[2023 GUIDE] 18 Most Effective B2B Marketing Strategies & Checklist

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Actionable B2B marketing strategies

Learn actionable tips for refining your B2B marketing strategy in 2023 to create a predictable and repeatable stream of new leads, customers and revenue.

In this definitive B2B marketing guide we provide the ultimate playbook for planning and implementing the most effective B2B marketing strategies in 2023 to not only building brand awareness, but also crush your goals for lead generation, customer acquisition, and client engagement.

You will learn the best practices and other B2B email marketing, strategies and tips that you can quickly implement to help you improve your B2B marketing strategy, which is a vital aspect one business has in creating predictable and repeatable streams of new business leads, customers and revenue from new customer base.

81% of marketers expect the vast majority of their decisions to be data-driven by 2023. Seventy-six percent say that’s already the case. (GARTNER  for Marketers)

Some B2B marketing strategies will be evergreen concepts that you’ve most likely already heard before as a B2B marketer, while others might provide you with a brand new way to look at your usual approach. 

1. Make Sure You Mean Business

Right off the bat, let’s establish the difference between business to business (B2B) and business to customer (B2C) marketing, as the first step in any process is truly understanding the landscape. If you don’t already know, the B2B business model sells the products or services of one business to other businesses, while B2C companies sell products or services directly to consumers. Easy enough right? 

While most business owners understand the difference between B2B and B2C models when it comes to their company’s products and structure, they often forget how it comes into play when it comes to their marketing.

According to a helpful blog post by HubSpot, these are the six main aspects that separate B2B marketing strategies, b ppc campaigns a and b2b marketing strategies a, goals and strategies from that of B2C marketing strategies and b2b marketing strategies and marketing goals...

  • ROI matters in B2B marketing. Unlike customers, business owners want to know how and when your product or service is going to make them money. They need to be able to explain to their superiors when they will see a return on their investment. 

  • The typical B2B customer wants to be educated. Before making a decision, a B2B customer wants to fully understand the product or service to be able to relay this information to the rest of their team. They’re more open minded when it comes to content marketing.

  • They want more detailed content. For a B2B customer, the more detailed and personalized to their company your content is the better. They want to feel catered to and that you fully understand their needs and concerns.

  • They have a longer chain of command. The first person you reach out to at a B2B company is most likely not able to make the final decision. There is a longer chain of command and therefore, more customer profiles, personas, pain points and key selling points to determine. 

  • You’ll experience a much shorter sales cycle. A B2B lead requires much more nurturing, unique and detailed content, and has a lot more at stake. It’s not only a purchase, it is a business relationship. For this reason, a B2B sale will take much longer and require more patience.

  • The contract with a B2B customer can last for months or sometimes even years. As mentioned in the bullet point above, a B2B lead doesn’t just purchase your product or service, they enter into a contract and ongoing relationship with you and your company. 

Many B2B company owners fail to realize how these differences come into play when developing their go-to-market campaigns. 

In most businesses today, there are more than one business decision makers or maker which means there is more than one ideal and buyer's and the buyer's journey and buyer journey profile. For this reason, you will need to determine the main players within the company longer sales cycle and the key selling points for each individual decision-maker. Business owners, CEOs, and managers all require a different approach.

Although it's important to consider the personal needs, challenges, and motivators of the key players in the B2B buying process, a B2B buyer’s journey to purchase decision is still quite different from the journey of an individual purchasing a consumer-facing product or service.

In most B2B marketing strategies and methodologies, your buyer isn’t purchasing your brand equity but the B2B service or product for themselves. Yes, a human hits the “complete order” button, but the real customer is the organization one business that has brand loyalty and the brand identity and brand equity that the person represents. Always keep that in your mind when organizing a b2b marketing strategies and campaign.

2. Go Back To The Drawing Board

Another factor that often gets overlooked in marketing is doing the proper research. It’s the foundational stone of the whole process and can make or break the entire campaign. 

You should never stop your research, as the digital marketing landscape is constantly changing. The following are just a few of the areas to keep up to date with in order to stay ahead of the curve.

  • Research the market itself. You should know all of the ins and outs of your particular market category, including what your competitors are up to, any new technologies being developed, or updates to the industry. 

  • Research the organization to learn the key players and decision makers. 

