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How to Develop a B2B Marketing Strategy: Tactics and Channels to Use

Introduction: Whether you’re a start-up or an established business, it’s crucial to have a solid B2B marketing strategy. While the steps to creating such a plan vary depending on your company’s size and focus, there are some general guidelines that can help guide you. Here are the basics of how to develop a B2B strategy:

B2B Marketing Strategy

When developing a B2B marketing strategy, you need to first define your target audience and goals. You should also understand your customers’ needs, and identify who your competitors are. Once you have an idea of the problem and solution, it’s time to start using a marketing strategy to sell your product or service.

A well-defined business goal is essential when developing a B2B marketing strategy because it will help focus on what matters most for growing sales at all stages of the buying cycle. A strong understanding of buyer behavior in relation to their needs will help drive qualified leads through both digital channels as well as offline events such as trade shows or conferences where they can meet face-to-face with decision-makers from companies within their industry verticals.

Define your target audience and goals

The first step in developing your B2B marketing strategy is to define your target audience and goals. A detailed understanding of who you’re trying to reach, what they want, and how they behave is critical for creating effective campaigns.

Once you’ve defined your target audience and identified the goals you wish to achieve through your marketing efforts, it’s time to determine how much money you have available for investment in these activities. This will help guide decisions about which tactics are most likely to deliver results given the budget constraints.

B2B Marketing Tactics to Use

B2B marketing is about building relationships, not just pushing your product. To be successful, you’ll want to focus on content marketing, social media, and influencers, email marketing, automation, analysis, and optimization.

Content marketing

Content marketing is a great way to engage with your audience, educate them about your brand and products, and drive revenue. Here are some tips for creating content that will appeal to your target audience:

  • Use data-driven insights. Creating content that’s relevant to what people are searching for will help you get results from search engine optimization (SEO) efforts.
  • Incorporate multimedia. Using images, audio, or video in your content can give it an extra boost of engagement and make it more shareable across social media channels.
  • Leverage influencer marketing tactics. Influencers are people who have large followings on social media channels such as Twitter or Instagram; they can be used to promote your company’s products through word-of-mouth advertising that’s authentic and trustworthy because it comes from someone the consumer knows personally rather than an advertisement coming directly from the brand itself (which might seem less trustworthy).

Social media and influencers

Social media is a great way to reach your audience, but it’s also important to know that there are many different types of social channels. Some will be better suited for your brand than others. For example, Instagram is more visual and deals with imagery while Facebook has a broader reach and greater customer loyalty than other platforms. It’s important to pick the right channels for your business so that you can maximize your efforts in the right places.

Additionally, it’s helpful to understand how influencer marketing works so that you can make sure that it fits into your overall strategy and doesn’t detract from other efforts like SEO or paid ads (whereas influencer marketing could potentially enhance those). In this section, we’ll cover how to find influencers who work well with one another’s brands as well as how much money should be put into this channel which can vary based on industry type but should always take into account ROI (return on investment).

Email marketing

Email marketing is one of the most powerful tools you can use to engage with your customers. The following are a few examples of how it can be used:

  • Inform customers about new products or services that you offer, including updates, discounts, special offers, and more.
  • Thank them for their business and/or loyalty by offering them exclusive discounts or rewards for being repeat customers.
  • Ask for feedback from customers on your product offerings so you know what they like or don’t like about what you’re doing.


Automation is a way to automate the process of sending emails. You can use it to send out email newsletters and product updates, for instance. Automation is also an efficient way to keep in touch with your customers on a regular basis. However, if you’re new to automation and don’t know where to start, here are some tips:

Establish a system that works for your business. For example, you may decide that you want an automated email sent out once every week or month depending on when you have new products available for sale or updated information about your company’s services or offerings. Once this goal has been achieved, try adding another goal that fits into this same time frame (e.g., every other month).
Make sure there’s enough time between each email so that people won’t get bored by receiving the same message all at once without any variation whatsoever!

Analysis and optimization

Once you have a strategy in place, it’s time to analyze your results and make improvements. This is where a marketing analytics tool comes in handy. Analytics software provides the ability to track your progress against goals, giving you the data you need to optimize your strategy based on what works and what doesn’t. A good analytics solution will also allow you to compare different channels and tactics so that you can see which ones are generating more leads or conversions than others (and why).

You can create an effective B2B marketing strategy by using these steps.

  • Define your target audience and goals. The first step is to identify who you’re talking to and what they need. Then, figure out what your goals are and how to achieve them.
  • Use tactics like content marketing, social media, email marketing, and automation. With a clear understanding of who your target audience is, it’s time to select the tactics that will help you reach them most effectively.
  • For example, if you’re selling software for business owners then social media may be best for reaching the right people; if you’re selling accounting services then email marketing might be better at engaging prospects; if you sell marketing automation tools then content creation could be useful in getting new leads interested in learning more about your company or product line.
  • Measure results with analytics – set up tracking systems so that you can measure how well each tactic works based on specific metrics such as cost per lead (CPL), click-through rate (CTR), conversion rate, etc.


B2B marketing is a complex process, but by following these steps, you can create an effective strategy for your business. You’ll need to define your target audience and goals, as well as identify the tactics that will work best for you. Once you have those in place, it’s time to start implementing them.

We recommend starting with social media and influencers because they’re easy-to-access channels with low barriers to entry (i.e., no budget). From there, move on to email marketing or content marketing-whichever seems most relevant given who your audience is and what they want from your brand. Finally, consider automating some parts of this process so that every new prospect follows a predictable path toward conversion!

Author Bio

A highly creative and motivated self-starter with exceptional project management skills and a strong ability to work independently desires the job of a Brand Marketing Coordinator at Healthcare Mailing, a leading provider of a healthcare email list, Physicians Email List, medical email list, and healthcare-related marketing services.

Alice Jacqueline is a creative writer. Alice is the best article author, social media, and content marketing expert. Alice is a writer by day and ready by night. Find her on Twitter and on Facebook!

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