17 Innovative B2B Marketing Strategies to Accelerate Growth
In today’s competitive B2B landscape, implementing innovative marketing strategies is crucial for standing out and driving growth. As an experienced digital marketing agency, IncRev has helped numerous B2B companies achieve remarkable results through cutting-edge tactics. In this comprehensive guide, we’ll explore 17 untapped B2B marketing strategies that can take your business to the next level.
1. Create Comprehensive Ultimate Guides
Ultimate guides are an incredibly effective content format for B2B businesses. These in-depth resources provide immense value to your audience while establishing your company as an industry thought leader.
Why do ultimate guides work so well for B2B marketing?
- They tend to be longer, more comprehensive content pieces that stand out
- Guides cover entire topics in one place, appealing to busy B2B decision-makers
- They attract backlinks and social shares, boosting SEO and visibility
- Guides position your brand as the go-to expert resource on a topic
The key is combining multiple blog posts or subtopics into one massive, authoritative guide. Break it into clear chapters and cover every angle of the topic. This provides the “one-stop-shop” experience B2B buyers crave.
2. Launch a Value-Packed Newsletter
A consistent, high-quality email newsletter is one of the most powerful tools in B2B marketing. It allows you to:
- Nurture leads and stay top-of-mind
- Drive targeted traffic to key pages
- Generate brand awareness
- Launch new products and offerings
The key is creating a format that enables you to easily send valuable content on a regular schedule. This consistent format builds anticipation and higher engagement. In fact, our open rates consistently exceed industry averages.
To maximize your newsletter’s impact:
- Deliver unique insights your audience can’t get elsewhere
- Maintain a consistent send schedule (same day/time each week)
- Optimize your subject lines for higher open rates
- Include clear calls-to-action
3. Produce Data-Driven Original Research
While anyone can write a blog post or record a video, few B2B companies invest in creating truly original, data-driven content. This presents a major opportunity to stand out.
For example, IncRev conducted an in-depth study on Google’s visual search ranking factors. This original research generated significant social media traction and backlinks from authoritative industry blogs.
Some ideas for data-driven B2B content:
- Industry surveys (e.g. of IT leaders, CFOs, marketers)
- Analysis of trends using proprietary data
- Benchmarking reports on key metrics
- Case studies with concrete results and insights
While more resource-intensive to produce, this type of content delivers outsized returns in terms of brand authority and lead generation.
4. Conduct Regular SEO Audits
SEO remains one of the most important traffic sources for B2B companies. However, many businesses neglect the technical aspects of SEO, focusing solely on content and backlinks.
Regularly auditing your site’s SEO health is crucial. Here’s a quick process:
- Check the Google Search Console Coverage report for errors
- Review indexed pages to identify unnecessary indexing
- Use an SEO audit tool to uncover technical issues
- Prioritize and fix critical problems
For example, IncRev recently discovered some “Almost Done” pages were being indexed unnecessarily. By quickly adding a noindex tag, we prevented these pages from diluting our site’s SEO value.
Regular audits ensure your site stays optimized as it grows and changes over time.
5. Leverage LinkedIn for Engaging Content
With over 740 million users, LinkedIn is the premier social network for B2B. To maximize its potential:
- Post engaging, thoughtful content from employee accounts (not just the company page)
- Share company updates, insights, and behind-the-scenes content
- Engage with your network through comments and thoughtful discussions
For example, IncRev’s founder regularly shares business lessons and insights on LinkedIn. These personal posts tend to get far more engagement than typical company updates.
6. Build a YouTube Channel
Video content is increasingly important for B2B marketing. YouTube, with its 2+ billion users, offers immense potential to reach decision-makers. IncRev’s YouTube channel has become a major source of traffic and leads.
Some tips for B2B YouTube success:
- Create in-depth, educational content on industry topics
- Optimize video titles and descriptions for search
- Use eye-catching thumbnails to increase click-through rates
- Cross-promote videos on your website and other channels
7. Publish Comparison Content
“Versus” comparison content is highly effective for capturing B2B buyers in the decision stage of their journey. For example, a post comparing two popular tools in your industry can attract users actively evaluating solutions.
When creating comparison content:
- Be as objective as possible, highlighting pros and cons of each option
- Include detailed feature comparisons
- Address specific use cases and scenarios
- Optimize for relevant comparison keywords
8. Create Tangential Content
Tangential content – content not directly related to your product or service – can significantly expand your reach. This approach is especially valuable for B2B companies in niche industries.
For example, IncRev published a study on website loading speeds. While not directly related to our core services, this content attracted significant traffic and backlinks from authoritative tech sites.
Tangential content ideas:
- Industry trend reports
- Work culture and productivity tips
- Technology adoption studies
- Economic impact analyses
9. Coin Industry Terms
Creating and popularizing new industry terms can significantly boost your brand awareness and authority. For example, HubSpot is credited with coining “Inbound Marketing,” which now gets searched 12,000 times monthly.