  • Research your ideal buyer’s needs, challenges, desires, and motivators. These characteristics can evolve over time for a number of reasons. 

  • Research key performance metrics, relevant data and analytics.

Within most B2B verticals, your company is selling value and measurable results to other businesses, and the main goal is to help them grow bigger and make more money. While that will never change, you still need to understand their value proposition, the pain points that stand in the way of their growth, and the best solutions for their business grow through their challenges.

Research will help you understand your potential clients, which will make the campaign more direct, and thus more effective. But, remember, this is something you need to do constantly, or at least periodically. 

Research is not something you do only once, as you can risk falling far behind your competitors with outdated information. 

3. Hire an expert B2B marketing agency. 

In today's competitive business landscape, it's becoming increasingly challenging for companies to stand out from the crowd and reach their target audience. The most effective B2B marketing strategies are essential component of any successful, business model, but it's not always easy to execute. That's where a B2B marketing agency can come in and provide value.

A B2B focused marketing agency is a top professional services organization that specializes in developing and executing marketing strategies specifically designed to generate leads and help businesses reach their B2B target audience. Hiring the professional services of a B2B marketing agency can bring numerous benefits to your business, including:

Access to Expertise

One of the most significant benefits of hiring a B2B digital marketing agency is gaining access to a team of experts in the field. Marketing agencies typically have a team of professionals with extensive experience in marketing, including digital marketing, competitive analysis campaign data mine competitive analysis, and content marketing and creation, social media, and SEO. With their expertise, you can trust that they'll develop a full marketing plan and strategy that's tailored to your specific business needs and target audience.


Hiring a inbound marketing agency can be a cost-effective solution for businesses looking to grow their marketing efforts. Rather than hiring a full-time marketing team, which can be costly, outsourcing your marketing needs to an agency can be more affordable. Additionally, by working with an agency, you have the flexibility to scale up or down your marketing efforts based on your needs, saving you money in the long run.

Focus on Your Core Business

As a business owner, you have a lot on your plate. Marketing your business can take up a significant amount of time and resources, taking you away from your core business functions. By hiring a B2B marketing agency, you can focus on your core business while the agency takes care of your marketing needs.

Increased Efficiency

Marketing agencies have streamlined processes and access to the latest digital marketing, tools and technologies, which allows them to execute digital marketing strategies more efficiently. With their expertise and technology, they can quickly develop and execute a digital marketing strategy and plan that focuses on various digital marketing channels for optimal success.

Measurable Results

Marketing agencies have a track record of delivering measurable results for their clients. They use B2B marketing strategies, to monitor and optimize their marketing channels continually. By tracking the effectiveness of their marketing strategies, they can adjust their approach to maximize results, ensuring that your marketing activities are driving the desired outcomes.

4. Refine and Optimize Your Website Design 

Your website needs to look awesome and work even better. If it still looks the same it did when you founded your company in 1997, better get to work and hire some designers and developers.

There’s no getting around this. Your web pages need to be top notch, easy for the buyer to use, and a killer data-collecting expert. A well designed website often serves as the first thing your customers see, and acts as your 24/7 salesperson. The following is a list of tips to ensure that your website is working with you, not against you. 

  • Growth driven design (or GDD). This data-driven B2B marketing strategy of web redesign is being implemented more and more by newer B2B companies because it allows companies to keep what works and what doesn’t work when they attempt to redesign. By focusing on rebuilding specific pages and launching them individually, your business can save time and money and obtain clear insight into how your pages are performing.

  • The speed of your website is crucial. Studies show 53% of users won’t stay on your website if it takes more than three seconds to load. The speed of your website is an incredibly important factor to attract visitors and keep them long enough to turn them into prospective buyers. In addition to the user experience perspective, the speed of your website also matters when it comes to Google ranking. If your site performs super slow, don’t expect to be on the first page of Google.

  • It should be mobile friendly. Nowadays, your customers have a small computer screen in their pocket. Make sure you spend just as much time developing and testing the mobile version of your website, as that is one of the main ways potential buyers are searching for your product or service.

5. Gain More Awareness with SEO

In a nutshell, search engine optimization (SEO) is the process of making your content the first that pops up in unpaid search results . It’s an intricate system of collecting data to learn what the most searched keywords, phrases or questions are, developing content that offers an answer or solution to the problem and then guiding the traffic back to your site. 

