4 Biggest B2B Marketing Challenges for Startups (and Their Solutions)

Having a startup means you will always be busy doing different tasks and dealing with marketing challenges for startups. There are operations, managing your employees, finding ways to make sales, and so much more. With all the things that need to be done, some business areas may not be given the attention it needs.

Take marketing for example. Marketing for startups has never been an easy task. It’s hard to penetrate a very saturated market especially if you’re just starting to build a name in the industry. It’s even more complicated if it’s B2B marketing. Why should businesses pick you out of all the other startups out there?

As much as we would like to do it ourselves and save on hiring someone else, sometimes getting help is the right strategy for the long run.

This is why seeking professional help from marketing companies for startups will help you navigate the ever-changing market. Hiring professionals who know the industry and have mastered their craft over the years will help you form a good foundation. They’ll give you the jump-start you need to stand out among your competitors.

According to recent research findings, there are up to 150 million startups worldwide. Fifty million startups come into life every year. On average, 137,000 startups are being launched every day. The main question is, out of all these startups, how many survive the fast-paced business world?

There are particular marketing challenges startups face when it comes to B2B marketing. Below are some of the most common challenges and ways on how you can overcome them.

1.  Standing Out Online

Most people depend on the internet to provide them with answers to their issues. It doesn’t matter if it’s the latest Bieber banger lyrics, mean meatloaf recipe, or which product or service serves their business needs well.

Google will always show results full of businesses selling products and services related to the asked question. But then, Google will not single-handedly make your startup rank on top in the search engine results. It’s up to you to make that happen.

One marketing challenge startups face is to rank up to be the first website Google suggests when users search for keywords. This is only natural because the internet is already full of established websites and super helpful content. So how will you, a startup that not a lot of people know about, stand out?

How to Solve

SEO is the sure way that will help you breakthrough and stand out online. You need to develop the right SEO strategy that optimizes your website. It should also offer incremental and long-term improvements to boost your lead generation. Luckily enough, there are experts ready to help you climb up the Google search results ladder.

2.  Ever-Changing Customer Buyer Journey

Inbound marketing has led to a shift in how buyers take in content, engage with salespeople, and make buying decisions. In the past, interested buyers would open Yellow Pages, call a salesperson, or speak to a colleague whenever they needed a service or product.

Today, people can consult the internet and learn by themselves. According to recent research findings, 90% of B2B buying processes are complete before purchases get to the salespeople. People research how much a startup should spend on marketing. US Small Business Administration states one should budget between 7% and 8% of the gross revenue for all the marketing expenses.

When your business is getting less than $5 million a year in net profit margin and sales after deducting all expenses, you will have to budget between 10% and 12%. Marketing experts recommend small businesses and startups allocate between 2% and 3% of revenue in advertising and marketing.

How to Solve

A complex dynamic with several stakeholders will always make it difficult for buyers. In such a situation, the secret to growing their businesses lies in using proactive measures to help simplify the journey.

Entrepreneurs’ main job is to sell. Your startup will force you to spend lots of your time and money on growing it. Failure to devote enough resources and time to sales and business activities like administrative costs have detrimental consequences. This includes compromising salaries, and bonuses in the process.

3.  Setting the Brand Apart

In the past, only big corporations could reach large audiences using marketing adverts. Most B2B companies find it challenging to remain competitive as they have to deal with a vast pool of competitors.

Today, any budding startup marketing company can start a dynamic marketing strategy to deal with the marketing challenges for startups. They use webinars, free events, and social media. It explains why one has to set up their business and brand apart from the rest.

Always start by marketing your brand and telling your story. Storytelling and creativity were seen as a luxury afforded by the large B2B brands alone back then but times have changed. Your story will always be unique to you. It’s your chance to connect with your audience and show them how your passion can be the solution to their problems.

Individuals who interact with such businesses through these stories are the same people who will interact with your business.

These sentiments are backed by a LinkedIn-commissioned study conducted by authors of ‘The Long and Short of it,’ Field and Binet. The two did highlight the benefits brand building has on B2B firms. The research also reveals tapping into the emotions of business buyers will help in driving growth.

How to Solve

Ensure you build rapport and connections with the target audience. You can achieve this when storytelling. You have to ensure the story you are telling uses engaging and relevant content. Never be afraid of sharing your story since it is one of the things that will help in setting you apart from your competitors.

Building your rapport will put your startup at the same level as top firms selling services and products you are selling.  Marketing your brand using relevant and engaging content will help improve your customers’ trust.  When customers trust your business and brand, demand for your products and services will increase.

4.  B2B Lead Generation

According to Field and Binet’s study, B2C and B2B are more similar than most people think. The vast difference is the latter’s short sales cycle.

Most startup branding firms market their services or goods to the customer.  The Customer will then buy the product or service using a single click when shopping online. The B2B buying process is quite complicated. There are zero chances of an impulse buy.

To deal with these marketing challenges for startups, the B2B world lead generation needs a well-thought-out marketing campaign. The campaign will help create personal relationships with prospects after some time. Using relevant content in your campaigns will help build tremendous and personal relationships with the prospects. That explains why it is advisable to produce engaging and relevant material.

How to Solve

Startups require a steady flow of sales leads for them to grow. B2B companies need customized strategies to get to the right audiences at different points of their customer journey and fine-tune them to become effective leads.

The secret of B2B lead generation through effective digital marketing lies in business customers’ engagement and prospects with relevant and valuable content.

Not all the marketing leads, email opening targets, or website traffic numbers convert to sales all the time. Collaboration and communication are capable of changing all these and boosting business growth.

When the best lead generation strategies are correctly executed, company brands will act as industrial experts other businesses can use as a reference point.


A good reputation is essential for B2B companies when they want their brands to stand out. Presenting a brand that is trustworthy and honest will make it easier to retain customers. With this, you will have your company above your competitors. 

You must always follow up with your customers. Keeping a connection with your customers will put you at least one step ahead of your competitors.

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