What is B2B Marketing? Overview, Definition, And Strategies in 2020


What is B2B Marketing? Overview, Definition, And Strategies in 2020

Marketing strategy to business is very different than marketing to individual customers. That is why we have a different marketing method -B2B marketing. B2B marketing exists as the most effective B2B marketing strategy

In case you do not know anything about B2B marketing, you have a lot of questions like what is B2B marketing? What it really meant by B2B marketing entails, and where B2B marketing overview stands here in 2020, you ‘ve come to the right place.

We built this guide in this article so everyone can have a better understanding of what is B2B marketing and how you can create a successful B2B marketing strategy for your business.

B2B marketing is vital for the future success of the business.

What is B2B marketing?

B2B marketing overview is called as Business-to-Business marketing.

But what is B2B marketing by BSScommerce?B2B marketing is defined as the activities of studying and managing relationships with another business or organization. In some aspects of business marketing, B2B marketing overview involves the sale of one company’s product or service to another company.

B2B marketing for use in general business operations (such as office supplies), or resale to other consumers, such as a wholesaler selling to a retailer.

B2B marketing overview content tends to be more informational and straightforward than B2C. In comparison to those of customers, B2B marketing techniques are based not only on price but on popularity, status, and other emotional triggers, so B2B customers make their decisions on price and profit. 


What is meant by B2B marketing? What is B2B marketing?

B2B marketing techniques rely on the same basic principles as consumer marketing, its a primary focus for corporate decision-makers. 

Magento 2 is an example of a company that engages in B2B marketing. Magento’s customers are other businesses, not individual consumers. Therefore, all marketing efforts can be classified as B2B.

Who is B2B Marketing For?

The B2B marketing comes in any form of service: software-as-a-service (SaaS) subscriptions, security solutions, tools, accessories, office supplies,.etc. Many B2B and B2C organizations use B2B marketing campaigns

B2B marketing targets their customer demand, order values, their customer demand, business relationships which will be further analyzed in the B2B marketing strategies. The B2B market is often being considered a niche market, the target customer is not the consumer but businesses. 


In the modern B2B marketing environment, the B2B corporations as B2B consumers are a team of buying influences who gain years of experience as a decision-maker for their firms. They will purchase not only for themselves but for the best interest of the whole firm.

And their decisions based on the advantages and the disadvantages of the possible solutions to decide without any impulse to purchase.

To market B2B buyers, B2B marketing strategies can create a direct personna which is essential to create a precise Customer Persona. This can encompass a wide variety of titles and functions, from low-level researchers up to C-suite.

B2B Content Marketing

B2B marketing is a familiar word in business, but the marketing challenges are getting more difficult to get results today. But why is it harder to do these days?

Before we take a deep dive into B2B content marketing, let’s answer question 1# What is B2B content marketing?

#1 What is B2B content marketing?

B2B content marketing is the way businesses promote their products or services to other businesses. As the name suggests, B2B content marketing involves the content to marketing their products and build trust with their audiences. 

(B2B) content marketing includes marketing strategies like email marketing, PPC advertising, SEO, and social media marketing. 


Also, it is distinct from B2C on several key factors. While B2C is short and simple, B2B content marketing is pretty straightforward and informational. B2B marketing is how the business generates its reputation and demand for its offering.

B2B content marketing is an important part of B2B business because professionals use to find information that makes them more knowledgeable and more successful in their jobs. In comparison to B2C marketing, B2B is running for revenue impact.

B2B content marketing is also where decisions are often guided by these factors:

  • B2B content marketing helps companies deliver messages relevant, useful insights of products or services which can become valued resources. 

  • B2B content marketing indeed contributed a part to the success and dynamic of the company.

Content marketing also differs from traditional marketing.B2B content marketing where marketers can create, publish, and distribute content for a targeted audience online. 

Who is B2B content marketing meant for?

B2B content marketing is aimed at individuals/businesses in purchasing decisions. and also provides relevant data/facts to the individual.

#2 Why content marketing?

B2B content marketing has become the champion of B2B relations desired outcomes that include generating leads, expanding the customer base, increasing sales, growing brand awareness, and building communities.

B2B content marketing is important for five primary reasons:

  • Good and reliable content helps inform business decisions and create consensus within buying committees.

  • B2B best content marketing enhances your social media strategy and direction to a specific audience. 

  • B2B content marketing about products and services often define target markets more than B2C.

  • It helps your SEO due to published unique pages, quality content. Also, it is a successful PR strategy when lets customers reach your site address.

  • B2B content marketing drives inbound traffic and increases autonomy in researching purchases.

#3 Examples of Great B2B content marketing 

  1. Hubspot

  2. General Electrics

  3. Buffer

  4. American Express

  5. Wework

#4 Types of marketing

  1. Infographics 

  2. Webpages

  3. Podcasts

  4. Social media content

  5. Blog

  6. Email newsletters

  7. Photos: Instagram

  8. Videos: YouTube, Instructional, Event Recordings

  9. Micro-videos: Vine

  10. E-books

  11. Webinars

B2B Digital Marketing

The marketing B2B business is hard because of the high expectations of high competition. Your business often competes with a lot of other businesses in a fair niche market, there are a vast number of strategies and tactics available to the marketing field. 

