Marketing for B2B Companies

For companies serving enterprise clients and B2B businesses

In B2B marketing, long sales cycles, reaching decision makers and measurable ROI are what matter. From LinkedIn to marketing automation — we understand it all.

67% of the B2B buying journey happens online before the first sales touch — meaning marketing operates as a parallel pipeline-building unit, not a sales support function. Modern B2B marketing focuses on making the marketing-qualified lead (MQL) → sales-qualified lead (SQL) → opportunity → won-deal funnel measurable and optimisable.

Challenges

• Reaching and engaging decision makers
• Managing a long sales cycle
• Measurable ROI and lead quality
• Account-based marketing (ABM)
• Aligning sales and marketing

Our solutions

• LinkedIn Marketing Thought leadership, LinkedIn Ads, decision maker targeting
• Marketing Automation Lead nurturing, email workflows, CRM integration
• B2B SEO & Content Industry keywords, white papers, case studies
• Account-Based Marketing Targeted campaigns for specific companies

Results

• +180% Qualified leads
• -40% Sales cycle
• 32 Active partners

Case study

ÉMI-TÜV SÜD

Leader of the Hungarian construction and product certification market — B2B decision-makers search online for certification services, so SEO + ad management optimisation was needed.

SEO audit on certification keywords + ad-management audit (built on Google Analytics + Search Console data), measurement-based decision support.

Detailed SEO audit and PPC audit, keyword positioning, measurement-based decision support with Analytics + Search Console.

Why G2A

Numerous B2B projects, from mid-market SaaS to industrial suppliers. We know the actual capabilities of HubSpot and Marketo (not just their marketing demos), how to operate ABM with a 6-person sales team, and we have experience in the Hungarian/German/Polish B2B markets. Our founder Attila Győrfi also lectures at the University of Pécs Faculty of Economics — direct contact with the domestic enterprise sector.

Frequently asked questions

How does B2B marketing differ from B2C?

B2B has a longer (3–12 months) sales cycle, more (avg 6–10) participants in the buying decision, higher deal sizes (HUF 5–200M (≈ €12,500–500,000)), and a more rational (less emotional) decision mechanism. This calls for different metrics (pipeline value, customer acquisition cost / lifetime value ratio) and different channels (LinkedIn not TikTok, email not Instagram).

What does Account-Based Marketing (ABM) look like in practice?

Sales picks 50–150 target accounts. Marketing runs LinkedIn ads with company + decision-maker targeting (3–6 touches/month). Sales reps start direct outbound after warm-up. G2A models the entire ABM flow in HubSpot — measurable stages for every account.

How do you measure B2B marketing ROI?

Multi-touch attribution: every marketing touch (organic blog, LinkedIn post, email open, demo booking) contributes proportionally to the final contract. The HubSpot Revenue Attribution report shows what % of total revenue came from social, SEO, email, etc. — so the next quarter's spend can target where actual returns are.

What marketing stack do you recommend for B2B?

Typical mid-market: HubSpot (CRM + marketing automation + CMS) or Pipedrive + Marketo, Apollo/Cognism (lead data), LinkedIn Sales Navigator, Lavender (email-writing assistant), Calendly (booking), Slack (sales-marketing alignment). G2A is also a HubSpot Solution Partner — we directly implement the full stack.

What budget is realistic for B2B marketing?

Pre-pipeline stage (10–20 staff): HUF 400–800k (≈ €1,000–2,000)/month (LinkedIn + content + basic automation). Pipeline-building (30–100 staff): HUF 1.5–3M (≈ €3,750–7,500)/month (full ABM + marketing automation + sales enablement). Scale-up or enterprise (100+): HUF 4–10M (≈ €10,000–25,000)/month. Best metric: marketing budget / pipeline value — target at minimum 1:8.