B2B marketing
B2B marketing – the art of business talking to business. It’s not just B2B advertising or B2B sales but a combination of strategies, creativity, and strong communication that builds partnerships and drives growth through digital marketing channels.
B2B marketing
B2B marketing – the art of business talking to business. It’s not just B2B advertising or B2B sales but a combination of strategies, creativity, and strong communication that builds partnerships and drives growth through digital marketing channels.
90%
B2B customers start the buying process with an online search
44%
B2B businesses are struggling with B2B content marketing strategy
3-7
Content units are reviewed by the B2B customer before a decision is made
27%
Generated traffic-Cold contacts(leads) are ready to buy
93%
B2B companies find LinkedIn the most effective platform
90%
B2B customers start the buying process with an online search
44%
B2B businesses are struggling with B2B content marketing strategy
3-7
Content units are reviewed by the B2B customer before a decision is made
27%
Generated traffic-Cold contacts(leads) are ready to buy
93%
B2B companies find LinkedIn the most effective platform
Why B2B customer acquisition is often
Becoming a big challenge?
Long sales cycle, complex decision-making
B2B sales often take longer than expected. This is because the customer frequently faces complex decisions involving multiple stakeholders. In addition, potential customers frequently have several options to choose from, including competitors’ offers. They are looking for information, analyzing alternatives, and, most importantly, waiting for proof that your offer is the best. Without targeted, value-focused B2B content, you lose the opportunity to influence the B2B customer’s decision. How can B2B marketing help in this situation? What tool would shorten the complex B2B sales process and give the customer the correct information at the right time? The right B2B content marketing strategy!
Reaching the target audience
One of the challenges of B2B marketing is finding the proper marketing and communication channels to reach the target business audience effectively. B2B customers may be spread across different platforms, use various sources of information, or even operate in multiple markets. Facebook, LinkedIn, news portals, or perhaps Google – the search for the right platform starts with a B2B marketing strategy. Only a plan and its careful adherence guarantee that your company’s resources will not be wasted on attracting an audience not interested in your product range or portfolio of services.
Competition and untapped niches
“We are too small to be visible in the market” is often heard from brands that struggle to attract B2B customers. Naturally, small businesses feel squeezed between big players with correspondingly bigger budgets and higher visibility. This can make it difficult to stand out from the crowd and establish a strong market position. However, carving out a niche, building authority, and tapping into ideas that are sometimes unexpected but not yet exploited by competitors can help overcome this problem. B2B advertising and B2B content marketing strategy focusing on your business’s strengths will help you attract your target audience and strengthen your brand image.
Measuring marketing effectiveness
Are B2B sales the result of the B2B marketing efforts you made? How do we accurately measure the effectiveness of B2B marketing activities? These questions are often asked by businesses interested in B2B marketing. The truth is that without the proper data analysis tools and clearly defined indicators, it is almost impossible to identify profitable and, on the contrary, ineffective decisions. Data-driven marketing lets you specify which channels and content formats deliver the most value and optimize your strategy accordingly.
Lack of effective and engaging content marketing
Spontaneous shopping is typical of B2C but is the opposite of B2B e-commerce marketing campaign results. Before placing an order, B2B buyers not only look at competitors’ offers but also learn about your business’s content, image, and online reputation before placing an order. Attention is lost instantly if this doesn’t answer a potential B2B customer’s questions or adequately present the business’s unique value proposition. Quality and relevant B2B content, consistency, and a coherent strategy engage the audience and build their trust in the business. Meanwhile, a clear message tailored to the appropriate stage of the buying process is a key factor that helps to build rapport and drive decision-making. Do you think the right word, relevant to the target audience, sounds like a challenge? A professional B2B marketing agency that understands the needs of both your business and your B2B client can help you create such content effectively.
Why attracting B2B customers on
is often
Becoming a big challenge?
Long sales cycle, complex decision-making
B2B sales often take longer than expected. This is because the customer frequently faces complex decisions involving multiple stakeholders. In addition, potential customers frequently have several options to choose from, including competitors’ offers. They are looking for information, analyzing alternatives, and, most importantly, waiting for proof that your offer is the best. Without targeted, value-focused B2B content, you lose the opportunity to influence the B2B customer’s decision. How can B2B marketing help in this situation? What tool would shorten the complex B2B sales process and give the customer the correct information at the right time? The right B2B content marketing strategy!
