12 Rules Of B2B Marketing That You Should Follow

B2B marketing is tough. There are many different strategies that you can use, but not all of them will be effective. So how do you know what will work, and what’s going to be a waste of time? 

After years of testing and trial-and-error, I’ve developed this list of actionable B2B marketing tips based on the things that have worked for my company. If you’re struggling with your B2B marketing strategy, please read on!

The Principles of B2B Marketing – YouTube
1. Implement a customer-centric approach.
2. Define clear goals and objectives.
3. Understand your target audience deeply.
4. Create valuable and relevant content.
5. Build strong relationships with clients.
6. Utilize data-driven decision-making.
7. Embrace the power of social media.
8. Personalize your marketing strategies.
9. Optimize your website for conversions.
10. Focus on consistent branding.
11. Experiment and adapt to changes.
12. Measure and analyze your results.

1. Don’t Start A Campaign Without Marketing Goals In Place

Marketing campaigns are not just a string of marketing activities. They are a series of activities that you do to achieve a specific business objective. The key word here is “specific.” With no goal, your efforts will be unfocused and unproductive.

Your marketing goals need to be SMART: Specific, Measurable, Actionable, Realistic, and Timely. If you don’t know what your target is or even how you’ll measure success.

Then it’s going to be very difficult for anyone else on your team to help you get there either by supporting the campaign or by helping develop content that supports the campaign in some way.”

Building an effective B2B marketing strategy requires understanding the critical components that drive success. Explore our guide on The 19 Critical Components of Any B2C Marketing Strategy to gain insights into crafting strategies that resonate with your target audience.

2. Set SMART Goals And Track Your Progress

As a B2B marketer, you know that it’s important to set goals before starting a campaign. This is the same principle behind setting SMART goals: define the problem before starting on a solution.

That’s why it’s so important to define your goal before you start marketing. If your goal is “sell more,” then that means selling more than what? How much more? When do you want these sales by?

Whatever it is that you’re trying to do, be sure to define how much money or time or attention or whatever other metric represents success for this particular project. Otherwise, all of your efforts are going to feel arbitrary and haphazard and may lead nowhere in the long run!

3. Understand Your Buyer Persona’s Challenges

You must understand your buyer persona’s challenges. You want to know what they want and need, as well as what they are looking for and how they view the world around them (e.g., their pain points).

This enables you to better create content that resonates with your buyer personas, which in turn will help improve lead generation efforts. 

In addition, it allows you to make more effective use of marketing automation tools like drip campaigns or email outreach so that your messages are relevant when they arrive in front of prospects’ inboxes.

Mastering B2B marketing involves following the right practices. Dive into our comprehensive resource: How to Do B2B Marketing the Right Way: 14 Tips + a Template & Resources, and discover actionable tips, templates, and resources for achieving success in your B2B marketing endeavors.

4. Understand How The Buying Decision Is Made

The buying decision process is complicated and multi-faceted. It’s one of the most important elements that you need to understand when thinking about marketing your business. Why? 

Because if you don’t know how buyers are prompted to buy, or what their concerns are at each stage of the journey, then you won’t be able to market effectively. 

You also won’t be able to sell effectively or even develop products that will meet your customers’ needs at every stage of the process.

5. Content Is The Fuel Of The Lead Generation Engine

There is no marketing medium more powerful than content. Content is the fuel of your lead generation engine. It’s what keeps it running and generates leads. 

You can have all the great social media posts and ads in the world, but if you don’t have great content that people want to read on your website, then you’re not going to get much traffic or engagement on those posts.

Content can be divided into several different types: blog posts, eBooks, case studies, and white papers (which are frequently used for B2B lead generation), infographics, and videos (for example, how-to tutorials). 

The type of content you choose depends on what stage in your funnel a visitor might be at when they come across it how much information do they need? And does this piece provide enough information for them to buy from me?

