{"id":137937,"date":"2022-01-20T11:00:03","date_gmt":"2022-01-20T16:00:03","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=137937"},"modified":"2024-05-03T10:31:42","modified_gmt":"2024-05-03T15:31:42","slug":"b2b-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/","title":{"rendered":"B2B Marketing: The Beginner\u2019s Guide"},"content":{"rendered":"\n<div class=\"intro-txt\">At Ahrefs, we sell SEO tools. These tools are mostly used by other businesses. So, in order to reach them, we engage in B2B marketing.<\/div>\n\n\n\n<p>In this guide, you\u2019ll learn how to create a B2B marketing strategy and what tactics you should use. We\u2019ll also look at some successful B2B marketing examples.<\/p>\n\n\n\n<p>But first, some fundamentals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-b2b-marketing\">What B2B marketing is<\/a><\/li>\n<li><a href=\"#2-b2b-vs-b2c\">B2B vs. B2C marketing<\/a><\/li>\n<li><a href=\"#3-create-b2b-marketing-strategy\">Create a B2B marketing strategy<\/a><\/li>\n<li><a href=\"#4-b2b-marketing-tactics\">B2B marketing tactics<\/a><\/li>\n<li><a href=\"#5-b2b-marketing-examples\">B2B marketing examples<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is B2B marketing?\" data-section=\"1-what-is-b2b-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">What is B2B marketing?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"B2B vs. B2C marketing\" data-section=\"2-b2b-vs-b2c\">\n\n\n\n<h2 class=\"wp-block-heading\">B2B vs. B2C marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#9-b2c-marketing\">B2C marketing<\/a>&nbsp;is short for business-to-consumer marketing and is the process of promoting products or services to <strong>individuals<\/strong>&nbsp;(who are buying things for their personal use).<\/p>\n\n\n\n<p>Examples include buying clothes from Uniqlo, an iPhone from the Apple store, or a car for your personal use.<\/p>\n\n\n\n<p>While B2B and B2C marketing seem like opposites, they\u2019re not mutually exclusive. Many businesses sell to other businesses <em>and<\/em>&nbsp;consumers. For example, a local bakery may sell baked goods to walk-in customers and also provide canapes for business events. Such businesses will have to do both types of marketing.<\/p>\n\n\n\n<p>However, don\u2019t let the term \u201cB2B marketing\u201d mislead you. <strong>Ultimately, a business is made up of people.<\/strong>&nbsp;So B2B marketing still involves marketing and selling to people.<\/p>\n\n\n\n<p>The main difference is B2C marketing involves one decision-maker, i.e., one consumer makes the decision. But B2B marketing usually involves more decision-makers (e.g., the team, head of department, CEO, etc.). This means more time, education, and discussions are needed before any purchase decision is&nbsp;made.<\/p>\n\n\n\n<p>Understanding this is crucial to understanding B2B marketing.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create a B2B marketing strategy\" data-section=\"3-create-b2b-marketing-strategy\">\n\n\n\n<h2 class=\"wp-block-heading\">How to create a B2B marketing strategy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Search for B2B marketing on Google, and you\u2019ll find lists of \u201cstrategies\u201d you can use. But those are not strategies. They\u2019re tactics.<\/p>\n\n\n\n<p>You can\u2019t throw every B2B marketing tactic on the wall and hope one sticks. It\u2019s inefficient and a waste of time and resources. Instead, you first need a strategy\u2014this will determine the tactics you\u2019ll use.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-strategy-vs-tactics.jpg\" alt=\"Infographic showing 2 maps. One map shows the overall plan (strategy); the other shows specific actions to take (tactics) \"><\/figure>\n\n\n\n<p>Here\u2019s how to create a B2B marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Decide on the customers you\u2019ll target<\/h3>\n\n\n\n<p>To choose your target customers, ask yourself these six questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does your product align with what the segment wants?<\/li>\n<li>Does it bring you the most value if you increase your market share&nbsp;there?<\/li>\n<li>Do you have the sales and marketing resources to increase your market share&nbsp;there?<\/li>\n<li>How difficult is it going to be to increase your market share&nbsp;there?<\/li>\n<li>Does this segment influence any other segments? If so,&nbsp;how?<\/li>\n<li>What are the trade-offs if you shift your focus to new segments?<\/li>\n<\/ul>\n\n\n\n<p>Your ideal target segments are those where you can make the most money, given the resources available.