Ad formats

B2B marketing focused on connecting business with the tools, services, and expertise they need to operate more effectively. Purchases are usually high-value, long-term, and complex, often involving multiple decision-makers.

Examples include:

A cybersecurity company marketing enterprise protection services to banks.
A software provider marketing HR management systems to mid-sized companies.
A logistics firm marketing supply chain optimization to global retailers.
An industrial manufacturer marketing equipment parts to construction companies.

Explore LinkedIn's in-depth original research on the state of B2B marketing today

What strategies are used in B2B marketing?

B2B marketing emphasize education, relationship-building, and generating consensus across buying groups. Unlike consumer marketing, the goal is less about impulse and more about showing sustained value. Recent estimates suggest that the average B2B customer journey is 211 days, and often longer at large companies.

Core B2B marketing strategies include:

Content Marketing
Blogs, social content, whitepapers, and research reports that help buyers understand trends and evaluate solutions. Explore the many B2B content types.

Example: A cloud storage company publishing a guide on "Top Data Security Practices for 2025."

Event & Networking Marketing
Opportunities to connect in person or virtually, demonstrate expertise, and build credibility.

Example: A consulting firm hosting a LinkedIn Event focusing on supply chain resilience, then nurturing attendees through follow-up communications.

Influencer Marketing
Partnering with established and respective voices in your industry to co-create or amplify content with added credibility and reach.

Example: A workflow automation platform working with expert creators in project management to publish authentic social videos on solving common challenges.

Account-Based Marketing (ABM)
Highly targeted campaigns tailored to specific companies or even individuals within them.

Example: A SaaS firm runs a personalized Messaging Ads campaign reaching decision-makers within a specific set of high-value accounts.

Inbound Marketing
Using SEO, gated assets, and social media thought leadership to attract buyers actively researching solutions.

Example: An IT provider ranking highly for “best enterprise VPN software” with a helpful comparison blog.

Partner & Channel Marketing
Working with adjacent businesses to co-promote or co-sell. On LinkedIn, B2B marketers can tap into a wide variety of marketing partners with many specializations and integrations.

Example: A software platform integrating with a popular CRM and co-marketing to each other’s customers.

Learn about how real customers are succeeding with full-funnel B2B strategies on LinkedIn

What channels are used for B2B marketing?

B2B buyers spend time in professional environments and rely on trusted sources of information. Effective B2B marketing uses a mix of digital and offline channels to reach decision-makers where they are.

Illustration of two people having a conversation

Common channels include:

LinkedIn
Organic thought leadership, community engagement, and paid ads targeting specific job functions.

Websites & SEO
Resource centers, blogs, and landing pages optimized for intent-driven searches.

Paid Media
Display ads, video ads, programmatic buying, connected TV, and digital out-of-home placements.

Podcasting
Audio-based serial content featuring expert interviews or deep explorations of key topics.

Email Marketing
Newsletters, drip campaigns, and personalized outreach to nurture leads.

Generative Engines and AI
Content and optimizations designed for visibility in AI search and LLMs.

Events & Webinars
Trade shows, conferences, and online sessions that allow for networking, live demonstrations, and attendee follow-up.

Integrated B2B marketing example:
A financial technology startup might use LinkedIn ads to target CFOs, publish a case study on its website about reducing costs for mid-sized companies, and then host a LinkedIn Event showcasing results with real customers.

Understanding the B2B buyer journey and marketing funnel

Unlike the relatively fast, emotional decisions of B2C, the B2B buyer journey is longer, more rational, and collaborative. It often spans weeks or months. However, the roles of creativity and connection should not be overlooked in B2B marketing, which ultimately aims to reach and influence human beings like any other marketing.

The B2B marketing funnel roughly corresponds with the buyer’s journey, and is structured to help marketing teams ensure they are reaching potential customers at various stages (including post-purchase) with a message that resonates:

Awareness → Interest → Consideration → Conversion → Loyalty

Learn more about creating content for each stage of the funnel.

The marketing funnel, showing each of the stages

Did you know?
95% of potential buyers in any given category are out of market (for now), emphasizing the importance of building memorable brand awareness.

Key contrasts between B2B and B2C

Multiple stakeholders (CFO, IT, procurement) vs. single buyer.

ROI focus vs. lifestyle or emotional appeal.

Contracts and renewals vs. one-time purchases.

How does LinkedIn help B2B marketers?

LinkedIn is a prime location for B2B marketing, rated as the #1 platform for influencing B2B decision-makers while delivering the best Return on Ad Spend (ROAS) of any ad platform. By setting up a LinkedIn Page for your organization and strategically amplifying your message with LinkedIn Ads, you can:

Engage professional audiences with creative content that stands out from the feed and builds awareness.
Influence B2B decision-makers with thought leadership, events, and creator partnerships that put your brand at the center of industry conversations.
Convert buyers who are ready to act with lead gen formats that help you capitalize on interest and grow your pipeline.

Ready to engage, influence, and convert your B2B audience on LinkedIn? Learn more.