These are some tips when planning your SEO strategy. 

  • Do your keyword research. It’s critical that you know what people are searching for related to your brand, how many people are searching for it, and in what format they prefer to receive the information. 

  • Create personalized content. When deciding on what content to produce and optimize, consider the needs, challenges, and motivators of your ideal customers. It’s important that your content is targeted and personalized to the right audience. 

  • Write in real, natural, and understandable language. Make sure the content you create and deliver is conversational. Even if your ideal clientele is a B2B professional and understands the technical lingo, they want content that is easy and quick to read. 

  • Implement on-site SEO. Once you know what keywords or phrases your ideal customers are searching, it’s important to incorporate specifically designed website pages that work to provide an answer to the question those users were asking through their search.

  • Use technical SEO. Don’t just focus on appealing to the user. A key element of SEO is being readable by the search engines. Understanding the technical side of search engine optimization can be a game changer when working with developers and website designers.

  • Use link building to gain authority. This relates to gaining credibility through word of mouth. Link building is the process of gaining links from other authoritative websites, building your brand’s messaging, and earning a trusted audience that shares your content. Inbound links and internal links work to boost your credibility.

6. Implement the Right Tools and Consolidate Your Software 

If you’re running two different automation systems, an ABM software, a CRM that only your sales team really uses, and more than one data acquisition platform… it’s time to rethink your technology stack. 

Leave behind the idea of “the more tools the better”. This isn’t the case. Consolidate by utilizing all-in-one providers and working with an agency that can recommend the best software solutions.

It’s critical to the success of your B2B go-to-market strategy that you’re working with the most cost-efficient and least time-consuming software that help align your teams.

7. Focus On Adding Value with Case Studies 

Adding value should be your mantra in anything business-related, but B2B growth marketing is where you should emphasize it even more. People who are browsing your products and services need to have a clear sense in what solutions you have to offer for their challenges. 

When it comes to B2C, adding value and new business to current customers is achieved by writing blog posts or offering a discount code here and there to other businesses. If you only sell products or supplements, creating a how-to guide that lists the best-kept recipes, or the most effective forms of exercise for weight loss will get you more attention and many opportunities to mention your brand stand out products in the text with those discount codes.

A successful B2B marketing strategy often includes content marketing like how-to blog posts and articles, but requires more in-depth and educational content marketing as well. Look at it this way - business owners prospective buyers, business buyers, managers business and their potential buyers and other key people are already educated about running a business and know what they want to achieve.

Giving them general, one-size fits all advice won’t have much of an impact. And trying to reach too broad of an audience base is never a wise idea in B2B performance-based marketing channel campaigns, as you can miss the point.

One proven approach is to show how your products and services have already added value in real-life situations with your already good-fit customers and clients. Case studies are a perfect example of that.

Case studies have a similar effect as word of mouth or referrals, which is one of the most powerful marketing tools. When a friend, family member or colleague of a potential customer recommends your brand, they’ve already developed a trust and bond with your products and are more likely to purchase. It’s an easier sell. 

A case study provides a before and after look into a success story you’ve created for one of your many current customers, clients or potential customers. These success stories for targeted niche verticals are great for mapping content across the buyer’s buyer journey and more importantly help show ideal customers that you understand their particular industry pain points.

Having in-depth studies can also be a valuable source keyword research for future blog posts that will explain how the whole buying process has played out. You can also interview the business owners, and use their praise for your testimonials page, which is another excellent form of promotion.

8. Test Your Ideas

Marketing is not straightforward or strict. There are no guarantees, no matter how many hours you spent figuring out and fine-tuning your idea. That’s why it is always a necessary step to use the information you’ve gathered during your research phase to field-test your marketing channels and strategies.

You can A/B test emails, landing and web pages alone, but also website redesign through growth driven design. The idea is to find a combination that has the best conversion rate, or that keeps customers moving faster and more effectively through your sales and marketing funnel.

You can experiment in various ways. Create strategic call-to-action buttons in different places throughout your site. Update your copy, color schemes, try out new landing pages and actions, and implement creative email headlines to test the waters and see what works best. There are so many things to try, and without split testing, you will never know what works with your audience.

You can also test different pricing schemes, and see if freemium works better when compared to time-limited trials or money-back guarantees. Also, you can test out different lengths of your promotions, or different features included in each package. The opportunities and combinations are limitless, but the more you try, the better idea you will have, so play around.

