{"id":6979,"date":"2026-08-24T17:46:17","date_gmt":"2026-08-24T07:46:17","guid":{"rendered":"https:\/\/mediaplusdigital.co\/au\/?p=6979"},"modified":"2026-08-24T17:46:17","modified_gmt":"2026-08-24T07:46:17","slug":"b2b-digital-marketing","status":"publish","type":"post","link":"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/","title":{"rendered":"B2B Digital Marketing: The Channels That Actually Generate Pipeline"},"content":{"rendered":"<blockquote>\n<p class=\"p1\"><b>Quick answer:<\/b> B2B digital marketing means using search, content, email, LinkedIn and paid channels to reach business buyers across a long, committee driven purchase. The channels that consistently produce pipeline for Australian B2B firms are search (SEO plus Google Ads on high intent terms), LinkedIn, and email to a database you own. Attribution is harder than in B2C because the buying group is larger than the person who fills in your form.<\/p>\n<\/blockquote>\n<p class=\"p1\">B2B digital marketing fails for a predictable reason: people run it like B2C with different words.<\/p>\n<p class=\"p1\">In B2C, one person decides, usually quickly, often emotionally, and the purchase is small enough to reverse. In B2B, five to ten people are involved, the cycle runs three to eighteen months, the decision is defensible rather than emotional, and the person who fills in your form is frequently not the person who signs.<\/p>\n<p class=\"p1\">Every channel decision below follows from that.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/div>\n<label for=\"ez-toc-cssicon-toggle-item-6ac08c6b30be9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ac08c6b30be9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_is_different_about_B2B\" >What is different about B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#The_channels_ranked_by_what_they_actually_produce\" >The channels, ranked by what they actually produce<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#1_Search_on_high_intent_terms\" >1. Search, on high intent terms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#2_LinkedIn\" >2. LinkedIn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#3_Email_to_a_database_you_own\" >3. Email to a database you own<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#4_Content_that_supports_the_buying_committee\" >4. Content that supports the buying committee<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#5_Where_B2B_budget_is_usually_wasted\" >5. Where B2B budget is usually wasted<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#Match_the_content_to_the_buying_stage\" >Match the content to the buying stage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#Account_based_marketing_briefly\" >Account based marketing, briefly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_to_measure\" >What to measure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_it_costs_in_Australia\" >What it costs in Australia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#Frequently_asked_questions\" >Frequently asked questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_is_B2B_digital_marketing\" >What is B2B digital marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_are_the_four_types_of_B2B_marketing\" >What are the four types of B2B marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#What_is_the_rule_of_7_in_B2B\" >What is the rule of 7 in B2B?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#How_long_does_B2B_digital_marketing_take_to_work\" >How long does B2B digital marketing take to work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#Is_SEO_or_LinkedIn_better_for_B2B\" >Is SEO or LinkedIn better for B2B?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#How_much_should_a_B2B_company_spend_on_marketing\" >How much should a B2B company spend on marketing?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/mediaplusdigital.co\/au\/b2b-digital-marketing\/#Where_to_start\" >Where to start<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"What_is_different_about_B2B\"><\/span>What is different about B2B<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Factor<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">B2C<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">B2B<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Decision makers<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">One<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Typically 5 to 10<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Cycle length<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Minutes to days<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">3 to 18 months<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Deal value<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Low<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">High<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Motivation<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Want<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Risk reduction and business case<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Volume of prospects<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Large<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Small and identifiable<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Attribution<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Reasonably clean<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p4\">Genuinely messy<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\">That last row matters more than people expect. The CFO who blocked your deal never visited your website. The engineer who championed you read six of your pages nine months ago and searched your brand name directly when the budget appeared. Your analytics will record that as direct traffic.