B2B marketing involves promotional activities focused on generating engagement, leads, and sales among other businesses rather than consumers. Common tactics include content marketing, events, email campaigns, paid search and social advertising, account-based marketing, and sales enablement.
B2B marketing priorities include initiating connections to key accounts, establishing expertise, nurturing relationships over extended sales cycles, and conveying ROI - versus hype and emotions. Success requires insight into target organizations' structures, goals, challenges, and buying processes.
Well-orchestrated B2B marketing initiatives aim to build awareness, trust, and preference at each stage of the funnel. Marketing and sales must collaborate seamlessly to usher target accounts from interest to opportunity. Data-driven strategies and execution underpin growth.