<\/p>\n\n\n\n<p>Remember also that in B2B marketing, the customers who are using your product or service <strong>may not<\/strong>&nbsp;be the ones purchasing it. For example, SEOs may be using our toolset, but the final decision-maker may be the head of marketing or even the&nbsp;CFO.<\/p>\n\n\n\n<p>Make sure you\u2019ve done your <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a>&nbsp;to figure out how the buying process works in your target segment\u2019s industry.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/#target-segments\">How to Create a Marketing Strategy in 5 Steps (With Examples)<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Position your product or service<\/h3>\n\n\n\n<p>According to positioning consultant <a href=\"https:\/\/twitter.com\/aprildunford\">April Dunford<\/a>, positioning is <em>\u201cthe act of deliberately defining how you are <strong>the best at something that a defined market cares a lot about<\/strong>.\u201d<\/em><\/p>\n\n\n\n<p>With good positioning, customers can easily understand what your product\/service is, why it\u2019s special, and why it matters to them. This is important because customers are always evaluating you. Neglect to define this clearly, and customers will invent a position\u2014often one that is non-ideal or misrepresents your product\/service and&nbsp;brand.<\/p>\n\n\n\n<p>Plus, a good position differentiates you from your competitors. In some cases, it may even influence how the target market perceives them.<\/p>\n\n\n\n<p>So how do you position your product or service? The best way is to apply the step-by-step framework from April\u2019s book, \u201c<a href=\"https:\/\/www.amazon.co.uk\/Obviously-Awesome-Product-Positioning-Customers\/dp\/1999023005\">Obviously Awesome<\/a>.\u201d<\/p>\n\n\n\n<p>Here\u2019s a tl;dr. You should:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understand who your best customers are (step&nbsp;one!).<\/li>\n<li>Form a positioning team and align your positioning vocabulary across teams\/departments.<\/li>\n<li>List your competitive alternatives.<\/li>\n<li>Figure out the attributes and features that make your product\/service unique.<\/li>\n<li>Figure out the true value of these attributes and features. What do they do for your customers?<\/li>\n<li>Find a target market that cares most about your unique value proposition.<\/li>\n<li>Capture your positioning in an evergreen document that can be shared across all&nbsp;teams.<\/li>\n<\/ul>\n\n\n\n<p>Also, if you\u2019re targeting multiple customer segments, make sure you create a different position for each of them. For example, our free tool, <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>,&nbsp;is targeted at website owners, and our copy reflects that:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-awt-page.png\" alt=\"AWT copy addressing website owners \"><\/figure>\n\n\n\n<p>Whereas <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>&nbsp;is targeted at seasoned SEOs and marketers. Thus, the position and copy change as&nbsp;well:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-site-audit.png\" alt=\"Site Audit copy addressing seasoned SEOs\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Set strategic objectives for the year&nbsp;ahead<\/h3>\n\n\n\n<p>For your strategy to work, you need to know where to go. Those are your objectives. Set one or two for each of your target segments and align them with the SMART criteria:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Specific<\/strong>&nbsp;\u2013&nbsp;Clearly state the desirable outcome, answering the who, what, when, how much,&nbsp;etc<\/li>\n<li><strong>Measurable<\/strong>&nbsp;\u2013&nbsp;Must be able to track progress with Key Performance Indicators (KPIs)<\/li>\n<li><strong>Achievable<\/strong>&nbsp;\u2013&nbsp;Be bold with your goals, but also realistic; use current growth as a benchmark<\/li>\n<li><strong>Relevant<\/strong>&nbsp;\u2013&nbsp;Ensure each objective aligns with your overall marketing and business strategy<\/li>\n<li><strong>Timely<\/strong>&nbsp;\u2013&nbsp;Set up a time frame for achieving the&nbsp;goal<\/li>\n<\/ul>\n\n\n\n<p>For example, a potential marketing objective for our blog could&nbsp;be:<\/p>\n\n<blockquote>Grow organic traffic from 300K to 700K by the end of&nbsp;2022.<\/blockquote>\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">Marketing Objectives: How to Set Them Right (With Examples)<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Decide on the tactics you want to&nbsp;use<\/h3>\n\n\n\n<p>It is only at this point you can begin considering what kinds of tactics you want to use. But you\u2019re not choosing them at random. You\u2019re choosing them based on the strategy you\u2019ve created above.