B2B inbound marketing : The strategy and tools you need to accelerate growth
Traditional marketing is loud. Pop-ups, cold emails, banner ads… all fighting for attention. Inbound marketing flips the script by attracting your ideal B2B customers naturally, through helpful content, smart targeting, and meaningful value.
Instead of interrupting people, inbound marketing helps them, and that’s why it delivers better ROI. In fact, leads generated via inbound cost 61% less than outbound ones.
So, how do you actually do inbound in a way that drives real results?
Below, I’ll walk you through 15 practical, proven strategies you can start using today, whether you're marketing software, services, or anything in between.
15 B2B inbound marketing actions that deliver results
1. Get found with SEO (Search Engine Optimization)
SEO is one of the highest-leverage strategies in inbound marketing. Why? Because when you rank for relevant keywords, you’re always on, attracting qualified traffic 24/7.
Think of your B2B funnel in three layers:
Top-of-funnel (TOFU): Definitions, checklists, “how-to” guides
Middle-of-funnel (MOFU): Product comparisons, solution-based searches
Bottom-of-funnel (BOFU): “Best [tool] for [job]”, “Competitor vs Competitor”
For example, Lucid ranks for hundreds of thousands of keywords, pulling in traffic from all stages of the funnel.
Quick tip: Use tools like Ubersuggest, Ahrefs or Inpages to spy on what your competitors rank for. Then, create blog content or landing pages optimized for those keywords, tailored to your offer.
“Businesses that blog (a key part of SEO content) get 55% more website visitors than those that don’t”
Curious if SEO still matters? Here’s our take: Is SEO dead?
2. Attract leads with valuable freebies (lead magnets)
One of the most effective ways to grow your email list and build trust with your audience is by offering valuable freebies, commonly called lead magnets. These are high-quality, no-cost resources that solve a specific problem for your ideal client.
Think of things like ebooks, templates, cheat sheets, calculators, checklists, or toolkits. The key is to make them feel immediately useful and tailored to your niche.
For example, DesignFiles created a Trello board with 104 social media prompts for interior designers, a goldmine for professionals who often struggle with what to post online.
A compelling lead magnet should:
Solve a clear, specific problem your audience faces
Look and feel premium, even though it's free, good design and copy matter
Provide real value, ideally teaching or guiding the user, not just offering a file to download
When done right, lead magnets not only grow your list but also position you as an expert who genuinely wants to help. That trust is the foundation for future sales.
Want to streamline your lead nurturing process? Our article on how to automate lead generation walks you through it.
3. Build trust with email nurture sequences
Getting someone’s email is just the beginning. The real value comes from what happens next, and that’s where email nurture sequences play a key role.
Picture this: someone downloads your ebook or signs up for your free template. Instead of leaving them hanging, you send a thoughtful sequence of 5–7 emails over the next few days or weeks. Each one adds value, builds rapport, and slowly guides them toward your offer, without being pushy.
A well-crafted nurture sequence should:
Address key pain points your audience struggles with
Share practical tips, mini case studies, or behind-the-scenes stories to build credibility
Naturally introduce your product or service as the logical next step
A great example is TravelPerk, which personalizes its email sequences based on the user’s role (ex : finance manager vs travel coordinator). This makes the content feel relevant and helpful, rather than generic and salesy.
The goal? Stay top of mind, build trust, and create a smooth path from interest to purchase.
“Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost than those that don’t nurture effectively”
4. Boost visibility with guest blogging
Guest blogging goes far beyond getting a backlink, it’s a strategic way to build authority, gain exposure, and drive qualified traffic to your site.
By contributing high-value content to reputable websites in your industry, you tap into an existing audience that already trusts the platform. The key is to focus on solving a real problem for their readers, not just promoting yourself. If your insights are genuinely helpful, readers will naturally want to learn more, and that’s where a subtle, relevant link to your own content or offer makes sense.
For example, a productivity coach might write a guest post for a remote work blog titled “5 time-blocking techniques for distributed teams”, linking to their own downloadable time-blocking template.
Tip: If your article performs well (strong engagement, shares, or comments), editors often invite you to contribute again, creating ongoing visibility and credibility.
Guest blogging isn’t about reaching everyone, it’s about reaching the right people, in the right context.
5. Personalize outreach with account-based marketing (ABM)
Account-Based Marketing flips the traditional sales funnel on its head. Instead of casting a wide net over broad demographics, you focus your efforts on specific high-value companies, tailoring every message and asset to resonate deeply with each target.
It’s like saying, “Hey, we made this just for you.” That personal touch builds stronger connections, drives engagement, and significantly boosts conversion rates.
With ABM, every outreach step is precise, measurable, and optimized to maximize ROI by focusing on the clients who matter most.
Example : LiveRamp, a data identity platform, pursued 15 Fortune 500 clients with a carefully orchestrated ABM campaign.
They used personalized display ads, bespoke emails, direct mail, and hand‑off coordination between marketing and sales.
In just four weeks, LiveRamp secured 33% conversion from cold outreach to booked meetings, and 25× higher customer lifetime value over two years
6. Host high-impact virtual events
Virtual events have surged in popularity and it’s easy to see why. They’re affordable, scalable, and accessible from anywhere, making them an ideal way to connect with your audience.
