How to Utilise These 5 B2B Marketing Strategies for Your Business

Jamie Adams - Marketing Manager

What you will learn.

In B2B, you sell to businesses rather than to individual consumers. Your goal is to help these businesses solve complex challenges, so your marketing target audience would be people who can decide.

With the right B2B marketing strategies, you can generate quality leads, build strong relationships, and drive business growth.

This article covers five key strategies, including high-quality content creation, lead generation via LinkedIn, email marketing, account-based marketing, and SEO and PPC optimisation.

Understanding the Importance of Targeted B2B Marketing

B2B marketing requires a targeted strategy for several reasons:

High-value deals: Unlike off-the-shelf products, B2B offerings often involve expensive and customised solutions.
Longer decision-making cycles: Business owners take their time to evaluate options thoroughly, plus the customisations on your part.B2B deals usually take four to eight months to finish.
Relationship-building: Many B2B companies offer the same thing you do, so handling the customer with great care can be the deciding factor.

Why Strategy Matters for B2B Success

A structured approach is non-negotiable if you want to succeed in B2B marketing. Your customers are typically:

Interested in learning about solutions
Motivated by logic and financial benefits
Focused on return on investment and expertise
Searching for long-term solutions

A strong, well-planned strategy helps you communicate in a way that resonates with them, highlights your value, and solves their unique challenges. And since B2B transactions are often high-value deals, a tailored approach makes all the difference.

1. Content Marketing – Building Authority Through Valuable Resources

B2B clients are looking for experts. They want to partner with someone who understands their industry—challenges and solutions included. You show that by creating high-quality content. For example, you can produce:

Blogs that cover the latest trends in the industry
Whitepapers where you offer expert recommendations on specific topics
Case studies that highlight how you’ve helped other businesses tackle similar challenges

Interestingly, reports show that 95% of B2B marketers use social media content, 89% use blog posts, and 81% use email newsletters to engage with their audience.

Target the Pain Points

When B2B clients go to the market, assume they’re actively seeking solutions to address their specific challenges. This makes it crucial to target their pain points in your content.

McKinsey & Company says B2B buyers typically review 3-7 materials before contacting a sales representative. These few pieces of content often determine whether you generate a valuable lead for your business.

Targeting the pain points makes your content highly relevant, which makes it more likely for them to choose you when they’re ready.

Pick Your Distribution Channels

93% of B2B businesses find LinkedIn the most effective platform for content distribution. It’s a great place to share thought leadership pieces and engage in industry groups. However, there are other valuable channels to consider, including industry publications, webinars, podcasts, and newsletters, should also be considered.

An omnichannel marketing strategy is excellent, but you don’t need to create new content for every platform. You can repurpose a single piece of content across multiple channels. For example, with a blog post, you could:

Extract key information for an email newsletter.
Use the content as a script for a podcast or webinar.
Create visuals like infographics or social media posts.

2. Account-Based Marketing (ABM) – Reaching High-Value Prospects

In ABM, you tailor your marketing efforts toward specific accounts you deem valuable. You want to create personalised buying experiences for each account to promote better customer acquisition and stronger rapport.

To determine what qualifies as a high-value account, you can create an ideal profile that outlines the characteristics of the accounts you want to win over. Most marketers consider the target’s industry, company size, revenue potential, and specific needs.

ABM Tools and Tactics

With ABM, you treat each high-value account like a separate market. Here are some ways to achieve that:

Create tailored content that addresses their recent business challenges.
Customise messages to align with their preferences.
Run marketing campaigns that are exclusive to that account.

You can leverage tools like LinkedIn Ads, email sequences, and direct outreach. For example, you can use LinkedIn Ads to run targeted campaigns based on job titles, company size, and interests. You can also send step-by-step emails for lead nurturing.

Sales and Marketing Alignment

Your marketing team is generally responsible for attracting and engaging with your target accounts. Meanwhile, your sales team handles relationship-building and follow-ups with these leads.

To make ABM work, both teams must share important information, including account details and feedback from prospects. They should agree on the accounts to target, the kinds of messaging, and how to nurture the buyer into paying customers.

3. Leveraging LinkedIn for B2B Lead Generation

LinkedIn isn’t just another social platform—it’s a hub for business decision-makers:

4 out of 5 members influence business decisions.
It connects with 180 million senior-level influencers.
75% of B2B marketers using paid social media say LinkedIn delivers the best results.
Ad revenue soared to $3.8 billion in 2021, with projections hitting $7.7 billion by 2026.

In short, it’s one of the best places to generate leads for your B2B business.

