Internet Promotion of B2B Companies

June

2020

A B2B company is promoted online through a website that answers buyers' questions, SEO and expert content, search ads on narrow queries, LinkedIn and email. Results are measured by deals in the CRM, because sales cycles are long and several people make the decision.

Key points

In B2B, several people take part in a decision, and a deal can take many months to close.
The website should answer a buyer's questions: specs, terms, case studies, documents, a manager's contact.
SEO and content on industry queries drive most traffic; Google Ads on narrow keywords adds speed.
Buyers increasingly ask ChatGPT and Google's AI answers to suggest suppliers.
Track qualified leads and deals in the CRM; clicks and reach come second.

How B2B marketing differs from B2C

In B2C, a person often buys alone and quickly. In B2B, a procurement manager sends the enquiry, an engineer makes the technical call and a director approves the budget. Each needs different information: terms and lead times for procurement, specifications for the engineer, supplier reliability for the director.

Hence the main rule: a B2B website and its content must answer the questions of everyone involved in the deal. Search volumes are lower, each query is worth more, and one contract can pay for months of work.

Which online channels work for B2B

Channel	Goal	B2B specifics
SEO and content	A steady flow of qualified enquiries	Industry queries, a page for each product group and service
Google Ads (search)	Quick leads on high-intent queries	Narrow keywords, negative keywords for retail, offline conversion import from the CRM
LinkedIn	Reaching decision-makers	Personal profiles of executives and experts, industry posts
Email	Nurturing through a long sales cycle	Case studies, product news, webinar invitations
Remarketing	Bringing visitors back	Ads for people who viewed the price list or downloaded the catalogue
AI search	Appearing in ChatGPT, Perplexity and Google AI answers	Structured answers, mentions in industry sources

What a B2B company website needs

A catalogue or service pages with specifications, standards and certificates.
Clear terms: minimum order, lead times, payment methods, delivery, warranty obligations.
Case studies and the industries you serve, with clients' consent.
Downloads: company presentation, spec sheets, a sample proposal.
An enquiry form with "company" and "task" fields, plus direct contacts of a manager.

We launch a corporate website like this within 10 working days of agreeing the brief and receiving materials. Projects with CRM integrations and accounting sync are estimated after the brief.

SEO and content for B2B: where to start

Collect the queries specialists use to find your products and services: grades, standards, technical terms, "wholesale", "supplier", "manufacturer". Each group needs its own page with a clear answer and specifications. Blog articles cover the evaluation stage: technology comparisons, savings calculations, equipment requirements.

In our experience, the first noticeable results of SEO appear in about 3 months. For a faster start, run Google Ads in parallel: a campaign goes live within a few working days of receiving access.

B2B and AI search

Buyers and engineers increasingly ask an AI assistant questions like "which industrial filter suppliers operate in Ukraine". The assistant builds its answer from websites, directories and industry publications. To be included, your site must give precise data about the company, services and regions, and you need mentions on external platforms. That is what our AI search optimization covers.

How to measure B2B marketing performance

Track key events in GA4: form submission, phone call, price list download.
Send every enquiry to the CRM (KeyCRM, HubSpot, Pipedrive) with its source and UTM tags.
Mark which enquiries became qualified and reached a deal.
Upload closed deals back to Google Ads as offline conversions so the system looks for similar clients.
Compare cost per qualified lead and revenue by channel over a full sales cycle.

Portfolio projects

CrystalTax — website and SEO for international tax consultants serving business clients: structure, keyword research, content

FAQ

How long does B2B promotion take?

Google Ads goes live within a few working days of receiving access. In our experience, the first noticeable SEO results appear in about 3 months. The first deals depend on the length of your sales cycle.

Do paid social ads work for B2B?

They work for narrow segments: remarketing to site visitors, LinkedIn targeting by job title and industry, lookalike audiences built from CRM data. As a main B2B channel they are used less often than search.

Does a B2B company need social media?

LinkedIn and executives' personal profiles build trust and reach decision-makers. Instagram and TikTok matter for companies with a visual product or a strong need to hire.

Which pages does a B2B website need?

Service and product group pages with specifications, industries, case studies, terms of cooperation, an about page with documents, and managers' contacts. A blog covers questions buyers have while choosing a supplier.

How do I know B2B promotion pays off?

Compare revenue from deals that came from online channels with promotion costs over a full sales cycle. This requires website enquiries to reach your CRM with their source.

Should a B2B company use directories, marketplaces and tenders?

For products, yes: industry directories, Prom and tender platforms such as Prozorro bring buyers who are already looking for a supplier. For services, your own website, SEO and mentions in trade media matter more.

Need enquiries from business clients? Describe your market and product, and we will propose channels, a site structure and a promotion plan.

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