Reaching the target audience
One of the challenges of B2B marketing is finding the proper marketing and communication channels to reach the target business audience effectively. B2B customers may be spread across different platforms, use various sources of information, or even operate in multiple markets. Facebook, LinkedIn, news portals, or perhaps Google – the search for the right platform starts with a B2B marketing strategy. Only a plan and its careful adherence guarantee that your company’s resources will not be wasted on attracting an audience not interested in your product range or portfolio of services.
Competition and untapped niches
“We are too small to be visible in the market” is often heard from brands that struggle to attract B2B customers. Naturally, small businesses feel squeezed between big players with correspondingly bigger budgets and higher visibility. This can make it difficult to stand out from the crowd and establish a strong market position. However, carving out a niche, building authority, and tapping into ideas that are sometimes unexpected but not yet exploited by competitors can help overcome this problem. B2B advertising and B2B content marketing strategy focusing on your business’s strengths will help you attract your target audience and strengthen your brand image.
Measuring marketing effectiveness
Are B2B sales the result of the B2B marketing efforts you made? How do we accurately measure the effectiveness of B2B marketing activities? These questions are often asked by businesses interested in B2B marketing. The truth is that without the proper data analysis tools and clearly defined indicators, it is almost impossible to identify profitable and, on the contrary, ineffective decisions. Data-driven marketing lets you specify which channels and content formats deliver the most value and optimize your strategy accordingly.
Lack of effective and engaging content marketing
Spontaneous shopping is typical of B2C but is the opposite of B2B e-commerce marketing campaign results. Before placing an order, B2B buyers not only look at competitors’ offers but also learn about your business’s content, image, and online reputation before placing an order. Attention is lost instantly if this doesn’t answer a potential B2B customer’s questions or adequately present the business’s unique value proposition. Quality and relevant B2B content, consistency, and a coherent strategy engage the audience and build their trust in the business. Meanwhile, a clear message tailored to the appropriate stage of the buying process is a key factor that helps to build rapport and drive decision-making. Do you think the right word, relevant to the target audience, sounds like a challenge? A professional B2B marketing agency that understands the needs of both your business and your B2B client can help you create such content effectively.
Why is B2B marketing a vital B2B sales tool?
Why is B2B marketing a vital B2B sales tool?
Manufacturers, wholesalers, B2B service providers
Continuous visibility and building trust are among the most essential tasks for wholesalers and service providers focused on business customers. A B2B marketing strategy helps you reach your target customers, build relationships, and grow your business.
For businesses with mixed audiences (B2B and B2C)
Do you serve both business and individual clients? Then, you have different audience habits, communication channels, and messages. B2B/B2C marketing is a hybrid marketing strategy that communicates messages that meet the needs of both B2B and B2C customers in strategically selected channels.
Expanding into new markets
The ability to grow in a new market goes hand in hand with introducing the brand, building awareness in the market, and establishing a connection with the potential audience. B2B marketing is not only about localizing digital marketing solutions on the market but also about having a marketing expert accompany you virtually to meetings, conferences, exhibitions (proposals, presentations, dynamic promotional campaigns), and other premeditated steps to ensure your business is ready for a solid step into a new market.
For new B2B companies
Have you recently started a B2B business? Your business must quickly establish a foothold in the market. The right B2B marketing strategy is a strong start, allowing you to communicate your value effectively, attract your target audience, and stand out.
Manufacturers, wholesalers, B2B service providers
Continuous visibility and building trust are among the most essential tasks for wholesalers and service providers focused on business customers. A B2B marketing strategy helps you reach your target customers, build relationships, and grow your business.
For businesses with mixed audiences (B2B and B2C)
Do you serve both business and individual clients? Then, you have different audience habits, communication channels, and messages. B2B/B2C marketing is a hybrid marketing strategy that communicates messages that meet the needs of both B2B and B2C customers in strategically selected channels.
Expanding into new markets
The ability to grow in a new market goes hand in hand with introducing the brand, building awareness in the market, and establishing a connection with the potential audience. B2B marketing is not only about localizing B2B digital marketing solutions on the market but also about having a marketing expert virtually accompany you to meetings, conferences, exhibitions (proposals, presentations, dynamic promotional campaigns), and other premeditated steps to ensure your business is ready for a solid step into a new market
For new B2B companies
Have you recently started a B2B business? Your business must quickly establish a foothold in the market. The right B2B marketing strategy is a strong start, allowing you to communicate your value effectively, attract your target audience, and stand out.
