B2B Content Marketing Services

Engaging content that generates leads – that turn into sales

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We don’t create content for content’s sake

At IMAB2B, we build it as a strategic business lever – designed to move customers along the buyer journey, land your sales conversations and drive measurable ROI.

Major B2B brands

Crown, Royal Wolf, Lysaght, Elgas and BOC have turned to us for help with their content strategies to:

Reduce bounce rates
Generate more qualified leads
Strengthen tender conversion rates
Enable their sales teams
Fuel funnel-specific paid marketing campaigns.

We believe that, when it’s done right, content is your best-performing salesperson – whatever the channel.

Success stories from top B2B brands

ELGAS

We provided a full-service content marketing program, including search engine optimisation (SEO), social media marketing and paid media campaigns. Within the first month, we had achieved a 33% increase in organic Google clicks and a 25% uplift in total ranking keywords. Our integrated approach, spanning campaign creative, community management and digital content creation, supported both inbound marketing and conversion rate optimisation.

BOC / SPW

We led the brand development and launch of BOC’s welding hardgoods division across 90 stores in Australia and NZ. Delivering a unified brand strategy under an endorsed brand model, we created the largest local welding store network in the South Pacific. Alongside this, we helped uncover and reverse market share losses via in-depth customer interviews, competitive evaluation and the development of new sales and marketing offers, including a full go-to-market strategy for FlexiGas, a rental-free, flexible gas plan.

Lysaght

I.M.A has developed the Consumer and Homeowner brand approach for BlueScope’s Lysaght and Fielders brands.   This new approach aims to drive awareness of the brands amongst homeowners and decision makers at a consumer level. The work also includes the tactical execution of design, social media, TV and web.

ELGAS

BOC / SPW

Lysaght

So, what is B2B Content Marketing?

B2B content marketing is designed to influence business decision-makers across a longer, more complex buyer journey. Using creative and strategic thinking to generate brand awareness, it’s about turning qualified leads from potential buyers into repeat customers and brand advocates.

Unlike B2C, B2B content marketing must work harder

Engaging and building trust with multiple stakeholders, aligning to extended sales cycles and translating technical or high-value solutions into clear, persuasive narratives that drive conversion rates and, ultimately, ROI.

Our strength lies in building content strategies

That integrate seamlessly with your B2B marketing programs, combining storytelling with data analytics, automation and commercial intent – to accelerate your business’s growth.

Strategic foundations upon which to build content that converts

Content as a Commercial Driver. For us, your communications’ strategy has to be aligned with your core business strategy. That means:

Mapping touchpoints along the entire buyer journey
Prioritising measurable conversion rates
Delivering case study-driven proof and creative problem solving that turns strategy into success stories

What We Offer

We design and deliver full-service B2B content solutions that include:

Content strategy & creative messaging frameworks

Case study development

(written & video)

Thought leadership & executive copywriting

Technical copywriting

Content calendars, distribution plans & optimisation.

Maximum Content Leverage

(MCL) programs built around hero stories

Sales content:

BD tools, decks, proposal collateral

Social media content

(organic & paid)

PR, earned media and LinkedIn campaigns

All underpinned by search intent insights and, of course, measurable KPIs.

Let’s build content that sells

Book a Strategy Call

Our Content Process

01

Discovery & mapping

We run strategy workshops and stakeholder interviews to ensure all parties are aligned on business goals, buyer personas and sales process pain points.

This ensures your B2B marketing strategy is based on shared, lived experience and grounded in real commercial context.

02

Buyer-aligned planning

Build message, targeting, funnel structure, and creative per format.

03

Hero story engine (MCL model)

At the core of our content marketing efforts is a flagship asset (typically a customer success story) which we roll out across all formats, including:

Video marketing
SEO blog content
Social media marketing
PR and trade media
Sales enablement tools.

This model increases ROI by maximising output per asset.

04

Distribution strategy

We execute multi-channel content distribution across owned (website, email), earned (PR, trade media) and paid (LinkedIn, programmatic, retargeting) media.

Internally, sales teams are equipped with assets for BD conversations, proposals and the sales cycle.

05

Measurement & optimisation

We track metrics like quote requests, engagement, CTR, conversion rates, content adoption and ROI to continuously test and learn, then refine to optimise performance.

Differentiators in Thinking

Funnel-Driven Paid Strategy

For clients like Kennards and Elgas, we’ve combined content marketing with:

Top-of-funnel amplification (LinkedIn, social)
Mid-funnel retargeting
Bottom-funnel enablement tools.

