A Guide To B2B Technology In 2020

a guide to b2b technology in 2020

Business-to-business (B2B) marketing refers to generating any business strategy towards an organization or another business. For instance, if your company sells products to an organization, you are typically using a B2B marketing strategy. B2B has several benefits, mainly because you target a different audience. Businesses have unique behaviors and purchase considerations. However, technological advancements have changed the B2B audience’s behaviors. For instance, most B2B buyers are tech-savvy and use the internet to interact with vendors. Here is a guide to B2B technology in 2020.


Like any other marketing strategy, B2B requires preparations and planning. When planning a B2B marketing strategy, you must understand your target audience. Previously, the B2B funnel was predictable with four primary phases; awareness, interest, consideration, and purchase stages. However, technology has changed these funnels. Currently, there are more decision-makers in the B2B funnel. The modern B2B buyers are more proactive, mostly since they conduct their research online and compare different solutions. As such, you have to ensure that your prospects and leads can find your products or services online.

Content Marketing

B2B customers focus on expertise, and they are driven by logic and the desire to be educated. As such, the best marketing tool to meet their priorities is B2B content marketing. While the previous strategies interrupted a buyer’s schedule with promotional material, content marketing adds valuable information to the consumer. Content marketing also supports SEO efforts. Here, you have to anticipate what your audience may be looking for and using keywords to help them discover your content.

Social Media Marketing

The highest percentage of buyers use social media marketing to research or make a purchase. Social media marketing is more than targeting an individual consumer. However, most companies struggle to use social media to connect with other businesses. Social media helps you build brand awareness, give your company an online personality, and humanize your business. Social media marketing is also an effective channel for sharing your content, an aspect loved by modern B2B consumers.

B2B Email Marketing

Email marketing is a tried strategy that allows you to reach both individual and business customers. Above 90% of B2B marketers use email because they create engagement, turn to leads, and, eventually, customers. B2B customers look for positive ROI. They want to know how your business can help theirs to grow. As such, your email marketing must resonate with your customers’ business and focus on things that can grow their company.


For you to adapt to the modern B2B marketing strategy, you have to consider and address the following key areas:

  • Awareness: You have to let your potential prospects know about your business.
  • Lead Generation: Focus on how you can convert interested people into prospects.
  • Lead Nurturing: Learn how to convince prospects to choose your business as they compare your solution to your competitors’.
  • Retention Management: Remember that your existing customers can switch to your competitor. As such, you must create a working retention strategy.

When it comes to B2B technology and marketing, focus on adding value to your customers.

About Brian: Brian Jackson is the founder of Shoestring Branding - a marketing and branding blog for entrepreneurs, with an emphasis on internet-based tools and strategies.