip : Why? Content shared by employee advocates receives over eight times a lot more engagement than content contributed by brands. So , include your employees in your B2B social media marketing strategy. Encourage them to develop their own social media channels and promote about life at your business. Create a culture account (such our @HubSpotLife Instagram) to show what’s going on at work, not only what you’re selling. You’ve got a know — this might attract strong talent, too.


B2B marketing examples of companies who did it right.

E-mail marketing: Mattermark, Raise the Bar Newsletter

Raise the Bar is a everyday digest newsletter from Mattermark that features insights from commanders in sales, marketing, and growth engineering. It’s hand-picked by Mattermark executives and easy to scan, which is useful in a world of elaborate, complicated newsletters and everyday digests.


This is a good sort of B2B email marketing because Mattermark takes the time to educate their own subscribers without blatantly selling to them. This action builds rely on with their audience while also equipping them with everything they have to know to make a purchase and turn into a paying customer.

Digital Marketing: Maersk, Website Website

It’s nearly impossible to know the particular intent of everyone who countries on your website, but Maersk’s homepage design makes it easy pertaining to visitors to find their way around.

b2b-marketing-digital-marketing-maersk-homepage Source

By offering three main choices (“Become a Customer, ” “Access Your Account, ” and “Start a Career”), Maersk obviously segments their audience and allows visitors to easily navigate to the site content that corresponds using their intent.

This small design tweak also helps Maersk construct trust and authority within each of these niche audiences — potential customers, current customers, as well as employees.

Content Marketing: LeadPages, Blog + Resources

LeadPages has been bootstrapped since the inception in 2012 … however it hit over $16 million in revenue simply three years later. Its proprietor attributes its rapid success to its content strategy, which makes it a great example of B2B content marketing.

b2b-marketing-leadpages-blog-content-marketing Source

LeadPages produces many different types associated with content resources, such as a weblog, customer stories, a podcasting, and a webinar. The variety in these resources allows the company to reach customers where they are utilizing the method that best resonates with them.

LeadPages offers a weblog that covers themes for example A/B testing, lead generation, along with other topics that relate to the product and brand, a weekly podcast that chats with everyday entrepreneurs, and even the definitive guide to landing pages, which equips its clients to properly use and optimize the LeadPages product — all for free.

Social Media Marketing: MailChimp, Instagram

Social media is an effective station on which to engage with your market. It’s also a fun spot to post gorgeous graphics and show off your brand personality. Upon Instagram, MailChimp has did at both.



Fewer than 1 / 2 of its Instagram posts need to do with email marketing or the MailChimp product, but the MailChimp group always finds a way to make the posts relevant to its market and followers — most while featuring fun, engaging, on-brand graphics and video clips.

MailChimp also uses its Instagram to feature actual customer stories and testimonies, which can have a big impact on potential consumers in the Consideration and Decision stages. Lastly, MailChimp makes use of a got called LinkinBio, which allows Instagram users to click-through in order to its homepage or additional digital content (since Instagram doesn’t offer live links on its platform). This particular creates a clear conversion path for consumers who find out or research MailChimp on Instagram and want to learn more on its website.

Invest in B2B Marketing and Reach Your Business Clients

Marketing isn’t effective until you keep your audience in mind, and no other audience is as fickle and critical as business customers. Your marketing need to communicate how your business can help theirs … and if this doesn’t, you may as well not be marketing at all.

Use these tips and strategies to understand your own B2B audience, round the buyer personas, and effectively use B2B marketing strategies that reach them. Whenever you’re focused on your audience, your marketing will do the same.

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