If you want to be successful in your B2B marketing, you might go straight to direct and outbound techniques-message to prospective clients. That is B2B digital marketing will have all the most updated trends and needs of business in the digital age.

You can get a little overwhelming when you are just getting started, let’s discover B2B digital world with us.

#1 What is B2B digital marketing?

People these days like to Google search for what they want to find solutions to their pain points rather than wait to be found. 

B2B digital marketing is a job to be a proactive solution not a reactive pusher of products to potential businesses. In the world of digital marketing, especially B2B companies have changed, they need well thought out and a creative plan.

One of them is B2B digital marketing which is a board category of marketing activities that utilize the web, mobile and display mediums to communicate with your current and potential clients.

#2 Why B2B digital marketing?


B2B digital marketing is all about social networks like Facebook. Twitter, Instagram helps to improve your brand image. But do not turn into a spammer; just providing the information, communication, and advertising outside borders. This is the most efficient way to achieve one of the objectives is a proper SEO positioning to get your company to appear in the first place search over the Internet. 

Besides that, B2B digital marketing obtains feedback from your clients through comments on your website and social networks, or satisfaction surveys sent by email. That is the most efficient and unique way to create traffic or reach any customer anywhere and anytime.

B2B digital marketing is important for many primary reasons:

  • Multi-channel: Using multiple channels, B2B digital marketing offers many opportunities to promote goods and services to potential customers. By using this method, the B2B business allows users to buy at all levels of the purchasing process.

  • Cost-efficiency: Just a single post through Internet, B2B digital marketing is less expensive than traditional marketing

  • Branding: Increase the awareness stage before customers make their purchase process. the brand has more opportunities to be chosen due to the traffic website on the internet, the client will not have too many doubts when deciding over the competition.

  • Clear and Measurable Objectives: Digital marketing targets very precisely who you would like to reach; many criteria (demography, geography, function…) can be used to refine this reach. You can access a free program like Google Analytics-analytical tools to evaluate the performance of your website.

  • Increase your sales:  After the discovery stage, the research begins because 98% of companies look for their products/suppliers online. In this stage, customers compare characteristics, prices, and suppliers online since it is easiest and fastest. Digital marketing helps customers with information on the Internet and pushes them to take action and carry out the purchase. A good marketing strategy drives the client throughout the purchase process and comes to your company.

  • Inbound marketing: Inbound marketing is permission-based marketing. By communicating the audience through content blogs, answering the questions around the web in anticipation of the question, inbound marketing attracts and retains qualified prospects to your business.

  • Data collection: Data is the foundation for any customer-centric marketing program. Data is a third-party source that includes both personal and professional attributes and behavior. The data collection is a major factor for the sales forces and marketing teams. Data should be clean, verify and categorize their segments that improve customer experience and satisfaction.


#3 Examples Of B2B digital marketing

  • Advertising/Pay-Per-Click

  • Public Relations and Content Distribution

  • Social Media

  • Video

#4 Types of B2B digital marketing

  1. Social Media

  2. PPC Campaigns

  3. Podcasts

  4. Advocate Marketing

How to create a B2B Marketing Strategy

A B2B marketing strategy affects the way you run your entire business, so a good B2B marketing strategy helps your company define your vision, mission, and business goals, and outlines all steps you need to take to achieve these goals.

Effective B2B marketing starts with a well-informed strategy, sets the overall direction and goals for your B2B marketing strategy. It should be planned and developed in consultation with your marketing team. 


A B2B marketing strategy is a wide range and comprehensive strategic planning tool and is therefore different from a B2B marketing plan that:

  • Describes your business and its products and services 

  • Explains the position and role of your products and services in the market

  • Profiles your customers and your competition

  • Identifies the B2B marketing tactics you will use

  • It allows you to build a B2B marketing plan and measure its effectiveness.

Developing a successful marketing strategy

Building a strong B2B marketing strategy is the foundation of any prosperous, competitive business. As might terms can sometimes get hard to understand, let’s clarify what a marketing strategy is.

All steps refer to a company strategy for attracting customers by communicating the benefits of their business and key differentiators.

Here are the components listed below B2B companies use to stand out in a crowded marketplace: 

Step One: Develop an Overarching Vision Statement


Building a good B2B marketing content plan, avoiding failure, and remaining eternally accurate. Before any decisions are made, you will have to have an overarching vision or a B2B strategy for your company.

That when you will select specific and measurable business objectives then choose the framework for how your B2B marketing strategy is.

You can simply start answering a question like: What are your B2B marketing strategy and B2B content marketing? before making smart decisions to help you.