The best way for marketers to determine which type of content would appeal most strongly to their target audience is by conducting customer surveys or interviews; 

Asking direct questions about what kind of topics would interest them if they were looking into buying something similar like yours today.”

6. The Most Important Part Of Any Campaign Is Its Offer

The most important part of any campaign is its offer. If you don’t have an offer that your audience wants, you’re wasting your time. It’s as simple as that.

So what makes a good offer?

Your offer needs to be relevant to the audience and their needs. You can’t just throw out some generic product or service and hope they’ll buy it; they won’t! 

You need to know what problem they’re trying to solve before you can provide them with a solution…and then make sure that your solution does solve their problem (don’t waste people’s time).

Your offer needs to be compelling enough for people to want it without question otherwise, why would they even consider buying from you? Ask yourself “How much value would this product/service provide for me?” Can help determine if something is worth buying at all!

The actual steps involved in purchasing from you should be easy-to-understand and follow through with no hesitation whatsoever ; 

Otherwise, nobody will buy anything from anybody anytime soon ever again until industry standards change radically enough for consumers’ tastes first anyway…

Which might not happen anytime soon either way so maybe just relax already okay? Get some rest tonight because tomorrow morning we’ve got work!”

Social media plays a pivotal role in modern marketing campaigns. Discover 11 Tips for Effective Use of Social Media in B2B Marketing Campaigns to harness the power of platforms like LinkedIn for enhancing your B2B marketing strategies.

7. Focus On Email Deliverability, Not Just List Size

Email deliverability is a measure of how well your email marketing efforts are working. It’s the percentage of emails that reach their intended recipients, and it’s an important factor to consider when building an optimized subscriber list. 

The higher your email deliverability rate, the less likely it will be that you’ll lose subscribers due to spam filters or complaints from recipients.

If you want your emails to reach their intended recipients, then focus on increasing the quality of your list by following these rules:

Treat existing customers like gold! They’re already on board with what you’re doing; why not ask them for help? Offer incentives for people who refer friends/colleagues and make sure they know exactly what benefits they’ll receive upon signup (e.g., discounts).

Look beyond social media channels when attempting outreach campaigns you might find some great lists through websites like LinkedIn Groups or even industry-specific events (such as conferences).

8. Have An Email Strategy And Nurture Your Leads Through Every Stage Of The Sales Cycle

Email marketing is a powerful tool that can help you build your business. It’s also one of the best ways to nurture leads through every stage of the sales cycle.

Create relationships with prospects and customers, drive traffic back to your site, build trust with potential investors or partners, and make sure that you’re top-of-mind for when someone needs a product like yours.

Email marketing isn’t just about sending out emails it’s about creating an email strategy around each step in your sales funnel: starting with lead generation (with calls-to-action) through nurturing leads until they become customers or clients.

Enhancing your marketing efforts requires a dash of creativity. Uncover 15 innovative strategies in our article: 15 Creative Marketing Tips to Boost Sales and Generate Leads, and learn how to capture your audience’s attention and drive meaningful engagement.

9. Never Send Out An Email Without CTAs And/Or Links To Your Website Or Landing Pages

Your CTA can be as simple as “Read More” or “Learn More”, or you could use a button with text like “Order Now”. Your CTA should always include the word “Click Here” in it because this is a phrase that people are familiar with and understand what means. 

Your CTA should also link back to either your homepage (or landing page) where there are more details about whatever you’re trying to sell, as well as some other information that will help convince them they need what you’re selling.

10. Don’t Have A Shallow Funnel. Create A Deep Funnel Instead

Now, let’s talk about the funnel. The more you can shorten your sales cycle, the better. A short sales cycle means more qualified leads and more conversions and less time lost to unqualified prospects who aren’t ready to buy.

Shallow funnels are terrible for B2-B companies because they require a long sales cycle that gets in the way of growth. 

But they’re also bad news for B2C companies too: customers who need repeat purchases often prefer a long-term relationship with their favorite brands over one-off transactions with new ones (eBay is a good example).

