Gustaf Wallström
9 March, 2020

Think it’s a bit of tricky selling to other companies? As a B2B advertiser, just like in B2C, you need to drive potential customers to your site.

Which channels are suitable for this purpose and more importantly which ones should you use? In this blog post, let’s go through a few options that B2B companies have:


When it comes to paid advertising, there are a couple of effective controls that are recommended, which work great for B2B.

  • Custom Audience - direct ads to people in your database. Keep an excel file or use the information you get directly from Mailchimp for example. Here you can also target advertising to those who have already bought something from you, downloaded something, contacted you before or otherwise interacted with you.
  • Lookalike Audience - This control is based on a Custom Audience and you can advertise to those who are similar to people who have bought , downloaded or otherwise interacted with you. You can use it to find more people who buy, download, contact or otherwise interact with you.
  • Remarketing - adverts aimed at those who have previously visited your site.
  • Advertise to those who have specified their workplace or what their job title is.


The main difference between Facebook and Linkedin is that on Linkedin, you can target the ads towards specific job roles and companies. There are also similar possibilities with  Facebook, in that you can build target groups using existing data and find people who are similar to those who have already interacted with your site.

Account Based Marketing

This type of advertising takes place via display advertising (banners) to companies that have visited your site. Similarly, you can target a group of companies that you want to reach. This is usually done via a DSP or a self-service platform such as Albacross or Vainu. These platforms have collected company data and so it’s possible to work with several different parameters at once.

It can be difficult to control exactly which sites the adverts appear on, but they are only shown to those who are part of your selected target group.

Inbound Marketing

Unlike Account Based Marketing, Inbound Marketing is aimed at the individual person rather than an entire company. In order to achieve an inbound flow, you need a platform such as Hubspot or SalesForce. When you use a service like this, it’s vital that you collect e-mail addresses from your site, for example. Then you need to create guides, blog posts or events / seminars that create value so the customer will want to give you their email.

Once someone leaves you their email address, the system starts a series of events where emails are sent out depending on how that person interacts with you and what happens after that. A simple example of this is that you send out weekly emails to existing customers and perhaps also to potential ones. Hubspot and similar systems automate much of the process after you set out the initial sequence of what should happen next.

Still feel a bit awkward about this? Rest assured that there are many other channels that might suit you better but it quickly becomes a lot to keep track of. Contact us and we will guide you through it!

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