What Is B2B Copywriting? A Beginner’s Guide

We’ve all heard of copywriting, but what is B2B copywriting? We’re here to demystify this form of business writing for you. Whether you’re interested in B2B copywriting as a career or looking to understand it better to improve your company’s marketing, you’ve come to the right place. 

In this beginner’s guide, we’ll explain what B2B copywriting is, who does it, and why it’s important for businesses looking to promote their products and services. 

We’ll also share tips on how to get started as a B2B copywriter and provide examples of effective B2B copywriting to help you wrap your head around this unique type of writing. So join us as we unravel the world of B2B copywriting!

What Exactly Is B2B Copywriting?

B2B copywriting refers to creating content for businesses that sell products or services to other companies rather than consumers. As B2B copywriters, we focus on persuading decision-makers and influencing purchasing.

Some of the types of content we may create include:

  • Case studies
  • Whitepapers
  • Blog posts
  • Website copy
  • Email newsletters
  • Sales letters

The goal of B2B copywriting is to attract, engage, and convert business customers. We must understand our target audience – their needs, challenges, and objections – and craft a persuasive message that resonates with them. 

We must speak to high-level executives, managers, and stakeholders professionally yet compellingly. It’s a specialized skill that requires strategic thinking and experience with B2B markets, messaging, and sales cycles.

B2B copywriting differs significantly from B2C copywriting, which targets retail consumers. The business buying process is typically longer and more complex, involving multiple decision-makers with different concerns and motivations. 

The content has to convey detailed technical knowledge and expertise while focusing on business outcomes and ROI. A conversational, casual tone usually won’t resonate with business audiences. The stakes are higher, so B2B copy has to be credible, logical, and professional.

As B2B copywriters, our job is to understand the customer’s business objectives and priorities so we can craft a persuasive message that speaks to their key concerns. We have to convey how our solution will benefit their organization meaningfully. It’s about reaching the right people with the right message at the right time. 

When we get it right, B2B copywriting can be a highly effective tool for influencing decision-makers and driving sales. However, it requires a strategic, business-focused mindset and the ability to connect with executive-level readers.

How B2B Copywriting Differs From Other Types

As B2B copywriters, we focus on a niche area of copywriting that targets other businesses rather than public consumers. Our job requires a very different skill set and mindset. Here are some of the key ways B2B copywriting stands apart:

A Small, Targeted Audience

Rather than casting a wide net, we hone in on a select group of leads. We must understand their pain points and priorities to craft a persuasive message. We build trust and credibility with a small audience through highly customized content.

A Longer Sales Cycle

B2B sales cycles are typically much longer than B2C, so we must keep leads engaged for weeks or months. Our copy has to continue to provide value, build trust, and gently move leads closer to a sale.

A Focus on ROI and Metrics

B2B companies are very data-driven. As B2B copywriters, we have to focus on measurable results and ROI. We need to determine key performance indicators (KPIs) to track the success of campaigns and make data-informed optimizations. B2B copy has to inspire action that will impact revenue and growth.

Complex Products and Services

We have to translate complex, technical topics into simple yet compelling copy. We have to find ways to highlight benefits, use examples, tell stories, and make technical details more relatable.

Partnership and Collaboration

B2B copywriters often work closely with marketing teams, sales teams, and executives. We collaborate to set goals, determine strategy, and measure results. There is more emphasis on partnership to achieve company objectives. This collaboration and stakeholder involvement level is typically greater than in B2C copywriting.

Key Skills Needed for Effective B2B Copywriting

To be an effective B2B copywriter, you’ll need to develop several key skills.

First, you need to be able to understand complex topics. B2B companies often sell highly technical products and services, so you have to get up to speed quickly on things like software, machinery, and business processes. You have to translate all this information into a simple yet compelling copy.

Next, you need to be able to write persuasively. In B2B copywriting, you must convince decision-makers and influencers to take action – whether downloading a whitepaper, scheduling a demo, or purchasing. It would highlight benefits, provide social proof, and make a strong case for why your solution is the best choice. Persuasive writing is key.

Strong communication skills are also essential. B2B copywriters frequently interview executives, product managers, and customers to gather information. You have to be able to ask good questions, actively listen, and have engaging discussions. These discussions shape the messaging and copy.

Finally, you need to understand your target audiences. In B2B marketing, you often write for C-level executives, managers, and other specialized roles. You must know their common pain points, goals, and language to write a copy that resonates with them. 

Understanding Your B2B Audience

As B2B copywriters, we need to grasp who we’re writing for—the business audience. Businesses come in all shapes and sizes, so we must understand their motivations, challenges, and goals to craft resonating messaging.

