Strategy b2b

B2B strategy: data-driven marketing that scores in every stage of the funnel

In B2B marketing, it's all about relevance, timing, and convincing multiple stakeholders. The customer journey is longer, more complex, and requires a strategy that looks beyond a single click or conversion. At Follo, we understand the B2B dynamics like no other. We build B2B strategies that work — driven by data, enhanced with technology, and translated into effective execution across all channels.
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Data as the foundation of B2B success

At Follo, every strategy begins with insight. We analyze behavior, market data, search intent, and performance across the entire funnel. Thanks to our own toolset, FolloEngine, we combine data from search, social, CRM, and web behavior into one clear picture of the B2B decision-maker.

We map out which channels have impact, how the buyer journey unfolds, which keywords are relevant, and where competitors dominate. No assumptions, but data-driven strategy. This is how we build a B2B approach that aligns with your market, target audience, and commercial objectives.

Strategically strong, practically executable

Strategy that translates into results

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A strategy on paper is worthless without execution power. That's why our strategists work closely with our experts in SEA, SEO, content, automation, CX, and analytics. We translate strategic frameworks into concrete campaigns, content formats, and sales enablement flows.

Whether it's optimizing your website as a lead platform, setting up a nurturing flow in HubSpot, or rolling out an international search campaign: we ensure every component is aligned. Strategically strong, practically executable.

Full funnel strategies

Full funnel: from visibility to long-term customer relationship

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In B2B marketing, conversions are rarely direct. That's why we always develop full funnel strategies — from awareness to decision, from onboarding to loyalty. We build visibility through content and search, capture interest with whitepapers or tools, and set up nurturing flows to increase lead value.

Thanks to  integrated search, we combine SEO and SEA for maximum visibility at decisive moments. With smart retargeting, email automation, and social content, we strengthen consideration and conversion.

B2B e-commerce: turning complexity into scalable growth

B2B e-commerce is growing explosively — and rightly so. But the approach is fundamentally different from B2C. Customers expect the same user experience as consumers, but with business requirements such as customer-specific pricing, order lists, order repetition, and account-specific content. At the same time, longer decision processes, offline interactions, and purchasing structures play a role. At Follo, we have experience optimizing B2B e-commerce environments where performance, technology, and customer relationships come together. We help you structure content, optimize product feeds, link CRM data, and build funnels that convert and realize customer value in the long term.

B2B e-commerce in numbers

  • 90% of business decision-makers order online (B2B E-commerce Market Monitor 2022)
  • +18.7% annual growth until 2028 (Global forecast)
  • 8 – 9% of revenue is on average spent on marketing in B2B
  • >50% of the marketing budget goes to digital channels
     

The shift to online within B2B is undeniable. E-commerce and digital marketing are no longer optional — they form the backbone of future-proof growth.

Full funnel strategies

What makes B2B different — and why Follo makes the difference

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B2B marketing requires a different approach than B2C. Multiple decision-makers, longer cycles, more complex products, and often lower volumes mean that strategy, targeting, and creation need to be more refined. At Follo, we have experience with B2B organizations in industry, IT, business services, and SaaS.

We understand how to approach the DMU, which content triggers, and how to align sales and marketing. Our approach is scalable, modular, and always focused on growth.

Our approach in 5 phases

From analysis to execution

Analysis & baseline measurement

We start with a sharp analysis of the market, target audience, competition, and current performance. With data from FolloEngine and your CRM, we build a strategic starting point.

2. Positioning & proposition

Together, we refine your brand story and value proposition. What makes you unique? For whom? And how do we translate that into campaigns and content?

3. Funnel & channel strategy

We design a full funnel strategy, tailored to your B2B buyers. We choose the channels that match their behavior and your growth phase: search, LinkedIn, email, website, or marketplaces.

4. Creation & implementation

Our experts develop SEO content, advertising structures, campaigns, email flows, and visuals that perfectly fit the buyer journey.

5. Monitoring & optimization

Through dashboards, call tracking, and conversion analysis, we continuously adjust. We report not on clicks, but on leads, pipeline, and sales qualified metrics.

Tooling

FolloEngine: the brain behind our B2B strategies

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FolloEngine is our own data intelligence platform with which we underpin and drive strategies. From search trend analysis to conversion data, from buyer journey mapping to performance dashboards: everything comes together in one system.

This allows us to segment by customer value, steer campaign budgets on ROAS or margins, and optimize your funnel in detail. In combination with tools like Lumenlab (SEO A/B testing) and our feed automation, we ensure precision at scale.

B2B campaigns that perform

Our strategies are not only well thought out — they are also award-winning and proven in practice. Whether it's thought leadership through Digital PR, conversion-focused SEO for SaaS, or smart targeting on LinkedIn Ads: we ensure your brand makes a difference at decisive moments in the customer journey.

Are you ready for a strategy that connects sales and marketing? That fits your customer, your proposition, and your growth goals? And that is not only inspiring but also executable?

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