What is B2B Marketing? – Definition & Strategies

What is B2B Marketing?

Let's face it, B2B marketing can be a snooze fest. Especially when you compare it to the more exciting world of B2C marketing. But just because business-to-business marketing may not be as sexy as business-to-consumer doesn't mean it can't be effective—or even fun. 

If your B2B marketing efforts have been falling flat, it might be time to change your approach. 

(re)Defining B2B Marketing

B2B marketing, or business-to-business marketing, refers to marketing efforts that are targeted towards other businesses rather than individual consumers. 

However, inn recent years, there has been a shift in the way B2B marketing is approached, with a greater focus on creating long-term relationships and personalized experiences for businesses. 

This has led to the redefinition of B2B marketing as being more consultative and buyer-centric, rather than simply transactional. As such, B2B marketers are now prioritizing tactics such as content marketing, account-based marketing, and customer success management in order to build trust and establish themselves as thought leaders within their industry.

What Really Matters in B2B Marketing?

When it comes to B2B marketing, there are several key factors that are important to consider in order to be effective:

First and foremost, understanding the needs and pain points of your target audience is crucial. This means conducting market research and gathering insights about the businesses you are trying to reach, in order to tailor your marketing efforts to their specific needs. 

Building trust and credibility with your audience is also essential in B2B marketing, as businesses are often making significant financial and strategic decisions based on the products or services they purchase. 

Providing valuable, informative content and demonstrating expertise in your field can help to establish trust and credibility with potential customers. 

Additionally, establishing strong relationships with key decision makers within target accounts and providing excellent customer service can help to foster long-term partnerships.

Finally, having a clear value proposition and being able to effectively communicate the benefits of your product or service to your audience is crucial for driving conversions.

Effective Strategies for B2B Marketing

So, what are some effective strategies for B2B marketing?

Content Marketing 

Content marketing involves creating and sharing valuable, informative content can help to build trust and credibility with other businesses. This can include blog posts, white papers, case studies, and more.

Email Marketing

Email is a powerful tool for reaching out to other businesses and building relationships. By sending relevant and personalized emails, you can stay top-of-mind with potential customers and keep them informed about your products or services.

Social Media Marketing

Social media can be a useful channel for reaching out to other businesses and building relationships. By actively participating in relevant industry groups and discussions, you can establish yourself as a thought leader and generate leads for your business.


Building a strong network of contacts within your industry can be an effective way to generate leads and build relationships with other businesses. This can include attending industry events, joining trade organizations, and connecting with potential customers on LinkedIn.

Partner Marketing

Partnering with other businesses can be a mutually beneficial way to promote your products or services. This can include co-marketing campaigns, joint webinars, and more.

Trade Shows and Events

Attending trade shows and industry events can be a great way to showcase your products or services to other businesses and make new connections.

Paid Advertising

Paid advertising, such as Google AdWords or LinkedIn ads, can be a effective way to reach a targeted audience of other businesses.

Overall, B2B marketing is about building relationships and promoting products or services to other businesses in a way that addresses their specific needs and concerns. By using a variety of strategies, such as content marketing, email marketing, social media marketing, networking, partner marketing, and paid advertising, you can effectively promote your business to other businesses and generate leads.

3 Mistakes You’re Probably Making in Your B2B Marketing

Many businesses get B2B marketing completely wrong.

For one, they focus on short-term wins over long-term growth. A near-sighted B2B marketing strategy is not sustainable, scaleable, or setting you up for future success. 

Are you making mistakes in your marketing? Here are three common mistakes businesses make in B2B marketing, and how to fix them.

1. Not Prioritizing Lead Generation

The first mistake businesses make is not making lead generation a priority. Just because you're selling to other businesses doesn't mean that leads aren't important. In fact, lead generation should be one of your top priorities when it comes to marketing. After all, what's the point of driving traffic to your website or getting people to read your blog if they're not going to become leads? 

To generate more leads from your B2B marketing efforts, start by taking a look at your target market. What kind of content are they looking for? How can you position yourself as a thought leader in your industry? Once you have a better understanding of your target market, you can start creating content that will attract them to your website and get them to sign up for your email list.

2. Not Nurturing Leads Once They're Generated

The second mistake businesses make is failing to nurture their leads once they've been generated. Just because someone has signed up for your email list or downloaded a white paper doesn't mean they're ready to buy from you. In most cases, it takes multiple touchpoints before a lead is ready to make a purchase. That's why it's so important to have a lead nurturing strategy in place. 

There are a number of ways you can nurture your leads and move them further down the funnel. You can start by segmenting your list and sending targeted emails based on where someone is in their buyer's journey. You can also retarget people who have visited your website but haven't taken any further action with ads or special offers. The key is to keep moving those leads forward until they're ready to buy.

Not Measuring Results 

The third and final mistake businesses make is not measuring the results of their efforts. Marketing isn't an exact science, which means there's always going to be some trial and error involved. But in order to know what's working and what's not, you need to measure the results of your efforts and track key metrics over time. 

So what should you be tracking? There are a number of metrics you could track, but some of the most important ones for B2B marketers include website traffic, conversion rates, email open rates, and click-through rates. By tracking these metrics on a regular basis, you'll be able to see which areas of your marketing are performing well and which ones need improvement. Then you can adjust your strategy accordingly and continue generating results for your business.

B2B Marketing Not Working? It’s Time to Try Something Different.

If you're not happy with the results you're seeing from your B2B marketing efforts, it might be time to reevaluate your approach. Remember, just because B2B marketing may not be as flashy as B2C doesn't mean it can't be effective.

At Elevate Demand, we do things differently – adopting a Sustainable Growth Framework to facilitate long-term growth and scaleable marketing solutions. Start here to learn more about our Growth Hypothesis and how it can accelerate your business.