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Improve your B2B marketing with these proven strategies

  • Article written by Kevin
  • 26/03/2023
  • - 7 minutes of reading

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B2B marketing is a complex field that requires a lot of research, planning, and execution to be successful. With the right strategies, you can reach your target audience, build strong relationships with your customers, and drive sales. In this blog post, we’ll explore some proven strategies that can help improve your B2B marketing efforts .

Understanding B2B Marketing

B2B marketing involves promoting products or services to other businesses, rather than to individual consumers. This type of marketing differs from B2C (business-to-consumer) marketing, in which companies target individual consumers. In B2B marketing , businesses should focus on building relationships with other businesses and meeting their specific needs.

The Benefits of B2B Marketing

B2B marketing can be very beneficial for businesses . It allows them to reach a wider audience, build brand awareness and generate leads. B2B marketing can also help companies position themselves as industry leaders and build strong relationships with customers. By using the right strategies, businesses can improve their sales and revenue.

Types of B2B marketing

There are several types of B2B marketing that businesses can use to reach their target audience. These include in particular

  • Content marketing – the creation and distribution of valuable content to attract and retain customers.
  • Email marketing** – sending targeted emails to potential customers
  • Social media marketing** – the use of social media platforms to reach a wider audience.
  • Account-Based Marketing** – Target specific accounts or businesses with personalized marketing campaigns.
  • Account-Based Marketing** – targeting specific accounts or businesses through personalized marketing campaigns.

B2B Marketing Statistics

B2B marketing is a growing field , and many companies are investing heavily in their marketing efforts. Here are some statistics that highlight the importance of B2B marketing:

  • 85% of B2B marketers say lead generation is their top content marketing goal. (Content Marketing Institute)
  • 80% of B2B marketers use LinkedIn for marketing purposes. (LinkedIn)
  • 60% of B2B marketers say email is their most effective channel for generating revenue. (HubSpot)
  • 86% of B2B companies use content marketing. (Content Marketing Institute)

Identify your target audience in B2B marketing

To succeed in B2B marketing, it is essential to identify your target audience. It’s about understanding the specific needs and pain points of your customers and tailoring your marketing efforts accordingly. Here are some ways to identify your target audience:

  • Conduct market research to understand your customers’ needs and preferences
  • Create buyer profiles to represent your ideal customers
  • Analyze customer data to identify patterns and trends

By understanding your target audience, you can create targeted marketing campaigns that are more likely to resonate with your customers.

Create a B2B marketing plan

To be successful in B2B marketing, you need to have a solid plan. A complete marketing plan should include the following elements:

  • Goals and objectives** – what you hope to achieve through your marketing efforts.
  • Target audience** – who you are trying to reach with your marketing campaigns
  • Marketing strategies and tactics** – how you plan to reach your target audience
  • Budget** – the amount you plan to spend on marketing
  • Metrics and measures** – how you will measure the success of your marketing efforts.

By developing a comprehensive marketing plan, you can ensure that your marketing efforts are targeted, effective, and aligned with your business goals.

Proven B2B Marketing Strategies

There are several proven B2B marketing strategies that can help businesses reach their target audience and generate leads. Here are some of the most effective:

Account-Based Marketing

Account-based marketing (ABM) is a highly targeted approach to B2B marketing. With ABM, businesses identify specific accounts or businesses they want to target and create personalized marketing campaigns for each one. This approach can be very effective in generating leads and building strong customer relationships.

Content marketing

Content marketing is the creation and distribution of valuable content to attract and retain customers. These can be blog posts, white papers, videos, etc. Content marketing is a great way to establish your business as an industry leader and build trust with customers.

Email Marketing

Email marketing is the sending of targeted emails to potential customers. These may include newsletters, product updates and promotional offers. Email marketing is a very effective way to generate leads and nurture customer relationships.

LinkedIn Marketing

LinkedIn is a powerful platform for B2B marketing . With over 750 million members, it’s a great place to connect with potential customers and build relationships. Marketing on LinkedIn can include creating a company page, sharing content, and running targeted ads.