The challenge? Virtually everyone is hosting online events now, so standing out takes extra effort.
To make your virtual event truly impactful:
Invite speakers your audience already knows and respects, their presence adds credibility and draws attendees.
Incorporate interactive networking opportunities, like breakout rooms or live chat, to foster real connections.
Offer fresh insights or unique content, whether it’s a proprietary method, new research, or a bold perspective that challenges conventional thinking.
Example: Solution Monday (via Accelevents)
Solution Monday, a marketing agency serving SaaS and data infrastructure brands, used Accelevents to host 11–12 virtual events that attracted over 25,000 attendees.
These weren’t generic webinars, they implemented session-specific marketing, deep personalization, and a polished attendee experience. The results were impressive: 45–50% attendance rates, repeat attendance by sponsors, and high lead generation quality, evidence that a content-first, attendee-focused approach can yield industry-beating results.
7. Tap into influencer marketing (even in B2B)
Influencer marketing is often seen as a tactic reserved for consumer brands, but it’s just as powerful and often underutilized in B2B spaces. Instead of broad lifestyle influencers, the key is to partner with niche creators and thought leaders who have already earned the trust of your specific audience.
Platforms like LinkedIn, Twitter, and YouTube are goldmines for finding these influencers. They might be industry experts, consultants, or content creators who regularly share valuable insights related to your field. By collaborating with them, you can tap into their loyal followers and gain credibility through association.
For instance, Canva has successfully worked with a variety of content creators who showcase how their design tools help professionals craft better presentations, reports, and marketing materials. This kind of partnership is not only authentic but also scalable, allowing the brand to reach diverse audiences with content that feels natural and engaging.
Key to success with B2B influencer marketing:
Partner with niche creators who genuinely understand your industry
Focus on influencers whose voice and style align with your brand values
Collaborate on content that feels authentic and adds value, not just promotion
Use platforms where your audience spends time (LinkedIn, Twitter, YouTube)
Aim to build trust quickly and open doors to highly qualified leads
When done right, influencer marketing builds trust faster and opens doors to new opportunities.
“75% of B2B decision-makers say they trust a brand more when it’s affiliated with an industry expert or influencer they respect”
8. Create expert how-tos and tutorials
Every business professional is looking for solutions and your content can provide the answers they need. By creating high-quality, practical tutorials, you position your brand as a helpful, trustworthy resource.
Focus on actionable, step-by-step content that helps your audience solve real problems. Whether it’s teaching a marketing strategy or walking through a complex tool, your goal is to simplify the process while still delivering expert-level value.
You’ll earn bonus points if you tailor your content based on your buyer’s level of experience, beginner, intermediate, or advanced, so it feels relevant and accessible.
Tutorial formats that work well include:
Blog posts : great for SEO and quick reference
For guidance on optimizing blog content, start with our Blog Post SEO Checklist !
YouTube videos : ideal for visual walkthroughs
Webinars : perfect for live Q&A and deeper engagement
Mini-courses : more structured learning with ongoing value
/Tips for maximum impact:
Define key terms clearly (“customer LTV,” “retargeting funnel”)
Avoid jargon or overly technical language, keep it smart but approachable
Focus on solving a specific problem, not just showcasing features
Well-crafted how-tos not only attract leads but also build long-term trust and authority.
“71% of B2B buyers consume blog content like how-tos during their purchase journey”
9. Activate employee advocacy
Your team isn’t just behind the scenes, they can be one of your most powerful marketing assets. When employees share your brand’s message in their own words, it feels more authentic, more relatable and often, more effective than corporate content.
Encourage your team to post on platforms like LinkedIn, whether it’s about a product update, a company win, or a thoughtful take on an industry trend. These posts tend to get higher engagement because they come from real people, not a faceless brand.
A great example is Lavender’s Head of Content, who consistently breaks down product value in plain, human language, sparking curiosity and conversation without sounding like a sales pitch.
Why employee advocacy works:
Builds trust through authentic, peer-to-peer content
Expands reach by tapping into individual networks
Humanizes your brand and shows the people behind the work
Drives more engagement than branded accounts alone
Tips to activate your team:
Provide post templates or talking points but encourage personal voice
Celebrate wins internally so employees feel proud to share
Highlight top-performing posts to inspire others
Make it easy with tools or pre-approved content libraries
Empowering your team to become advocates turns your brand into a movement, not just a message.
10. Grow through affiliate marketing
Affiliate marketing is a smart way to turn loyal fans, partners, or customers into promoters, and reward them for it. Instead of relying solely on your internal team, you expand your reach through people who already believe in your product.
Set up a simple, transparent affiliate program where partners earn a commission or flat fee for every qualified lead or sale they generate. It’s performance-based, scalable, and cost-efficient.
But to make it work, you need to make it easy and appealing for affiliates to promote you.
Key elements of a successful affiliate program:
Attractive commission structure (percentage of sale or flat rate per lead)
Marketing assets ready to use:
Banners
Email templates (swipe files)
Pre-written social media content
Affiliate dashboard for real-time tracking, payouts, and performance
Regular communication and support:
Product updates
Exclusive promotions
Tips on how to boost conversions
Affiliate marketing is win-win: your brand grows while partners earn, all with minimal upfront cost and high ROI.