9. Expand Your Branding Footprint

While creating content for your website visitors is effective and necessary, branching out to other businesses websites professional services and communities that relate back to your own brand identity is even better. Doing so can help your own B2B brand identity and brand stand you out, and also increase your reach, and brand loyalty, including with your business' existing customers, and business stake holders themselves.

This can include guest posting, but also offering your opinion at industry events through public speaking at local conferences and industry events.

All of these tactics will get you, and your company, in front of a new audience. Of course, you need to make sure the audience fits your ideal customer profile, and that it can bring you closer to your potential customers.

Writing a guest post, or speaking at a conference or a podcast will allow potential customers the chance to get to know you, and you will be able to present new business and your brand in the best light possible, which combined can help drive organic traffic to your website.

It can also drive list building for effective email marketing processes. That way, you will build personal relationships with the right business executives, and closing the deal later will become much easier.

Another effective way to branch out entails asking your employees to create content themselves. You shouldn’t force or expect this of your employees, but asking politely if they’re interested doesn’t hurt. Also, the content should be high-quality and engaging. Offer rewards to those who produce content, to make them want to create more, and see how all this works for you.

10. Be Direct & To The Point with PPC 

You might win over the department manager and their superior with compelling and targeted content. But how do you reach and connect with the top dog that will ultimately finalize the sale? 

The key decision makers within a company are most likely extremely limited on time. It’s important to keep things short and sweet when it comes to attracting these influential leads. 

First, when running your own various email marketing campaigns, pay attention to subject lines. That is what often makes or breaks your own email and efforts,. Business executives are flooded with emails every day, and they will be reluctant to open another one that is trying to sell them something.

Second, it’s wise to make sure your emails add value, and you state that in the subject line. Also, avoid adding attachments, as they often trigger the anti-virus, or immediately send the email to the spam folder. Keep it short but effective.

Because most executives lack time, running a blog with relatively long articles might not be the best approach. Sure, it will earn you more organic search traffic, as long-form posts contain a lot of keywords. But decision makers don’t typically have the time to read 3000 word blog posts you release twice per week.

This is where PPC, or pay-per-click, advertising and both paid search with organic and paid search both, comes into play and brings us to the third tip in targeting potential business buyers. Paid and organic search both can be incredibly beneficial when planned and implemented correctly.

The following list describes the critical factors to keep in mind when planning your PPC campaigns.

  • Choose the right platform. The most popular platform for paid search is Google Ads, but with the explosion of social media, platforms like Facebook, Instagram, Twitter, etc. now also offer effective pay-per-click advertising. 

  • Next, decide the type of ad to run. You have the option of running a display ad, video ad, search ad or app ad. These range in effectiveness depending on your product and ideal customer profile. 

  • Figure out your budget and bidding strategy. It’s important to have clear budget goals before you decide on your PPC ad campaign. There are several bidding strategies to choose from as well, and knowing what you’re allotted to spend will help you choose which route to take. Google Ads offers: Cost-per-click bidding, Cost-per-thousand viewable impressions, Cost-per-acquisition, and Cost-per-view bidding. 

  • Use “negative keywords” in your PPC verbiage. In other words, this describes the analysis of what popular words and phrases to avoid so as to not waste money placing ads on pages that are irrelevant to what you’re selling. 

  • Measure your results. Keep track of your conversion vs sales and what keywords and phrasing are actively driving traffic, generating leads and converting potential buyers into customers. 

PPC advertising is controlled and specifically designed to attract a targeted group, while blogs linkedIn ads are there, available to anyone, and are less likely to attract the right kind of people. Ideally, you should do both, but if you are interested in getting more leads in a shorter time, PPC and linkedin ads is a much better investment.

11. Leverage Account Based Marketing

Outdated, traditional marketing approaches can often focus on attracting as many leads as possible to the top of your sales funnel with limited criteria necessary. An indirect approach like this can require a lot of effort with little return. 

Account based marketing (ABM) describes a personalized strategy for an individual buyer within a business. 

A targeted tactic like this can be beneficial for a number of reasons.

  • It promotes a higher probability of acquiring a new client

  • It ensures that users are seeing relevant content, which can help push them along the marketing funnel.

  • It offers a larger return on investment.