Some of the key factors to consider about your B2B audience are:


The industry our audience operates in determines a lot about their business goals and priorities. 

For example, tech companies may focus on innovation, while medical companies focus on compliance and safety. We have to understand the industry’s key drivers to speak their language.

Business Goals

Every company has key objectives they’re working to achieve, like increasing revenue, gaining new customers, or improving operational efficiency. Our copy must show how our product or service helps them achieve their most important goals.

Roles and Responsibilities

In B2B marketing, we often reach people in specific job roles, like CEOs, marketing managers, or IT directors. 

We have to understand their unique responsibilities, challenges, and how our solution benefits them in their role.

Company Size

Small businesses have very different needs and priorities than large enterprises. We must tailor our messaging based on a company’s size and available resources. 

For example, a small company may value low cost and simplicity, while an enterprise values scalability and integration with existing systems.

Technological Sophistication

Some companies eagerly adopt new technologies, while others prefer more established solutions. 

We need to determine our audience’s level of tech-savviness to choose the right messaging, product features, and benefits to focus on.

By understanding your B2B audience and what motivates them, we can craft a copy that speaks directly to their needs. The more we know our audience, the more effective our copy will become.

Research Is Crucial for B2B Copywriters

As B2B copywriters, thorough research is one of the most important parts of our job. Before we start writing anything, we need to understand the company, product, service, and target audience inside and out.

Our research process typically involves:

  • Reviewing the client’s website to learn their brand story, key products and services, and messaging. I look for their mission and vision statements to understand their core values and priorities.
  • Exploring their social media profiles to see how they engage with customers and portray their brand personality. I evaluate how consistent their messaging and visuals are across channels.
  • Conducting keyword research to determine the terms and phrases our target readers use to find information. We want to optimize our copy for search engines like Google and Bing.
  • Interviewing client stakeholders and subject matter experts. Speaking directly with the people involved gives us insights we can’t find elsewhere. We ask about their goals, challenges, competition, and ideal customers.
  • Researching the overall industry and trends. We study reports from trusted resources to identify growth areas, innovations, and potential disruptions that could impact our clients. We determine how their company and products fit into the bigger picture.
  • Defining the target audience in detail based on the research. We determine key attributes like job titles, responsibilities, pain points, and goals so we can tailor our copy to resonate with them.
  • Reviewing samples of the client’s previous marketing materials and campaigns. We evaluate what’s worked well and how we can build upon their success. We also note any areas that could be improved for better results.

Common B2B Copywriting Deliverables

As B2B copywriters, we are often tasked with creating various materials to help businesses market and sell their products or services to other companies. Some of the most common deliverables include:

Case Studies

Case studies show how a company’s product or service solves a problem for a client. They highlight the challenges, solutions, and results to build credibility and trust. We work with clients to gather details about a successful partnership or project to craft a compelling case study.

White Papers

White papers are in-depth reports on a particular topic. They establish a company as an expert in their industry. We research trends, innovations, or solutions in a client’s field to develop white papers that educate their target audience.

Email Newsletters

Email newsletters keep clients and prospects updated with a company’s latest blog posts, products, services, news, and events. We help clients determine the content and frequency of their newsletters, create interesting subject lines, and preview text to drive high open rates.

Landing Pages

Landing pages are focused web pages with one specific goal, like getting visitors to sign up for a webinar or download an ebook. We optimize landing pages through persuasive copy, strong calls to action, and a streamlined design that guides visitors to convert.

Blog Content

Blog content, including blog posts and guest posts on industry websites, helps increase a company’s visibility and establish authority. We work with clients to develop an editorial calendar and create blog content on relevant, engaging topics for their target audience.

B2B Copywriting Tips and Best Practices

When it comes to B2B copywriting, there are a few best practices we should keep in mind. B2B audiences tend to be more skeptical and focused on facts, so our copy needs to be credible, well-researched, and address their pain points.

First, focus on the benefits to the customer. Please explain how your product or service can save them time, money, or hassle. Provide concrete statistics and case studies to back up your claims. B2B buyers want to know the return on their investment.

Keep your copy concise and scannable. Use short sentences and paragraphs, bulleted lists, and subheadings. B2B readers often hurry, so make your key points quickly and clearly.

Use a formal and educational tone. Avoid being too sales or promotional. Teach the reader and establish your expertise. Explain how your solution works in an objective, problem-solving manner.

Do your research. Reference industry reports, statistics, expert opinions, and real-world case studies. Cite facts and figures to build credibility. B2B buyers will likely research independently, so make sure your claims align with other authoritative sources.

Address common pain points and objections. Discuss how you can overcome typical challenges and concerns the target customer may have. Explain how you differ from competitors and why you’re the best solution.

