Everything You Should Know About B2B Marketing

December 20, 2018 By

B2B marketing, formally known as Business-to-Business marketing, is very different from B2C (Business-to-Customer) marketing. More specifically, when marketing to businesses, a campaign should emphasize the logic of purchasing a product/service whereas when marketing to consumers, a campaign should emphasize the emotional benefits. If you’re interested in the distinctions between the two, check out our blog post on the difference between B2B and B2C marketing.

Right now, we are going to focus on marketing to other businesses. Because other businesses are always looking to improve efficiency, the best way to market to this audience is to demonstrate the value of your product/service. This is due to the long transaction process and multiple minds making the purchasing decision. This more objective judgment takes away the automatic purchase an emotional response elicits.

Reaching Business Buyers Online

Just like any campaign, your B2B marketing campaign must have a target market. You should consider factors like the size of business, industry, budget, revenue, their markets, and more. You can find these buyers through social media – especially LinkedIn, – searches, email, etc.


Businesses often utilize the power of search. For this reason, if you plan to market to other businesses, you should supplement web content with specific keywords that make it obvious that your product/service is a logical buy. This can be done through search engine optimization. For titling, we suggest phrasing like “[product] case study” or “[product] comparisons”. You should also use your brand name throughout the site to increase the likelihood that your site will be the top result on search engines when people look for that brand.

B2B on Social Media

Social media marketing is one of the newest and most innovative forms of marketing. There are so many platforms to use and most of the time business owners can do so for little to no cost! Many business owners use LinkedIn as their main social media – mostly because it is predominantly used by professionals and aspiring professionals. Make use of social media if you aren’t already!

Though you may be used to marketing to customers, don’t be afraid to reach out to other businesses. It may be the change your business is looking for.