Digital MARKETING FOR B2Bs
Today’s B2B buyer is up to 80% of the way through their buying decision before they talk to a single sales rep. Your company needs to be the source of their education – or your competitors will be.
How We Work
With B2Bs
Let's use content to put you in the right place, at the right time, with the right message.
Strategy & Campaigns
A great industrial marketing plan requires a firm grasp of who you’re targeting, how they buy, and what will strike a chord with them as they research. We audit, research, and develop a strategy that scraps wasteful tactics and brings better leads to your sales team.
- Buyer persona & journey mapping
- Competitive & keyword research
- Campaign architecture
- Reporting dashboards
Content Marketing
Your content needs to be where your buyers are, and it needs to be great. We create blog, promotional, and multimedia content about everything from health care staffing to transient absorption spectroscopy.
- Long-form pillar page & blog content
- Case studies & whitepapers
- Video scripts & production briefs
- Email nurture sequences
SEO & AI Optimization
If you don’t show up when a could-be client searches on Google or an AI tool, you may as well not exist online. We'll take your site from zero to search hero with technical tweaks, keyword implementation, and cohesive visibility strategy.
- Technical SEO audits & fixes
- Keyword strategy & on-page
- AI answer visibility (ChatGPT, Perplexity)
- Link building
Website Development
Your website is your digital storefront and a buyer’s first impression. We'll use our 24 years' experience to grow your website and your sales with back-end development, lead-capture setup, and sharp visual design.
- Conversion-focused UX/UI
- HubSpot CMS & integrations
- Lead capture & form optimization
- Performance & Core Web Vitals
Paid Ads (PPC)
Struggling to gain footing with brand awareness? PPC services can give it a shot in the arm. Whether you’ve tried and failed at Google Ads or are new to paid social, we introduce bidding and keyword strategies that win deals.
- Google Ads & Display
- LinkedIn & paid social
- Retargeting campaigns
- Budget pacing & ROI reporting
Trade Show Marketing
Trade shows are a huge investment, yet most B2Bs don’t board the plane with specific goals or a clear view of ROI. We help you set concrete goals and achieve them efficiently — from strategy to booth design.
- Pre-show content & email
- Booth strategy & design briefs
- Social media activation
- Post-show lead nurturing
of B2B buyers choose a vendor online before talking to sales
Forrester Research
Typical lead time from kickoff to launch
Our average project
Designing & building B2B websites since 2002
protocol80 history
The Honest Answer
The Dreaded
AI Question
“Do content marketing services even write their own content anymore?”
In a world of corner-cutting AI “creative” agencies, we are humans first.
While we use AI for efficiency gains — summarizing research, organizing info — we thrive at whipping up technical B2B content from scratch, like Grandma used to. Why change what’s kept our clients happy for 10+ years?
This isn’t just a noble cause — it’s also how Google recommends you get pages to rank, via unique, authoritative content. Ironically, it’s also the way to gain visibility in AI answers.
We are a marketing agency that uses AI — but we’re not an AI marketing agency.
Working with P80 has strengthened JV Manufacturing’s overall marketing presence and helped us create more opportunities for meaningful engagement with prospective customers. Their team has helped us further define and communicate our brand, generate leads, grow our social media following, and increase traffic to our website.
Read More Case Studies →
B2B Digital Marketing Services
FAQ
Straight answers about how inbound marketing really works for B2B and manufacturing companies like yours.
Q: What exactly is “inbound marketing” …?
A: Inbound marketing is the use of non-interruptive methods to position your brand in the corners of the web where your buyers already live and look. The core of “inbound” is content marketing – the creation of educational assets (blog posts, podcasts, e-books, etc.) that solve readers’ questions in all stages of their buying journey. Think of B2B marketing like dating. A traditional, outbound marketer will spend that whole first date talking about himself, then drop to one knee, ring in hand. Sounds like an uncomfortable first date, right? Inbound marketers spend early touchpoints being a friendly listener and a problem solver, moving the relationship to the next level only when the time is right.
Q: Why do you use this approach?
A: Because we have a 100% success rate with it (as long as the client doesn’t become a roadblock/bottleneck/ADHD squirrel chasing new shiny objects). For B2B and manufacturing companies, this approach is much more in line with how buyers prefer to operate today. Seriously, when’s the last time you reacted favorably to receiving a cold call or a copy/pasted sales email? The numbers bear this out: Content marketing generates 3x as many prospects as outbound marketing, but costs 62% less. And unlike paid advertising and other traditional marketing, content you publish today will still drive leads 5 years from now. How’s that for ROI?
Q: How long does it take to see success?
A: We promise: Inbound marketing works. However, depending on your goals, the quality of your previous marketing efforts, and your budget, it may take 6-12 months to lay the groundwork for growth. Traffic and lead metrics tend to take off in a major way between year 1 and 2. If you’re impatient or struggle to stick to a plan, we’re not the agency for you.
Q: How does pricing work?
A: We don’t believe in one-size-fits-all programs. The biggest pricing factors are your growth goals, how quickly you want to reach them, and how much we’ll be coaching/consulting vs. executing the strategy ourselves. protocol 80's clients typically invest $5,000-$15,000 per month in their digital marketing strategies. We have several clients outside that range in both directions. See our pricing page for more.
Q: Do you also offer XYZ?
A: As long as “XYZ” relates to digital sales, marketing, or rev ops, then probably yes. We have in-house experts in a metric ton of fields: HubSpot, web design and development, revenue operations, sales enablement, and so on. Being a one-stop shop allows us to produce faster, more cohesive work. See our growth programs here.
Right now, inbound marketing isn’t the best investment for your business. We see people at this stage start with some project work before moving into a monthly investment.
That usually comes down to:
- Budget that’s too limited
- Expectations that are too short-term
- Or a sales process that isn’t ready to support it
Inbound works but only if you commit to it.
You’re on the edge of making inbound work but without consistency and strategy, it’ll stall.
Most companies here:
- Publish inconsistently
- Lack a clear SEO/content plan
- Expect results too quickly
Fix that, and inbound becomes a serious growth channel.
You’re in the sweet spot.
You’ve got:
- Long-term expectations, with cautions noted below
- A budget and timeline that can support consistent execution
- A business that benefits from education-driven sales
Now it’s about doing inbound consistently and correctly.
What Should You Actually Be Spending on Growth Marketing?
Find out if you're ready for a marketing strategy focused on lead generation, and what it might cost.
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