<\/p>\n\n\n\n<p>The way I think about this is by using this <a href=\"https:\/\/www.themarketingstudent.com\/go-to-market\/\">mental model<\/a>&nbsp;from David Fallarme, marketing director of On&nbsp;Deck:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-acquisition-strategy.png\" alt=\"Mental model of five animals and the corresponding acquisition strategy \"><\/figure>\n\n\n\n<p>Basically, you need to use the right hunting tools to hunt the right animals.<\/p>\n\n\n\n<p>From step one, you should already know what type of customers you\u2019re going after. They\u2019re typically either:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Elephants<\/strong>&nbsp;\u2013 Worth hundreds of thousands of dollars per&nbsp;year<\/li>\n<li><strong>Antelopes<\/strong>&nbsp;\u2013 Worth tens of thousands of dollars per&nbsp;year<\/li>\n<li><strong>Rabbits<\/strong>&nbsp;\u2013 Worth thousands of dollars per&nbsp;year<\/li>\n<li><strong>Mice<\/strong>&nbsp;\u2013 Worth hundreds of dollars per&nbsp;year<\/li>\n<li><strong>Flies<\/strong>&nbsp;\u2013 Worth a few dollars per&nbsp;year<\/li>\n<\/ul>\n\n\n\n<p>From here, you can decide what kind of hunting tools you need. There are three main&nbsp;types:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spears<\/strong>&nbsp;\u2013 Require lots of direct human skill and involvement, like sales and business development. For businesses that target enterprise customers.<\/li>\n<li><strong>Nets<\/strong>&nbsp;\u2013 Pull in a large number of potential targets at once, like content marketing. For businesses that target small businesses.<\/li>\n<li><strong>Seeds<\/strong>&nbsp;\u2013 You plant the seeds with your product or service, and the customer base grows on its own. Examples are word of mouth and virality. For businesses that target small businesses or consumers.<\/li>\n<\/ul>\n\n\n\n<p>For example, at Ahrefs, our target customer base is worth around $1K-$10K. This is the reason why content marketing is our main B2B marketing strategy. It works so well because it is the right tool for the right animal.<\/p>\n\n\n\n<p>But that\u2019s not all. The tactics you use should match how your target customers consume information. For example, don\u2019t create podcasts if no one in your industry listens to&nbsp;them.<\/p>\n\n\n\n<p>Finally, your tactics should move you closer to your goal. For example, if your goal is to get more organic traffic, then email marketing may not be a good tactic.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"B2B marketing tactics\" data-section=\"4-b2b-marketing-tactics\">\n\n\n\n<h2 class=\"wp-block-heading\">B2B marketing tactics<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some popular B2B marketing tactics worth considering\u2014many of which we continue to use at Ahrefs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. SEO-driven content marketing<\/h3>\n\n\n\n<p>This is the primary tactic we use at Ahrefs. Simply speaking, we create content around topics that our target customers are searching for.<\/p>\n\n\n\n<p>Here\u2019s how we find these topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter a keyword related to our industry (e.g., \u201cSEO,\u201d \u201cmarketing\u201d)<\/li>\n<li>Go to the <strong>Matching terms<\/strong>&nbsp;report<\/li>\n<li>Toggle the <strong>Questions<\/strong>&nbsp;tab<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-keywords-explorer-matching-terms-report.png\" alt=\"Matching terms report results \"><\/figure>\n\n\n\n<p>Here, we see tons of keyword ideas and their estimated&nbsp;Traffic Potential. We\u2019ll note down those keywords relevant to&nbsp;us.<\/p>\n\n\n\n<p>Then, we\u2019ll create content designed to rank for those keywords. Here\u2019s the framework we&nbsp;use:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-8bdz0duu7vq\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-8bdz0duu7vq\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/8BdZ0dUu7VQ?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/8BdZ0dUu7VQ?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">What Is SEO Content? How to Write Content That&nbsp;Ranks<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content Marketing: A Comprehensive Guide for 2021<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. Email marketing<\/h3>\n\n\n\n<p>The premise of email marketing is simple: collect the contact information of potential customers and email them your branded messages.<\/p>\n\n\n\n<p><strong>First, <\/strong>let\u2019s collect the contact information of your target customers. At Ahrefs, we keep it simple with a \u201csubscribe\u201d box:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/6-subscribe-box.png\" alt=\"Bearded man on computer. Next to him are CTA and &quot;Subscribe&quot; box for people to sign up for Ahrefs' newsletter \"><\/figure>\n\n\n\n<p>You can also offer a \u201ccarrot\u201d in exchange for subscribing. Typically, B2B companies like to offer free eBooks, white papers, templates, or courses:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-hubspot-content-upgrade.jpg\" alt=\"Example of lead capture form. In exchange, the website offers 6 free blog post templates \"><\/figure>\n\n\n\n<p><strong>Next,<\/strong>&nbsp;the email. Once again, we keep it simple by emailing our subscribers a weekly digest of what we\u2019ve published and what we\u2019re currently reading:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-ahrefs-newsletter.jpg\" alt=\"Example of Ahrefs' weekly digest\"><\/figure>\n\n\n\n<p>But the world\u2019s your oyster. Experiment and see what makes sense for both your business and your customers. For example, the marketing agency, <a href=\"https:\/\/www.demandcurve.com\/\">Demand Curve<\/a>,&nbsp;sends a monthly \u201cgrowth tactics\u201d newsletter.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-demand-curve-newsletter.jpg\" alt=\"Example of Demand Curve's newsletter\"><\/figure>\n\n\n\n<p>However, it also occasionally sends emails that promote its programs and services:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-demand-curve-program-pitch.jpg\" alt=\"Demand Curve's email promoting new program \"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Account-based marketing<\/h3>\n\n\n\n<p>Account-based marketing (ABM) is a type of B2B marketing that focuses on aligning marketing and sales to reach specific target accounts.<\/p>\n\n\n\n<p>ABM considers target accounts as markets-of-one and emphasizes the quality of accounts over the number of&nbsp;leads.<\/p>\n\n\n\n<p>Read our beginner\u2019s guide below to learn how to execute ABM for your business.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/account-based-marketing\/\">The Beginner\u2019s Guide to Account-Based Marketing (ABM)<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Digital advertising<\/h3>\n\n\n\n<p>Digital advertising is easy to understand: pay a platform&nbsp;(e.g., Facebook, Twitter, YouTube, etc.) and drive traffic from that platform to your site. It is direct, measurable, and scalable. You can use it for any marketing campaign: <a href=\"https:\/\/ahrefs.com\/blog\/lead-generation\/\">lead generation<\/a>, content promotion, and&nbsp;more.<\/p>\n\n\n\n<p>At Ahrefs, we use paid ads primarily to promote our content. Since we promote our product in every piece of content we produce, each article acts as an \u201ceducational sales&nbsp;page.\u201d<\/p>\n\n\n\n<p>Driving paid eyeballs to our content means we get to educate our potential customers while showing them how our product fits into their marketing strategy.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC Marketing: Beginner\u2019s Guide to Pay-Per-Click Ads<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Public relations (PR)<\/h3>\n\n\n\n<p>In June 2021, we were featured on <a href=\"https:\/\/www.techinasia.com\/ahrefs-reaching-100m-revenue-vc-money-challenging-google\">Tech In Asia<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-ahrefs-tech-in-asia.jpg\" alt=\"Headline of Tech In Asia's article promoting Ahrefs \"><\/figure>\n\n\n\n<p>By appearing on notable and authoritative publications, you can improve your brand awareness, build credibility, <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">earn backlinks<\/a>, drive referral traffic, and engage your target audience.<\/p>\n\n\n\n<p>The easiest way to begin getting PR is by using <a href=\"https:\/\/www.helpareporter.com\/\">HARO<\/a>. HARO is a free service that connects journalists with industry experts. Subscribe and you\u2019ll receive emails with inquiries from journalists and bloggers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-haro.png\" alt=\"List of email inquiries \"><\/figure>\n\n\n\n<p>Here are some tips from my colleague, <a href=\"https:\/\/twitter.com\/michalpecanek\">Michal Pec\u00e1nek<\/a>,&nbsp;to help boost your chances of getting a feature from&nbsp;them:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Check the publication <\/strong>\u2013 You should avoid those that aren\u2019t authoritative.<\/li>\n<li><strong>Be picky <\/strong>\u2013 You should only respond to requests where you can truly provide great information.<\/li>\n<li><strong>Respond as fast as possible <\/strong>\u2013 Many people are monitoring the same niche as you, so respond as quickly as you&nbsp;can.<\/li>\n<li><strong>Get help <\/strong>\u2013 Don\u2019t hesitate to bring colleagues on board if they\u2019re more qualified to answer.<\/li>\n<li><strong>Stick to the script <\/strong>\u2013 Don\u2019t deviate from the format the author is requesting.<\/li>\n<\/ul>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/\">9 Great Public Relations Tactics With Campaign Examples<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Events and trade&nbsp;shows<\/h3>\n\n\n\n<p>Nothing beats a handshake and a face-to-face meeting. As such, events can be a productive <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channel<\/a>, especially if you\u2019re selling to larger accounts.<\/p>\n\n\n\n<p>For example, Ogilvy Consulting hosts <a href=\"https:\/\/www.nudgestock.co.uk\/\">NudgeStock<\/a>, an annual behavioral science conference. This attracts executives from all around the world interested in using behavioral science to solve problems, which is exactly what Ogilvy Consulting does.<\/p>\n\n\n\n<p>Though organizing events can give your brand a huge boost, you don\u2019t necessarily have to do that. Participating in events is worthwhile too. Even better: If you have the required expertise, you can appear as an expert on a panel or as a speaker.<\/p>\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Wow! <br><br>I didn\u2019t expect to end up being the #1 trending speaker of the day at <a href=\"https:\/\/twitter.com\/AdWorldOfficial?ref_src=twsrc%5Etfw\">@AdWorldOfficial<\/a> \ud83d\ude2e<br><br>HUGE THANKS to everyone who supported my talk! <br>\ud83d\ude4f\ud83d\ude4f\ud83d\ude4f\ud83d\ude4f\ud83d\ude4f\ud83d\ude4f\ud83d\ude4f <a href=\"https:\/\/t.co\/QbOAxTNOCZ\">pic.twitter.com\/QbOAxTNOCZ<\/a><\/p>\n\u2014 Tim Soulo (@timsoulo) <a href=\"https:\/\/twitter.com\/timsoulo\/status\/1389456795920338951?ref_src=twsrc%5Etfw\">May 4,&nbsp;2021<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p>As the current global situation makes it difficult to meet in person, virtual events work too. For example, NudgeStock went virtual for its 2021 conference. SaaS company Drift also <a href=\"https:\/\/www.drift.com\/events\/revgrowth-align\/\">created a virtual summit<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-drift-virtual-summit.jpg\" alt=\"Webpage about Drift's virtual summit\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">7. Social media<\/h3>\n\n\n\n<p>Social media may seem out of place for B2B marketing, but don\u2019t forget that business-to-business marketing is ultimately still people-to-people marketing. No matter the decision-maker\u2019s title or position, they still use social media on a regular basis.<\/p>\n\n\n\n<p>However, don\u2019t rush into the latest social network just because it\u2019s currently hot. Focus on the platforms where your customers are\u2014you should know this from your strategy.<\/p>\n\n\n\n<p>For example, most SEOs are active on Twitter and LinkedIn, which is why those are the platforms we\u2019re most active on.<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">NEW: Site Audit now stores full HTML and page text! <br><br>After finishing a crawl, you can now search for anything within the HTML code and text content of your pages. <a href=\"https:\/\/t.co\/8vIjDA2bNG\">pic.twitter.com\/8vIjDA2bNG<\/a><\/p>\u2014 Ahrefs (@ahrefs) <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1466030116828495876?ref_src=twsrc%5Etfw\">December 1,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"B2B marketing examples\" data-section=\"5-b2b-marketing-examples\">\n\n\n\n<h2 class=\"wp-block-heading\">B2B marketing examples<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some examples of successful B2B marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. HubSpot \u2013&nbsp;inbound marketing<\/h3>\n\n\n\n<p>HubSpot\u2019s marketing approach is simple:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create content that ranks for keywords its target customers are searching for<\/li>\n<li>Offer content upgrades to encourage email sign-ups<\/li>\n<li>Get sales teams to contact these leads (this depends on different touchpoints)<\/li>\n<\/ul>\n\n\n\n<p>Today, HubSpot\u2019s blog generates an estimated 7.7M monthly organic search visits:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-hubspot-blog-overview.jpg\" alt=\"Overview of HubSpot's blog\"><\/figure>\n\n\n\n<p>Coining this strategy \u201c<a href=\"https:\/\/ahrefs.com\/blog\/inbound-marketing\/\">inbound marketing<\/a>,\u201d HubSpot has grown into the behemoth it is today. Many B2B companies have since adopted a <a href=\"https:\/\/ahrefs.com\/blog\/b2b-content-marketing\/\">similar approach<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. MeetEdgar \u2013 podcast appearances<\/h3>\n\n\n\n<p>MeetEdgar is a social media automation tool founded in 2014. In 2019, it shared that it had crossed <a href=\"https:\/\/www.starterstory.com\/social-media-automation-tool\">$2M in ARR<\/a>.<\/p>\n\n\n\n<p>Its main strategy is podcast appearances. The founder, Laura Roeder, knows her target audience\u2014entrepreneurs and marketers\u2014listens to podcasts. So by appearing on related podcasts, she can promote her company and acquire links from these&nbsp;sites.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/15-meetedgar-podcast.jpg\" alt=\"Indie Hackers Podcast featuring Laura\"><\/figure>\n\n\n\n<p>In total, Laura appeared on an estimated 100 podcasts. This strategy, according to <a href=\"https:\/\/www.leadpages.com\/blog\/podcast-marketing-strategy-edgar-leads\/\">ex-employee Jen Carvey<\/a>, has grown MeetEdgar to 1.25M website visitors and 100K email subscribers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Snowflake \u2013 SEO and&nbsp;ABM<\/h3>\n\n\n\n<p>Snowflake is a cloud computing-based data warehousing company. With an ARR of $600M and an oversubscribed IPO, its success stems from its marketing strategy.<\/p>\n\n\n\n<p>First and foremost, Snowflake took the time to figure out a unique positioning strategy to stand out from its competitors. Its positioning\u2014\u201cThe Data Warehouse Built for the Cloud\u201d\u2014took the company from $0 to $100M.<\/p>\n\n\n\n<p>As you can see, your marketing strategy and positioning <em>matter. <\/em><\/p>\n\n\n\n<p>Since its main customers are enterprise accounts, Snowflake chose ABM as its main marketing tactic. By aligning its sales and marketing teams, it creates targeted pieces of content that guide its enterprise prospects down the <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">buyers\u2019 journey<\/a>.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/foundationinc.co\/lab\/snowflakes-seo-strategy\/\">The SEO &amp; ABM Blueprint for Snowflake\u2019s MASSIVE IPO<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>B2B marketing isn\u2019t about executing as many tactics as possible. It\u2019s about creating a strategy and then only executing tactics that move the business forward.<\/p>\n\n\n\n<p>But bear in mind that it doesn\u2019t mean you\u2019re limited to just one marketing channel. You can use as many tactics as required, as long as they fit your strategy.<\/p>\n\n\n\n<p>Did I miss out on anything important about B2B marketing? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In this guide, you\u2019ll learn how to create a B2B marketing strategy and what tactics you should use. We\u2019ll also look at some successful B2B marketing examples. But first, some fundamentals: What B2B marketing is B2B vs. B2C marketing<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":137939,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-137937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B Marketing: The Beginner&#039;s Guide<\/title>\n<meta name=\"description\" content=\"B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Marketing: The Beginner&#039;s Guide\" \/>\n<meta property=\"og:description\" content=\"Learn how to create a B2B marketing strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-20T16:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-03T15:31:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Learn how to create a B2B marketing strategy.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"B2B Marketing: The Beginner\u2019s Guide\",\"datePublished\":\"2022-01-20T16:00:03+00:00\",\"dateModified\":\"2024-05-03T15:31:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\"},\"wordCount\":2722,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\",\"name\":\"B2B Marketing: The Beginner's Guide\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png\",\"datePublished\":\"2022-01-20T16:00:03+00:00\",\"dateModified\":\"2024-05-03T15:31:42+00:00\",\"description\":\"B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage\",\"url\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png\",\"contentUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png\",\"width\":1200,\"height\":630},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\",\"url\":\"https:\/\/ahrefs.com\/blog\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; SEO Tips\",\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ahrefs.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\",\"name\":\"Ahrefs\",\"url\":\"https:\/\/ahrefs.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png\",\"contentUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png\",\"width\":2048,\"height\":768,\"caption\":\"Ahrefs\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/Ahrefs\/\",\"https:\/\/x.com\/ahrefs\",\"https:\/\/www.linkedin.com\/company\/ahrefs\/\",\"https:\/\/www.youtube.com\/c\/ahrefscom\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7\",\"name\":\"Si Quan Ong\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e\",\"url\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg\",\"contentUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg\",\"caption\":\"Si Quan Ong\"},\"description\":\"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.\",\"sameAs\":[\"https:\/\/www.siquanong.com\/\",\"si-quan-ong\",\"https:\/\/x.com\/siquanong\"],\"url\":\"https:\/\/ahrefs.com\/blog\/author\/si-quan-ong\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"B2B Marketing: The Beginner's Guide","description":"B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/","og_locale":"en_US","og_type":"article","og_title":"B2B Marketing: The Beginner's Guide","og_description":"Learn how to create a B2B marketing strategy.","og_url":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/","og_site_name":"SEO Blog by Ahrefs","article_publisher":"https:\/\/www.facebook.com\/Ahrefs\/","article_published_time":"2022-01-20T16:00:03+00:00","article_modified_time":"2024-05-03T15:31:42+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png","type":"image\/png"}],"author":"Si Quan Ong","twitter_card":"summary_large_image","twitter_description":"Learn how to create a B2B marketing strategy.","twitter_creator":"@siquanong","twitter_site":"@ahrefs","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#article","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/"},"author":{"name":"Si Quan Ong","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7"},"headline":"B2B Marketing: The Beginner\u2019s Guide","datePublished":"2022-01-20T16:00:03+00:00","dateModified":"2024-05-03T15:31:42+00:00","mainEntityOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/"},"wordCount":2722,"publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png","articleSection":["General Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/","url":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/","name":"B2B Marketing: The Beginner's Guide","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png","datePublished":"2022-01-20T16:00:03+00:00","dateModified":"2024-05-03T15:31:42+00:00","description":"B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ahrefs.com\/blog\/b2b-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/b2b-marketing\/#primaryimage","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/fb_b2b_marketing_navigation.png","width":1200,"height":630},{"@type":"WebSite","@id":"https:\/\/ahrefs.com\/blog\/#website","url":"https:\/\/ahrefs.com\/blog\/","name":"SEO Blog by Ahrefs","description":"Link Building Strategies &amp; SEO Tips","publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ahrefs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ahrefs.com\/blog\/#organization","name":"Ahrefs","url":"https:\/\/ahrefs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","width":2048,"height":768,"caption":"Ahrefs"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Ahrefs\/","https:\/\/x.com\/ahrefs","https:\/\/www.linkedin.com\/company\/ahrefs\/","https:\/\/www.youtube.com\/c\/ahrefscom"]},{"@type":"Person","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7","name":"Si Quan Ong","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","caption":"Si Quan Ong"},"description":"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.","sameAs":["https:\/\/www.siquanong.com\/","si-quan-ong","https:\/\/x.com\/siquanong"],"url":"https:\/\/ahrefs.com\/blog\/author\/si-quan-ong\/"}]}},"_links":{"self":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/137937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/users\/146"}],"replies":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/comments?post=137937"}],"version-history":[{"count":0,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/137937\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media\/137939"}],"wp:attachment":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media?parent=137937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/categories?post=137937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/tags?post=137937"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/coauthors?post=137937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}