<\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"The_channels_ranked_by_what_they_actually_produce\"><\/span>The channels, ranked by what they actually produce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"p5\"><span class=\"ez-toc-section\" id=\"1_Search_on_high_intent_terms\"><\/span>1. Search, on high intent terms<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">The highest quality B2B leads come from people searching for a solution to a defined problem. They have a budget and a timeline.<\/p>\n<p class=\"p1\"><b>SEO<\/b> is where the compounding happens. Build one page per problem you solve, not one page per product feature. B2B buyers search symptoms and outcomes, not your internal product names.<\/p>\n<p class=\"p1\">The pages that work in B2B:<\/p>\n<ul class=\"ul1\">\n<li class=\"li4\">Problem pages (&#8220;reduce warehouse picking errors&#8221;)<\/li>\n<li class=\"li4\">Comparison pages (&#8220;[category] software compared&#8221;)<\/li>\n<li class=\"li4\">Alternative pages (&#8220;alternatives to [incumbent]&#8221;)<\/li>\n<li class=\"li4\">Integration pages, if you connect to systems buyers already run<\/li>\n<li class=\"li4\">Industry pages, because buyers want to see you understand their sector<\/li>\n<li class=\"li1\">Pricing or how we price, which most B2B firms refuse to publish and which buyers search constantly<\/li>\n<\/ul>\n<p class=\"p1\"><b>Google Ads<\/b> covers what SEO cannot reach yet. In B2B the volumes are small and the cost per click is high, which is fine because the deal value is high. Bid on category and competitor terms, not broad awareness terms. Our guides to <a href=\"https:\/\/mediaplusdigital.co\/au\/google-ads-cost-in-australia\/\"><span class=\"s1\">Google Ads costs in Australia<\/span><\/a> and <a href=\"https:\/\/mediaplusdigital.co\/au\/seo-vs-ppc\/\"><span class=\"s1\">SEO versus PPC<\/span><\/a> cover the split, and <a href=\"https:\/\/mediaplusdigital.co\/au\/what-is-seo\/\"><span class=\"s1\">what SEO is<\/span><\/a> plus the <a href=\"https:\/\/mediaplusdigital.co\/au\/seo-checklist\/\"><span class=\"s1\">SEO checklist<\/span><\/a> cover the groundwork.<\/p>\n<h3 class=\"p5\"><span class=\"ez-toc-section\" id=\"2_LinkedIn\"><\/span>2. LinkedIn<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">The only channel where you can target by job title, company size, industry and seniority with real accuracy. That precision is worth the cost per click, which is materially higher than other platforms.<\/p>\n<p class=\"p1\">What works: thought leadership from real people rather than the company page, targeted content promotion, and retargeting site visitors. What does not work: broadcasting product features to a cold audience.<\/p>\n<h3 class=\"p5\"><span class=\"ez-toc-section\" id=\"3_Email_to_a_database_you_own\"><\/span>3. Email to a database you own<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Because the cycle is long, the ability to stay present for twelve months without paying for each impression is the highest leverage asset in B2B marketing.<\/p>\n<p class=\"p1\">This requires something worth subscribing to, which for B2B usually means genuinely useful analysis rather than product news. The test: would a prospect forward it to a colleague?<\/p>\n<h3 class=\"p5\"><span class=\"ez-toc-section\" id=\"4_Content_that_supports_the_buying_committee\"><\/span>4. Content that supports the buying committee<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">The champion inside the business has to sell you internally to people you will never speak to. Give them the material to do it:<\/p>\n<ul class=\"ul1\">\n<li class=\"li4\">A business case template or ROI calculator<\/li>\n<li class=\"li4\">Security and compliance documentation<\/li>\n<li class=\"li4\">Implementation timelines<\/li>\n<li class=\"li4\">Case studies from similar companies, with numbers<\/li>\n<li class=\"li1\">Comparison content that treats competitors fairly<\/li>\n<\/ul>\n<p class=\"p1\">Content that helps a champion win an internal argument outperforms content that describes your features.<\/p>\n<h3 class=\"p6\"><span class=\"ez-toc-section\" id=\"5_Where_B2B_budget_is_usually_wasted\"><\/span>5. Where B2B budget is usually wasted<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"ul1\">\n<li class=\"li4\"><b>Broad awareness display advertising.<\/b> Rarely justifiable at B2B volumes<\/li>\n<li class=\"li4\"><b>Vanity social.<\/b> Posting on channels your buyers do not use professionally<\/li>\n<li class=\"li4\"><b>Gating everything.<\/b> Gating your best content behind a form reduces the reach that builds familiarity. Gate the tools and templates, not the thinking<\/li>\n<li class=\"li7\"><b>Chasing traffic volume.