5 B2B Marketing Communication Strategies You Should Adopt In 2017


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B2B marketing communication is getting complicated with every passing day. Marketing teams are trying their best to stay one step ahead of competitors. There is a realization that competition is fierce. Marketers will do everything in their capacity to pursue marketing glory!

The year 2017 promises to be an exciting one for content specialists. They are eager to provide marketing ammunition that can power B2B marketing strategies. As usual, the focus will be on proven B2B methods. At Promo Direct, we often get questions seeking answers to the perfect marketing strategies. We have listed some of our recommended B2B marketing strategies for 2017 in this article.

1. Telling excellent success stories

The target audience in the B2B world requires a lot of convincing to seek your services. For example, they need more than just a catchy image to fall in love with your brand! Does your brand have a success story to share? We recommend you use it to highlight your brand’s services. Talk about satisfied customers or your company’s journey so far. The key here is to provide a story that also highlights jargon used by peers in the industry. This will ensure your B2B audience identifies with your brand in a better fashion, enabling them to convert from unfriendly prospects to friendly partners.

2. Making the switch to Account-based Marketing

A lot of you are already aware of Account-based Marketing (ABM). It has been a hot trend for the last couple of years and will continue to share the limelight in 2017. ABM involves targeting specific contacts at an organization to sell a product or service.

ABM graphic by SKURA

Learn more about ABM and how it can help you gain targeted leads that build the ROI. Use the power of ABM to transform your business into an industry powerhouse. As a first step, understand how you can approach businesses asking whether they would be interested in adopting an ABM-based strategy with your business.

3. Sharing useful content that can be put to use immediately!

It’s important to produce content that will be of high value for readers. Your writer should focus on articles that can resolve issues faced by members of your industry. You could rely on articles that feature checklists or provide useful tips that help resolve common issues. Ensure that the article is widely shared and your brand will begin to gain a lot of credibility among a B2B target audience.

4. Spending dollars on promotional campaigns on social media

Create informational and paid ads that can easily go viral. Also, do you have a unique article to share with the world? Upload it on a popular platform like LinkedIn and promote it so that a more widespread audience has access to your expertise. LinkedIn is home to some of the best minds in the business world. It’s important to ensure they sit up and take notice of what you have to offer. You can also share your article on the company blog or 3rd party sites and share the links on Facebook or Twitter.

5. Devote resources for video-based marketing

Videos have always been a hit with all kinds of target audiences. Hence create an efficient video marketing strategy for your business. A short, crisp and engaging video will go a long way to ensure your brand’s voice is heard. Create videos that tell your company’s story or capture customer testimonials. You could also live-stream events on your primary website and social media profiles so that people are aware of your business journey.

Did you find these strategies useful? Make use of one or all of them to take your business in the right direction. Contact us for business giveaways and use them to win over customers!

Susan Smith
Susan Smith is an online marketing professional and has been with Promo Direct for past 10 years. She likes to blog about branding tips, business and marketing, and facts about promotional products. Besides that, she loved travelling & photography.


  1. Social media and using videos are two of just so many B2B marketing communication strategies that can help with your sales lead generation for this year. But I think one thing that stands out is Account-Based Marketing. An old concept but has gotten a lot of attention from marketers lately. It’s also the best option to dwell for B2B marketing this year.

  2. Thank you, Brook, for this great article. I really appreciate guides like this to help me think differently about marketing approaches, especially when it comes to my B2B clients. I have definitely seen great results from growing their social media platforms with various types of content–especially video. We all know that video is the biggest marketing “it girl” lately. But it’s for good reason. It’s in high demand, highly consumed, and brings in great results (definitely an ROI positive effort). It’s not something that B2B brands can simply pass on if they want to grow this year and, not only has social media platforms picked up on this, but so have content creation services. They jumped on board and now all of sudden creating videos (and lots of them) aren’t as expensive or time consuming as they used to be (especially with tools like wevideo.com and slide.ly/com which even gives you footage) in the past. With all this demand and all these tools, B2B brands really have no excuse not to use video too. Thanks, again, for the article.


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