B2B Digital Marketing

Making Digital Marketing Work for Your B2B Organisation

The Lead Agency is a specialist B2B digital marketing agency with expertise in B2B digital marketing strategy, content marketing, digital lead generation, lead nurturing and marketing automation.

85% of B2B marketers say their central priority is to generate more leads. Any successful B2B digital strategy must be geared towards lead generation.

Many B2B marketers are already successfully using digital marketing in specialist sectors like financial and professional services, IT and software, manufacturing, engineering or science.

B2B customers are differently from their B2C counterparts:

  • Product/services/solution offerings are based on a complicated range of features, benefits and outcomes
  • Purchasing decisions are complicated with long lead-times based on numerous internal and external factors
  • Multiple decision-makers with varying objectives and competing budgets must be influenced
  • Different value propositions can be attributed depending on the stakeholders in the decision chain
  • Non-homogenous attributes (such as intellectual property and people) can have a strong bearing on the final decision.

As a specialist B2B digital marketing agency, The Lead Agency help our clients develop and run successful B2B marketing campaigns.

Our focus is to address digital marketing strategies, client and market data and analytics, content marketing development and distribution, communication and creative influences, and digital lead generation and lead nurturing.


B2B Marketing has
two key objectives:

more leads &
better quality leads

The Importance of the Customer Lifecycle in B2B digital marketing

It is not uncommon for B2B buyers to take months or years before they eventually become a customer.

The Lead Agency focuses on the lifecycle marketing process of your potential buyers and how each step or communication affects them through each step of the buyer journey: from an unaware prospect through to a client and post-sale to an advocate of your business.

At The Lead Agency we enable you to build a relationship of trust with your prospects as a strategy to move them further along your sales funnel.

We develop digital marketing conversation strategies to build a strong and efficient sales pipelines of prospective customers for our clients.

We employ a range of strategies to reach customers across the six core lifecycle marketing stages:

  • ATTRACT: find new prospects for business growth
  • NURTURE: keep them interested and improve their quality
  • ENGAGE: support your sales team to convert
  • DELIGHT: keep communicating after the sale
  • UPSELL: offer other ways to satisfy
  • REFER: ask for new prospects from your advocates.
B2B Marketing 2021 ideas

Are you struggling to find the right approach to your B2B marketing?

Do you need help improving the way your business generates more and better quality leads?

Speak to The Lead Agency: our proven approach can help your business succeed.

B2B Marketing 2021 activities

B2B Digital Marketing Services

Define Your Targets

Every successful B2B marketing strategy begins with data: finding the targets and segments relevant to your business.

Choosing the right industries, target audiences, decision makers and buyer personas that can be defined and refined.

With so many competing marketing activities at your disposal, a successful B2B digital marketing strategy should identify the best channels to target your communications to the right offer.

growth specialists
effective b2b marketing

B2B Content Marketing

B2B marketers are more focused on content marketing as a key inbound lead generation strategy more than any other digital marketing technology.

It should provide compelling insights to drive initial interest.

It needs to position your solution and difference with clarity and should have defined conversion paths.


B2B Search Engine Optimisation

In B2B, your website is your #1 sales person. SEO is an important part of any successful digital marketing strategy.

When B2B buyers select a product or service, the top 3 information sources and buying behaviours are direct to a supplier website, using a search engine and consulting an industry specific intermediary like a B2B publisher or blog.

It runs hand in hand with your content marketing strategy. While SEO has changed considerably over the years, it’s just as important today as it was in the past.

What has changed are the methods used to achieve top rankings in search engines.

business to business strategies

Social Media for B2B Marketing

Social media allows you to establish connections with stakeholders, position your brand and initiate social interactions that will improve your conversion rates.

87 per cent of B2B marketers use social media as a critical part of their marketing strategy.

B2B Social Media Marketing is the utilisation of social media platforms to attain your business goals. Many businesses feel that they are ‘too boring’ or that social media isn’t relevant to them. On the contrary, social media is an excellent platform to influence and be influenced by your stakeholders.


Email Marketing for B2B

No other communications channel can speak directly between a brand and a consumer like email.

Many brands neglect email to focus on the more glamorous world of social media. But it is a medium that isn’t vulnerable to the fluctuations of a changing algorithm or latest social media fad.

Email Marketing is particularly effective for B2B buyers, where the purchase decision is typically much longer than B2C.

Lead Generation
B2B targeting

B2B AdWords

With Paid Media, you have the ability to target ads to people who are searching for products or services related to your offering.

As soon as your paid campaign goes live, your ads will appear and you’ll start to get results, such as conversions and visitor data.

Paid Media can not only bring in leads for your business straight away, but because it’s so quick, you can immediately see how effective your keywords are, which can then be used to inform other campaigns based on AdWords data.



Remarketing basically gives businesses another opportunity to connect with visitors who have come to your business’ website but have not made an enquiry or purchase.

It does this by showing a targeted, branded ads to the visitor as they browse the internet.

It can be an extremely cost-effective form of advertising as it reminds website visitors of your business and increases their ability to recall your brand.

In addition, when someone has already been on your website, they are more likely to click on another ad for your business when they see it.

In fact, the average click-through rate for display ads is 0.07 percent, and the average click-through for retargeted ads is about 0.7 percent. [Smart Insights, 2017]

business to business strategies
B2B digital

Local SEO

Local SEO campaigns introduce your brand to deliver your value proposition to targeted prospects within your immediate location.

It has grown significantly over the last five years, mimicking the rise of smartphone usage, better Internet connectivity and cheaper data plans. Although it shares similarities with organic SEO, it’s ultimately very different. Local SEO is focused on providing results that are relevant to a searcher based on their current geographic location.

In fact, more than 60% of searchers prefer dealing with local businesses and use this information in decision-making.

B2B Marketing 2021 ideas

Are you struggling to find the right approach to your B2B marketing?

Do you need help improving the way your business generates more and better quality leads?

Speak to The Lead Agency: our proven approach can help your business succeed.

B2B Marketing 2021 activities