“On average, businesses earn $15 in revenue for every $1 spent on affiliate marketing (that’s a 15:1 ROI)”
11. Run your own proprietary research studies
Original research is a powerful way to earn backlinks, press mentions, and industry authority. Whether it’s through surveys, product usage data, or customer polls, turning insights into reports makes your brand a go-to resource.
Brands like Proposify use this strategy to create content that’s widely shared and cited.
Why it works:
Generates natural backlinks from blogs and media
Builds credibility and positions you as a thought leader
Drives engagement and traffic with unique, data-driven insights
To make it effective:
Pick a relevant, curiosity-driven topic
Keep the data clear and visually digestible
Share findings through social, email, and partnerships
Proprietary research turns your knowledge into content the whole industry wants to quote.
12. Use product-led growth (PLG) to let people try before they buy
Product-Led Growth (PLG) is all about using your product as the marketing funnel, giving prospects a taste of the value before asking them to commit.
This could take the form of a free trial, freemium version, or limited-feature access.
Not a SaaS business? No worries. Service-based businesses can apply PLG principles too.
Effective PLG examples include:
Free trials or freemium software (SaaS)
Free audits, assessments, or strategy calls (agencies)
Downloadable tools like templates, calculators, or dashboards
Why it works:
Lets users experience the value firsthand
Reduces friction and buying hesitation
Attracts high-intent leads organically
When people get a taste of what you offer, and it actually helps them, they’re far more likely to come back and pay.
13. Share native social media content
If your social feed is just a stream of outbound links, chances are the algorithm and your audience, is ignoring it.
Native content, built specifically for the platform, consistently performs better. Whether it’s a LinkedIn carousel, Twitter thread, or a bite-sized tip, these formats keep people engaged without leaving the platform.
A proven content structure:
Hook → Problem → Mistake → Tip
Why native content works:
Favored by platform algorithms (no external links)
More likely to be read, liked, and shared
Builds thought leadership and brand familiarity
Great native formats include:
LinkedIn carousels with data or step-by-step tips
Twitter/X threads that tell a short story
Mini case studies or how-tos in plain language
Stop linking out, and start pulling your audience in with smart, scroll-stopping native content.
14. Go on a podcast tour
Starting your own podcast can be powerful, but it’s a long game. If you want faster visibility and credibility, go on a podcast tour instead.
This means getting featured as a guest on niche B2B podcasts your target audience already listens to. You bring a unique tip, story, or strategy, and in return, you earn trust, reach, and brand exposure.
Chima Mmeje, an SEO consultant, used this strategy to great effect appearing on multiple shows to share her topic cluster framework, which helped establish her as an authority in the space.
Why podcast tours work:
Tap into pre-built, engaged audiences
Build trust faster through voice and storytelling
Great for SEO and backlinks when shows link to your site
Reusable content: repurpose clips, quotes, or key takeaways on social
To get started:
Research niche podcasts in your industry
Pitch a unique angle (not just “talking about your business”)
Focus on value, not selling, the credibility is the conversion
A well-executed podcast tour builds brand authority, one conversation at a time.
15. Repurpose content like a pro
Creating great content takes effort so don’t let it collect digital dust. Repurposing lets you stretch the value of one asset across multiple formats and platforms.
That ebook you spent weeks writing? Break it into bite-sized pieces and serve it in different ways to meet your audience wherever they are.
Smart ways to repurpose content:
Turn ebooks into blog series or LinkedIn articles
Extract key stats or quotes for social media posts
Turn blog content into carousels or infographics
Record a video explainer or webinar based on written content
Convert tutorials into checklists, templates, or swipe files
Why it works:
Reaches different learning styles (readers, watchers, scanners)
Increases content ROI without starting from scratch
Reinforces your message through repetition and variety
Repurposing isn't just efficient, it's how smart marketers scale their impact.
Example: Egnyte's Summit Clips
Egnyte, a file-sharing and collaboration platform, hosted its Global Summit and repurposed the recorded sessions in several smart ways:
They clipped key segments featuring the CEO discussing industry trends and posted them on LinkedIn, accompanied by contextual summaries.
These posts garnered nearly 80 reactions and multiple reshares, driving viewers to watch the full summit replay, furthering both engagement and lead capture
To scale your efforts smarter, check out Content repurposing strategies !
Final thoughts :
Inbound marketing is all about being helpful, relevant, and engaging, moving away from noisy, interruptive tactics and focusing on building real connections with your ideal B2B customers.
By applying these 15 strategies, from SEO and personalized outreach to influencer partnerships and content repurposing, you create a marketing engine that attracts qualified leads naturally and delivers a stronger ROI.
The key is consistency and value: show up where your audience is, provide useful insights, and build trust over time. Start implementing these tactics today, and watch your inbound efforts turn into sustainable growth and lasting relationships.
Want to make sure your efforts actually pay off? What is a good ROI: how to measure it? walks you through how to track, understand, and improve your inbound performance.
