Discover the strategies that top companies employ to market to other businesses, with real-world examples and expert insights. This article delves into proven tactics, from structured trials to impactful storytelling, that have driven success across various industries. Gain valuable knowledge on how to elevate a B2B marketing approach through practical advice and industry-specific case studies.
- Use Video Mailers for Impact
- Provide Industry-Specific Content
- Offer Value-Packed Content
- Turn Customers into Success Stories
- Host Value-Driven Webinars
- Use Strategic Customer Storytelling
- Host Exclusive Virtual Roundtables
- Utilize Search Engine Marketing
- Capitalize on Buzzing News
- Connect Through Social Media Stories
Use Video Mailers for Impact
Marketing Strategist Adam Kubat found that video mailers revolutionize B2B marketing by creating powerful, memorable first impressions.
“In a world where decision-makers are bombarded with emails, ads, and traditional print materials, standing out is essential. That’s where video mailers shine—they combine the tangible impact of direct mail with the engaging power of video, making them impossible to ignore.
When a recipient opens one of our video mailers, they’re instantly met with a high-quality screen that plays a dynamic, personalized message. This immediate interaction captures attention in a way that static brochures or emails simply can’t. Instead of reading about a company or product, the viewer experiences it—seeing, hearing, and understanding the message in a compelling way.
Our clients use video mailers for everything from launching new products to sending high-impact sales presentations. They’re also highly effective for executive introductions, event invitations, and post-meeting follow-ups. We’ve worked with businesses that have seen higher engagement rates, increased response times, and stronger brand recall simply because their message was delivered in a format that demands attention.
What sets video mailers apart is their ability to create an emotional connection. They’re tactile, interactive, and shareable—people keep them, rewatch them, and even pass them along to colleagues. In today’s competitive market, making a great first impression is key, and video mailers leave a lasting impact.”
Provide Industry-Specific Content
Marketing Manager Gerti Mema found that content marketing that directly addresses the needs of businesses in a specific industry is a highly effective approach.
“It’s all about providing value upfront. We had great success creating industry-specific guides, like how to finance fleet vehicles for transportation companies or equipment for construction businesses. These are not generic articles but practical, well-researched resources that solve real problems for businesses looking for financing solutions.
We have also observed strong results by offering case studies showcasing how we helped similar companies save money or expand operations through our financing options. This helped demonstrate our expertise.
A company that markets itself this way is seen as a partner rather than just a service provider, and businesses are more likely to approach you when they feel your solutions are tailored to their industry needs.”
Offer Value-Packed Content
CEO Justin Belmont found that offering value-packed content, such as a well-researched whitepaper or a free industry report, is a powerful B2B marketing strategy.
“I’ve seen companies use this approach to position themselves as thought leaders while collecting leads. For example, a SaaS company created a guide on optimizing workflows for remote teams and gated it behind a lead form. It wasn’t just self-promotion—it provided actionable insights that built trust and drew in qualified prospects.
Adding value first makes all the difference in B2B marketing.”
Turn Customers into Success Stories
CEO Zarina Bahadur found that Shopify mastered B2B marketing by turning its customers into success stories.
“Shopify highlighted real businesses using its platform to grow instead of pushing sales-heavy ads. Their ‘Build a Business’ competition offered mentorship from industry leaders, creating massive buzz and attracting thousands of entrepreneurs. That campaign alone led to over $200 million in sales for participating brands. By focusing on customer success, Shopify made itself the obvious choice for any business looking to scale.
The strategy worked because it built trust before selling. Entrepreneurs saw real results, not just promises. Shopify positioned itself as a partner in success rather than just another software provider. That shift turned customers into loyal advocates and drove long-term growth. Strong B2B marketing doesn’t chase clients—it makes them want to join.”
Host Value-Driven Webinars
CEO Nikita Sherbina found that value-driven webinars are an effective way for a company to market itself to other businesses.
“One of the most effective ways I’ve seen a company market itself to other businesses is through value-driven webinars. When we launched a B2B service, we hosted a series of free webinars that addressed specific pain points in our industry, like streamlining operations or improving customer retention. Rather than focusing on a sales pitch, the webinars provided actionable insights and real-world examples, which built trust with our audience.
