As opposed to business-to-customer (B2C) marketing, business-to-business (B2B) marketing pertains to all marketing efforts directed at other businesses, government agencies, institutions, and wholesalers. B2B businesses sell or promote products and services to other companies to help improve production, sales and marketing, and other processes required in business operations.

So what are the best B2B marketing practices you should follow to increase your return on investment (ROI)?

1. Create An Effective B2B Buyer Persona

As this B2B marketing agency explains, choosing a B2B marketing strategy that isn’t targeted toward your buyer persona will only hold your company back, leading to communication frustration, dismal results, and wasted resources. Before you choose a B2B marketing strategy, it is important first to develop a buyer persona or ideal customer. 

The starting point of a B2B lead generation campaign is developing an effective buyer persona. Buyer persona involves understanding your ideal B2B customer to better sell your product or service to them. An ideal customer refers to someone who wants your products and who can pay for the products they desire. 

Here’s How To Develop An Effective B2B Buyer Persona:

  • Survey your ideal prospects. Ask questions to your ideal B2B customers, such as “What type of content do you prefer?” or “What are the problems you frequently experience in your job role?” 
  • Gather data about your prospects’ needs and problems.
  • Synchronize products based on the needs of your B2B buyers and your products in the same platform.
  • Once you gathered all the relevant data you need, you can create a basic B2B persona and use it to optimize your content and rewrite based on the buyer persona’s content preference. 
  • You can also use buyer persona to segment email marketing campaign and personalize your emails, presenting solutions to their problems for higher email open rates. 

2. Choose The Right B2B Lead Generation Marketing Strategy

There are many B2B lead generation marketing strategies nowadays. But not all strategies will work for your business. Choose and implement effective B2B lead generation marketing strategies based on your business needs and metrics, including the following:

. SEO Lead Generation:

It involves using relevant keywords that impact both B2B customers and search engines to rank higher on search results pages (SERP) and attract more visitors on your website. 

. Email Lead Generation:

Gather prospects through email marketing or sending personalized and captivating emails. 

. Social Media Marketing:

It involves interacting with B2B customers through social media platforms like Facebook, Instagram, and LinkedIn. 

PPC advertising:

Pay-per-click (PPC) is a form of paid online advertising, wherein you pay commission for every customer an advertiser or website owner brings to your website. 

. Mobile Advertising:

Involves all mobile marketing efforts via text ads or SMS and banner advertisements. 

. Content Marketing:

This digital marketing strategy involves using web content to gain prospects, such as blogs, videos, audio files, and articles. 

3. Use Big Data And Analytics

Aside from knowing your buyer persona, it is important to use big data and data analytics to increase your ROI. Big data refers to huge data gathered through analytics which utilize advanced computing software programs. A good example of analytics is Google Analytics and your web server built-in analytics, which provide real-time reports of your website metrics. 

Here’s How You Can Use Big Data And Analytics To Your Advantage: 

  • Monitor your B2B marketing tactics’ strengths and weaknesses.
  • Modify, improve, or delete strategies that are not working or bringing sales.

Use data as a basis for brainstorming your sales team and management budgeting and business planning.

4. Work With A Trusted B2B Marketing Agency

Many businesses are struggling with B2B marketing agencies not giving enough attention or taking your thoughts or ideas seriously. These feelings are lead to wasted money on B2B marketing that don’t good results. Working with the right B2B marketing agency can help you build B2B marketing that consistently delivers outstanding leads and sales.

Investing In A Trusted B2b Marketing Agency Is A Good Decision Because Of The Following Reasons: 

  • The agency can carry out a scientific B2B marketing approach to reduce cost per lead, deliver highly-qualified decision-makers, increase productivity, and increase sales. 
  • A good B2B marketing agency monitors your progress and provides updates to help you make better business decisions. 


Increase your return on investment (ROI) by implementing the B2B marketing practices discussed above. Choose the right B2B marketing strategy that works for your business by first establishing your ideal customer or buyer persona. Work with a reputable B2B marketing agency which can offer expert advice and assistance and help you achieve better outcomes.