Smarter B2B Digital Marketing (Spoiler: It Actually Works!)

As a marketing agency that works with businesses of all sizes across many industries, especially B2B, we’re constantly asked what actually works when it comes to digital marketing. There’s a sense of fatigue around the topic; most business leaders understand they need to be doing digital marketing, but they’ve either been burned by an agency in the past or struggled to get traction with an internal team (sometimes even just trying it themselves). They want a clear, no-nonsense explanation of how digital marketing actually drives revenue for B2B companies—and what they should do next.

Here’s how we answer that question.

What is B2B digital marketing, really?

First, let’s define the term. B2B digital marketing is the process of using online channels to attract, engage, and convert other businesses—not individual consumers. You’re not selling sneakers or lipstick. You’re selling something with a long buying cycle, a high price point, multiple decision-makers, and a lot of complexity. That’s why B2B digital marketing strategies have to be more educational, more patient, and more targeted than most B2C tactics.

Where B2B companies go wrong with digital marketing

We see two common mistakes:

1. Trying to do everything at once. Companies chase shiny objects—social media, video, chatbots, influencers, AI—without building a strong foundation. They end up spending a lot of money without any measurable return.
2. Relying too heavily on a single tactic. On the flip side, we see companies pin all their hopes on SEO or email marketing, expecting a silver bullet that doesn’t exist.

Instead, smart digital marketing is about prioritizing the right channels, in the right order, for your business.

A proven framework for B2B digital growth

We believe the best way to approach digital marketing is through a flywheel of ongoing growth. The exact tactics vary by business, but they typically fall into three core stages:

1. Attract the right audience

This starts with understanding your audience’s pain points and how they search for solutions. You want to show up at the right moment with content that resonates.

• Search engine optimization (SEO): Optimize your site and create helpful content so you show up when someone Googles a problem you solve. Learn more about our approach to SEO.
• Paid media: Invest in targeted ads (Search, Display, LinkedIn, Instagram, etc.) to reach potential customers who are actively researching solutions. Explore our pay-per-click services.
• Social media: Build awareness and thought leadership on platforms like LinkedIn, where B2B buyers spend time. We dive more into thought leadership in this podcast, so it’s a great place to start.

2. Convert leads through trust-building

Once someone’s on your site, you need to guide them toward a conversation—without being pushy. That means offering valuable content, clear navigation, and multiple ways to convert.

• Website optimization: Make it easy to understand what you do, who you help, and why you’re better than your competitors.
• High-value resources: Offer resources like whitepapers, case studies, guides, checklists, or webinars in exchange for contact info.
• Email nurturing: Follow up with timely, relevant emails that address objections and educate the buyer. Email is a key tactic for almost any business, and we can help determine the right strategy for you. 

3. Close and grow revenue

Digital marketing doesn’t stop at the lead. We help our clients align sales and marketing efforts to shorten the sales cycle and increase close rates.

• CRM integration: Track every touchpoint and understand what’s working.
• Sales enablement: Equip your team with messaging, case studies, and assets to close deals.
• Remarketing: Stay in front of warm leads with display and social ads.

This approach isn’t hypothetical—it’s how we help clients grow every day. Here’s how a manufacturer won at digital marketing with this strategy.

The takeaway

B2B digital marketing isn’t about doing everything—it’s about doing the right things, in the right order, consistently. When you invest in a strong foundation and build strategically, digital marketing becomes a growth engine that compounds over time.

Ready to talk about how this could work for your business? Let’s chat.