But deep funnels work well for both B2B and B2C companies because they keep customers coming back again and again throughout their lifetime as customers which means higher lifetime value!

11. Optimize For Mobile, Especially For B2b E-Commerce Sites

Optimizing your site for mobile is a smart move, especially if you’re investing in B2B e-commerce. After all, the majority of B2B decisions are made on the go and are often informed by the research conducted online. 

More than half of all Google searches are done on smartphones alone and this stat is growing year over year by around 50%.

Mobile optimization is important for B2B websites because it can help you:

  • Attract new clients through organic search results
  • Increase organic traffic with apps that feature product information, reviews, and ratings from users like yourself (e.g., Yelp)
  • Increase dwell time with features like location-based notifications or push notifications when someone walks into one of your stores

12. Your Website Is More Than Just A Destination For Your Users

Your website is more than just a destination for your users. It’s also a tool for your business, one that can help you accomplish many of your goals as a company.

Your website is a marketing tool. Your website can be used to market your brand and products to potential customers, and it should be designed with the express purpose of helping them do this. 

This may seem obvious after all, every business owner wants their websites to drive sales but many people overlook this fundamental aspect of B2 B’s digital marketing strategy when creating or revamping their site design (and then wonder why they aren’t seeing results).

Your website is a lead generation tool. A lot of companies think about content distribution when it comes to generating leads via their sites; 

However, these days content distribution isn’t enough on its own if there aren’t any forms on the page or calls-to-action directing visitors towards valuable resources like white papers or reports from third-party experts in the field relevant topics related topics such as those covered by our free newsletter service here at Marketo: 

Marketing Success Stories where each week we tell stories about how marketers across different industries have been able to achieve success through innovative use cases leveraging technology solutions In other words: 

You need both well-written content along with some kind way “ask” before anyone gets interested enough to respond favorably And again don’t forget to get yourself some social media accounts set up first otherwise what’s the point of even putting blogs up online?

Scaling up your marketing results demands a secret formula for success. Delve into our guide on The Secret Formula for Driving Marketing Results at Scale to discover proven strategies and insights for achieving remarkable growth in both B2B and B2C contexts.


In today’s digital world, it’s more important than ever to have an articulated B2B marketing strategy in place. If you can live and breathe by the rules we outlined here, you’re already ahead of the game. 

But more importantly, take this as a reminder to never stop learning and always look for ways to improve your processes. 

There are many aspects of B2B marketing that can be difficult to master, but if you keep your focus on the customer and their needs, they will serve as your compass while navigating these challenges.

Further Reading

Simple Rules for B2B Marketing Short Description: Explore straightforward rules that can enhance your B2B marketing efforts and drive better results.

Effective B2B Marketing Strategies Short Description: Discover actionable strategies to optimize your B2B marketing campaigns and achieve higher conversion rates.

B2B Brand Strategy Report Short Description: Access a comprehensive report on B2B brand strategies, providing insights into building a strong brand presence in the industry.

And here’s the “FAQs” section:


What are the key principles of B2B marketing strategies?

B2B marketing strategies revolve around identifying target audiences, creating valuable content, building strong relationships, and optimizing campaigns for industry-specific needs.

How can I enhance my B2B brand strategy?

Improving your B2B brand strategy involves understanding your audience’s pain points, showcasing your unique value proposition, and consistently delivering on your brand promise.

What role does content play in B2B marketing?

Content is crucial in B2B marketing as it educates, informs, and engages potential customers. High-quality content positions your business as an industry expert and attracts leads.

How can I measure the success of my B2B marketing efforts?

Key performance indicators (KPIs) such as lead generation, conversion rates, customer retention, and ROI can help measure the effectiveness of your B2B marketing campaigns.

What are some effective ways to target B2B customers?

Identifying decision-makers, personalizing your messaging, utilizing account-based marketing (ABM), and leveraging networking events are effective ways to target B2B customers.