B2B Marketing: 0% Flash, 100% Substance

B2B marketing isn’t flashy—it’s all about substance.

In business, being flashy and achieving results aren’t always connected. To keep a business running successfully, it’s the problem-solvers, the ones who focus relentlessly on finding solutions, that make the difference. Even in industries known for glitz and glamour, the backbone of success often lies in hard work behind the scenes.

Marketing is no exception. While celebrity endorsements and eye-catching campaigns grab attention, the reality for most marketers involves routine, sometimes tedious, tasks. In particular, startups and new ventures must focus on marketing efforts that ensure survival rather than splashy campaigns.

B2B (Business-to-Business) marketing, by its very nature, is not designed to dazzle. The channels available are limited, and unlike B2C marketing, where results are often immediate, B2B requires patience. You’re often playing the long game, waiting for that conversion. It’s not easy to measure success in the short term, which means focusing on one thing: substance. How to generate leads, nurture them through the sales funnel, and identify which leads have the highest potential for conversion. That’s the core of B2B marketing.

FastCampus’ Fast-Growing B2B Business and Marketing

FastCampus, originally focused on B2C professional education content, launched its B2B corporate education arm in 2016 after receiving numerous inquiries from businesses. Today, FastCampus runs three key services: unlimited access to over 20,000 DX (Digital Transformation)-centered courses, custom corporate training, and online seminars.

In 2022, FastCampus saw a 40% year-on-year increase in its B2B contracts. While the quality of its educational content and boosted sales capabilities played a significant role, the advancement of its marketing strategies also contributed to this growth. Utilizing B2B marketing staples like email campaigns and SEO, the team secured over 5,000 high-quality *MQLs (Marketing Qualified Leads) last year alone.

The Essentials of B2B Marketing

Just like any other marketing process, B2B marketing involves mapping out the customer journey and implementing activities to foster conversions. However, unlike B2C, which takes prospects all the way through to purchase, B2B marketing focuses on the pre-sales process—generating leads and handing them off to sales for conversion.

더 제대로 이해하기 위해서 B2B 마케팅의 핵심 용어인 두 가지 리드(Lead: 제품이나 서비스에 대한 관심으로 일정 수준의 정보를 주는 잠재고객)에 대해 반드시 알아야 한다.

MQL (Marketing Qualified Lead)
A potential customer who has shown interest through marketing activities and is more likely to convert into a customer.

SQL(Sales Qualified Lead)
A prospect who is ready to engage with the sales team and has a clear intention to make a purchase.

In B2B marketing, the focus is on generating and nurturing MQLs. Once qualified, these leads are passed on to sales, much like a baton in a relay race, where they are evaluated and eventually turned into SQLs.

Sara Hanlon – [MQL vs. SQL: Difference between marketing qualified leads & sales qualified leads]

FastCampus’ Secret Sauce in B2B Marketing

At the start of any business venture, it’s critical to establish the fundamentals of marketing. This means setting up search engine optimization (SEO) so that potential customers can easily find the product, and creating email marketing systems to capture and nurture leads. FastCampus’ B2B marketing team did just that. However, every marketer knows that fundamentals are just the beginning—you need a little extra to stand out. FastCampus’ ‘extra’ comes in the form of content marketing.

Marketers Creating Expert Reports

Content marketing plays a central role in B2B marketing. By delivering valuable content such as eBooks, reports, and webinars, marketers can attract and nurture potential leads, turning them into MQLs.

The B2B marketing team at FastCampus produces high-quality content like the BIZ LETTER newsletter, providing HR professionals with valuable insights and trends, along with detailed webinars and its renowned Future Reports series. These reports are packed with industry trends, detailed information on specific roles, and sophisticated training processes.

For instance, FastCampus created a guide tailored to HR professionals, addressing the rising demand for Product Owners (POs). The Digital Product Owner Education Guide provided detailed insights into the role, necessary skills, and processes for developing POs—exactly the information HR teams had been struggling to find.

Leveraging Business Assets to the Fullest

Marketers aren’t Product Owners. They’re not HR managers or corporate training planners. Yet, what allows a marketer to create high-quality content for these professionals is their problem-solving ability.

FastCampus’ B2B marketing team solved this challenge by fully leveraging the company’s assets.

With its extensive catalog of B2C education services, FastCampus had a wealth of courses and instructors at its disposal. When developing content for HR professionals, these industry leaders—who also serve as instructors—became invaluable resources, offering specialized insights into their respective fields.

For instance, the Future Report: Digital Product Owner Education Guide was based on FastCampus’ lecture, PM 101 by Daniel, YouTube Product Manager.

Additionally, the Future Report on IT Talent Development, which includes insights from top Tech Leaders, was crafted through interviews with speakers from FastCampus’ The Red series. Known for featuring the best in the industry, The Red brings together top-tier leaders, and their insights into nurturing IT talent became an irreplaceable resource for HR teams managing tech departments.

FastCampus B2B Marketing: Going Beyond the Basics

FastCampus’ B2B marketing team has long mastered the art of online campaigns, but in 2023, they’re taking it offline—targeting conferences, networking events, and study groups.

They’ve spent the past few years refining which marketing tools work best and boosting the quality of their efforts. The biggest learning?

“Online campaigns are great for generating MQLs (Marketing Qualified Leads), but when it comes to SQLs (Sales Qualified Leads) that actually convert, face-to-face interaction takes the cake.”

B2B marketing is often seen as a background player, responsible only for filling the top of the funnel with potential leads. But FastCampus’ B2B marketing team? They don’t just dip their toes in at the beginning; they’re in it for the long game. They don’t simply hand off leads to sales and say, “Our job here is done.” Instead, their mindset is more, “Are we sure these are the right leads? Let’s follow through and see them all the way to conversion.”
With limited marketing channels, they’ve mastered the art of iteration, ensuring every MQL they generate has the potential to evolve into a SQL and, ultimately, a signed contract. It’s a process that’s far from glamorous but yields the results that matter.

The Cool Factor of a B2B Marketer

B2B marketing is undoubtedly challenging. At times, you’re an editor creating content; other times, you’re a conference planner organizing events. In some organizations, you might even take on PR responsibilities. This versatility is what makes B2B marketers truly impressive—they’re real generalists who stop at nothing to solve problems. While the work isn’t flashy, it’s focused on results, and more people should appreciate the unique cool factor that comes with B2B marketing.

✍️Key Takeaways

The most essential work in business often isn’t flashy—it’s about delivering results, and that’s where true value lies.
Identify a marketing tool that can become your secret weapon for driving business success.
B2B marketing thrives on understanding and utilizing the assets of the business to create value.
By fully executing one strategy, you pave the way for the next.