B2B can use specific web marketing channels and tools which can help them optimize their online communication strategy to all the different stakeholders. We collected 9 trending B2B web marketing channels:

  1. B2B Matchmaking Platforms:   B2B Matchmaking Platforms are platforms where businesses can register, describe their services and their needs. This way they can be contacted by relevant leads (potential customers or potential supplier). B2B Matchmaking Platforms are often created for events and tradeshows. Participants of event/tradeshows can create their online profile and can arrange meetings with potential customers or suppliers at the event or tradeshow.
  2. AI-Powered Chatbot: An artifical intelligence-powered chatbot can engage the visitor and cater the help the visitor is looking for.  These tools can turn a visitor in potential leads in many different ways: they can create immediate interaction with the visitors, they can collect leads avoiding contact forms, they can drive visitors to relevant pages based on past behaviours, they can make information immediately available with no waste of time. A well-structured chatbot can help improve SEO as well.
  3. Display Advertising: Display Advertising is the option to publish banners on websites relevant to the business and their audience. Display advertisements can be extremely effective at generating awareness, informing customers and potential customers of value propositions, and creating a huge digital footprint across many different websites targeted to specific audience segments.
  4. Remarketing: Remarketing is the possibility to reach visitors who have already interacted with your website. You can show your banner to a user who visited your website when he is navigating in another website. You can also show your ad on Google to a visitors who visited your site and is still searching for your product. Remarketing can be used in a strategic way – for example differentiating messages and landing pages for people who already visited your content and could be interested in offers and additional information.
  5. Search Advertising (PPC): Search Advertising is the possibility to show your ad on Google when people are searching for your services and products.
  6. Content Marketing: Content Marketing includes all the activities to create relevant content for each audience segment (i.e. customers, potential customers, employees, suppliers…) in different formats (article in blogs, videos, newsletters, email marketing…).
  7. Video Production and Video Advertising: Video can be an essential part of a B2B Web Marketing Strategy. In addition to Blogs, companies should develop video content and create Vlobs, video channels containing relevant video content. In these videos, you should build on the topics you discuss in your written blog and upload them to your YouTube channel. This videos can include executive interviews, group panel discussions, customer testimonials, how-to tutorials, explainer videos.
  8. Social Media: social media can help spread the message to a relevant audience and can be used in such a way that create interaction (i.e. ask your fans for comments, opinions that can be part as well of your content strategy; post on social specific offers and messages connected to a specific landing page and with a clear call-to-action…)
  9. Email Marketing: e-mail marketing can be a great way to interact with your contact (turn them into customers) and with your clients (loyalty increase and cross-marketing activity). In order for an email strategy to be effective, it must be integrated with the general communication strategy (content, video, events…) and targeted with profiled messages to specific audience segments.