  • It helps you cultivate stronger relationships with your customers.

  • It shortens sales cycle

With ABM, your focus is to directly target key business decision makers at companies that fit the requirements of your ideal potential buyers or clientele. Here, you focus on real people and create the whole campaign personalized for them. This results in a much shorter or longer sales cycle sometimes, but also more successful conversions.

Alignment between your sales and marketing teams is crucial when it comes to account based marketing campaigns. Sales and your marketing team need to work together to deliver cohesive ABM tactics without seeming redundant or aggressive.

Even if you don’t close the deal immediately, ABM will get you closer to the right people at the companies that interest you the most. After the campaign ends, you will be on their radar, which will make future contact much more likely.

12. Actively Engage In Social Media 

We may be talking strictly about B2B marketing social media marketing social media channels, here, but that does not by any means exclude other other social media marketing, and social media networks either. In this day and age, these other social media marketing social media marketing channels, and social media marketing social media networks have reaches across all industries.

Developing a social media marketing plan today is not only useful but absolutely necessary. However, it can be difficult to know the right way to approach social media. For B2B companies, these tricks of the trade will help. 

  • Find your voice! Social media is personal, real, and relatable. Social media profiles that stand out are the ones with personality. You might be a tech startup that sells software to other companies, but you can still develop a fun, informative or interesting persona. 

  • Check out the competition. Peek at the accounts of your competitors and know what they’re posting. It’s important to keep tabs on their social media campaigns and their success to see what works. Also, note their audience to see how it matches up to yours.

  • Make sure your content is original! Users know when content is original and creative, or borrowed and fake. They can tell when you post something just to appear active on the app. That’s why it’s so important to create unique and original posts to stay relevant and relatable. 

  • Mix it up with multimedia. Keep it interesting. The fun part of scrolling through social media platforms is seeing different types of posts: videos, photos, polls, stories, or GIFs. Use multimedia content to keep the attention of your audience.

  • Shout out your employees! As I mentioned above, social media is personal. When a B2B company shines a little spotlight on an employee, it gives a sense of familiarity and allows customers to put a face to your company. It also encourages the employee or employees to share with their own networks which boosts awareness of your brand.

  • Engage. Whether it’s a quick “thanks” with an emoji, or answering a post about a reported issue, engagement is key. You’ll have much more success with your social media marketing if you stay on top of your communication.

13.Influencer Marketing

In recent years, influencer marketing has become a buzzword in the world of marketing activity both business to business marketing strategy or b2b marketing strategy and business to consumer (B2C) influencer marketing strategy. However, many business to business and business to consumer-to-business (B2B) companies have been slow to adopt it, perhaps thinking it's not a fit for their target audience or industry. But the truth about influencer marketing is, it can be just as effective as a b2b marketing strategy strategies its B2C counterpart.

This type of influencer marketing is the practice of leveraging industry experts individual consumers, thought leaders, and other influential figures to promote a company's products or services to its target audience. These influencers may be journalists, analysts, consultants, or even other businesses that are respected in a particular industry.

The focus is on building relationships with influencers who have a strong online presence and a large following in your industry. By partnering with these influencers, you can tap into their expertise and credibility to boost your business customers own brand's credibility and authority.

Additionally, this can skew into your own referral marketing, affiliate marketing, cold email outreach, PPC ads, email nurturing, and referral marketing programs, and targeted influencer marketing.Consider using these referral programs, marketing and B2B influencer programs, especially with influencers or micro-influencers that use your product or professional services. Doing this can potentially be a successful marketing activity to help your business grow.


There are several benefits of this type of marketing, including:

  1. Increased brand awareness: Partnering with influencers can help you reach a wider audience and increase your brand's visibility.

  2. Enhanced credibility: By associating your brand with respected industry leaders, you can boost your credibility and reputation.

  3. Lead generation: Influencers can help you generate leads by promoting your products or services to their followers.

  4. Thought leadership: Partnering with influencers can help position your brand as a thought leader in your industry.

  5. Cost-effectiveness: Compared to other forms of marketing, it can be cost-effective, especially if you choose to work with micro-influencers or industry experts who are happy to promote your brand in exchange for exposure or other incentives.

Tips for a successful Campaign

  1. Identify the right influencers: Look for influencers who are active in your industry and have a significant following. Consider their areas of expertise and their ability to engage their audience.