B2B marketing
How can we help?
B2B marketing
How can we help?
How much does B2B marketing cost?
The service package is tailored to your business situation, needs, and objectives. Do you have challenges attracting B2B customers? We have solutions for your situation. Get in touch!
B2B marketing strategies
A tailored B2B digital marketing strategy focused on your business challenges and goals. Competitor analysis, target audience definition, and a marketing action plan for effective results.
B2B marketing services aimed at B2B lead generation
Solutions to generate numbers and attract leads: website development to work for you 24/7 ( SEO services – search engine optimization, UX design services, and B2B sales funnel), Google image, Email marketing and automation, Social media marketing (LinkedIn, Instagram, TikTok, Facebook communication and advertising), Content marketing (articles, press releases, other content that builds expertise and visibility).
B2B marketing automation
Automated email and social media marketing solutions to keep in touch with your customers and drive sales with minimal effort.
“Accompanying” to events
Conferences, exhibitions, and trade fairs are equipped with pulsating promotional campaigns to increase business visibility and boost participation efforts. Professional presentations and promotional materials for a strong image during the event.
Marketing localization
Adaptation of the B2B marketing strategy to a different target market and the needs of its audience – from the competitor analysis, market research, and B2B strategy development to the full implementation of the strategy (website, social media marketing, email marketing, content marketing, Google image, localization of other solutions).
A tailored B2B digital marketing strategy focused on your business challenges and goals. Competitor analysis, target audience definition, and a marketing action plan for effective results.
Solutions to generate numbers and attract leads: website development to work for you 24/7 ( SEO services – search engine optimization, UX design services, and B2B sales funnel), Google image, Email marketing and automation, Social media marketing (LinkedIn, Instagram, TikTok, Facebook communication and advertising), Content marketing (articles, press releases, other content that builds expertise and visibility).
Automated email and social media marketing solutions to keep in touch with your customers and drive sales with minimal effort.
Conferences, exhibitions, and trade fairs are equipped with pulsating promotional campaigns to increase business visibility and boost participation efforts. Professional presentations and promotional materials for a strong image during the event.
Adaptation of the B2B marketing strategy to a different target market and the needs of its audience – from the competitor analysis, market research, and B2B strategy development to the full implementation of the strategy (website, social media marketing, email marketing, content marketing, Google image, localization of other solutions).
How much does B2B marketing cost?
The service package is tailored to your business situation, needs, and objectives. Do you have challenges attracting B2B customers? We have solutions for your situation. Get in touch!
Collaboration
Process
Collaboration
Process
01.
Discussing the needs
Understanding your B2B business goals, challenges, and audience needs. Recommend the most effective B2B marketing strategy for your business.
02.
Adapting the solution
We offer specific marketing services that best meet your B2B sales objectives. We focus on personalized solutions designed for your business’s success.
03.
Start and progress of cooperation
Launch of the B2B marketing strategy, timely analysis of results, and close cooperation with the client. If necessary, strategy and marketing actions are adjusted and optimized.
01.
Discussing needs
Understanding your B2B business goals, challenges, and audience needs. Recommend the most effective B2B marketing strategy for your business.
02.
Adapting the solution
We offer specific marketing services that best meet your B2B sales objectives. We focus on personalized solutions designed for your business’s success.
03.
Start and progress of cooperation
FOLLOWING BRANDS TRUST US
Questions about B2B marketing?
Book a discovery call
The opportunity to discover what will help your business attract more B2B customers, grow sales, and enhance your digital image. Get valuable advice from a marketing expert and hear the answers to your questions about B2B digital marketing!
Do you have any questions for
about B2B marketing?
Free 15 min. consultation
The opportunity to discover what will help your business attract more B2B customers, grow sales, and enhance your digital image. Get valuable advice from a marketing expert and hear the answers to your questions about B2B digital marketing!
WHY ASTERI?
In-house
A boutique team of experts – ensuring the highest quality standards.
15 +
Years of experience in sales and marketing strategies in Europe and the US.
TOP 3
Our clients’ content is recommended in the top 3 by Google, ChatGPT, Perplexity and other AI engines.
Vilnius ↔ New York
We work with clients in Europe, the US and on global projects.
10 x
Organic growth – customers achieve 10 times more visibility in competitive markets.
