Best Online Marketing Strategies for B2B Businesses

Why B2B Businesses Need a Direct and Targeted Online Approach

Traditionally the basis of b2b marketing has always been a direct marketing strategy and that remains true today.

The nature of direct marketing is to target your predefined audiences, and in the past, lists were widely available and direct mail and telemarketing were the main delivery mediums.

A key strength of the online channel is that it accommodates the ability to tightly target and reach specific audiences and behaviours and together with location filters makes it a very effective medium for bb2 marketing and advertising.

Below are the essential online marketing strategies every B2B business should consider for generating high-quality leads and growing their business.

Email Marketing: The BackLinkedIn Advertisingbone of B2B

Despite the rise of new marketing channels, email remains the most effective tool in the B2B marketer’s toolkit. Modern cloud-based email marketing platforms (like Mailchimp, Campaign Monitor, HubSpot, and Klaviyo) offer:

• Easy, permission-based list management
• Mobile-friendly, customisable templates
• Advanced reporting and analytics

Pro Tip:

Build your email list organically—purchasing lists is no longer viable due to strict spam laws. Instead, use lead magnets, gated content, or events to grow a high-quality, permission-based database.

EDM (Electronic Direct Mail) Partnerships

EDM (electronic direct mailer marketing) is another option where you feature your offering within a third party email campaign, possibly a trade or an association driven campaign that overlaps with your target audience. This is often less effective than direct email marketing as you are effectively advertising on another parties list.

Your Website: The Central B2B Touchpoint

Your website is where prospects gather information and take action (like submitting enquiry forms or signing up to your list). For best results:

• Provide clear calls-to-action (CTAs)
• Make enquiry forms simple and accessible
• Ensure your site is mobile-responsive and loads quickly
• Offer valuable, relevant content that addresses your audience’s needs
• Content is still king—an ongoing content marketing plan is crucial for standing out in today’s competitive market.

Content has always been the foundation of all communication initiatives and in todays fiercely competitive online environment its even more important. Having a well thought out content marketing and creation plan will determine your level of success.

Understand How Inbound Marketing Works

Most of us make the mistake of seeing online marketing as a one-to-many broadcast type medium, where in fact it's a highly effective narrow cast (direct marketing) medium with sophisticated audience targeting and engagement capabilities.

With inbound marketing, you attract business customers who are actively searching for solutions, giving you higher quality leads.

• Publish insightful blog articles, case studies, and white papers
• Address industry pain points and provide practical solutions
• Optimise all content for SEO and user intent

Search Engine Presence: Be Where B2B Buyers Search

Securing prime visibility in search results is a must:

• Google Ads/Search Campaigns: Appear for relevant keywords just when decision-makers are ready to buy.
• SEO: Optimise your website for keywords your audience uses at each stage of the buying process. Focus on both on-page SEO foundations and long-tail, industry-specific terms.
• Remarketing: Keep your business top-of-mind for visitors who didn’t convert the first time—especially important for long or high-value sales cycles.

Contextual & Programmatic Advertising

Place your ads on web pages and industry publications your audience frequents. The Google Display Network allows for:

• Visual banners next to relevant articles
• Content targeting based on industry topics or interests
• Remarketing to users who’ve previously engaged with your brand

B2B Social Media Advertising

Facebook Advertising & Custom Audiences

Facebook’s detailed targeting and custom audience features let you:

• Upload your B2B email database to target ads at specific contacts
• Use remarketing to re-engage website visitors within Facebook’s ecosystem

LinkedIn Advertising

LinkedIn is a powerful channel for B2B marketing in New Zealand, with over 1 million local professionals.

• Target by industry, job role, function, or company
• Run sponsored content, InMail, or display ads to reach key decision-makers

Measurement & Optimisation

No strategy is complete without measuring performance. Use tools like Google Analytics and campaign tracking (UTM parameters) to:

• Monitor lead generation and website engagement
• Test and refine messaging and creative
• Double down on what works to improve ROI over time

Get Started on Your B2B Digital Strategy

Online marketing for B2B is all about targeting, measurement, and value-driven communication. By integrating the strategies above, you can connect with the right people, nurture long-term relationships, and drive your business forward.

Need help developing or refining your B2B online marketing plan? Contact Adhesion for a no-obligation discussion and actionable advice tailored to your industry.