What does B2B marketing look like?

B2B marketing focuses on creating valuable, educational content that helps prospects solve business problems. This includes thought leadership articles, case studies, whitepapers, webinars, and industry reports that demonstrate expertise and build trust with potential customers over time.
B2B marketing emphasizes multi-channel distribution across owned, earned, and paid channels. Content is distributed through company websites, social media (especially LinkedIn), email marketing, industry publications, conferences, and targeted advertising to reach decision-makers where they consume information.
B2B marketing involves longer, more complex campaigns that nurture prospects through extended buyer journeys. Instead of driving immediate purchases, campaigns focus on building relationships, educating prospects, and positioning the brand as a trusted advisor throughout the consideration process.
B2B marketing requires personalized, account-based approaches for high-value prospects. This includes creating customized content for specific industries or companies, leveraging sales enablement materials, and aligning marketing and sales efforts to provide consistent experiences across all touchpoints.