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8 B2B Digital Marketing Strategy For Your eCommerce Business
DynamicWeb
Looking to take your B2B eCommerce business to the next level? Read on to learn the digital marketing strategies you need to succeed.
Ready to elevate your B2B eCommerce business from a steady performer to a market leader? Read on to learn the digital marketing strategies you need to succeed.
B2B companies see great success replicating the online benefits of B2C or traditional retail eCommerce, and the data reflects this. The global B2B eCommerce market is growing at a 14.5% compound annual rate and is expected to reach $36 trillion in 2026.
eCommerce is a way to meet B2B customer expectations for convenience, personalization, and accessibility. Simultaneously, companies can benefit from improved sales outcomes like more sales, increased order size, and increased customer loyalty, which, in turn, drives word-of-mouth traffic and more sales. B2B eCommerce is a win-win scenario for both the buyers and the business - and a solid B2B digital marketingstrategy can maximize and sustain success for both parties.
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In this guide, we closely look at eight B2B digital marketing strategies for your eCommerce business and explain how our eCommerce solution can help you refine your marketing initiatives.
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1. Intelligent Content Personalization
Web content personalization leverages AI and data analytics to dynamically adjust the digital experience based on a visitor’s purchase history, real-time behavior, account profile, and industry context. Personalization creates a sense of ease throughout the shopping journey so that a customer's needs are fulfilled and even anticipated throughout the buying process.
The business case for personalization is just as compelling as it was a few years ago. When presented with tailored eCommerce experiences, customers are significantly more likely to complete purchases and increase order values. However, the conversation has evolved considerably.
The relationship between personalization and privacy has reached a critical inflection point. While the percentage of customers feeling treated as unique individuals has dramatically increased (jumping from 39% in 2023 to 73% in 2024), expectations regarding data usage have also transformed. Notably, only 49% of customers believe companies use their data to mutual advantage–down from 60% in 2022. Simultaneously, 71% of customers report feeling increasingly protective of their personal information.
For B2B eCommerce leaders, this presents both a challenge and an opportunity. Effective personalization must deliver clear, meaningful value while respecting increasingly stringent privacy boundaries. Success requires transparent data collection practices and contextually relevant personalization that enhances rather than disrupts the buying journey.
To learn more about web content personalization, read our blog, What is eCommerce Personalization and Why it Matters.
2. Leverage SEO
SEO is the process of optimizing your eCommerce website so that it ranks higher in search engine results. Solid SEO enables business buyers to find your store more easily and maximizes the visibility of your products. The most important SEO strategy for B2B businesses is to create quality content, but new best practices are evolving with the dual challenges of optimizing for both traditional search and emerging AI-powered search experiences.
To leverage SEO within your eCommerce store, you must attend to strategy on both the back and front of your site. Businesses that use DynamicWeb Swift have built-in SEO optimization that ensures the content and products reach the intended audiences. We cover the source code so that you can focus on creating content that reflects your business values and resonates with your customers. With a Swift solution, businesses need to focus on the following:
- Strategic page titles incorporating researched keywords that align precisely with relevant content
- Compelling meta descriptions that drive click-throughs by using targeted keywords in natural, engaging language
- SEO-friendly URLs that clearly communicate page content to both search engines and users
- Logical heading structures that are descriptive, keyword-optimized, and create clear content hierarchies.
- Comprehensive, authoritative text content that answers user questions directly and thoroughly
- Optimized multimedia elements, including images and videos that enhance user engagement metrics
- Comprehensive internal linking strategies that guide both users and search crawlers effectively throughout your site
- Strong backlink profile from reputable industry sources
- Structured data markup that helps search engines understand your content and makes it eligible for enhanced display in both traditional and AI-powered search results.
To learn more about leveraging SEO for your B2B eCommerce business, read our guides Basic Website SEO and Essential On-Page SEO.
3. Email Personalization and Automation
Email personalization and automation consist of the ability to precisely segment and target customers based on data from the eCommerce and back-end systems and launch email campaigns based on behavioral triggers. Personalized and automated email marketing helps keep customers engaged and drives revenues. In fact, email marketing is cited as the #1 most effective tactic for customer retention and can increase revenue by more than 20% when successfully paired with an eCommerce strategy. Through AI-powered automation, businesses can execute marketing endeavors intelligently and efficiently.
An email personalization and automation strategy consists of the following activities:
- Leveraging AI-powered content generators to create personalized email copy that resonates with specific customer segments.
- Launching tailored promotions and limited-time offers to the right audience and maximizing conversions.
- Implementing predictive analytics to identify optimal send times for different customer segments.
- Launching abandoned cart campaigns in scenarios where customers forget to check out.
- Automating order confirmation emails with helpful information about their order, etc.
- Using promotions to improve customer engagement and retention.
- Building an attractive loyalty program (more on that below).
- Utilizing AI tools to analyze email performance data and automatically refine segmentation strategies.
To learn more about eCommerce email marketing, download our free whitepaper: Drive More Sales Through eCommerce Email Marketing.
4. Loyalty Programs
Like in retail, B2B companies see huge benefits from implementing loyalty programs. They are an easy way to offer better prices to customers in the form of earned discounts, which simultaneously boosts your sales because it necessitates more ordering.
B2B loyalty programs can include point collection and redemption systems often seen in B2C models. However, tiers and perk systems are usually more relevant for B2B spending patterns. In a tier-based loyalty program, customers are automatically placed in a loyalty tier based on the transaction volume. In a perks-based loyalty program, businesses can invite select B2B customers to join VIP programs and receive special benefits. Additionally, B2B loyalty programs can include rewards programs that offer incentives, preferred pricing, and exclusive experiences to help select clients grow their businesses.
