If you are operating a business-to-business company, there are chances that your digital marketing efforts will be concentrated around online leads. Where B2C marketing is geared more towards online sales, in B2B we are trying to first engage a prospective client. This can often take the form of booking a meeting, online demo or requesting a callback. Building a mailing list too is very powerful as the sales cycle can be much longer. Email gathering techniques that are popular include downloading white papers, free subscriptions and exclusive content. Additionally, beyond focusing on your website, you’ll also focus your efforts on other channels that are more business-focused, like LinkedIn and Twitter.