When people think about B2B marketing, they often imagine rigid presentations, endless data sheets, and overly formal sales pitches. But B2B marketing has evolved far beyond that. Today, it’s about forging genuine connections, telling stories that matter, and offering solutions that truly help businesses thrive.
Even the world’s biggest B2B players, such as Microsoft, IBM, and Salesforce, never stop investing in their marketing. Why? Because in B2B, trust is everything, and trust is built through strategic, intentional, and consistent marketing.
So, if you’re looking to get serious about growing your business through B2B marketing in 2025, you’re in the right place. Let’s explore how you can craft a strategy that cuts through the noise, connects with decision-makers, and actually drives results.
Ready? Let’s get started.
What Is B2B Online Marketing?
B2B marketing, short for business-to-business marketing, is simply the process of promoting products or services from one business to another. Unlike B2C (business-to-consumer) marketing, where you’re appealing to individual buyers, B2B marketing focuses on organisational decision-makers.
But here’s the thing: while the term sounds simple, B2B marketing is anything but one-size-fits-all.
It often involves longer sales cycles, larger transactions, more stakeholders, and a greater emphasis on logic, ROI, and expertise.
A typical B2B buyer is motivated by efficiency, profitability, and finding long-term, reliable partners, not impulse or emotion. That means your marketing has to be strategic, educational, and highly relevant to their specific business challenges.
Who Is B2B Online Marketing For?
B2B marketing targets the decision-makers within organisations. But these decision-makers come in different forms.
In some businesses, it’s the CEO or managing director. In others, it’s the procurement manager, department head, or even an entire buying committee.
Roles can also shift depending on the size of the business, the product complexity, and the purchase stage.
A recent Gartner report revealed that the average B2B buying process involves 6 to 10 decision-makers, each armed with their own research and perspectives. This means your marketing efforts need to be layered, addressing multiple concerns and touchpoints along the way.
Understanding not just who you’re speaking to but what motivates them is key to building a successful B2B marketing strategy.
6 Winning B2B Online Marketing Strategies
If you want your B2B marketing to deliver real business growth, you need more than flashy ads or occasional social posts. You need a strategic approach grounded in research, relevance, and relationship-building.
Here’s how to lay the foundation:
1. Define Your Brand Identity
Before diving into tactics, you must first be crystal clear on who you are as a business. What values do you stand for? How do you want to be perceived? What makes you different? Your brand identity isn’t just your logo or website colours; it’s your company’s personality, promise, and positioning.
For example, Slack has built its B2B brand identity around simplicity and productivity, reflected in everything from its playful logo to its no-nonsense product messaging.
When your identity is clear, your marketing becomes more consistent, compelling, and memorable.
If you’re interested in learning more about brand identity, you can read our thoughts on The Importance of Brand: Why a Strong Identity Matters for New Businesses. We also have an interesting piece on The Importance of Branding in Marketing For Startups.
2. Set Clear Business and Marketing Goals
You can’t measure success if you don’t define what success looks like.
Start by setting tangible business goals. Do you want to:
- Expand into new markets?
- Increase lead generation?
- Drive repeat purchases?
Once your business goals are clear, translate them into specific marketing objectives, whether that’s growing your email list, improving website conversions, or building thought leadership on LinkedIn.
Without clear goals, even the best marketing efforts risk becoming noise instead of a growth driver.
3. Know Your Target Audience Inside Out
In B2B marketing, guessing is expensive. You need to understand your target audience at a deep, data-driven level. That means going beyond basic demographics to uncover their pain points, motivations, decision-making processes, and preferred communication channels.
For example, suppose you’re selling software to HR departments. In that case, you need to know what keeps HR leaders up at night, whether it’s employee retention, compliance, or streamlining operations, and craft your message accordingly.
Thorough market research, buyer interviews, and competitor analysis will give you the insights you need to connect authentically and effectively.
4. Build Detailed Buyer Personas
Once you’ve gathered audience insights, it’s time to create buyer personas: semi-fictional profiles that represent your ideal customers.