<\/b> A B2B site with 800 well qualified monthly visitors can outperform one with 20,000 unqualified ones<\/li>\n<\/ul>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"Match_the_content_to_the_buying_stage\"><\/span>Match the content to the buying stage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Stage<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">What the buyer is doing<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">What to give them<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Problem aware<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Recognising something is wrong<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Educational content, diagnostics, benchmarks<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Solution aware<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Researching approaches<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p4\">Category explainers, comparison frameworks<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Vendor aware<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Building a shortlist<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Case studies, pricing, integration detail<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Validation<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Justifying the decision internally<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">ROI models, security docs, references<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Post sale<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Onboarding and expanding<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p4\">Support content, expansion use cases<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\">Most Australian B2B websites are built entirely for the vendor aware stage and have nothing for the two stages before it, which is where the buyer forms their shortlist. Our guide to <a href=\"https:\/\/mediaplusdigital.co\/au\/tof-mof-bof\/\"><span class=\"s1\">top, middle and bottom of funnel content<\/span><\/a> covers structuring this, and the <a href=\"https:\/\/mediaplusdigital.co\/au\/aida-marketing-model\/\"><span class=\"s1\">AIDA model<\/span><\/a> covers the underlying progression.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"Account_based_marketing_briefly\"><\/span>Account based marketing, briefly<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">If your total addressable market is small and deals are large, treating the market as a list of named accounts rather than a funnel makes sense. Concentrate spend on the accounts you actually want, personalise the content to them, and align sales and marketing around the same list.<\/p>\n<p class=\"p1\">ABM is genuinely effective and genuinely resource intensive. It suits companies with fewer than a few hundred realistic targets and deal sizes that justify individual attention. For a fuller breakdown of the approaches available, see our guide to <a href=\"https:\/\/mediaplusdigital.co\/au\/types-of-b2b-marketing\/\"><span class=\"s1\">types of B2B marketing<\/span><\/a>.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"What_to_measure\"><\/span>What to measure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">Lead volume is the wrong headline metric in B2B, because it rewards generating leads that never close.<\/p>\n<p class=\"p1\">Track instead:<\/p>\n<ul class=\"ul1\">\n<li class=\"li4\"><b>Pipeline generated by channel,<\/b> in dollars<\/li>\n<li class=\"li4\"><b>Marketing qualified to sales qualified conversion rate.<\/b> If most MQLs are rejected, your definition is wrong<\/li>\n<li class=\"li4\"><b>Cost per opportunity,<\/b> not cost per lead<\/li>\n<li class=\"li4\"><b>Win rate by source<\/b><b><\/b><\/li>\n<li class=\"li4\"><b>Sales cycle length by source.<\/b> Some channels produce faster deals, which is worth knowing<\/li>\n<li class=\"li1\"><b>Influenced pipeline,<\/b> not just first touch<\/li>\n<\/ul>\n<p class=\"p1\"><b>On attribution.<\/b> Accept that it will be imperfect. Use a mix: platform data for direction, self reported attribution on the enquiry form (&#8220;how did you hear about us?&#8221;), and sales conversations for the reality. The self reported field is unfashionable and frequently more accurate than the dashboard.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"What_it_costs_in_Australia\"><\/span>What it costs in Australia<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">Rough monthly ranges for an Australian B2B company running this properly:<\/p>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">Activity<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">Monthly range<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">SEO and content<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">$2,500 to $10,000<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p4\">Google Ads management plus spend<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p4\">$2,000 to $15,000<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">LinkedIn ads<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">$2,000 upwards<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">Marketing automation platform<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">$200 to $3,000<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">Design and production<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p4\">$1,000 to $5,000<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\">A common benchmark is 2% to 5% of revenue for established B2B firms, higher for those in growth. What matters more is cost per opportunity against your average deal value and win rate. Our breakdown of <a href=\"https:\/\/mediaplusdigital.co\/au\/digital-marketing-pricing-in-australia\/\"><span class=\"s1\">digital marketing pricing in Australia<\/span><\/a> covers the market rates.