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B2B marketing is all about building credibility with the right people at the right time. As your company grows, the strategies that got you started often need to evolve to keep up with a more complex landscape.
Below, Forbes Business Development Council members share their most effective strategies, both in terms of brand-building and lead generation. From sharpening brand positioning to rethinking how you engage across channels, their approaches offer practical, tested ideas that can help move your business forward.
The best B2B marketing and branding strategy is to position your company as the go-to authority in your space. This means leading with thought leadership—publishing high-value content, sharing unique insights and educating your market rather than just selling to it. Buyers want to work with companies that understand their challenges and provide clear solutions—the brand that informs best, wins. - Patricia Nagy , The Proxy Agency
Our key client program is our best B2B strategy, enabling us to reimagine our ecosystem and foster true partnerships. For instance, we're leading office design and fit-outs for a technology client, identifying opportunities to integrate their technology into our value proposition. This approach transforms the client into a partner or vendor, creating mutual value and strengthening collaboration. - Kathleen Abbott , Arcadis
Above all, stay true to your company's core values and key messaging. It can be tempting to chase after the latest trend or try to mirror another company's branding that you see is working. At the end of the day, anything inauthentic to who you are as a brand will simply not last. Define your values and stick to those, always. - Cody Slach , Gateway Group
For sustainable B2B growth, prioritize a buyer-led approach. Leverage compelling testimonials, robust case studies and strategic referrals to build trust. Foster partnerships with existing clients, driving their expansion, which, in turn, fuels your own. Emphasize proof of concept to validate value and accelerate market penetration. This strategy focuses on authentic validation and mutual success. - Maria Youth , PATH2RESPONSE
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