In-house
A boutique team of experts – ensuring the highest quality standards.
15 +
Years of experience in sales and marketing strategies in Europe and the US.
TOP 3
Our clients’ content is recommended in the top 3 by Google, ChatGPT, Perplexity and other AI engines.
Vilnius ↔ New York
We work with clients in Europe, the US and on global projects.
10 x
Organic growth – customers achieve 10 times more visibility in competitive markets.
FAQ
FAQ
How is B2B marketing different from B2C?
The main difference is the audience and the decision-making process.
B2C(business to customer) marketing focuses on the individual consumer, the immediate purchase, the emotional impact. B2B(business to business) marketing, on the other hand, is aimed at business customers – often multiple decision-makers – who value rational arguments, trust and long-term benefits.
B2B has a longer buying cycle, requiring informative content, representation and consistency of channel. Solutions often start with a Google search – so it’s important to be visible not only on LinkedIn, but also through SEO, content marketing or strategic campaigns.
Successful B2B marketing helps to reduce the need for cold contacts, creates an impression of expertise and keeps the business team on their toes before meetings or events. It’s not just about advertising, it’s about building a reputation and connection for long-term relationships with business customers.
How can an advertising agency help in B2B marketing? With around 90% of B2B buyers starting the buying process with an online search, we can make sure the internet works for you and not your competitor. With a flawless B2B marketing strategy, position yourself online, reduce the need for cold calls, ensure that your efforts to participate in business events (exhibitions, conferences, etc.) and business meetings are accompanied by impeccable preparation and the right communication background on digital marketing channels. B2B marketing is a great way to build strong and long-lasting relationships with business customers.
How does measuring the effectiveness of B2B advertising differ from B2C?
B2B mostly values an enquiry, demo registration, PDF download or contact with a sales manager over a purchase. Key metrics: lead quality, CPL, sales velocity, CAC, LTV. In contrast to B2C, low traffic but high conversion rates are important here.
Which companies use B2B marketing services the most?
B2B marketing benefits all business sectors where long-term relationships exist between different companies. From manufacturing, technology, and services of all kinds to wholesale or even B2B e-commerce platforms, businesses in all these sectors need to communicate the value of their products and services, the credibility and expertise of the seller in a clear, valuable, and saleable way. B2B SEO and securing first positions when Google searches for you, B2B social media marketing that speaks the language of business, promotional material and B2B advertising campaigns for events, or localization of your marketing are just a few of the tools among many that help you to reach out and get your business message across in a more straightforward, more efficient way.
Why isn’t my company’s website getting visitors from the B2B sector?
The most common mistakes found on both B2B and B2C websites are a weak (or non-existent) SEO strategy (e.g., using irrelevant keywords not used by the ideal customer), unclear, uninformative content, or a poor, non-intuitive website structure that does not reflect the best user experience.
How do I know if my business’s website is ready for sale? An advertising agency can conduct a comprehensive SEO or UX audit of your website and, based on the insights provided, make changes such as content updates, search engine optimization, and technical or design improvements. An integrated B2B sales strategy, such as sB2B social media advertising or B2B email automation, creates integrated business communication across different channels. The result is key information conveniently found by the potential customer regardless of their preferred communication channel.
Why do B2B customers choose competitors over us?
There can be many reasons why other companies gain a competitive advantage. Your competitors may have a much more sophisticated B2B marketing strategy. Or maybe they have a stronger digital image and a more straightforward and compelling communication of their unique value proposition? If your business communication looks weak in the context of your competitors, the B2B customer will likely be inclined to choose another supplier with a more solid and credible digital image. The key is clearly communicating your company’s strengths and showing how your company’s solutions can solve the customer’s problems more efficiently than those offered by competitors.
Does content marketing and SEO work in the B2B sector?
Yes – very much so. 80-90% of the B2B decision cycle is conducted by the B2B customer independently, searching for information. SEO and content help to become the source they find and trust. This is a long-term but highly effective channel combination that reduces dependence on active sales.
Kokią informaciją svarbiausia pateikti B2B svetainėje?
The value proposition, who you work with, why customers choose you, what you can offer better than others. Customer feedback, process, human contact. Clear CTAs – booking an appointment, downloading a catalogue, requesting a demo or price.
Which content strategy to use in B2B business?
