15 Marketing Tactics That Will Boost Your B2B Strategy

Posted by Wendy Marx

8 Marketing Tactics That Will Boost Your B2B Strategy-3

How is your B2B strategy performing? Is it getting you the results you want? As any good coach will attest, you have to continually grow your team’s strengths to keep up with the competition. The same is true with marketing.

As modern marketing expands and audiences change, you can be sure to see the best B2B marketing strategies and tactics emerge. If you want to stay on top of your game, you need to regularly add new methods to your playbook.

With that in mind, we’ve gathered 15 marketing strategies and tactics, some of which come from a recent Influitive State of Customer Marketing Report, to bring you up to speed on new marketing tactics.  

Let’s look at 15 approaches that you can add to your current B2B marketing strategy, and how you can implement them. 


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15 Tactics That Will Beef Up Your B2B Strategy

1. Deliver Big on Your Promises

This tactic can be summed up in two words: avoid clickbait. We have all experienced the bitter disappointment of clicking on a link that promises big and fails to deliver. This might get you clicks, but in the long run it damages your relationship with your audience. 

You might not have out-and-out clickbait on your site, but no B2B business strategies should use messaging that raises false expectations or makes exaggerated claims.

Be upfront and honest in all of your content, and avoid hype. If the title of a blog is "10 Mind-Blowing Ways to Increase Your Business Profit," your audience will want to read fresh, new content -- not mediocre, predictable, and run-of-the-mill content. 

Last point: deliver big on your promises. Do your research and put in the man hours to make your content exceptionally valuable to your audience. This may take longer than normal -- especially if you're putting out an eBook or other long-form content. But content that adds real value to your audience pays off in terms of engagement and thought leadership -- and ultimately leads. 

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2. Integrated Channels

No doubt many effective channels comprise your strategy and generate leads. These channels include...

  • Content marketing
  • Email marketing
  • Social media marketing
  • Search engine optimization
  • Paid ads
  • Webinars/Events

As powerful as these strategies are alone, they work best if integrated. Here's a common example: You enjoy a blog post so much that you click the CTA on the post to subcribe to the blog's  newsletter. 

Look for ways to guide your audience to your other channels, which ultimately strengthens their relationship with your brand. For example, you might encourage your blog's audience to interact with you on social media. Or use paid ads on social media to direct people to your blog. You might even use a webinar or live events to highlight primo content on your blog or email newsletters.

Such integration fuels powerful interactions between your audience and your brand. This makes it an ideal marketing strategy for B2B businesses.

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3. Advocacy Programs

Your customers are your largest resource -- and for many companies, this resource has yet to be tapped. Take your happy customers and encourage them to take your business relationship public.

This goes beyond testimonials or case studies, where you showcase your customer’s feedback with your followers. This gets your brand in front of a wider audience -- as your customers share their positive experience, their audiences see that and it plants a positive seed in their mind about your brand. 

Create a system that rewards participants with opportunities and benefits. Search out and engage with prospective advocates on social media. When someone puts your brand in a positive light, reach out to thank him or her for the gesture. Even such a simple gesture will make your brand seem more human and real to your audience.

You can take this one step further by rewarding individuals who advocate for your brand. This could be through resharing their content on social media, or offering an additional benefit, such as a freebie for fans or followers or early access to a new product or service. When people see that you appreciate such advocacy, they will be more likely to think of you in the future.

Don’t forget about your employees. They can be a powerful force within your marketing tactics. Employees who sing the praises of their brand are few and far between, which makes their voices stand out. 

4. Interact with Your Online Community

Where online do your customer’s conversations take place? LinkedIn groups? Quora? Facebook? Dsicover where your customers are asking questions, or talking about industry matters. Once you learn where they are, get involved. Begin by determining which issues your customers care about. When you are able to add meaningfully to the conversation, do so.  