A good B2B buyer persona includes:
- Job title and responsibilities
- Business challenges
- Buying motivations
- Preferred content formats and platforms
- Decision-making role (influencer, end-user, budget-holder, etc.)
These personas guide your content, messaging, and campaign strategies, ensuring your marketing feels personalised and relevant, not generic.
5. Establish Content Pillars
B2B content marketing is more than writing random blog posts. It starts with defining your content pillars and the core themes your brand will consistently talk about.
For instance, a cloud computing company might focus on:
- Data security
- Digital transformation
- Cost optimisation
These pillars ensure your content remains focused, builds authority, and speaks directly to your audience’s priorities.
6. Analyze Insights
Winning brands go beyond churning out valuable content to measure what works.
The B2B Content Formats That Drive B2B Marketing Forward
Creating B2B marketing content is about building the right content assets that engage your audience at every stage of their decision-making journey.
But if you’ve ever wondered where to begin or which formats actually make an impact, you’re not alone. Many businesses either produce too much random content or rely too heavily on just one type, missing opportunities to truly connect with potential clients.
Below, we’ve outlined the key content formats B2B marketers are using to build trust, showcase expertise, and drive real business results.
1. Blogs
Blogging may sound basic, but when done well, it remains a cornerstone of effective B2B marketing. According to HubSpot’s 2024 State of Marketing Report, businesses that prioritize blogging are 13 times more likely to see positive ROI than those that don’t.
The secret? It’s not about churning out random articles. It’s about creating insightful, SEO-optimized content that addresses your audience’s most pressing questions.
For example, Salesforce runs an extensive blog that provides in-depth articles on CRM strategy, customer experience, and digital transformation, educating decision-makers while subtly positioning its platform as the solution.
Blogs are a proven way to establish your brand as an industry expert and have become the heart of many B2B marketing strategies. While there’s been a lot of talk about blogs dying off, people are still reading quality blogs that are informative and engaging.
However, adapting to changing reader behaviours and search engine algorithms is crucial. The goal should be to promote your business by sharing information that positions your products and services as solutions to your users’ questions.
2. Case Studies
A marketing case study is a detailed examination and analysis of a specific marketing campaign or strategy that your business has implemented. They are designed to be an all-inclusive illustration of a real-world business situation and its outcome.
They serve as social proof to provide potential clients with the context to determine whether they’re making a good choice. A marketing case study proves that your process, product, or service can solve a specific problem.
When a business is considering your product or service, they want proof. Real, concrete proof. That’s where case studies come in.
A well-crafted case study doesn’t just say “we’re good”; it shows exactly how you’ve solved a problem for another business, ideally one similar to your prospective client.
Take HubSpot’s library of customer success stories. Their case studies detail how companies have improved lead generation, streamlined operations, or grown revenue using HubSpot’s tools with specific data to back it up.
It’s hard evidence that turns curiosity into confidence.
3. eBooks
An eBook, or electronic book, is, simply put, the digital form of a traditional book created to be read on a computer, tablet, or mobile device. An eBook for marketing is designed to discuss topics that improve an organisation’s brand awareness, help your users with a common problem, or help boost your brand profile as an authority in your industry. Many businesses utilise eBooks as lead-generation tools to attract and communicate with the right audience.
B2B buyers love research. And they expect to find high-quality resources that help them understand industry challenges and solutions before making a decision.
eBooks are perfect for this. They allow you to package your expertise in a comprehensive, downloadable format and exchange, and capture valuable leads.
For instance, LinkedIn’s “Sophisticated Marketer’s Guide” series provides actionable marketing insights while reinforcing LinkedIn’s role as the go-to platform for B2B marketing success. It educates, builds authority, and generates leads all at once.
4. Podcasts
Podcast marketing is a strategy that implies promoting your brand through audio content. It can offer insights, trends, and advice on topics that affect your industry.
It helps reach new audiences, tell the brand’s story, build authority, and encourage word-of-mouth marketing. This is another way to showcase your brand as an authority in your industry.
Podcasts have become a powerful B2B marketing tool.
