Know which company visits your website

Email marketing is also a powerful way to share the brand’s content. Essentially, they’re asking themselves, “How can you help my business grow? Next up, let’s look at the types of B2B marketing you can implement now that you’ve created your overall strategy. With that information, businesses can better choose the best channels. Learn what they’re currently doing — do they have a website? Scope out the market and see which businesses are marketing to the business’ target audience.

That’s right — social media marketing isn’t just for brands targeting individual consumers. HubSpot’s Content Hub streamlines the entire content creation process, from ideation and writing to publishing and performance tracking. Knowing this, I’d say you should be putting the same, if not more, resources into your content marketing than your traditional advertising strategy.

You can share blog posts, eBooks, infographics, or really any type of content that solves a user’s problem. Owned channels are the ones you fully control, such as your website, blog, email list, and resource library. Business-to-business distribution channels are how a company sells its products or services to other businesses. Understanding the different types of B2B markets can help companies decide where to focus their sales efforts. B2B markets involve business transactions between manufacturers and wholesalers, wholesalers and retailers, or businesses and government entities.

FREE! The email subject line rules that don’t hold up!

Discover where b2b marketing channels they spend their time, what they care about, then what type of content will perform best on that channel. Whether you’re chasing social shopping, AI search, or influencer marketing in 2026, remember to focus on your customers. That means embracing an approach and tools like HubSpot that let you experiment, learn, and optimize at lightning speed. As consumer search shifts, brands need messaging that’s coherent wherever the customer shows up — on social, in search results, or inside an AI summary. “So once you can answer those three questions, run a small, focused pilot, see how it performs, and then expand from there,” she recommends.

Build relevance and impact with vision, storytelling and design

Once you’ve got businesses interested or even onboarded, the process doesn’t stop there. Sprout’s YouTube channel houses videos on topics relevant to our audience. Create educational videos highlighting key industry insights and tips that will be of value to your audience. With their audio-visual nature, videos are an engaging way to present huge volumes of information.

Most B2B companies land somewhere between 7% and 12% of revenue when setting their marketing budget, with the most commonly cited average sitting around 7.7% to 8%. The above best practices should set you up for successful B2B content marketing. The team regularly shares insights on the most in-the-moment topics and news related to the industry.

They offer a flexible and budget-friendly way to share experiences with peers globally. In-person interactions remain a key element, providing valuable opportunities for engagement and knowledge sharing. In today’s digital landscape, businesses are recognizing the value of cultivating a strong and engaged community around their brand. In B2B contexts, this can include asking happy clients to provide testimonials or share their experiences with their professional connections. If you want to explore B2B influencer marketing in more detail, check out our guide on key tactics and channels that help brands effectively collaborate with industry experts. Additionally, leverage video analytics that provides insights into engagement and viewership trends to help refine future campaigns.

Revenue Percentage Benchmarks

• Comprehensive resources demonstrating deep expertise win trust.
• Owned channels are the ones you fully control, such as your website, blog, email list, and resource library.
• HubSpot’s customers are other businesses, not individual consumers.
• However, it’s essential to remember that videos should be used as part of a larger, integrated marketing strategy rather than as a standalone tactic.

With the platform’s professional focus, it’s no surprise that LinkedIn is most popular among young professionals. TikTok may have its viral videos, and Threads may have the latest internet discourse. Achieve transformative results through scalable infrastructure, advanced data analytics, robust security, targeted advertising and cutting-edge generative AI.

For business-to-business (B2B) ecommerce brands in particular, the stakes are even higher. Marketbetter.ai uses AI to unify your data, automate cross-channel workflows, and provide the holistic insights you need to optimize your strategy. You create a more compelling customer experience, shorten your sales cycle, and ultimately prove marketing’s direct and undeniable contribution to the bottom line.

This strategy can be particularly effective for B2B companies, as influencers often have a large and engaged professional following. Influencer marketing is a form of advertising where brands partner with influential individuals in their industry to promote their products or services. By including personalized direct mailing as part of a comprehensive marketing strategy, B2B companies can effectively reach their target audience and drive sales. Consider targeting specific businesses with customized materials that speak directly to their needs and pain points. Email marketing campaigns focus on conversions and are a great way to convert prospects to recurring clients.

Why B2B Marketing Channel Selection Matters

Standing out requires unique angles, recognized speakers, or innovative formats beyond standard presentation-plus-Q&A structures. CUFinder’s Company Enrichment API enriches webinar registration lists with complete firmographic data. This channel converts attendees into qualified leads through valuable educational experiences rather than sales presentations.

Effective Lead Generation Channels

B2B marketing involves digital strategies, such as email campaigns and content marketing, and more traditional tactics like trade shows and direct sales. B2B marketers often have a more targeted approach, as they typically sell to a group of decision-makers within a company. B2B marketing, or business to business marketing, refers to the process of promoting products or services to other businesses.