Summary of B2B Marketing Best Practices

  • Some of B2B marketing has a parallel with B2C marketing but the two different customer types mean they diverge pretty quickly. As you expand your knowledge base, filter out sources that publish content primarily geared towards B2C marketing.

  • The key stages of the B2B Marketing Funnel are: Awareness, Interest, Decision, and Advocacy. Unique content, and unique strategies, are needed to optimize your buyers’ experiences at each stage of their journey.

  • Outbound marketing is far from dead, but it’s harder to break through to, and win over, today’s more savvy buyers exclusively through outbound marketing.

  • Content is the foundation on which all of your inbound marketing efforts rest.

  • SEO and Social Media will likely bring in the lion’s share of your inbound marketing interest.

  • Paid search ads and email are two of the most effective (and cost-effective) marketing strategies, that don’t fit neatly in an inbound-outbound construct.

  • Account-Based Marketing focuses your marketing resources on specific accounts and decision-makers at those companies–use Klarity to help you discover and refine the list of accounts you want to target.

  • All companies should use a mix of inbound and outbound techniques. Newer companies in mature markets with shorter sales cycles will generally need a heavier mix of inbound marketing; the opposite is true for more established businesses. 

  • Track as many microconversions as you can (such as the conversion from visitor to lead) to help you identify which marketing channels are performing best.

  • Tracking shouldn’t stop at the sale. Your Net Promoter Score can do wonders for building long-term customer relationships and identifying areas for improvement within your company.

  • Take a look at Qualtrics as a company who excels at B2B digital marketing.