B2B marketing | CXL

B2B marketing

B2B marketing is used by companies that sell products to other businesses rather than to individual consumers. B2B marketing strategies often focus on lead generation, nurturing leads through long sales cycles, and targeting niche markets.

Just getting started? Want to take a deep-dive into B2B marketing? Choose from dozens of blog posts, full-length courses, and other resources to master the discipline before you launch your next campaign.

What makes a good B2B marketing strategy?

Because B2B sellers typically have longer sales cycles, their marketing must work throughout the funnel. Rather than going directly for a sale, B2B marketing strategies may begin with email capture, then qualify email leads through a drip email campaign or other content offering. Marketing attribution can be especially challenging in B2B marketing.

Get expert insights on B2B marketing

B2B marketers often feel ignored by marketing content, which tends to focus on the B2C sector. At CXL, we’ve dedicated many posts to B2B content marketing, B2B ecommerce sites, B2B case studies, B2B conversion optimization—the list goes on.

Blog posts on B2B marketing

Some marketing advice varies little between the B2C and B2B sectors. For those topics, browse any of more than 600 posts throughout the site. A number of posts dedicate sections to B2B marketing needs or feature examples from the B2B sector.

  • The Beginner’s Guide to Conversion Rate Optimization

    By Peep Laja

    Learn exactly how to put your value proposition to work and increase conversions with persuasive copy and UX / design.

  • This field is for validation purposes and should be left unchanged.

B2B marketing courses

Thinking about an account-based marketing strategy to target your niche? Wondering how you can create compelling, authoritative content when you work in a “boring” B2B sector?

We’ve tailored our courses for B2B marketers who want to learn from people who’ve done the work—and done it successfully.

Account based marketing

Master the strategies, tactics, metrics, and wisdom you need to become an ABM leader and accelerate the growth of your company and of your career.

B2B | campaigns | pilot planning

Course length: ~3h

Foundations of demand generation

Learn to build a predictable, scalable and repeatable lead generation machine that will help your company generate qualified leads for years to come

content strategy | lead acquisition | outbound marketing

LinkedIn advertising

Learn how to target, build, and measure LinkedIn ads.

funnel optimization campaigns audience targeting

Course length: 3h

Personalization

Set up and apply personalization to improve conversions across the customer lifecycle.

segmentation approaches | A/B and MVT testing | B2B and B2C personalization

Course length: ~11h

Form optimization

Design high-performing forms that increase conversions and decrease cart abandonment.

desktop and mobile form design | user interaction | form copy

Course length: ~3h 30m

Some of the companies that train their teams at CXL Institute:

Learn from the best to become one of them.

Take online courses on digital marketing, conversion optimization, digital analytics, customer acquisition – all in a single subscription.

“In the career of a marketer, there are two eras: before CXL and after CXL.”