B2B content must be informative, expert and relevant to the buyer’s decision cycle. Recommended formats: case studies, whitepapers, comparison tables, solution guides, articles answering the most common customer questions. The key is to create content that solves a problem, not just presents a product.
How to apply educational content in the B2B decision cycle?
Purchasing decisions in B2B often start with research. Educational content – blogs, e-books, seminar recordings – helps to become a reliable source of information before the sale. Good educational content builds trust, generates inbound traffic and shortens the sales cycle.
What is the difference between B2B branding and product marketing?
B2B branding focuses on a company’s reputation, values, stability and partnerships. Product marketing focuses on specific features, value for money and price. For a B2B customer, it is not only about what you offer, but whether you are reliable for long-term cooperation. This means: communicating the company’s mission, the team, the customer success stories.
Why is LinkedIn not the only B2B platform?
LinkedIn – valuable for targeting by job title, but clients make decisions on Google, email, even YouTube. SEO, content marketing, remarketing via Meta or even email marketing automation can be more effective. B2B communication should not be platform-centric – touchpoints are more important.
Is social media advertising suitable for the B2B sector?
Yes – social media advertising works for B2B businesses too, especially if you use tailored platforms like LinkedIn, Facebook or Instagram.
Although social media is often associated with e-commerce, practice shows that it is also perfect for businesses that want to reach a targeted audience, build an image and communicate value.
Social networks allow:
– to reach both a broad and segmented audience;
– to communicate consistently and inclusively (through innovation, news, updates);
– to build awareness by sharing behind-the-scenes, events, expertise.
Such communication helps to showcase your business values, culture and uniqueness – some of the most important criteria for B2B customers when choosing a long-term partner.
Is it worth combining Google Ads, SEO and LinkedIn in one B2B campaign?
Yes. SEO helps you reach those who are searching, Google Ads speeds up reach and tests messages, and LinkedIn reaches specific decision-makers by job title. Combining channels has a stronger effect because the user can see you at different stages.
What are the B2B marketing automation opportunities?
Marketing automation allows B2B businesses to stay in touch with potential customers even when the sales cycle is long. This is one of the most effective ways to create a consistent, personalised customer experience.
Automation helps:
– maintain regular contact through email sequences;
– send personalised offers based on user actions;
– remind about offers or revive interest;
– reduce the workload of the sales team.
In B2B, it’s not just about the price or the product, but also about consistent communication that reflects a trusted partner. Automated content helps ensure this for every potential customer.
How does marketing help the sales team in the B2B sector?
Marketing shortens the time to sale: it prepares the customer before contact with the sales representative, answers common questions, and builds trust. The right content helps the sales team to have context and use data-driven communication.
How to generate B2B leads and ensure your image at business events?
At business events (exhibitions, conferences or meetings), it is not only important to be visible, but also to leave a convincing impression that converts into B2B contacts.
This includes: a clear value proposition, an aesthetic stand, professional communication and information material that helps you to stay in touch after the event.
Recommended:
– prepare handouts reflecting your value and expertise;
– train the team to present your solution in a concise and compelling way;
– ensure visual integrity and clarity of the stand;
– collect consent contacts – e.g. QR code, prizes, registration form.
Additional visibility can be provided by a parallel advertising campaign (Meta Ads, Google, LinkedIn) designed to strengthen brand awareness, encourage visits to the stand or free advice. In this way, you not only create a visual image, but also a converse image – one that continues to work long after the event.
In this way, your business will not only be immediately visible in the physical space, but your efforts will also be accompanied by relevant messages on the screens of the event visitors.
Are Asteri solutions suitable for B2B businesses operating in foreign markets?
The advertising agency Asteri has successfully implemented marketing solutions in Europe and the USA. We understand different regions’ business cultures and needs, as expressed by individual and B2B consumers. We create effective marketing campaigns that help you stand out from your competitors and achieve the best results in the market that matters to you.
Do you work only with large companies or also with small businesses?
We understand that every business, regardless of size, faces unique B2B marketing challenges and opportunities. That’s why we provide different solutions: for small businesses to help them grow and for established players to maintain their competitive edge.
How to measure marketing ROI in B2B business?
Use the formula ROAS (return on advertising), CAC (customer acquisition cost), LTV (customer value). If the CAC is too high, marketing is ineffective. If LTV/CAC > 3, good return. Also look at “sales cycle shortening”: was the enquiry more informed, did it convert faster.