  2. Build relationships: Don't approach influencers with a hard sell. Instead, build relationships by engaging with them on social media channels and offering value in exchange for their help promoting your product or professional services.

  3. Create valuable content: Individuals are unlikely to promote your brand unless they believe in your products or services. Focus on creating high-quality, valuable content that showcases your expertise and provides value to your target audience.

  4. Measure your results: Use analytics tools to track the success of your campaigns.

14. Live Chat Functions, Virtual Assistants and Conversational Selling 

When it comes to adding a virtual assistant or live chat function to your website, many marketers or business owners make the mistake of assuming it is solely to handle customer complaints. While it is an incredibly effective and powerful engagement tool for customer support, it is much more than that. In fact, it has become a popular choice of communication for customers in 2023.

Engaging with your customers when they are already browsing your website is key. Website visitors expect to get answers when they want them. They are already interacting with your website and they have your products and services front-of-mind. It is a fast and simple way for them to get the answers they need to help positively influence their purchase decision. A live chat function can work as your best salesperson. 

Use Marketing Automation

In today's digital age, businesses are increasingly turning to programmable marketing automation software to streamline their B2B marketing strategies. Marketing automation approach involves the use of software tools to automate repetitive marketing tasks and processes, enabling businesses to focus on more strategic initiatives.

Automation has a few key benefits that can really increase the success of your B2B marketing campaigns, including:

Improved Lead Management

Lead management is an essential component of any B2B marketing strategy, but it can be time-consuming and challenging to manage effectively. Marketing automation software can simplify lead management by automating lead scoring, nurturing, and segmentation. This ensures that leads are properly qualified and passed on to sales when they are ready to buy.

Increased Efficiency

Marketing automation enables businesses to automate repetitive marketing tasks, such as email marketing, social media management, and lead generation. This frees up marketing teams to focus on more strategic initiatives, such as developing marketing event-based triggers, creating content, and analyzing data. With marketing automation, businesses can achieve greater efficiency and productivity, resulting in more significant ROI.

Personalized Communication

Marketing automation allows businesses to deliver personalized communication to their business to business customers. By tracking customer behavior and preferences, businesses can send targeted emails, personalized content, and tailored messages to their audience. This results in a more engaging customer experience and a higher likelihood of converting leads into customers.

Better Data Insights

Automation tools provide businesses with valuable structured data insights, such as website traffic, email open rates, campaign data, and click-through rates. This schema markup can be used to gain a better understanding of customer behavior and preferences, enabling businesses to adjust their digital marketing strategies accordingly. With better structured data insights, businesses can make more informed decisions and drive better results in their digital marketing strategy.

Improved Collaboration

With automation, you can improve collaboration between traditional b2b marketing strategy and, and sales teams. By sharing data and insights, both your traditional, marketing team and B2B marketing teams can work together to generate leads, identify opportunities and develop effective strategies for your marketing program. This results in better alignment between the two teams and a more coordinated approach to business to business and to business marketing.

15.  Leverage Long-form Content 

Content marketing is a highly effective strategy in business to business marketing. But it is important to recognize that not all content marketing is going to generate the same results. Long-form content marketing is much more powerful in driving traffic, building thought leadership and raising awareness surrounding your business. It's also a great way to deliver educational content to individual consumers to influence purchase decision.

Businesses who use content marketing and blogging generate over 126% more leads than ones who don’t.

However, it’s not just the length of the blog or article that matters, but the quality of relevant content and marketing content as well. Marketing content should offer value to your potential customers and provide informative and relevant marketing content, that generates trust.

The most effective long-form content marketing content includes case studies, how-to guides, webinars, and product demonstrations. It is also helpful to craft your long-form content marketing articles around the specific pain points of individual consumers and address pain points along the buyer’s journey of your ideal customers and target buyer personas. Additionally, strong, content marketing that can help your website be found through organic and other search engines, search engines, search engines, search engine optimization, and search engines more.

16. Keep It Visual 

Speaking of powerful content, another key element to include in your leadership-building content is the visual aspect. It is critical to include images and video in your blogs, case studies, and other content to help boost awareness. In 2023, visual pieces and graphics are more effective than audio or text. Breaking up a long-form writing piece with graphics makes the content snackable and more attractive. 

