Updated: Apr 28, 2025
Author: Tony Waldegrave
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.
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:
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 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 is where prospects gather information and take action (like submitting enquiry forms or signing up to your list). For best results:
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.
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.
Securing prime visibility in search results is a must:
Place your ads on web pages and industry publications your audience frequents. The Google Display Network allows for:
Facebook’s detailed targeting and custom audience features let you:
LinkedIn is a powerful channel for B2B marketing in New Zealand, with over 1 million local professionals.
No strategy is complete without measuring performance. Use tools like Google Analytics and campaign tracking (UTM parameters) to:
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.
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