Optimise Your LinkedIn Pages

Optimising your company and employee profile pages is a powerful way to maximise LinkedIn for B2B lead generation. You want to ensure these pages say “professional” in every part.

Make sure your company page is filled out, including your logo, tagline, and company overview. This boosts credibility and visibility in searches. Here are other ways you can improve your company page:

Highlight what makes your company unique.
Add a professional cover photo that reflects your brand identity.
Use images or videos to showcase your services, products, or company culture.
Regularly share industry insights and updates about your company to stay visible.
Add relevant industry keywords in your descriptions.

For employee profiles, ensure your team members have professional profile photos, engaging headlines, and detailed experience sections highlighting their expertise and accomplishments. In any case, all of their posts should align with your company’s branding.

Utilise LinkedIn Ads Effectively

Aside from page optimisation, you could directly utilise LinkedIn Ads to generate leads. Many ad types are available on the platform, and using the right mix will help you achieve the best results. Here’s a quick breakdown of each and how you can use them:

Sponsored Content: These ads appear in users’ feeds like organic content. You can use single-image ads, video ads, or carousel ads.
Text Ads: A cost-effective option that appears in the sidebar. You can use dynamic text ads, which personalise the content by including the viewer’s name, job title, or company, to make your ads more engaging.
Message Ads: These are sent directly to users’ LinkedIn inboxes, allowing for one-on-one engagement. They’re ideal for event invitations, exclusive offers, or content downloads.

Engage With LinkedIn Members

LinkedIn is a social networking platform, so you need to engage with others in the space. It’s not that hard to achieve, either. For example, you can like and share posts that align with your brand’s interests. You can also post valuable industry insights, articles, or case studies that show your expertise.

4. Email Marketing – Nurturing Leads Over Time

As mentioned earlier, B2B sales cycles are typically longer, which makes nurturing essential. You want to ensure that your leads don’t get swayed by competitors and that they choose to do business with you when they’re ready to purchase.

Here’s a sample strategy:

Provide a welcome sequence. This is the first set of emails you send them where you can introduce your brand, set expectations, and build rapport from the get-go.
Send product demos. Once a lead is familiar with your brand, these messages can help them see the value of your product in action.
Share industry insights. Further down the sales funnel, send emails with expert insights to continue building trust with the lead.

Remember to prioritise personalisation. To send more relevant messages, group your audience based on factors like industry, role, or past behaviour. Then, track metrics like open rates, click-through rates, and conversions to measure success.

5. SEO and PPC for Maximised B2B Visibility

Your marketing strategy won’t be effective if your target audience can’t find your website or other landing pages. That’s where SEO comes in. SEO improves your website’s visibility in search results, and it has two key parts:

On-site SEO: This means adding relevant keywords to your website content. These help search engines understand what your page is about, improving its discoverability.
Off-site SEO: This is the backlinking process—websites link to yours for citing the information you share. The more high-quality content you create, the more likely other sites will link to you, which helps search engines trust and rank your site higher.

The keywords you use must be relevant to your business and the terms your target audience seeks. If your clients are searching for a SaaS, keywords like “enterprise SaaS” or “B2B SaaS platforms” will help bring your page to the front.

PPC Targeting

PPC targeting is also effective for more active lead generation. You can easily use Google Ads to do this.

For example, you can use search ads so that your solutions appear when potential clients search for business-specific keywords. You can also use display ads to boost your brand’s visibility and traffic since they can appear on various web pages.

For maximum visibility, we recommend combining PPC and SEO.

PPC delivers instant exposure, placing your business right before potential buyers. Meanwhile, SEO builds long-term authority, helps your website rank organically, and attracts consistent traffic over time.

Track Your Campaign Results

Don’t forget to track and analyse your performance metrics.

For SEO, measure your organic traffic, keyword rankings, and backlinks to measure your site’s authority on the web. Meanwhile, you can track key metrics like click-through rates, conversion rates, and acquisition costs. This will let you see how effectively your PPC campaigns generate new leads.

Moving forward, you should regularly review these insights. This way, you can fine-tune your keywords, improve ad targeting, and optimise content.

Conclusion – Choosing the Right Mix of B2B Strategies

B2B marketing needs to be handled with care. Since every company is unique, you should ensure that your approach is tailored to each one to get the best results.

There are many ways to market, attract, and generate leads, from using targeted content and account-based marketing to LinkedIn engagement, email campaigns, and SEO & PPC optimisation.

Take a moment to think about which strategies align with your business goals. If you need expert advice on developing effective B2B marketing strategies, our professionals at Common Ground are here to help. Contact us today, or explore our case studies to learn more.