Choosing The Right Digital Products for B2B Marketing: A Smartcore Guide

📅 24 February 2025 | ⏱️ 6 minute read

Have you ever felt as though you're in a maze when navigating the world of B2B (business-to-business) marketing? You’re not alone. Choosing the right digital products for B2B marketing can be a challenge, especially with the ever-changing landscape and fierce competition. It’s a decision that requires a deep understanding of the B2B Digital Marketing funnel, your target buyers, your objectives, and more.

We discuss this below, share how to equip yourself with the right digital products for each stage of the funnel, and discuss how to build a seamless and effective campaign flow—ultimately leading to the right products for your 2025 digital marketing plan. Let’s dive in?

Smartcore is your best-in-class B2B food and nutrition marketing solutions partner for smarter digital campaigns that drive business growth. We help ingredient suppliers reach their target audience – our unrivalled first-party data of over 409,000 food and nutraceutical ingredient buyers – based in key regions around the globe. Download our Digital Media Kit to discover our smarter digital solutions designed to meet your marketing needs. 

What is a Digital Marketing Funnel?

A Digital Marketing funnel visualises a buyer’s journey from their initial awareness of your brand to their eventual purchase of your product or service, and even beyond to include retention. It consists of three key stages, the Top of the Funnel, the Middle of the Funnel, and the Bottom of the Funnel.

The Top of Funnel represents the stage of brand visibility and awareness, the Middle of Funnel focuses on capturing and nurturing leads, while the Bottom of Funnel is dedicated to the purchase, converting leads to customers and retaining them. The B2B marketing funnel also serves as your solution for tracking the effectiveness and performance of your marketing campaigns across these three stages throughout your buyers’ journey.

Why is the funnel relevant to the dynamic world of B2B marketing? It offers a structured framework, guiding you through your B2B marketing process and providing insights to optimise your campaigns and maximise ROI.

Are you unsure of how to create an effective B2B digital marketing funnel and looking for guidance, this blog post will help.

Choosing the Right Digital Products for B2B Marketing

Understanding your funnel begins with first identifying your buyers and their position in their buying journey. Neglecting to understand your buyers’ pain points, interests, and behaviours is one of many B2B digital marketing mistakes you want to avoid. It may take time and resources initially but invest in a comprehensive audience research and create detailed buyer personas. The better you know your audience, the more effectively you can tailor your messaging, offerings, and digital products to meet their needs.

Secondly, you’ll need to define your marketing and sales goals and develop a strategy for each stage of the funnel. What do you aim to achieve? Is it brand awareness, lead generation, thought leadership, relationship nurturing, or sales? Get clear on your objectives and define what success will look like for each stage. This will have an impact on the digital products and strategies you need to use for success. Additionally, consider the marketing resources required to achieve these goals, as some may demand more expertise than others, requiring partnering with specialists in the industry.

Thirdly, it’s important to have a plan in place for testing, evaluation, and optimising your digital marketing campaigns and products. Use UTM parameters in your campaigns; their importance cannot be stressed enough. The data, learning, and insights you collect from your digital products’ performance and results can fuel future campaigns. Don’t hesitate to conduct A/B tests to compare strategies and see what works best for you.

Now more than ever, ingredients buyers are actively researching ingredients online before making purchasing decisions. Leveraging these insights is essential for providing your buyers with the best possible journey.

Discover our smarter digital solutions that we've custom-created to maximise your brand awareness, generate excellent-quality leads, and establish thought leadership in the industry, while delivering greater returns on your investment and time.

Aligning Your Objectives with the Right Digital Products

Clarity is key when it comes to aligning your digital products with your specific marketing goals. Whether your objective is to boost brand visibility, generate excellent-quality leads, or establish thought leadership in the industry, each objective calls for a specific set of digital products to drive success.

Equipping Your Funnel with the Right Digital Products

Let’s explore the right digital products for every stage of the Digital Marketing funnel. It’s worth noting that while these products can be used across different stages of the funnel, below is their recommended purpose:

Top of Funnel

At the first ‘visibility and awareness’ stage, your buyers may be in the process of simply browsing and gathering information to understand their needs and explore potential solutions. Here, your focus should be on building recognition for your brand and focusing on solutions that maximise your brand awareness and visibility with a high-volume reach. Consider using Online Display Ads, Email Newsletter Advertising, and Interactive Infographics.

Middle of Funnel

Moving down to the ‘nurturing and consideration’ stage, your buyers are better informed about their needs and actively researching the best solutions in the market. It’s time to differentiate yourself from competitors and build trust. Invest in digital campaigns that include Targeted Branded Emails and Landing Pages with Gated Content. You can also use Targeted Ads here to ensure you reach the right audience. These solutions will help you gather valuable leads from buyers genuinely interested in your offerings.

Bottom of Funnel

In the last ‘decision and purchase’ stage, buyers have narrowed down their options and are ready to make a final decision and purchase. Here, products such as Reports and Webinars play a crucial role in showcasing your industry expertise and influencing purchasing decisions.

Building a Seamless Campaign Flow

By crafting a marketing strategy that integrates your chosen digital products, you can guarantee a smooth and effective campaign flow down the funnel. Additionally, utilising a unified marketing platform for centralised management and data analysis enables you to optimise handoffs between different funnel stages. This ensures an impactful buyer journey, from awareness to consideration to conversion, and a powerful marketing campaign.

Partner with Us to Reach Your Buyers

Choosing the right digital products for B2B marketing can indeed be challenging. However, now that you're armed with the necessary knowledge and insights, you're well-equipped to succeed. If you're an ingredients supplier in the food and nutrition industry, our team of Sales and Marketing experts is happy to help you choose the right products for your B2B digital marketing campaigns. Our 10+ smarter digital products empower you to successfully reach your target audience regardless of the digital marketing funnel stage they’re in and achieve impactful results with measurable ROI.

Alternatively, we've packaged our proven products into smarter digital packages , each designed to achieve a specific goal. This includes our Boost-Your-Event Packages to increase your visibility at Fi Europe or Vitafoods Europe—brought to you by the official digital marketing provider for exhibitors at the events; Webinar Packages that enable you to sponsor a webinar of your choice and reach your targeted audience, live and on-demand, with your product or service; and finally, our Digital Marketing Packages tailored to help you meet your year-round brand awarness, lead generation, and thought leadership objectives.

Discover interviews with satistified clients, including Uelzena Ingredients, IMCD Food & Nutrition, and Fonterra, about their success with our smarter digital products and packages.

Get in touch today to learn how we can help you thrive in 2025.

Written by Serena Botelho

Serena is a digital marketing enthusiast with a passion for storytelling that empowers businesses to elevate their successes. Determined to inspire audiences, she enjoys collaborating with expert marketing teams to produce insightful content tailored to B2B audiences. In her free time, Serena loves cooking, creating content, and playing music.