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Effective Marketing Strategies for B2B Companies

Effective marketing strategies As a business to business (B2B) company, lead generation is an essential part of your marketing and sales strategy. Successful lead generations campaigns leverage effective marketing strategies that will draw prospects in and keep them interested in your offerings.

The following marketing strategies have been found effective in enabling you to find the customers you need as well stimulate business growth.   

Create content for your audience

After you have determined your target market, and have a plan to fulfill their needs, it is important to build segmented content that will resonate with your target audiences.

In a 2016 DemandGen Report, it was found that 51% of B2B buyers rely on content to research their purchasing decisions. In addition, 73% of respondents from the report said they looked at a case study while doing their research, and 96% of respondents said they wanted content that contained more input from industry thought leaders.

There are many types of content that B2B buyers find compelling if the messages help to educate them and solve their pains. Your content plan may include whitepapers, blog posts, SlideShares, case studies, videos, and guides.

As a general principle, the content must be valuable for your leads and demonstrate your expertise. The goal is to gain their trust and prove that your company is worthy of their business. Instead of focusing on the sales pitch, with your content, you should try to add value to your leads’ lives.

Use the appropriate social media channels

It has been found that B2B companies that connect with their buyers in an emotional way experience twice the impact over marketers who only try and sell customers on the functionality of their products or services. When determining effective marketing strategies for your B2B business, you cannot leave out social media.

Social media platforms are perfect for promoting your content. If you are well established on social media sites and update them frequently with relevant content, you are going to build your search engine optimization efforts and rank better on Google as well.

When reporting the best social media platforms for launching a product, 81% of technology B2B marketers said they use LinkedIn, while 71% said Twitter and 54% each said Facebook and YouTube. LinkedIn is the best platform for B2B marketing, but buyers are everywhere, so you must be as well. Don’t focus on just one social media site. Include all social sites your prospects use if you want to practice effective marketing strategies. 

Connect on forums

Eighty-one percent of B2B decision makers will go on online communities and blogs to assist in their purchasing decision process. Some B2B communities out there are LinkedIn, Quora, Growth Hackers, and more. There are industry specific forums and groups you can participate in online.

On these forums, answer questions, start discussions, post links to your content, and interact with other people in your niche. You will be likely to run across buyers and connect with them, as well as improve your SEO, making this one of your most effective marketing strategies.

Invest in email marketing

Email marketing is an excellent way to reach your leads and customers directly. According to one study by Experian, for every $1 you spend on email marketing, you will see a return on investment of $44.25.

Some of the most effective email marketing strategies include:

  • Sending your recipients your latest blog, case study, or white paper
  • Automatically sending out emails when customers have not activated your product or service or used it for a while
  • Invitations to exclusive webinars
  • Alerting customers to the latest company news
  • Sending out product updates.

When executing a B2B email marketing campaign, make sure to segment your audiences, do A/B testing, and allow your subscribers to choose their preferences.

By following these guidelines for B2B marketing, you will appeal to your buyers, foster loyalty among your customers, and generate more leads. It all starts with creating effective marketing strategies and campaigns that will reach and resonate with your target market.

Do you want to formulate effective marketing strategies for your B2B company? Contact KEO Marketing today for a free consultation.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.