B2B Digital Marketing


When it comes to digital marketing, your strategy depends on who and where your customers are and what it is they need.

If those customers are other companies instead of individual consumers, obviously your approach will have to take on a different form.

As a B2B brand, knowing the best practices to reach your customers is essential. And it all begins with your specialized B2B digital marketing strategy and plan.

The goal of these will be to engage with companies relying on what it is you have to offer, whether that be services or products.

They need you, so convince them of that with a confident marketing approach.

Here’s what you will learn in this blog post:

  • What is B2B Digital Marketing?
  • What are the Four Categories of B2B buyers?
  • B2B vs B2C Digital Marketing
  • How Do You Plan a B2B Marketing Strategy?
  • B2B Marketing Examples
  • 5 B2B Marketing Trends
  • Wrap Up: Improve Your B2B Digital Marketing Strategy Today

What is B2B Digital Marketing?

B2B digital marketing refers to a market where businesses are the purchasers of goods and services from other businesses.

These other businesses need what you have in order to complete their own products or services (e.g., General Motors) or to improve or maintain their business operations.

The purpose of a B2B digital marketing strategy, then, is to introduce your brand to other businesses, show them your product or service and how it can directly benefit their own business, and turn them into paying customers.

In addition, B2B digital marketing can create returning customers with long-term revenue potential.

What are the Four Categories of B2B buyers?

B2B buyers can vary but essentially fall into one of these four categories.

1. Producers

Producers are those companies requiring other goods and services to complete their own offerings.

These may be service providers or manufacturers and can include clothing designers, car manufacturers, restaurants, and even dentists.

Famous examples of producers who must purchase another company’s products or services include Boeing, Delta Airlines, Johnson & Johnson, and Ford.

2. Resellers

Resellers are those companies that purchase another business’ goods or services to resell without making any changes to the product or service itself.

Examples of a reseller include retailers, wholesalers, and brokers. These resellers are powerful in the marketplace and can increase your bottom line.

Think Target or Walmart as examples.

3. Institutions

Institutions are usually nonprofit organizations that purchase products and services in large quantities.

A huge factor in their decision-making process is keeping costs to a minimum so they can better serve their cause.

Institution examples include American Red Cross, hospitals, churches, and charitable organizations.

4. Governments

Local, state, and federal governments also purchase goods and services from businesses.

The federal government is the largest purchaser, buying various services, such as those relating to highway or bridge construction. 

Products are also purchased on a one-time or an ongoing basis, with these ranging from weapons to toilets to paper to office furniture.

State and local governments have massive purchasing needs as well. Often, these purchases come in the form of an ongoing contract in order to provide residents and citizens with expected services, such as garbage collection.

This category of B2B buyers, also referred to as B2G buyers, can be a more complicated one to market and sell to due to the many requirements in place.

Different procurement policies may be used, and each department will have its own purchasing office or officer to oversee all buys. 

As a result, marketing to governments will involve more planning and specifics.

Each of these B2B buyer categories has distinct characteristics and needs and will require a slightly different digital marketing strategy approach.