How to develop a B2B marketing strategy?

Developing a B2B marketing strategy requires careful planning and execution. Here are some steps that will help you develop an effective marketing strategy:

  1. Identify your target audience – who are you trying to reach with your marketing campaigns?
  2. Set goals and objectives – what do you hope to achieve from your marketing efforts?
  3. Choose your marketing strategies – what marketing channels will you use to reach your target audience?
  4. Set a budget – how much will you spend on marketing?
  5. Develop a content plan – what type of content will you create to attract and retain customers?
  6. Measure and optimize – how will you measure the success of your marketing efforts and how will you optimize your campaigns over time?

By following these steps, you will be able to build a complete B2B marketing strategy that is targeted, effective and in line with your business objectives.

Measure the success of your B2B marketing efforts

Measuring the success of your business-to-business marketing efforts is key to understanding what’s working and what’s not. Here are some metrics you can use to measure the success of your marketing campaigns:

  • Conversion rate** – percentage of website visitors who take a desired action, such as filling out a form or making a purchase.
  • Lead Generation** – the number of leads generated by your marketing efforts.
  • Engagement** – the level of engagement with your content, such as likes, comments, and shares.
  • Revenue** – the amount of revenue generated by your marketing campaigns.

By tracking these metrics, you can identify areas for improvement and optimize your marketing campaigns over time.

How the Customer Journey Helps You Optimize Your B2B Marketing Strategy

Understanding the customer journey is key to optimizing your B2B marketing strategy. The customer journey is the process a customer goes through, from initial knowledge of your brand to the act of purchase. By understanding the customer journey, you can create targeted marketing campaigns that address the specific needs and pain points of your customers at every stage of the journey.

Tools and Resources for B2B Marketing

Many tools and resources are available to help you with your B2B marketing efforts. Here are some of the most useful:

  • Marketing automation software** – tools like HubSpot, Marketo, and Pardot can help you automate your marketing campaigns and track your results.
  • Google Analytics** – a powerful tool for tracking website traffic and user behavior.
  • LinkedIn Sales Navigator** – a tool that can help you find potential customers on LinkedIn and connect with them.
  • Content creation tools** – tools like Canva, Piktochart, and Hootsuite can help you create and deliver high-quality content.


B2B marketing can be a complex and challenging field, but with the right strategies, businesses can reach their target audience, build strong relationships with their customers, and drive sales. By understanding your target audience, creating a comprehensive marketing plan, and using proven marketing strategies, you can improve your B2B marketing efforts and achieve your business goals. Remember to measure your success, optimize your campaigns over time by contacting SoContact to keep up to date with the latest tools and resources to ensure your continued success.

What is B2B Marketing?

B2B marketing is a marketing strategy that aims to promote products or services to other businesses, rather than to individual consumers.

What are the benefits of B2B marketing?

The benefits of B2B marketing include a better understanding of business needs and expectations, a more personalized approach, and opportunities for long-lasting partnerships.

How to set up an effective B2B marketing strategy?

To implement an effective B2B marketing strategy, it is important to define your target audience, understand their needs and challenges, create relevant content and use the appropriate communication channels.

What are the most effective communication channels for B2B marketing?

The most effective communication channels for B2B marketing include email, professional social media, SEO, and business events.

How to measure the success of a B2B marketing strategy?

The success of a B2B marketing strategy can be measured according to the objectives set, such as the number of leads generated, the conversion rate or the return on investment.

What are the B2B marketing trends for the current year?

B2B marketing trends for the current year include an increase in the use of AI and automation, a more customer experience-centric approach, a greater emphasis on video, and growing adoption influencer marketing.


Kevin est un rédacteur spécialisé sur le thème du marketing en ligne. Il rejoint l'équipe de rédaction de SoContact en Janvier 2023 afin de simplifier l'accès à l'information sur le marketing en général.