Adding photos or videos helps potential customers retain the helpful information you have to offer. Experiment with video content as well including testimonials, product demonstrations and educational tutorials. You can also generate graphs and charts to demonstrate valuable data and statistics. Just be sure not to overwhelm the viewer with a distracting visual! 

The other advantage to developing infographics, graphs, charts, images or videos is that they can be syndicated on other publications to further boost your brand recognition and awareness. Other websites are happy to utilize your visual content to add value to their own pieces, while linking to your page to improve your SEO rankings and boost your brand awareness. 

Just make sure that visuals look good both on full website or on mobile devices. This is critically as the vast majority of people enjoy using their phones, and mobile devices especially when they are on the go or between meetings.


17. Establish Brand Culture and Values 

Another vital part of business to business and B2B marketing strategies is establishing the core values and culture of your business. It’s not all about delighting your customers these days, you want to delight your employees too. Your internal work culture should inspire them to promote your brand organically. Plus – your employees have the ability to magnify your marketing efforts, so you want them to give it all they got.

Employee activation takes more than just asking your team members to share content and keep their LinkedIn up to date. It goes much further than that. 

To successfully “activate” your employees, you want to encourage your workforce to curate and share content that they are proud of and that authentically interests them. Additionally, you need to create an official program that inspires your team members to get involved. 


18. Measure What Matters 

In today's digital age, B2B marketing channel campaigns are more important than ever. They're the driving force behind brand awareness, lead generation, and ultimately, sales. However, measuring the effectiveness of these lead generation campaigns can be challenging. 

  • Enhances overall strategy: Improving measurement methods can help you better understand your target audience, what resonates with them, and what they're looking for, which can inform and enhance your overall strategic B2B marketing.

  • Identifies areas for improvement: Analyzing data is just one part of the process. By improving your measurement methods, you can identify areas where your campaigns are falling short, and make changes that can lead to better results.

  • Increases ROI: By measuring the right metrics and focusing on lead quality, you can ensure that your B2B marketing playbook is generating a positive return on investment, which can lead to increased revenue and profits.

  • Boosts customer satisfaction: Measuring customer satisfaction and retention can help you identify areas where you can improve your customer experience, leading to greater satisfaction and loyalty.

  • Improves collaboration: By improving your measurement methods, you can ensure that all stakeholders in your organization are aligned and working towards the same goals, which can lead to greater collaboration and teamwork.

  • Drives innovation: Through measuring and analyzing data, you can gain insights into what's working and what's not, which can help you identify new opportunities for innovation and growth.

  • Enhances brand reputation: By measuring and tracking metrics like brand awareness and reputation, you can ensure that your B2B marketing efforts are building a positive image and reputation for your brand.

  • Enables agile decision-making: With better measurement methods, you can make more informed decisions and quickly adjust your strategy as needed, allowing you to be more agile and responsive to changing market conditions.

With so much data available, it's easy to get lost in the numbers and lose sight of what really matters.


We hope this article helped you gain more in-depth insight into how to refine your company’s approach to improve the effectiveness of your B2B marketing strategy and plan and your overarching B2B marketing strategy itself. These actionable insights also follow industry best practices that will stand the test of time and will your your b2b growth marketing strategy and plan to continue to be effective in 2023 and beyond.

After reading this, it’s possible you may still feel a little bit overwhelmed. You might still not know exactly where to begin and implement these B2B marketing strategies. Don’t worry -- you are not alone.

Many expert B2B marketers can plan an effective approach, but often lack the internal resources to execute successfully your internal approved strategic marketing strategies. This is where we highly recommend having a conversation with veteran B2B marketing agencies who really know all of the ins and outs. 

When you look at these B2B digital marketing strategies outlined above more closely, they don’t seem that groundbreaking. They may even seem a little obvious. Yet even the best B2B marketing professionals are not fully leveraging these B2B marketing strategies to their full potential.



Shelby Paolella

Shelby Paolella is the Director of Content Marketing for 310Creative. As an experienced content creator and copywriter, I strive to deliver compelling and professional content that is optimized for SEO and helps brands establish their thought leadership. With 3 years working as a copywriter in the digital marketing space, I have written for brands across a wide range of industries from fashion to finance. I take pride in developing content that is not only tailored to the client’s voice and vision for their brand, but also crafted to captivate readers and maximize conversion rates.

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