B2B marketing requires the right combination of marketing channels. According to Gartner, 72% of marketing budgets are now spent on digital channels. Reaching and engaging modern B2B audiences requires a digital-first approach. Let’s explore some of the best digital marketing channels for B2B:
Website
Your website is usually the first element potential customers see when encountering your brand. Focus on creating a clean, professional design and easy navigation for B2B audiences. Make your value prop crystal clear and put it front and center like Trello does.
Mobile optimization is also a must. 63% of Google Searches in the US also happen on mobile. Make sure your site looks great and works smoothly on mobile devices.
Now, let’s discuss conversion rate optimization (CRO), which is how you turn website visitors into leads.
Start by deciding what actions you want people to take — maybe requesting a demo or downloading a whitepaper. Then, use A/B testing tools (like Optimizely or VWO) to experiment with different CTAs, form lengths, and page layouts.
Monitor metrics like bounce rate, time on page, and conversion rate. They’ll tell you what’s working and what needs fixing.
SEO
SEO (including technical SEO, on-page SEO, SEO copywriting, and offsite SEO) enables you to connect with your audience precisely when they are most receptive to your message. Through strategic B2B SEO, you can get your web pages to rank on the first page of the search engine results pages (SERPs) for important keywords.
Keep up with the latest marketing trends to stay ahead.
One of the biggest is voice search optimization. 62% of Americans 18+ use voice assistants like Siri and Alexa to find what they need — make sure your content targets those natural, conversational keywords.
But that’s not all. E-A-T (Expertise, Authoritativeness, Trustworthiness) is key for B2B websites.
Create in-depth, well-researched content that showcases your industry expertise and back it with practical examples.
So, how do you choose the right keywords? To start, understand your niche and buyer’s journey.
Long-tail keywords that reflect the specific problems your audience is trying to solve? Those are gold. And don’t forget that B2B buying cycles are long — target keywords for each stage, from awareness to consideration to decision.
SEO is especially great at driving conversions.
Case in point: Wix. By adding Schema markup to their blog, they gained over 7,000 clicks in just one month on their ” how-to” articles. SEO can drive targeted, ready-to-buy traffic.
The beauty of SEO is that the results compound over time. The more you invest in it, the more profitable it becomes.
Content Marketing
Creating high-quality content such as blog posts, research reports, videos, podcasts, ebooks, infographics, and whitepapers attracts prospects to your website and educates them about your products or services.
According to DemandGen’s report, the top content formats that B2B buyers find most appealing right now include:
When creating your content calendar, align it with the B2B buyer’s journey. Start with awareness-stage content that addresses their pain points and helps them understand the problem. Then, move into consideration-stage content that showcases your solution and helps them evaluate their options.
Just look at how Deloitte used thought leadership content to break into AI.
In their reports and articles, they explored the business implications of AI, establishing themselves as a trusted resource.
When done correctly, B2B content marketing builds trust and credibility with your target customers and showcases your differentiation and brand personality.
Public Relations (PR)
Media coverage raises brand awareness and builds credibility for your business. That means generating buzz in industry publications, building relationships with key influencers, and positioning yourself as a thought leader.
One powerful tactic is guest posting on industry-specific platforms. Contributing content to respected sites helps you reach new audiences and establish expertise. Tools like Help a B2B Writer and HARO (Help a Reporter Out) connect you with journalists and publications looking for expert sources and guest contributors.
To land coveted placements, you need a strong pitch that shows an understanding of the publication’s audience and offers a unique angle. This pitch could be proprietary data that sheds new light on a hot topic or a contrarian take on a common industry challenge.
This way, strategic PR placements and pitches can help you cut through the noise and make a real impact on your industry standing.
Email and Marketing Automation
Email marketing is a great way to nurture relationships with your target prospects and customers. You can use email to send informative content, such as blog posts, whitepapers, and ebooks.
Email campaign automation delivers personalized messages to the right people at the right time.
With AI and machine learning in the mix, personalization tailors emails based on each lead’s behavior and interests, ensuring your message really hits home.
How? By segmenting your email list based on behavioral data.
Did someone download your latest whitepaper? Boom — they’re added to a drip campaign that serves up related content over time. You’re nurturing them with valuable insights until they’re ready to take the next step.