Use technical terms and jargon, but define them. You want to sound knowledgeable while being understandable to someone outside the industry. Provide definitions and examples to make even complex concepts easy to grasp.

Optimize for search engines and skimmers. Use keywords, headings, and formatting to make your content easy to navigate and find. B2B buyers often search online for solutions, so you must rank in search engines and be quickly scannable.

Close with a clear call to action. Tell the reader what to do next, whether contacting your sales team, signing up for a free trial, or downloading an ebook. End with a CTA that moves the prospect further into your sales funnel.

Following these best practices will ensure you create compelling B2B copy that speaks to your audience and moves them closer to becoming customers. What other tips would you add for writing effective B2B copy?

Examples of Great B2B Copywriting

A few big names come to mind when considering stellar B2B copywriting. Mailchimp is an easy-to-use email marketing platform for businesses. Their copy is friendly, simple, and conversational. They focus on educating readers and emphasizing how their tool can help companies to grow.

Want better writing for your business? We’ve got you covered! Get in touch for top-notch copywriting services. Let’s make your message stand out together!

Zendesk is another example. They provide B2B software for customer service teams. Their copy highlights how their product makes agents’ lives easier through automation and streamlining common tasks. They use a lot of customer stories and case studies to build trust in their brand.

HubSpot also does B2B copywriting well. They offer marketing and sales software for businesses. Their copy focuses on thought leadership by educating readers about inbound marketing and sharing data-backed insights. 

They highlight how their tools leverage inbound techniques to help companies generate more leads and close more deals.

Some hallmarks of effective B2B copywriting include:

  • Speaking to the reader’s pain points. Identify your target customers’ challenges and show how your solution alleviates them.
  • Backing claims with social proof. Share customer stories, reviews, case studies, and data to build credibility.
  • Educating the reader. Provide helpful content, resources, and actionable advice to position your company as a trusted source of information.
  • Focusing on outcomes and results. Explain the concrete benefits and measurable impacts of using your product or service. Frame things around the reader’s key business goals and metrics.
  • Using a friendly and approachable tone. While professional, avoid being too stiff or formal. B2B copy should be easy to read and engage the reader.
  • Including calls-to-action. Give the reader a clear next step, like starting a free trial, requesting a demo, or downloading an educational resource. Make it easy for them to take action.

Following the lead of brands like Mailchimp, Zendesk, and HubSpot, we can craft B2B copy that is compelling yet conversational, provides value to the reader, and gives a persuasive case for why our offerings are worth exploring further. 

Focusing on these principles will lead to copy that speaks to businesses and builds lasting customer relationships.

FAQs: Answering Common Questions About What Is B2B Copywriting

When we first started learning about B2B copywriting, we had a lot of questions. Here are some of the most common FAQs and our answers:

What types of B2B copywriting are there?

There are several types of copy used in B2B marketing:

  • Email marketing
  • Landing pages
  • Case studies
  • Whitepapers
  • Blog posts
  • Website copy
  • Sales letters
  • Advertisements

Each aims to inform, educate, and motivate the reader to take action.

Who is the audience for B2B copywriting?

The audience for B2B copywriting is business decision-makers and influencers. This could be executives, managers, or key stakeholders in a company. To craft persuasive copy, B2B copywriters must understand their audience’s pain points, challenges, and priorities.

What’s the difference between B2B and B2C copywriting?

B2B copywriting targets businesses, while B2C copywriting targets consumers. B2B audiences typically want more facts, statistics, case studies, and return on investment data. B2C audiences usually prefer more emotional appeals and lifestyle content. B2B copy also often has a more formal tone.

What skills do you need to become a B2B copywriter?

Successful B2B copywriters have excellent communication and writing skills. They understand how to persuade and motivate business audiences. Key skills include:

  • Research and analysis
  • Understanding B2B audiences and industries
  • Persuasive writing
  • Call to actions
  • SEO optimization
  • Data-driven storytelling
  • Organizational and time-management skills

Does this help clarify what B2B copywriting is all about? Let us know if you have any other questions!

Conclusion ~ B2B Copywriting Made Simple

So there you have it – B2B copywriting is all about crafting persuasive content that helps businesses reach other businesses. Whether writing white papers, case studies, website copy, emails, or ads, the goal is strategically using words to inform, educate, and ultimately encourage a B2B audience to take action. 

It’s still copywriting at its core, but the B2B approach demands understanding complex products and services, insight into how businesses operate, and skills for targeting niche audiences. 

Ready to make your B2B writing shine with Creative Creation? Let us help! Get in touch with expert writing services and creative ideas made just for you. Let’s make your business stand out!

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