June 18th, 2018

3 Ways to Up Your B2B Marketing Game

Author: Eric Lynch
Eric Lynch
Partner & Director of Business Development

Digital marketing is an ever-changing landscape. This isn’t just true for consumer marketing, it also holds true for B2B marketing. B2B marketing can often be more difficult in terms of creating unique strategies because of the limitations that you’re presented with. Often your sales cycles are longer. The products or services you offer can be more complex. But mostly, the traditional advertising channels consumer marketers can use, just won’t work.

So what’s a B2B marketer to do? Well we’ve got 3 tips to help you up your B2B marketing game.

Employee Advocacy

Anyone who’s ever been to Glassdoor to research out a company knows that when it comes to getting your employees to advocate for you, it can be difficult. But companies who do right by their employees have a marketing tool that some do not. That advantage is an army of brand evangelists.

When employees speak highly of who you are and what you do they aren’t just making you feel better as an employer, they’re amplifying your marketing message. Have your employees like and share your social media posts and even create their own, this will save you costs on boosting posts and will look more organic in it’s amplification.

Testimonials (especially video)

Word of mouth will always be the best form of marketing you can get. This is especially true for B2B marketing. It’s not a done deal if a business tells their friends about your work, but it’s as close as you’re going to get. Testimonials are a way to help you influence your sales opportunities by giving them a look into someone else’s experiences.

This is even more helpful when you put it in the form of a video. Now you can share it with your opportunities, or they can watch it as they research you. Testimonial videos are a good convert stage tool to help you win new sales.

Additionally this brings a lot of good will between you and your clients, encouraging them to continue to refer you to their compatriots.


Automating your marketing processes, emails, and other communication will not only save you time as a marketer, it will help you reach people with appropriate content. Automation based on behaviors will mean that your opportunities are getting what they want in terms of content, based on what they tell you in their actions.

This will also tell you what your visitors are most interested in. That will help you know what to invest your marketing in the future.


While B2B marketing has more obstacles that you have to get around, and doesn’t have the benefit of a lot of users amplifying your products, there are things that you can do to up your game. These things will not only help you reach more people, they’ll help you create a positive brand. Having employees and customers that will share your work, and content that is tailored to a visitor can help your brand look like it’s the best option out there.

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