5. Lead Generation Tools
Lead generation is critical for most B2B companies and significantly impacts the cost of sales. There are many ways to generate leads, and companies often find that various approaches can lead to meaningful results. However, only some companies realize they can use their eCommerce website to generate leads.
Consider building an interactive lead generation tool on your website to supercharge your lead generation strategy. eCommerce lead generation tools can include solutions such as:
- A quote builder
- A project estimate calculator
- An ROI calculator
- A free assessment
- A guided "solution finder" assessment that matches products to specific business challenges
- A conversational chatbot that qualifies leads while providing immediate assistance
- Interactive product configurators that allow customers to visualize customized solutions
- Gated industry reports or benchmark tools that provide valuable insights
When building an interactive lead generation tool for your B2B eCommerce site, make sure that it is easy to use, designed specifically for your target audience, and customized to meet the needs of each visitor. With DynamicWeb Swift, integrating these interactive tools becomes seamless, allowing for direct connection to your CRM and marketing automation systems for immediate follow-up and nurturing.
To learn more about lead generation, download our free whitepaper: Boost Sales with B2B Lead Generation From Your Website.
6. Build an Omnichannel Marketplace Strategy
Customers shop in many ways, and B2B customers are no exception. To grow your B2B eCommerce business, developing a comprehensive omnichannel strategy that extends beyond your primary eCommerce store is essential. If you have not done so already, establish a presence on major marketplaces like Amazon Business and industry-specific marketplaces such as:
- Kitmodo - machinery
- IronPlanet - heavy equipment
- Infra.market – construction
- Elemica – process manufacturing materials
- Chemnet – chemicals
- PartCycle – used auto parts
- Brickhunter (UK) – bricks
- SupplyHog – building materials, tools
- ePlane – aircraft parts
- GoDirect Trade – aerospace parts
However, implementing a true omnichannel strategy presents significant challenges. Each marketplace has unique requirements, interfaces, and data formats, creating complexity in product information management, inventory synchronization, and order fulfillment. Without the right technological foundation, businesses struggle to maintain consistent product information, pricing, and customer experiences across channels.
Here at DynamicWeb, we take out the guesswork and hassle with our built-in PIM solution that makes it easy to extend your products to any marketplace you wish to sell on while managing all products from one solution. Our platform ensures that product information, inventory levels, and pricing remain synchronized across all channels, providing a consistent customer experience regardless of where purchases occur.
Industry leaders across sectors achieve remarkable results with DynamicWeb PIM. For example, wine distributors using omnichannel strategies have expanded their market reach while streamlining operations—learn more in our comprehensive guide: The Wine Distributor's Guide to Building an Omnichannel eCommerce Strategy.
To learn how we make omnichannel selling easy, download our free webinar: Expanding Your eCommerce Strategy to Marketplaces.
7. Tap into Social Media
Social media is where everyone gathers for everything, not just personal news. While it may be tempting to forgo social media marketing for your B2B business, if you do so, you are likely missing out on a valuable way to connect with your customers and expand your market reach.
After search engine optimization, social media marketing is the second most popular marketing channel for B2B businesses. Now, AI is a significant factor in content strategy and influencer marketing.
According to a global 2025 survey among marketing agencies and brands, approximately 38 percent of respondents now use AI for influencer marketing on a limited basis, while another 22.4 percent use AI extensively. Only 9.5 percent report no plans to use AI in their social strategies.
These rates of adoption are driven by proven results. A global 2025 study among marketers revealed that 36.6 percent of respondents saw somewhat improved outcomes when implementing AI in their influencer marketing, while 29.8 percent reported significantly improved results. Only about two percent experienced negative outcomes.
On social media, B2B companies tend to stay away from sales pitches and instead offer content including:
- Industry news
- Industry tips
- Instructional videos and guides
- Products and services announcements
- Client testimonials
- Links to case studies and whitepapers
- Invitations to corporate events
While the platforms and tools evolve, the core strategy remains consistent: provide genuine value, engage authentically with your community, and use data-driven insights to continuously refine your approach.
To learn more, check out our blog, How to Support Your eCommerce with Social Media Marketing to Sell More.
8. Run PPC Campaigns
Ultimately, the best way to draw traffic to your site is to shout it from the rooftops, and a Pay-Per-Click (PPC) campaign will allow you to do just that. PPC campaigns in Google can help you get far ahead of leaders in your space with flexible budgeting options, as you only have to pay when viewers engage with the content.
When developing a PPC campaign, keep the following strategies in mind:
- Conduct careful research to ensure you are targeting the right keywords for your businesses.
- Consider the perspective of a company looking for you and explore the terminology that may lead them to you.
- Place your keywords in ad groups and campaigns that target the various stages of the B2B buyer journey.
- Craft your calls-to-action with B2B buyers in mind. For example, inviting viewers to "get more information" is likely more appropriate than a prompt to "buy now."
Partner with DynamicWeb
All that being said, a great way to drive traffic to your website and generate more sales is to partner with a company that has your back. At DynamicWeb, our mission is to simplify eCommerce for our customers and partners.
Learn more - download our free white paper, Drive More Sales through eCommerce Email Marketing
To experience the powerful DynamicWeb Commerce Suite, try a free demo today.
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References:
- https://dynamicweb.com/products/ecommerce
- https://www.trade.gov/ecommerce-sales-size-forecast
- https://dynamicweb.com/products/digital-marketing
- https://dynamicweb.com/resources/downloads/white-papers/drive-more-sales-through-ecommerce-email-marketing
- https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
- https://www.salesforce.com/en-us/wp-content/uploads/sites/4/documents/research/State-of-the-Connected-Customer.pdf
- https://dynamicweb.com/resources/insights/blog/what-is-ecommerce-personalization-and-why-it-matters
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- https://dynamicweb.com/demo-site