In 2024, businesses in South Africa are estimated to have spent over 5 billion rands on B2B advertising. That’s not a typo. And the number is climbing. This kind of spend isn’t happening because companies are feeling generous; it’s because B2B marketing works. It’s no longer the quiet cousin of flashy consumer campaigns. It’s a strategic lever being pulled by smart businesses, big and small, to drive long-term growth.
And yet even with the billions pouring in, many still ask: What exactly is B2B marketing? And how does it differ from the kind of marketing we see in glossy Instagram reels or emotional TV ads?
So, What is B2B Marketing Really?
At its core, B2B marketing, business-to-business marketing, is the practice of promoting your products or services to other businesses, not individual consumers. Instead of trying to convince you to buy a pair of shoes, B2B marketing aims to help a procurement manager choose the right logistics platform or convince an operations director to switch software providers.
Unlike B2C marketing, which often plays on impulse or emotion (“treat yourself”), B2B marketing appeals to reason. It’s about return on investment, long-term value, efficiency, and scalability. Think fewer celebrity endorsements, more case studies. Fewer flash sales, more solution-led storytelling.
As LinkedIn’s official guide puts it, B2B marketing is designed to meet the specific needs of complex decision-making units; often comprising multiple people, from end-users and procurement teams to executive-level sign-off.
As a Johannesburg B2B creative agency, WOOSH has seen firsthand how effective B2B marketing is when it’s aligned with strategy, powered by insight, and executed with creative talent.
B2B vs B2C: Same Game, Different Rules
Think of B2C and B2B like two sports; both involve a ball, but one is rugby and the other is cricket. Same category, wildly different playbooks.
B2C marketing often revolves around short sales cycles. You might see an ad for a coffee brand on Instagram and decide you want it, done! B2B, however, involves multiple touchpoints. A decision to switch to a new enterprise IT system, for example, might take months of research, internal discussions, and ROI forecasting.
B2B also has different goals. While B2C might aim for sales volume and brand affinity, B2B focuses on lead generation, credibility, and building lasting partnerships. And the audience? Not your average customer, but decision-makers like CEOs, operations heads, procurement managers, engineers and people who care deeply about efficiency, reliability, and measurable outcomes.
And yet, even in this rational arena, emotion matters. People don’t just buy products, they buy belief. They buy confidence. They buy the brand that feels like it gets their world.
The Strategies That Power B2B Success
Successful B2B marketing follows a clear framework: attract, educate, convert, and retain. But how you get there is all about the details.
Funnel thinking is essential. You want to meet your audience where they are in their journey:
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At the top of the funnel, you’re creating awareness. This is where SEO, thought leadership articles, and explainer videos shine.
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In the middle, you’re helping prospects consider your solution through webinars, whitepapers, and comparison guides.
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At the bottom, it’s all about conversion. Demos, free trials, case studies, and ROI calculators come into play.
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And finally, retention; keeping clients happy, supported, and advocating for your brand becomes a strategy in itself.
Another powerful tactic in the B2B playbook is Account-Based Marketing (ABM). As highlighted in Amazon Ads’ B2B Marketing Guide, ABM is all about zeroing in on your most valuable potential clients and tailoring everything—your content, your messaging, your outreach-to—to speak directly to them. It’s precise, personal, and incredibly effective.
read up on: What is Account Based Marketing?
Channel Selection: It’s Not Just LinkedIn Anymore
You already know LinkedIn is the holy grail of B2B platforms with 96% of B2B marketers using it for organic content. But it’s not the only player on the field.
Amazon Business is rapidly becoming a powerhouse for B2B sellers, particularly in industries like manufacturing, electronics, and office supplies. Amazon reports that B2B buyers on their platform convert 3x more than B2C shoppers, and tools like Amazon DSP allow for custom targeting and bid adjustments tailored specifically for business buyers.
Meanwhile, more B2B brands are dipping their toes into less traditional waters like Instagram, TikTok, and even YouTube Shorts; not to sell, but to humanise their brand and connect with the younger decision-makers entering the workforce.
Best Practices That Separate the Great From the Good
First, know your buyer. You need to build personas that go beyond demographics. Understand their pain points, their KPIs, the tools they use, and what keeps them up at night.
Next, build trust. 60% of decision-makers say thought leadership influences their perception of a brand. Sharing insights, whether through LinkedIn articles, podcast appearances, or panel discussions goes a long way in showing you know your stuff.
Then, use intent data. Tools like Cognism (a standout case study we’ll explore shortly) allow you to identify which companies are actively searching for your solution. That means you’re not just casting a net, you’re casting it where the fish are biting.
Finally, be consistent across every channel. Your website, email campaigns, social posts, and events should all tell the same cohesive story. A disconnected brand is a forgettable one.
The Trends Defining B2B Marketing in 2025
We’re living through a golden era of AI-powered marketing. Predictive analytics can now suggest the right content at the right time to the right person, before they even know they need it.
Hybrid events are also on the rise. Pairing the networking power of in-person gatherings with the scalability of virtual platforms gives brands the best of both worlds.
And then there’s video, short-form for social engagement, long-form for deep dives. In a world of shrinking attention spans, video educates quickly and leaves a lasting impression.
Most importantly, first-party data is taking centre stage. With privacy laws tightening and third-party cookies on the decline, tools like quizzes, assessments, and calculators are helping brands capture meaningful data directly from users; compliantly and effectively.
Real-World Examples: Strategy in Action
Samsung used Amazon Business ads and compelling video content to launch commercial TVs in Italy, targeting restaurants and hotels. The result? A campaign tailored for business buyers that delivered real ROI.
HP relaunched their business printer range in India by tapping into Amazon’s ad ecosystem, focusing on cost-saving features that matter to small business owners.
Cognism, the data enrichment platform, built a $300,000 pipeline in just 8 weeks using account-based marketing and intent data and proving that precision beats scale when it’s done right.
The Future is Bold, and B2B is Leading It
B2B marketing today is a balancing act between logic and empathy. Between ROI and relevance. Between big data and deep human understanding. And in the years ahead, the brands that lead with intelligence, consistency, and creativity will own the marketplace.
WOOSH believes that smart strategy deserves bold execution. Whether you’re selling to banks, mining companies, or manufacturers, your brand has a story, and we’re here to help you tell it.