There’re no quick fixes and simple solutions to getting B2B marketing right – and one size does not fit all.
Each company has its own unique circumstances, culture and objectives that change what needs to be said and done. It’s complicated and subjective, which makes it a hard nut to crack.
When I share a strategy with a client, I often get asked if there’s a quicker and simpler way… Of course there is, and that’s why there are so many digital marketing agencies out there promising to increase leads for B2B companies quickly and easily.
However, once they start running their typical Google Ads campaigns, LinkedIn campaigns and SEO, they get little to no results.
A lesson I learnt in life: “What’s hard will become easy and what’s easy will become hard.” This applies 100% to B2B marketing.
Before you lose all hope, there is an approach that does work, but let’s look at why B2B marketing is complicated and the ways I’ve found to address these challenges.
B2B has a long buying cycle
B2B sales aren’t impulse buys.
They can involve months of research, comparison and internal decision-making. Unlike B2C, where a well-placed and emotionally appealing ad can spark a sale, B2B deals demand trust, credibility and patience.
Yet many agencies sell the dream of instant results. They push pay-per-click ads, surface-level content and social media “engagement”, as if that alone will move major deals forward.
The fix
Focus on long-term brand authority and building trust, rather than short-term lead gen gimmicks.
Nurture buyers over time with consistent content, strategic positioning and targeted engagement.
Measure success with the right metrics, like lead quality and conversion rates – not just clicks and likes.
Multiple decision-makers in B2B mean unfocused messaging kills momentum
In B2B marketing, you’re not selling to just one person. You’re dealing with:
- Technical experts who scrutinise capabilities or specs
- Financial teams who want cost efficiency
- C-suite leadership who need a compelling business case
Effective B2B marketing must be precise and personalised. That means razor sharp messaging for each stakeholder and account-based marketing (ABM) strategies that target the right people within the right companies.
The fix
Segment your message and speak directly to each decision-maker in a way that resonates with their priorities.
Ditch the jargon and stick to clear, no-BS marketing. Nobody remembers convoluted industry-speak.
Use ABM to engage key accounts, focusing on high-value prospects with personalised outreach.
Most B2B marketing doesn’t understand
what buyers care about
B2B buyers don’t actually want to know about your list of services.
They want to know how you’ll solve their problems, but too many agencies don’t bother to learn what those problems are. Instead, I see enough thoughtless messaging about “cutting-edge solutions” and “quality service” to sink a ship.
This completely misses the real pain points that drive buying decisions. If your marketing isn’t addressing specific risks, inefficiencies or lost opportunities that keep buyers up at night, it’s just noise.
The fix
Lead with the pain point you’ve researched and validated – make it clear you understand their challenges.
Show the impact of what you do – not what you do! How does your solution save time or increase revenue?
Use proof, not promises. Data, case studies and real-world outcomes trump hype marketing talk every time.
Why marketing agencies get it so wrong
B2B marketing is hard and not fast. It requires deep industry knowledge, an understanding of complex sales cycles and the ability to translate technical expertise into compelling messaging.
Most agencies just don’t have the patience or expertise to do it well.
Instead, they take your budget and blow it on ads, generic content and social media posts – without laying the strategic groundwork that drives revenue – because doing so is easier.
Worst of all, they assume you won’t notice because marketing isn’t your speciality.
If you’re done with marketing that looks busy but goes nowhere, let’s talk.
No gimmicks. Just honest marketing that works.