You can take this a step further by creating your own online forum where customers can share feedback and opinions -- all with a comfortable level of anonymity. This creates a trusted database of information that potential customers can tap into before making a purchase decision.  

Many companies have successfully set up such online communities, and are reaping the rewards. When you own your own platform, you…

  • Have more control and flexibility of how you interact with your audience.
  • Own it
  • Have more unique design options
  • Have more extensive analytics
  • Won’t have to compete for your audience’s attention -- no other brand will be there to steal your thunder

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5. Use Facebook Live

Since Facebook rolled out its new Live streaming feature in 2016, it has had amazing results. For instance, one study found that Facebook users comment 10 times more on Live videos than on regular posts. In another study, 80% of audience prefer live video over blog posts. 

So how can you use Facebook Live effectively to engage your audience? Consider using Live video to stream...

  • Interviews with members of your team
  • Interviews with industry influencers
  • FAQ about products or services
  • Live industry events
  • Webinars
  • Educational, how-to style tutorials

When going live, keep your tone relaxed and conversational. Keep a few notes with you about how you want to steer the conversation, but don't be tied to them. Just let the conversation flow naturally.

Most of all, get creative, and imagine more new and special ways to utilize this fun and engaging tool. This is one of the top B2B marketing tactics that is not going anywhere, so now is the time to jump on board and join the era of live streaming.

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6. Mobile Marketing

One study showed that on average people consume 69% of their media on smartphones. Another study highlighted that mobile devices are expected to drive 80% of future global internet usage.

These statistics show that mobile marketing has become a must-have marketing strategy for B2B businesses. Busy CEOs and other decision makers digest their content on their smartphones or tablets while they're on the go.

Many erroneously assume that their website and content are automatically mobile-friendly. While it is true that many websites are "ready" for mobile, there is still a lot to do to ensure that your content is fully optimized for mobile. 

As part of your mobile strategy, ask yourself these questions:

  • Is my content easy to see on mobile devices?
  • Are all links and buttons easy to tap?
  • If there are pop-ups, will my audience easily be able to exit to view my content?
  • Is visual content, such as ingrographics and videos, easy to read or view?

Check out your website and content regularly on mobile to make sure that your audience is getting the best possible mobile experience.

7. Interactive Newsletters

Email marketing is one of the best B2B strategies for businesses -- 41% of companies still send out newsletters. In fact, 86% of professionals prefer to use email when communicating about business, and three quarters of companies agree that email offers "excellent" to "good" ROI. Many companies are taking this one step further, however, with interactive newsletters.

Your next interactive newsletter could include:

  • Video downloads
  • Surveys
  • Feedback requests
  • Contests
  • Links to in-depth content on your website
  • White paper downloads

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8. Customer User Groups

Ever wish you could get inside the head of your B2B buyers? You can! Arrange customer user groups and events to get to know your customers. Learn more about your customers, their B2B business challenges and product needs.  Your groups could include hands-on demos or feedback discussions to encourage open conversation.

These groups are two-way streets. While it gives you the opportunity to learn more about your customers, your customers will have a chance to learn more about your company. It fosters a positive relationship where both sides get to know and see each other in action. 

9. Personal Branding

Personal branding has become one of the most important marketing B2B strategies available today. Previously, executives focused more on branding their companies. However, buyers have begun to look more at the faces and voices behind the company logo. 

Your personal brand is how the public perceives you. It is a culmination of your reputation, industry expertise, and personality. 

There are a number of ways to define, and even refine, your brand. For starters, showcase your industry expertise through your blog posts and social media. Look for opportunities outside of your company, such as speaking engagements at industry events. Individualize your style and delivery according to your personality.

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10. Cross-Sell or Up-Sell

What do these terms mean? Cross-selling is when you offer more products complementary to the one your customer just bought. Up-selling is when you offer your customer a chance to upgrade a product. 

