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7 Ways to Attract the New B2B Buyer

Article - 3 Min. Read

The B2B buyer has changed. Discover the best ways to market to this crucial audience.

Illustration of magnet attracting people, representing businesses attracting customers.

The B2B market has shifted. The buyer, once beholden to a company’s sales team for all information, is now much more independent. Thanks to the internet, today’s B2B buyer does their own research, reading company websites, social media and thought leadership articles to gain the insights they need.

The pressure is now on the B2B marketer to hook this audience and reel it in. Luckily, there are strategic solutions available for this very problem. Read on to learn seven tactics your company can use to convert B2B buyers and drive sales.

Want an in-depth look into the B2B buyer? Dive into our latest white paper: 7 Customer-Centric Trends in the B2B Space.

Account-Based Marketing

This strategy can help you attract B2B buyers by concentrating marketing resources on a specifically defined set of target accounts. This allows you to launch personalized campaigns centered on their unique interests and needs.

Tightly aligned sales teams grow their revenue 24% faster.[1]

Social Media

The B2B buyer now uses social media to research a company’s offerings. Professional networking sites, in particular, have shown to be effective in generating leads. Brand your leadership on social media to help your company build trust with buyers.

More than half of B2B decision makers are searching for information on social media.[2]

Content Marketing

With content marketing, businesses can promote themselves through thought leadership, capturing leads in the process. Show credibility and authority in your industry by creating digital content—whether it be articles, white papers or infographics—that is informative and snackable.

30% of marketers say content marketing is their most effective marketing tool.[3]


Gamification leverages games or gamelike elements to make marketing and business initiatives more exciting, interactive and memorable. Loyalty programs in which customers collect points, digital channels that allow users to reap rewards based on engagement and playful, interactive CTAs are all examples of gamification. All of these can help set your brand apart from the competition.

88% of B2B marketers plan on converting 10 to 30% of their material to interactive content.[4]


Retargeting uses cookies to gather data on potential customer actions so you can serve consumers the most relevant digital ads. With this technology, for example, you can show different messaging to old customers, new customers and potential customers. Having access to this valuable data also allows you to understand your audience on a more granular level.

This tactic has been proven to increase click-through rates, decrease unsubscribe rates and increase conversions and sales.[5]

Micro-Moment Marketing

Micro-moments are the short moments throughout the B2B buyer’s journey that inform their decision-making and shape their preferences. Micro-moments may occur when users turn to their phones, acting on an impulse to learn, do, watch or buy something.[6] Optimize your marketing to be relevant and mobile-friendly in order to capitalize.

B2B marketers increased their digital ad spend for mobile by 26.2% between 2015 and 2019 versus only 14.7% for desktop/laptop during the same period.[7]

Direct Mail

Direct mail has proven itself as a valuable marketing channel again and again. Today, it’s also an effective data collection device. Automation, tracking and data collection systems can now be combined with direct mail for individualized and targeted B2B marketing.

Direct mail response rates have been steadily climbing, with a 37% increase since 2015.[8]

Key Takeaway

Though the B2B buyer may be changing, marketers have more ways than ever to reel in these clients. Whether you choose to leverage content marketing or social media, the tactics mentioned above can help you better target your B2B buyers.

Looking to learn more about these tactics? Dive into our latest white paper: 7 Customer-Centric Trends in the B2B Space.

  1. [1]Ivan Kreimer, “17 ABM Statistics that will make you rethink your 2018/2019 strategy,” RollWorks, 2018.
  2. [2]Dominique Jackson, “How to Create a B2B Social Media Strategy (Without Being Boring).” SproutSocial, 2018.
  3. [3]“7 Customer-Centric Trends in the B2B Space,” USPS, 2018.
  4. [4]“The State of Interactive Content Marketing – Statistics and Trends,” GO-Gulf, Mar. 19, 2018.
  5. [5]“Reimagine remarketing,” Adobe, 2018.
  6. [6]Ellan Dineen, “What are Google’s Micro-Moments And Are They The Key To Success?,” ReferralRock, Feb. 28, 2019.
  7. [7]“US Digital B2B Ad Spend, Desktop/Laptop vs. Mobile, 2015-2019 (billions and % change),” eMarketer, Dec. 5, 2018.
  8. [8]“Statistical Fact Book 2018,” Data & Marketing Association, 2018.

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