The 19 Best B2B Marketing Strategies (Based on Data!)
If you perform a Google search for B2B marketing strategies, it’s all too easy to land on articles that simply provide the generic list of marketing strategies we already know to be true: SEO, PPC, email, social media, referral marketing, loyalty programs, and more. And many of the themes layered on top of these strategies are repetitive: know your target audience, personalize, and use your data.
When a post tells you to know your audience. Personalize your content. Use video.
Now I’d be lying if I said I won’t cover any of the above in this post. In fact, I cover all of the above. But my aim here is to break down why these strategies are important for 2021 and to provide some more specific tactics on how to carry them out—backed by new data.
So here’s what I’m going to do:
- List out general B2B marketing strategies based on 2021 B2B buyer trends.
- Offer some more specific strategies within the common channels of SEO, PPC, email, and social media.
- Provide key takeaways that can guide you in coming up with the best marketing strategies for your B2B business.
The best B2B marketing strategies: general strategy
As the workforce evolves, new trends emerge from the pandemic, and major platforms make (major) changes (see ya, cookies), the best ways to carry out the evergreen B2B marketing strategies are going to look slightly different each year. Here are some general approaches to take with respect to recent reports. You may also be interested in the 19 best marketing strategies that get results now.
1. Target millennials
By 2025, millennials will represent 75% of the global workforce. According to Merit’s B2B Millennials Report, 73% of millennials are involved in product or service purchase decision-making at their companies, and 30% of them are the sole decision-makers.
This means catering your B2B marketing strategies toward millennial preferences, like:
- Speed of response (like through live chat).
- Easy mobile experiences (through formatting and geofencing).
- Social media engagement (and not just LinkedIn!).
- Cause-based marketing.
2. Take a B2C approach
The lines are being blurred between B2B marketing and B2C. This is due to the increasingly competitive nature of the digital space as well as the growing percentage of millennials in the B2B buyer population. In fact, according to Foleon’s 2021 B2B Buyer Insights Report, 80% of B2B buyers now expect a B2C experience.
In order to stand out above the noise, and to millennials, B2C approaches are necessary, like:
- Personalization (in more than just emails).
- Emotional marketing (more on that here).
- Ease of access (to educational content and self-service).
3. Cater to a longer buying cycle
It’s always been known that B2B marketing typically has a longer buying cycle than B2C. But according to a study conducted by McKinsey at the end of 2020, the buying cycle has gotten even longer for B2B businesses since the pandemic.