I often hear B2B marketing discussed as if it’s all the same — whether it’s B2B e-commerce or enterprise solutions. But just because a company is B2B doesn’t mean there’s a one-size-fits-all formula for marketing.
Think about this: a tech company building a groundbreaking energy solution is making a long-term, high-stakes bet. That’s not the same as a cleaning supply company selling products online. Their marketing needs? Totally different.
Companies are different. So are their marketing needs. Some operate in highly complex industries, others in simpler ones. Some sell products, others solutions. Some rely on people and relationships to drive sales; others rely mostly on digital channels, where customer service is critical. Some sell millions of products a year; others focus on a handful of high-value deals.
Marketing should fit the complexity of your business model. Your channels, tactics, and tools should reflect that — not what everyone else is doing.
From my experience as a B2B marketer, complexity matters — not just the complexity of your business, but especially the complexity of the customers you serve.
If you’re a small or medium business targeting a complex industry with a lean marketing team, spreading yourself thin across every digital channel is a recipe for burnout and poor results.
Think of it like this: the more complex your business, the more relationship-driven your sales need to be. Simple businesses can close quick, transactional deals. Big, long-term sales? You need a strategy built to last.
Every business needs a balance of short-, mid-, and long-term tactics. How you mix them depends on your goals and your market’s complexity:
Short-Term (Quick Wins): Paid ads, landing pages, email blasts, retargeting — fast ways to get leads moving.
Mid-Term (Sustaining Growth): SEO, content marketing, social ads, webinars, lead nurturing — consistent engagement that builds momentum.
Long-Term (Brand & Trust): For businesses with long sales cycles or high-value products, building brand trust and credibility over time is crucial. Think PR, thought leadership, branding campaigns, events, and relationship-building with key stakeholders.
Bottom line? Stop Treating B2B Like One-Size-Fits-All
Digital channels matter, but complexity decides how you use them. Whether you’re chasing big, relationship-driven deals or quick sales, your marketing mix needs to fit your business — not the other way around.
So, where does your business sit on the complexity scale? And what’s your real marketing mix?
Stop copying others. Focus on what actually works for you.