Professional Networking on LinkedIn
LinkedIn isn’t just a place to connect with colleagues. With over 700 million professionals on the platform, it’s a goldmine for reaching decision-makers and influencers in your industry.
Here are three strategies to maximize your LinkedIn impact:
- Use Sales Navigator to identify and engage with key prospects. Its advanced search and lead recommendations can help you zero in on the right people.
- Use LinkedIn Ads to reach a highly targeted B2B audience. With options like Sponsored Content, you can get your message in front of the right people at the right time.
- Encourage employee advocacy. When your team shares your content and engages with your posts, it amplifies your reach and builds trust with potential buyers.
But LinkedIn isn’t just about outreach — it’s also a crucial platform for thought leadership. Your employees can become go-to experts as they post valuable content and participate in industry discussions.
Alex Kracov, the CEO of sales and onboarding software Dock, for example, regularly posts about product updates on LinkedIn.
This tactic drives buzz around the new feature.
The key is to combine targeted outreach, thought leadership, and employee advocacy to turn the platform into a powerful engine for B2B growth.
Live Events
Live events have always been a staple of B2B marketing — and for good reason. They offer a unique opportunity to connect with prospects face-to-face, build relationships, and showcase your expertise. But post-pandemic, the event landscape has changed dramatically.
Enter virtual and hybrid events. These digital-first experiences have become a crucial part of the B2B marketing mix.
So, how do you create a virtual event that engages your B2B audience? It starts with choosing the right platform — one that offers interactive features like live polling, Q&A, and breakout rooms. You also need to consider your content, ensuring it’s tailored to the virtual format and packed with value for attendees.
One company that nailed the virtual event experience is HubSpot. In 2020, their annual INBOUND conference went entirely virtual, attracting over 70,000 attendees from around the world.
They combined live and prerecorded content, interactive sessions, and networking opportunities to create an event that was just as engaging and impactful as an in-person event.
Like INBOUND, proper planning and execution ensure live events connect with your B2B audience and drive real business results — no plane tickets required.
Referral Marketing
Referral marketing involves getting new business from customers or partners. The best part? You skip a whole layer of trust-building during the marketing and sales process.
This way, social proof — like online reviews and social media testimonials — shortens the sales cycle.
Create a referral program that encourages ethical referrals. Offer your existing customers discounts, exclusive access to new features, or cash rewards for successful referrals.
Make it mutually beneficial. Your customers should be genuinely excited to recommend your product — not just in it for the reward.
TypeForm implemented a referral program through SaaSQuatch that gave existing customers a 20% discount for each new user they referred. The result? A 10% boost in annual paid subscriptions.
Referral marketing isn’t limited to individual B2B customers. Partnering with complementary businesses or implementing influencer marketing opens new networks and builds credibility.
Successful referral marketing is about building genuine relationships and delivering exceptional value. If you do that, your customers and partners will be happy to spread the word.
Strategic Partnerships
A strategic partnership occurs when you and a complementary business (NOT a competitor) join forces. Through a strategic partnership, you can reach a larger, already interested audience with your marketing message.
Today, partnerships have taken on new forms. Think API integrations that allow your products to work together, like Todoist’s integration with Trello, which allows you to send tasks to your to-do list directly from Trello.
Or co-crated content series that showcase your shared expertise.
But how do you find the right partners?
Start by looking for companies that share your values and target audience. Then, reach out with a clear value proposition. Show how partnering could benefit both of your businesses.
Approach partnerships as a two-way street. It’s not just about what you can gain but what you can offer.
Paid Media and Direct Mail
Paid media, including paid search and various online and offline advertising like direct mail, is a great marketing option at the bottom of the funnel. Pay-per-click (PPC) like Google Ads and retargeting ads on Facebook are examples of paid media.
And here’s the thing — direct mail is making a comeback. When our inboxes overflow and digital ads flash before our eyes, a tangible piece of mail stands out.
But it’s all about blending the old with the new. Integrating direct mail with digital tracking tools — think QR codes and personalized URLs — lets you monitor your campaign’s impact.
Cost-wise, direct mail tends to be pricier upfront than digital ads. But its conversion rates can make up for the initial investment. Balance your budget across channels to maximize ROI.
So, you’re not just throwing money at different tactics and hoping something sticks but crafting a cohesive campaign.