For example, one session attracted over 200 decision-makers, and we saw a 30% conversion rate into leads because attendees saw us as industry experts who genuinely wanted to help.
My advice? Focus on educating and adding value to your target audience. Businesses respond to partners who understand their challenges and offer solutions, not just products. Webinars are a great way to showcase expertise while creating opportunities to build meaningful relationships.”
Use Strategic Customer Storytelling
CEO Derek Pankaew found that one of the most effective (yet underutilized) B2B marketing strategies is turning your customers into your best salespeople through strategic customer storytelling.
“One of the most effective (yet underutilized) B2B marketing strategies is turning your customers into your best salespeople—through strategic customer storytelling.
Most businesses rely on testimonials or case studies, but the real power move? Co-creating content with your customers that showcases their expertise, not just your product.
For instance, rather than producing a case study on how your software increased efficiency, ask your customer’s CEO to co-host a webinar, author a LinkedIn post together, or even speak at an industry conference. The subject? A problem their business overcame—where your product just happens to have a supporting role.
This approach works because:
- It creates immediate credibility—other companies view your customer as a credible industry leader, and they are more likely to do the same.
- It turns the attention away from selling and towards thought leadership, which is much more compelling than conventional marketing.
- It makes your best customers evangelists—when they share with others publicly how they fixed a problem, they’re selling your product indirectly for you.
One company that nailed this? Slack. Instead of just advertising their tool, they featured how companies like Airbnb transformed internal communication—positioning themselves as a partner in innovation rather than just a service provider.
The lesson: To sell to businesses, quit making it all about you. Put your customers in the spotlight, and have them be the heroes. Have them tell their story.”
Host Exclusive Virtual Roundtables
Chief Wealth Builder Inge Aulock found that hosting exclusive virtual roundtables for decision-makers is a standout B2B marketing strategy.
“One standout example I’ve seen is when a SaaS company hosted exclusive virtual roundtables for decision-makers in their target industries. Inviting a small group of executives to discuss pressing challenges—facilitated by an industry thought leader—built trust and credibility. Rather than pushing a hard sell, they used these sessions to share insights and problem-solve collaboratively, which naturally positioned the company as an expert solution provider.”
Utilize Search Engine Marketing
Director Daniel Vasilevski found that search engine marketing (SEM) is one of the most effective ways for a company to market itself to other businesses.
“One of the most effective ways I’ve seen a company market itself to other businesses is through search engine marketing. Paid advertising like Google Ads allows a business to target specific keywords that potential clients are actively searching for. This strategy works because it connects companies directly with potential customers who already have an intent to purchase or inquire, which makes the outreach far more effective.
HubSpot, a well-known player in the CRM and marketing software space, is a good example of this. They’ve used SEM to their advantage by focusing on keywords related to marketing automation, customer relationship management, and similar terms that businesses use when they’re looking for solutions. HubSpot places ads that appear when someone searches for these terms, ensuring that their brand is one of the first things a potential customer sees.”
Capitalize on Buzzing News
Founder Abhishek Shah found that capitalizing on recent buzzing news and viral moments is an effective way for companies to market themselves.
“One effective way companies have marketed themselves is by capitalizing on recent buzzing news and viral moments. For example, back in January, when the CEO of L&T made a controversial statement about work-life balance, several companies jumped on the opportunity to react. They took a sarcastic and clever approach to market their own brand values, like promoting a healthy work-life balance or emphasizing flexibility.
The way they used humor to address such a controversial comment got the internet talking, and their posts went viral. It was a smart move because it allowed these companies to position themselves as being more in tune with employee well-being, offering a sharp contrast to L&T’s statement. This approach not only increased visibility but also engaged their audience in a meaningful way, showing they understood the current conversation and could joke about it while promoting their own values.”
Connect Through Social Media Stories
Founder Mark Sadaka found that the best businesses don’t just sell—they connect.
“The best businesses don’t just sell—they connect. I’ve seen companies use social media to tell their story in a way that feels real and relatable. They create videos that don’t just explain what they do, but why it matters. It’s not about flashy ads; it’s about sparking something genuine. When people see themselves in your story, that’s when they become clients—and advocates.”
Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Online Marketing.