In fact, according to the 2024 B2B Content Marketing Report by Content Marketing Institute, 43% of B2B marketers now use podcasts to reach their audiences.
Shows like The McKinsey Podcast or The Marketing Book Podcast offer industry leaders a space to share insights, trends, and challenges, creating long-form, trust-building content that listeners can engage with anytime, anywhere.
Podcasts help brands sound human, authentic, and knowledgeable, a rare combination that builds long-term credibility.
5. Videos
Let’s face it: some B2B products or services are complicated. But complexity doesn’t have to scare off potential customers. Videos simplify the conversation.
According to Wyzowl’s 2025 Marketing Statistics, 96% of B2B marketers say video has helped increase user understanding of their product or service.
Consider how IBM uses explainer videos to break down complex topics like AI and hybrid cloud computing into clear, engaging stories. The result? Their message lands faster, and prospects feel empowered to take the next step.
Videos have become integral to every aspect of 21st-century marketing, including B2B. They can communicate a company’s information faster than text, brochures, or graphics. Therefore, they are valued assets that businesses use to augment written marketing content online.
6. Webinars
B2B webinars are web-based seminars, including online presentations, meetings, and workshops that businesses use to educate, engage, and convert their audience.
B2B businesses are using webinars to reach new audiences and drive engagement from all around the world, from professional platforms like LinkedIn and Twitter to fun-oriented platforms like Instagram and Facebook.
Webinars offer something most content formats can’t: live, interactive engagement.
B2B buyers can attend from anywhere, ask questions, and see your expertise in action, all of which builds trust faster than static content.
Tech giants like Cisco and Microsoft regularly host webinars to showcase new products, discuss industry trends, and address real-time questions, thereby nurturing leads and shortening sales cycles.
7. Email
In B2B email marketing, you use email to promote products and services to other businesses. It allows companies to directly connect with their target audiences, build brand awareness, and ultimately increase sales.
With email marketing, you can make your customers aware of new products, discounts, and other services. Email remains one of the most effective tools for B2B marketers, provided it’s done right.
Gone are the days of generic, spammy blasts. Modern B2B email marketing is about segmentation, personalization, and delivering real value to your audience’s inbox.
According to Campaign Monitor, segmented email campaigns can drive a 760% increase in revenue for businesses. That’s because tailored content resonates, and B2B buyers pay attention when you consistently deliver insights that matter to them.
Platforms That Bring Your B2B Marketing to Life
Having great content is only half the story. Where you deliver that content is just as important. Let’s explore the platforms that bring your B2B marketing to life and ensure your message reaches the right people.
1. Your Website
Your business website is a digital platform where you provide information about your business, such as your products or services and who you are as a business. Other information most businesses provide on their websites includes operating hours, address specifics, and photos of their facilities, which can be valuable for physical assessment and to gather insights about the organisation’s layout and security measures.
One of the most common purposes of a website is to generate traffic and sales. So, beyond being a means of identification, your website can help you reach more leads looking for your products and services online.
Your website is your most important B2B marketing asset. It’s where potential clients go to validate your expertise, understand your offerings, and gauge your professionalism.
Look at Adobe’s website, for instance. Beyond product information, it provides resources, case studies, interactive demos, and thought leadership content, all designed to engage and convert business audiences.
2. Search Engines
B2B decision-makers do their homework. And more often than not, that research starts on Google. Investing in search engine optimization (SEO) and paid search (PPC) ensures your business shows up when prospects are actively looking for solutions.
According to BrightEdge, organic search drives 53% of all website traffic across industries, making SEO an essential part of your B2B marketing mix.
So many marketing activities go on in search engines like Google, the most popular being click (PPC) advertising. PPC is a Google Ads where you only pay when people click on the ads. You can get a high digital marketing ROI if you understand how Google Ads works and optimise your campaign effectively.
3.Email
We’ve touched on email as a content format, but it’s also a powerful platform in its own right. With the right marketing automation tools, you can design entire email journeys that nurture leads, onboard new customers, and drive upsells over time.
