Best Practice Media builds and manages digital marketing programs for B2B companies — generating qualified pipeline through paid search, LinkedIn, SEO, and content, with strategies calibrated to the longer sales cycles and higher stakes of business-to-business buying.
$120M
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36
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$200M
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"Strategic thinking with excellent execution. They're organized, proactive, and genuinely invested in our growth"
Seth Conger, COO, Freedom Practice Coaching.
what we do
for you.
Every channel working in concert — tailored to the specific demands of your industry.
Google and Microsoft Bing PPC management. Capture demand at the moment of highest intent.
Meta, TikTok, LinkedIn, Pinterest, Snapchat. Full-funnel campaigns built to convert — not just click.
SEO strategy, content, and technical optimization. Compound growth that builds equity over time.
Executive thought leadership placements, trade publication coverage, and podcast bookings that build credibility with your target buyers.
Professional video, case study creative, and social content built for B2B buyer psychology — credibility-first, value-proposition-clear.
ABM-style display and CTV campaigns targeting specific companies, job titles, and industries to keep your brand visible throughout long sales cycles.
Industry-specific expertise means faster results and fewer costly mistakes.
B2B marketing success is measured in sales-qualified leads, pipeline value, and closed revenue — not MQLs, impressions, or form fills. We structure every campaign around the metrics your sales team actually cares about, and we align with your CRM to track what happens after the lead is created.
B2B buyers research extensively before contacting a vendor. We build strategies that maintain brand visibility throughout the full consideration period — nurturing prospects through content, retargeting, and multi-touch sequences, not just capturing the 3% who are ready to buy today.
Reaching the right person at the right company matters more in B2B than almost any other variable. We use LinkedIn's professional targeting, intent data, and account-based approaches to focus spend on the actual decision-makers in your ICP — not just job title keywords.
The best B2B marketing programs are tightly integrated with sales. We work with your sales team to define ICP, align on lead quality standards, and build campaigns that generate leads your team actually wants to follow up on — not leads that disappear in the CRM.
The highest-leverage channels for your vertical — prioritized by ROI, not trend.
The definitive B2B paid channel — precise targeting by job title, seniority, company size, and industry for lead generation, ABM, and thought leadership.
High-intent search campaigns capturing decision-makers actively researching solutions in your category — the highest-converting B2B digital channel.
Thought leadership, comparison content, and solution pages targeting the queries your buyers search during the vendor evaluation process.
Account-based display and CTV campaigns reaching target accounts across the open web — maintaining visibility throughout extended B2B buying cycles.
Trade publication placements, executive podcasts, and industry conference speaking that build credibility with your specific buyer audience.
Lead nurture sequences, drip campaigns, and sales enablement content that convert marketing-qualified leads into sales-ready pipeline.
B2B digital marketing encompasses all the online channels and tactics used to reach business buyers — from C-suite executives to department heads and procurement teams. Unlike B2C marketing, B2B buying decisions involve multiple stakeholders, longer evaluation cycles, and higher purchase values. The strategies that work for consumer brands often need significant adaptation to perform in B2B contexts.
Best Practice Media builds B2B marketing programs that reflect this reality: paid search campaigns structured around sales-qualified lead definitions, LinkedIn advertising targeting specific job titles and company types, SEO and content that captures buyers during the research phase, and digital PR that builds the credibility B2B buyers require before making high-stakes purchase decisions.
B2B marketing operates on two distinct levels. Demand generation builds awareness and preference for your brand across your total addressable market — the 95–97% of potential buyers who aren’t actively evaluating vendors right now (a benchmark widely cited from LinkedIn’s B2B Institute research). Lead generation captures the 3% who are in-market: the buyers who are actively searching, comparing, and ready to talk to a vendor.
Most B2B marketing programs overweight lead generation tactics — Google Search, gated content, LinkedIn forms — and underinvest in the demand generation activities that determine whether you’re on the shortlist when buyers finally enter the market. We build programs that address both levels, with appropriate budget allocation based on your sales cycle length and deal value.
LinkedIn offers something no other platform can match for B2B advertising: precise targeting by job title, seniority, company size, company name, and industry. For reaching the specific decision-makers who buy your product, LinkedIn’s targeting is unparalleled. The CPCs are higher than other platforms, but the lead quality is consistently better — and in B2B, lead quality matters far more than lead volume.
Our LinkedIn team manages Sponsored Content, Message Ads, and Thought Leader Ads for B2B clients across SaaS, professional services, and enterprise software categories. We combine LinkedIn with programmatic ABM and Google Search to maintain presence across the full buyer journey.
The most effective B2B digital marketing typically combines LinkedIn advertising for decision-maker targeting, Google Search for capturing high-intent buyers actively researching solutions, SEO and content for long-cycle visibility, and programmatic/ABM display for account-based awareness. The right mix depends on your deal size, sales cycle length, and ICP definition.
Demand generation is the practice of building awareness and purchase intent for your brand across your total addressable market — including buyers who aren’t actively evaluating vendors yet. It contrasts with lead generation, which focuses on capturing buyers who are already in-market. Effective B2B programs invest in both, with demand generation building the pipeline that lead generation converts.
We measure B2B marketing success through metrics tied to pipeline and revenue: sales-qualified leads (SQLs), cost-per-SQL, pipeline value generated, and influenced revenue. We set up CRM integration to track what happens to leads after they’re created — because a low-cost lead that never converts is worse than a high-cost lead that closes.
B2B sales cycles range from a few weeks for SMB software to 12+ months for enterprise deals. Longer cycles require marketing programs that maintain brand visibility throughout the entire evaluation period — through retargeting, content nurture, and account-based tactics. We build strategies that match your specific cycle length rather than applying a generic template.
Yes. We build account-based marketing programs using LinkedIn’s company targeting, programmatic display, and CRM-integrated audience lists to focus spend specifically on the companies in your ICP. ABM is particularly valuable for enterprise B2B with a defined target account list and deal values that justify the higher CPMs.
Yes. Our SEO and content team builds B2B content strategies targeting the queries your buyers search during vendor evaluation: comparison pages, solution pages, use case content, and thought leadership. B2B content marketing is one of the most scalable long-term investments for generating organic pipeline.
B2B marketing involves longer decision cycles, multiple stakeholders, higher purchase values, and buyers who research extensively before engaging a vendor. This means the tactics that work for B2C — broad social campaigns, impulse-purchase creative — need significant adaptation. B2B success requires reaching the right person (not just the right demographic), nurturing over longer timelines, and building credibility at every stage of the buyer journey.
THE RESULTS.
DONT LIE
Real numbers from real B2B clients.
B2B / SaaS
$62
Cost-per-qualified-lead achieved for a B2B SaaS company combining Google Search and LinkedIn — a significant improvement from their previous agency baseline.
Read the case study
B2B Services
64%
Increase in sales-qualified leads within 6 months for a professional services firm after restructuring their Google Ads campaigns around SQL definitions rather than form fills.
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Real B2B Pipeline?
Book a free strategy call. We'll review your current demand generation program and show you where the highest-leverage opportunities are.