What Is B2B Marketing
B2B marketing is the process of marketing conducted by one business toward another business. The target isn’t individual consumers, but companies that need products or services to support their operations. Because the decision-making process tends to be longer, B2B marketing requires proper nurturing.
B2B vs B2C: What’s the Difference?
Even though both aim to drive sales, B2B and B2C function very differently:
- Audience: B2C targets consumers, while B2B targets organizations with more complex decision structures.
- Buying Process: B2B involves research, internal approvals, and multi-level evaluations. B2C is typically faster and more spontaneous.
- Volume & Transaction Value: B2B usually has lower volume but higher value; B2C is the opposite.
B2B Marketing Strategies
The B2B model requires a more measured and structured approach. Awareness alone isn’t enough. What matters most is consistent education, trust-building, and long-term relationships.
Here are the foundational steps you need before creating a marketing plan:
1. Understand Your Competitors
Competitor analysis in B2B isn’t just about identifying who they are, but understanding how they build value overall.
Use the SWOT framework and map out:
- Competitors’ product offerings & unique selling points
- Their marketing tactics
- Their content distribution channels and communication styles
- Their target personas
2. Choose Data-Driven Channels & Tactics
After understanding the landscape, pick channels your buyers actually use. Remember: B2B buyers consume information across multiple touchpoints.
Relevant channels include:
- Email & newsletters
- SEO and long-form content
- Webinars & podcasts
- Intent-based paid ads
The key: align channels with the buyer journey not with trends.
3. Strengthen Your Branding
Branding in B2B is not about logos or colors. It’s about values, trust, and credibility.
Strong B2B brands typically have:
- Clear and relevant positioning
- Consistent visual & verbal identity
- Easy-to-grasp value propositions
- Visible thought leadership
A solid brand becomes the foundation to strengthen top-of-mind awareness and improve conversions across all marketing activities.
4. Strengthen Content & Social Media Marketing
B2B doesn’t mean you can’t play on social media. Many large companies use it to build long-term awareness.
Content is the core of B2B education, including:
- Educational articles
- Whitepapers
- Case studies
- Webinars
- Product demos
- Professional UGC on LinkedIn
Interesting case from Duolingo
While not B2B, its content strategy is a great inspiration for building personality and engagement:
- Tapping into internet culture
- Using the mascot as a central character
- Creating ongoing, consistent storytelling
- Prioritizing entertainment with education as context
5. Build a Professional Website
A website is your digital storefront where prospects evaluate your offering.
A B2B website must be clear, informative, mobile-friendly, and include strong CTAs. Add clean landing pages, portfolios, testimonials, and easy-to-understand product explanations.
7. Influencer Marketing in B2B
B2B influencers aren’t celebrities, they’re professionals, industry practitioners, founders, or subject-matter experts with strong credibility.
They help by:
- Educating through real-world experience
- Building trust faster
- Increasing awareness in specific communities
- Showing how products work through demos, case studies, or reviews
Studies show that around 58% of B2B marketing teams use an “always-on” approach in influencer marketing. Additionally, 85% of B2B marketers have already integrated influencer marketing into their strategy, and 94% say it’s effective.
Read more: 7 Key Reasons to Use Social Media Marketing Tools for Growing Your Brand
Modern B2B approaches are no longer just about selling products, they focus on building relationships, providing education, and demonstrating real value. When executed authentically with credible professionals, influencer marketing becomes a powerful accelerator for boosting awareness, trust, and conversion.
Ready to start using influencer marketing for your B2B business?
Meet Fair, the all-in-one marketing tool to help you discover, manage, and optimize influencer collaborations tailored for B2B brands.