Step Two: Define Your Market and Buyer Persona

This is one of the most important steps for B2B marketing strategy organizations. You will get to know who you’re marketing to and what your B2B content marketing. One common way to go about this is to build a buyer persona. A buyer persona is a description of whom you want to attract in the B2B content marketing.

This B2B content marketing can include age, sex, location, family size, job title, and more. By creating a buyer persona, you can be sure that you are marketing to people who are actually interested in what you have to offer.

Your B2B marketing strategy efforts are focused on researching demographics, interviewing people in the industry, and analyzing your best customers — to compile a set of attributes you can match against prospects to qualify leads. 

By creating a buyer persona, each buyer persona should be a direct reflection of your business’s customers and potential customers. 

Step Three: Identify B2B Marketing Tactics and Channels

After you have established solid around your target customers and know the main points of your B2B marketing and B2B content marketing strategy, you will need to determine how and where you intend to reach them.

You must choose wisely and explain how you’ll use your content and channels in this section of your B2B marketing plan.


  • Where do they spend their time online?

  • What questions are they asking search engines?

  • Which social media marketing networks do they prefer?

  • How can you fill opportunity gaps that your competitors are leaving open?

  • What digital marketing events do they attend?

Because you want to understand more about idea customers and prospects, it all depends on which type of B2B content marketing and B2B digital marketing you’ll create. Your goals should also include which pages you want to drive traffic to, such as product pages, landing pages, blog pages…

The B2B digital marketing at your disposal is Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.

Step Four: Create Assets and Run Campaigns

With a plan in place, it is time to put into action. Every brand is different, every B2B marketing is different, and every potential buyer is different. Follow best practices for each B2B social media channel you incorporate into your B2B marketing strategy.

What works for a B2B marketing campaign are ingredients in many effective campaigns – a message your team wants to spread that’s typically tied to the desired action. Think about your brand and the targets defined in Step 2 that include a creative approach, useful insights, sophisticated targeting, and strong calls to action.


Step Five: Measure and Improve

Most B2B digital marketing or B2B social media campaigns doesn’t start with a huge event or a party. Once you have a proposed vision and a B2B marketing strategy, they simply go live. You need to measure the effectiveness of your B2B marketing strategies (Ads running, emails going out, campaign workflows).

It will inform your current plan and your future efforts, the results of your website, B2B social media, and other B2B marketing materials are the source of this information.

Just be sure, you keep an eye on things, and track your data relevant to your B2B marketing strategy of business so these measurements are effective. 

what it really-meant-by-B2B-marketing-B2B-marketing-strategy

Types of B2B Marketing

Here are a few of the most common B2B marketing types and channels:


For almost any content team, blogs remain one of the most effective and fastest social media ways to get your message out and build an audience. A blog can become your best friend due to its effectiveness.

Your blog can include a lot of different B2B content marketing formats: written copy, infographics, videos, case studies, and more.


This is such a key for B2B digital marketing as your target audience has to be able to find your site effectively. That is where search optimization comes in, a B2B marketing strategy needs to account for it.

SEO makes it easier for Google to boost your search visibility, helping B2B social media marketing customers and sales prospects find your brand website.

There is no doubt that SEO is the most effective B2B digital marketing technique which focus has been shifting away from keywords and metadata, and more toward searcher intent signals.


Social Media

B2B social media marketing networks allow you to reach and engage customers with prospects where they are active. Now, people often use service on B2B social media marketing that makes it a more commonly used source of information than formal referrals and recommendations.

This type helps your B2B marketing strategy stronger by connecting with valuable contacts and influencers, as well as monitor your brand through B2B social media listening.

A recent study on referral B2B marketing strategy has found that 17% of expertise-based referrals are made based on interactions on B2B social media marketing. Both organic and paid make B2B buyers increasingly use these B2B content channels to search for potential vendors for purchase decisions.


These documents require a user to provide contact information or perform another to access or ungated. The two most popular advanced B2B marketing tools can help prospects move to steps of their buyer’s journey.

It depends on your target customers, often used as a B2B marketing strategy lead generation tool and provides recommendations for using them in your B2B content marketing strategy. White papers are great for presenting research, results, and statistics, whereas eBooks aren’t nearly as formal or scholarly.



Email marketing is an easy way for every B2B digital marketing of companies. As one of the B2B marketing strategies, it works around overloaded inboxes, in the age of spam filters emails won’t disappear anytime soon. Sales and marketing strategies are two professional parts that use LinkedIn InMail for lead generation.


Video marketing is key to your B2B marketing strategy. The use of B2B video marketing is growing because visual B2B content marketing is more accessible to people than ever. This type can be applied in several of the previous categories mentioned here (blogs, social media, emails) but is worth singling out.



Your well-developed B2B marketing strategy will help you realize your business’s goals and build a strong reputation for your products.

It is a good idea to try all steps here if you want to figure out the way to get high performing B2B content marketing performs and so that you can make smarter decisions concerning your money and time. This is the ongoing process that keeps you moving in the right direction.

We hope this post has been helpful in terms of how to run a B2B marketing campaign.

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