Here are some of the techniques that are used by B2B marketers:

• Online Presence. Your web presence must present a compelling argument to a potential customer. To take full advantage of your website, it must present a very strong value proposition to visitors, and it must do so on the front page – the further visitors have to go, the more you will lose. Search engine optimization and marketing are also important tools in ensuring those “pre-qualified” customers who are searching for a product like yours come to your website first.
• Offer Discounts or Benefits to Existing Customers. Recommenders and influencers are incredibly powerful, but it takes a long time. Turn your existing customers into advocates for your brand – perhaps by offering discounts or benefits for referrers.
• Write for Industry Publications and Press. Industry specific publications are one of the best ways to deliver a message to your potential customers. Because the channel is specific and trusted, your brand will develop, and opportunities will emerge. Pitch the appropriate editorial staff to be featured and to be called on when the reporters need quotes or content contributions. If you don’t have the time and can afford the cost, use a PR firm that specializes in your particular space.
• Public Relations. Hiring an outside public relations firm is always hit or miss, but in a B2B setting there is a better chance of success because your target audience is more focused than consumer-based public relations. Like with all public relations firms, make sure you set specific targets and placement goals to optimize your resources.

Customers don’t want to be sold to – they want someone that is thinking about solving their problems. Keep this in mind as you use these B2B marketing techniques.