B2B Marketing

If you sell to businesses, you understand how important it is to understand why your prospect is buying from you, how they came to that decision, and who is involved in making that decision. B2B marketing refers to any marketing communications that are directed toward for-profit organizations, as opposed to consumers who do not represent an organization. Examples of B2B marketing include running LinkedIn ads to get attention from decision makers, or producing content to help solve business problems faced by your prospects.

Successful B2B marketing strategies come in all shapes and sizes. Some B2B companies are able to make do with very little advertising and instead focus entirely on outbound sales. Others focus entirely on inbound marketing and aim to be the greatest authority in their niche. A successful B2B marketing strategy simply looks like the marketing strategy that delivers results for your business.

B2B marketing has become increasingly omnichannel, as holding onto the attention of an individual decision maker has become harder and harder thanks to increased competition and a greater number of distractions. Sales decisions are typically not made on sales calls, and often these decisions require information and understanding that a prospect at the beginning of the buying journey wouldn’t have.