Email marketing means using email to promote products or services and incentivise customer loyalty. The purpose of an email marketing campaign could be transactional, promotional, informative, or for retention. Email marketing is essential for businesses to promote, build relationships, and drive customer action.
Platforms like Mailchimp, HubSpot, and ActiveCampaign help B2B marketers automate and personalize communications, ensuring the right message reaches the right person at the right time.
4. Social Media
Social media marketing is a form of digital marketing that leverages the power of popular social media networks to connect with your audience, build your brand, increase sales, and drive website traffic.
Social media marketing involves strategy design, content creation, engagement, analytics, and advertising. LinkedIn, Facebook, and Instagram are the most effective platforms for B2B social media engagement, with LinkedIn being the best for traffic and lead generation.
B2B social media marketing uses social media platforms to share industry-relevant content, network, and engage in expert conversations to build relationships with potential and existing business clients.
While most B2B buyers aren’t scrolling Instagram for business solutions, platforms like LinkedIn have become indispensable.
LinkedIn is the number one platform for B2B marketing. In a global survey, 44% of B2B professionals ranked it the most important social media platform.
Brands like Gartner and Deloitte consistently leverage LinkedIn to publish research, share insights, and start meaningful conversations with industry leaders.
5.Events & Conferences
B2B events and conferences that bring businesses together present opportunities for cross-channel marketing. Such events could be virtual, hybrid, or in-person.
Attending such conferences can put you directly before established business executives and decision-makers you might not ordinarily meet elsewhere. These events are great for building business connections and relationships.
In-person or virtual industry events remain a key pillar of B2B marketing. Trade shows, conferences, and networking events offer direct access to decision-makers, turning handshakes and conversations into partnerships.
Events like Dreamforce (hosted by Salesforce) or Web Summit provide not just exposure but also the opportunity to learn, connect, and stay at the forefront of industry trends.
6. SMS
B2B SMS marketing, or text message marketing, is an incredibly effective way for businesses to send targeted, personalised promotions to customers via text messages. When properly implemented, SMS marketing is a powerful tool for B2B sales that can help you cut through the noise and stand out in a crowded digital landscape.
B2B Online Marketing Trends
The following are quick trends and facts you should look out for in your B2B marketing:
1. Increasing adoption of podcasts as a mainstream B2B marketing channel
2. LinkedIn continues to grow as a go-to platform for B2B engagements.
3. B2B brands are producing more content.
4. B2B content marketing has become more competitive.
5. There is continuous growth in chatbot adoption.
6. Increased AI integration for B2B marketing
7. B2B content is increasingly becoming human-focused and personalised.
8. Reduction of AI-generated content.
If you’re interested in the B2B industry, here is more on SaaS B2B Content Marketing Strategy | By Pandora Agency
B2B Marketing Facts and Stats
- 77% of B2B customers conduct extensive research before making a purchase.
- 80% of B2B business purchases are influenced by customer experience, and 80% of B2B customers want a comparable or better experience than B2C.
- 54% of all B2B leads come from customer referrals, which are more cost-effective than other marketing strategies.
- 91% of B2B marketers say content marketing is an important part of their overall strategy, and 81% say email newsletters are their most used form of content marketing.
- 84% of B2B buyers use social media as part of their decision-making process, and 80% of social media leads for B2B marketing come from LinkedIn.
- 59% of B2B marketers say email marketing generates the most revenue.
- 75% of B2B content marketers use video, up from 66% last year.
- B2B markets can be categorised into four broad categories: producers, resellers, governments, and institutions.
Final Thoughts
B2B marketing is about building relationships through content, conversation, and trust. From crafting detailed buyer personas to creating content that educates and platforms that engage, every element of your strategy should work together to position your brand as the expert partner businesses want to work with.
Whether it’s through a well-timed email, an insightful blog, a powerful case study, or a meaningful conversation at an event, the opportunities to grow your B2B brand have never been greater.
The businesses that succeed in 2025 will be those that understand their audience deeply, tell their story with clarity, and show up consistently across the channels that matter most.
If you’re ready to take your B2B marketing to that level, now’s the time to get started.
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