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>Frequently asked questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_is_B2B_digital_marketing\"><\/span><b>What is B2B digital marketing?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Using digital channels, primarily search, content, email and LinkedIn, to reach business buyers through a long, committee driven purchase decision.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_are_the_four_types_of_B2B_marketing\"><\/span><b>What are the four types of B2B marketing?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Commonly grouped as content marketing, search and paid media, account based marketing, and events plus partnerships. Our guide to <a href=\"https:\/\/mediaplusdigital.co\/au\/types-of-b2b-marketing\/\"><span class=\"s1\">types of B2B marketing<\/span><\/a> breaks each down.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_is_the_rule_of_7_in_B2B\"><\/span><b>What is the rule of 7 in B2B?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">The idea that a buyer needs roughly seven meaningful interactions with your brand before acting. The specific number is not evidence based, but the underlying point holds: B2B purchases require repeated exposure over months, which is why owned channels such as email matter so much.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"How_long_does_B2B_digital_marketing_take_to_work\"><\/span><b>How long does B2B digital marketing take to work?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Paid search can produce enquiries within weeks. SEO and content take six to twelve months to rank and then longer to convert, because the buying cycle itself runs three to eighteen months.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"Is_SEO_or_LinkedIn_better_for_B2B\"><\/span><b>Is SEO or LinkedIn better for B2B?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">They do different jobs. Search captures buyers who already know they have a problem. LinkedIn reaches the right people before they are looking. Most B2B firms need both, starting with search because the intent is higher.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"How_much_should_a_B2B_company_spend_on_marketing\"><\/span><b>How much should a B2B company spend on marketing?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Between 2% and 5% of revenue is a common range for established firms. Judge it on cost per opportunity rather than the percentage.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"Where_to_start\"><\/span>Where to start<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">Work out your cost per opportunity by channel before adding budget anywhere. Most Australian B2B firms find that one channel quietly produces most of the pipeline and another absorbs budget out of habit.<\/p>\n<p class=\"p1\">Then check whether your website serves the problem aware and solution aware stages at all, because that is where shortlists get formed.<\/p>\n<p class=\"p1\">Our <a href=\"https:\/\/mediaplusdigital.co\/au\/digital-marketing-service\/\"><span class=\"s1\">digital marketing<\/span><\/a> and <a href=\"https:\/\/mediaplusdigital.co\/au\/performance-marketing\/\"><span class=\"s1\">performance marketing<\/span><\/a> teams work with Australian B2B companies on exactly this. <a href=\"https:\/\/mediaplusdigital.co\/au\/contact-us\/\"><span class=\"s1\">Get in touch<\/span><\/a> for a review of where your pipeline actually comes from.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quick answer: B2B digital marketing means using search, content, email, LinkedIn and paid channels to reach business buyers across a long, committee driven purchase. The channels that consistently produce pipeline for Australian B2B firms are search (SEO plus Google Ads on high intent terms), LinkedIn, and email to a database you own. Attribution is harder [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-6979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/comments?post=6979"}],"version-history":[{"count":1,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6979\/revisions"}],"predecessor-version":[{"id":6981,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6979\/revisions\/6981"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/media\/6980"}],"wp:attachment":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/media?parent=6979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/categories?post=6979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/tags?post=6979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}