Result: reduced cost-per-lead, increased lead velocity and warm audience growth.

Search & Intent Integration

We use search data analytics to:

Identify real buyer questions (e.g. installation, use cases)
Format strategy (video, written, visual)
Bridge gaps between offline sales activity and online search behaviour.

Content That Converts

Our work delivers:

More qualified leads through content-driven inbound marketing
Improved SEO visibility, domain authority and content discoverability
Increased usage of sales enablement tools and collateral across field teams
Lower cost per lead, through full-funnel conversion rate optimisation
Reduced bounce rates and higher engagement with targeted audiences
Less friction for long-cycle B2B sales, enabling smoother customer acquisition.

Why I.M.A B2B

You’ll get a content partner who:

Understands the complexities

Of the industrial, government, logistics, SaaS and energy sectors, and how to create marketing content that supports long sales cycles and technical buyer journeys.

Builds content with commercial value

Designed to drive customer acquisition, support your sales process and move qualified leads through the funnel.

Offers in-house capability

Across content creation, video marketing, design and marketing strategy, tailored to your B2B software, product or service.

Works at the intersection of digital marketing, sales enablement and brand

With an approach that integrates marketing automation, account-based marketing and conversion rate optimisation for measurable growth.

Partners with your sales and marketing teams

To deliver high-performing marketing programs that generate leads, improve conversion rates and help accelerate business growth.

Let’s build content that sells

Book a Strategy Call

Frequently asked questions

How

What

How do I get started with IMAB2B?

Book a strategy call. We’ll review your current content marketing efforts and identify key opportunities to improve conversion rates, align with your marketing automation tools and accelerate business growth through high-performing B2B content.

Do you support brand positioning as part of content marketing?

Yes. We firmly believe that strong content starts with strong positioning. We define your brand’s value proposition, competitive narrative and category entry points to ensure all content connects with your target audience and supports long-term brand awareness.

Can you help with both inbound marketing and outbound campaigns?

Absolutely. Our content strategy spans inbound lead generation through SEO, blog content and thought leadership, as well as outbound nurture, sales enablement and account-based marketing for longer sales cycles.

What types of B2B companies do you work with?

We work with B2B software providers, industrial brands, logistics companies, professional services firms and complex technical businesses. If your buyer journey is long or high stakes, we’re built to help you influence early and get chosen more often.

How do you measure success in a B2B content marketing program?

We measure marketing effectiveness across funnel KPIs: conversion rates, sales-qualified leads, quote requests, sales team enablement, website engagement and revenue contribution. Then we use performance dashboards to show how each content asset drives impact.

Do you offer project-based or retainer-based models?

Yes. We offer flexible engagement models to suit your marketing goals. Whether you need a one-off 3-month content sprint or an ongoing retainer with monthly content production and performance reporting, we’ll deliver programs designed for your business’s needs.

How do you support complex B2B companies with multiple personas or buying stages?

We specialise in multi-persona marketing to drive customer acquisition. Whether you’re targeting engineers, procurement leads or C-suite decision-makers, we tailor messaging formats and content strategies to suit each stage of the buyer journey – from early-stage brand awareness to late-stage sales enablement.

Can you integrate with our CRM, marketing automation, or ABM tools?

Yes. We build marketing programs that align with your sales process, including HubSpot, Salesforce, Pardot and ABM platforms. From automated nurture sequences to lead scoring and pipeline tracking, we create content that fuels customer acquisition and complements your tech stack.

What makes IMAB2B different from other B2B content marketing agencies?

Unlike generalist marketing agencies, IMAB2B is a dedicated B2B marketing agency with deep experience across industrial, software and service businesses. We combine strategic marketing programs, digital content creation, account-based marketing and full-funnel distribution to drive qualified leads and real revenue outcomes.

How do you build a B2B content strategy that accelerates growth?

It starts with your commercial objectives. Then we map buyer personas, business goals and funnel stages to deliver an integrated marketing strategy. Every piece of content is tied to lead generation, demand generation and conversion rate optimisation – with clear metrics tied to your pipeline.

What types of B2B content marketing services do you offer?

We create marketing content that converts – including video marketing, whitepapers, case studies, SEO articles, sales tools, and ABM assets – all mapped to the B2B buyer journey. As a full-service B2B content marketing agency, we support everything from awareness to conversion and retention.