B2B buyers don't buy impulsively. They research, compare, consult colleagues, deliberate.
Your funnel isn't buy now—it's nurture leads to sales conversations. Different strategy entirely.
Lead Quality > Quantity
One qualified lead worth $10,000 is worth 100 cheap leads. Target high-intent keywords. Bid aggressively on decision-phase keywords. Bid conservatively on awareness keywords.
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Gate content behind forms: whitepapers, case studies, webinars. Forms capture contact info. Sales team follows up. This generates pipeline, not immediate sales.
Sales Cycle Nurture
Email sequences nurture leads over weeks/months. Sales calls happen naturally. Average B2B sales cycle 3–6 months. Expect this timeline.
Multi-Decision Makers
Multiple stakeholders influence purchase: finance, operations, IT. Different audience members need different messaging. Address each persona.
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What keywords work best for B2B?
Problem-focused keywords ('reduce costs,' 'increase efficiency'). Comparison keywords. Not brand keywords initially.
Should I gate all content?
High-value content (case studies, data): gate it. Basic content (blog): don't gate. Funnel leads progressively.
How do I measure B2B ROI?
Track lead quality (not just quantity). Track conversion from lead to customer. Calculate CAC including sales time.
What's a good B2B CAC payback period?
6–12 months. Longer than e-commerce due to longer sales cycle.