When coining terms:
- Ensure the term describes a genuinely useful concept
- Create in-depth content explaining the term
- Consistently use and promote the term across channels
10. A/B Test Key Landing Pages
Split testing remains one of the most effective ways to improve B2B conversions. Focus on testing significant changes rather than minor tweaks.
For example, IncRev recently tested two dramatically different versions of a newsletter sign-up page, resulting in a 30% lift in conversions.
Tips for effective A/B testing:
- Start with big changes (e.g. completely different layouts)
- Test one element at a time
- Ensure you have sufficient traffic for statistical significance
- Use tools like Google Optimize for easy implementation
11. Repurpose High-Performing Content
Content repurposing allows you to maximize the ROI of your content creation efforts. Take your best-performing pieces and adapt them for different formats and channels.
For example, IncRev has successfully turned popular blog posts into:
- YouTube videos
- LinkedIn carousel posts
- Infographics
- Podcast episodes
This approach helps you reach new audiences and reinforce key messages across multiple touchpoints.
12. Target High-Intent Keywords
While many B2B companies focus on high-volume keywords, targeting lower-volume, high-intent terms can be more effective. These keywords often indicate a user is further along in the buying process.
For example, a term like “easy CRM system” may have low search volume, but its high cost-per-click indicates strong commercial intent.
When selecting keywords:
- Look at CPC as an indicator of commercial value
- Target specific, long-tail terms related to your solutions
- Consider the buyer’s journey stage for each keyword
13. Regularly Update Existing Content
Keeping your content fresh and up-to-date is crucial for maintaining SEO rankings and providing value to visitors. IncRev updates our comprehensive SEO guide annually. This approach has helped maintain steady traffic to the page over time.
Content updating best practices:
- Prioritize your most important and highest-traffic pages
- Add new information, examples, and data
- Remove outdated content
- Re-optimize for current SEO best practices
- Consider “relaunching” significantly updated pieces
14. Implement Retargeting Campaigns
Retargeting allows you to re-engage website visitors who didn’t convert. This is especially valuable in B2B, where sales cycles are often longer.
IncRev uses retargeting to drive visitors back to key landing pages. While not always a game-changer, retargeting consistently delivers a steady stream of additional conversions.
Retargeting tips:
- Segment your audience based on behavior (e.g. pages visited)
- Create tailored messaging for each segment
- Use frequency capping to avoid ad fatigue
- Test different ad formats (e.g. display, video, social)
15. Form Strategic Partnerships
Partnerships with complementary businesses can significantly expand your reach and credibility. For example, IncRev partnered with a well-known entrepreneur to create a list of growing business ideas. This collaboration resulted in exposure to a large, relevant audience and high-quality backlinks.
Partnership ideas:
- Co-created content
- Joint webinars or events
- Product integrations
- Cross-promotions
16. Create Influencer-Targeted Content
While your primary audience may not have large followings, creating content that appeals to industry influencers can significantly amplify your reach. IncRev’s study on voice search optimization was picked up by major marketing blogs.
When creating influencer-worthy content:
- Focus on original research or unique insights
- Make content easily shareable (e.g. with embed codes for charts)
- Reach out to relevant influencers when publishing
- Create “ego bait” by featuring experts in your content
17. Invest in Visual Content
Visual content is particularly effective for explaining complex B2B concepts. Beyond infographics, consider:
- Data visualizations
- Animated explainer videos
- Interactive charts
- Process diagrams
IncRev regularly incorporates custom charts in our content, which are frequently shared and linked to.
Bonus Strategies
Use Question Headlines
Headlines phrased as questions tend to generate more engagement. IncRev’s research found they received 25% more social shares on average. Question headlines can also improve click-through rates in search results.
Create Useful Tools
Developing free tools related to your industry can drive significant organic traffic and leads. Tools not only attract users but also encourage sharing and repeat visits.
Conclusion
Implementing these innovative B2B marketing strategies can significantly accelerate your company’s growth. Remember, the key is to consistently provide value to your audience while staying ahead of industry trends.
At IncRev, we specialize in developing custom B2B marketing strategies tailored to your unique business goals. Contact us today to learn how we can help take your marketing efforts to the next level.
Frequently Asked Questions
What are the most effective B2B marketing channels?
The most effective B2B marketing channels vary by industry, but often include content marketing, SEO, LinkedIn, email marketing, and targeted paid advertising.
How can I measure the ROI of my B2B marketing efforts?
Track key metrics like lead generation, conversion rates, customer acquisition cost, and customer lifetime value. Use tools like Google Analytics and CRM software to connect marketing activities to business outcomes.
What’s the difference between B2B and B2C marketing?
B2B marketing typically involves longer sales cycles, multiple decision-makers, and a focus on ROI and business value. B2C marketing often emphasizes emotional appeals and individual benefits.
How often should I update my B2B marketing strategy?
Review your strategy quarterly and make major updates annually. However, be prepared to pivot quickly in response to significant market changes or new opportunities.
What role does content marketing play in B2B?
Content marketing is crucial in B2B for establishing thought leadership, educating prospects, and nurturing leads through the sales funnel. It supports SEO efforts and provides valuable assets for sales teams.