When your customers purchase a product, it shouldn’t be the end of the line. Think about it -- they have already done their research, and decided on your brand. Why not show them a compatible product -- or an upgrade -- that may help them with a similar challenge or fit their needs even more? By doing so, your customers realize the array of options within your company. It also shows how well you understand their needs.

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11. Referral Program

Encourage happy customers to spread the word about your brand -- and when that word-of-mouth turns into a completed sale, reward the customers who put it into motion.  

Let your customers know the benefits of spreading the word to their fellow business owners about your products or services. That could be a discount on a future purchase or something else that shows your appreciation and motivates a customer. We cannot emphasize this enough -- word of mouth is the leading way to reach potential B2B buyers.  


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12. Influencer Marketing

Sure, influencer marketing has been in vogue for a few years, but recent changes have led to a more mature marketing strategy B2B businesses can rally behind.

For starters, we see more tools designed to find and utilize influencers to their maximum potential. Tools like Traackr and Buzzsumo help marketers to find industry influencer who fit their brand, develop a solid strategy, and measure the results. Other tools include:

Another development in the field of influencer marketing is the rise of micro-influencers. These are individuals with between 1,000 and 50,000 followers who have the power to shape opinions and motivate purchase decisions.

Why would marketers want to use micro-influencers? Sure they have a smaller audience, but that's not a bad thing. In reality, these micro-influencers usually connect more meaningfully with their audience and it's more likely their messages will be heard and acted on.

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13. Case Studies and Testimonials

B2B buyers are inundated on a daily basis with advertisements and marketing pandemonium. How can you break through this noise and earn the trust of B2B buyers in your industry? One very effective way: Customer testimonials. 

The unbiased voice of other buyers can make all the difference. Studies show that 53% of B2B buyers rely on peer recommendations before they make any purchase decisions. You can use customer testimonials in a number of ways to get the attention of buyers. For instance, use this valuable material...

  • On your website
  • As snippets on social media images
  • In marketing materials that you send out to your leads
  • In a blog post
  • In a Slideshare
  • In a video (with your customer front and center)
  • In your email marketing campaign

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14. Personalization

Personalization started out as a mainly B2C tactic, but has quickly grown to be one of the most important business to business marketing strategies available today. Through the years it has become more sophisticated. For many, the first thing that comes to mind when they hear "personalization" is their name in the header of a marketing email. But this small, software-automated example is just scraping the surface.

Let's start with a fresh definition. Personalization is the action of taking data about your audience, and using it to make your content (whether it's blogs, emails, infographics, etc.) more useful and pertinent. 

This could mean using demographic data, such as age, gender, and career of your audience to create more engaging content. For instance, if the majority of your audience includes executive males in their late 40s., you could use this data to compile blog posts to fit their needs and concerns.

Or say you notice that the majority of your website traffic is from blog posts about social media. You will want to create content that's more focused on that subject, such as an in-depth eBook or video. 

But you can take this idea of personalization a step further with our next point...

15. Niche Targeting

Some companies aim to be more general in their messaging, believing  it will resonate with more people. This method, however, often produces a "meh" response. But the more specific a message is to your niche, the more engagement it will generate -- and the more it will truly resonate with your niche audience. 

It really pays to segment your audience into specific buyer personas. Drill down to the specific niche you want to reach. Then create messages focused on each segment. Your audience will be more responsive to such messages and ultimately more loyal to you.

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Key Points to Remember…

  • Case studies and testimonials are a key way to break through the constant noise of advertisements, and reach B2B buyers.
  • Make your email newsletters more interactive to engage with your prospects
  • Use customer advocate and referral programs to reward those who sing your brand’s praises to others.
  • Get as specific as possible when you segment your audience, in order to create a message that resonates with individua buyers.

 The more you use these 15 tactics in your marketing, the more you will build your B2B strategy to an unbeatable height.

Click here to get the free ebook: 30 Proven Tips and Tactics to Get New Leads.

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Feb 2, 2018

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx