B2B marketing
B2B marketing is marketing aimed at other businesses rather than consumers, using channels such as your website, search, email, LinkedIn and trade events to reach buyers and their teams.
What is B2B marketing?
B2B marketing is marketing aimed at other businesses instead of consumers. B2B web marketing is the online part: your website, search, content, email, LinkedIn and B2B marketplaces, used to reach buyers who research a purchase before they talk to sales. B2B differs from B2C in who decides and how long it takes. Several people weigh specs, prices, volume terms and compliance, often over weeks. That makes accurate, detailed product information central: buyers compare data sheets, certificates and technical attributes across suppliers. McKinsey's 2024 B2B Pulse found that B2B buyers use an average of ten channels, so the same data has to be right everywhere. For the product data side, see the B2B PIM software guide.
Why B2B marketing matters for e-commerce
More B2B buying starts online. Buyers search, compare suppliers on the web and often order repeat items through a webshop or customer portal without speaking to a sales rep. For a B2B webshop, marketing and product data are closely linked. Search pages rank on detailed specs, paid campaigns send traffic to product pages, and buyers drop a supplier whose data is incomplete. A full, consistent catalog supports every other marketing channel.
Examples of B2B marketing
- 1Channel: Website and SEO, Tactic: category pages with spec filters for each product type, Goal: be found by buyers who search on technical terms
- 2Channel: Content, Tactic: application guides and downloadable data sheets, Goal: help engineers shortlist your product
- 3Channel: Email, Tactic: reorder reminders based on past purchases, Goal: repeat orders
- 4Channel: LinkedIn, Tactic: case studies aimed at purchasing managers in one industry, Goal: qualified leads
How WISEPIM Helps
- One source for product data: keep specs, documents and translations in one place for your webshop, feeds and sales team.
- AI enrichment: fill technical attributes and write clear descriptions from supplier data and web research, for you to review.
- AI translation: publish your catalog in 70+ languages for new B2B markets.
- Brand Portals: share approved product data and assets with resellers and partners.
Common mistakes with B2B marketing
- Copying B2C tactics such as impulse discounts to buyers who follow a purchasing process.
- Writing for one persona when several people, from engineer to finance, sign off.
- Hiding specs and prices behind a contact form when buyers want to compare first.
- Running campaigns to product pages with incomplete technical data.
- Measuring leads only, not the revenue and repeat orders they lead to.
Tips for B2B marketing
- Map the buying group: who searches, who compares, who signs.
- Publish full specs, certificates and data sheets on every product page.
- Create content for each stage, from problem research to supplier comparison.
- Keep product data identical across your site, marketplaces and sales material.
Trends around B2B marketing
- Self-service buying through B2B webshops and customer portals.
- Account-based marketing aimed at a short list of target companies.
- Buyers using AI assistants to compare suppliers on product data.
- Video demos and configurators for technical products.
Tools for B2B marketing
- HubSpot
- LinkedIn Campaign Manager
- Google Search Console
- Google Analytics 4
- A PIM system such as WISEPIM for product data
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