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  • Writer's pictureShraddha Srivastava

Why Suhana Cosmetics is Getting Lost in the Digital Jungle: A B2B Manufacturer’s Tale of Woe

Suhana Cosmetics, a well-established Indian company, has been a trusted name in essential oils and cosmetics for 15 years, primarily through a network of retailers, distributors, and wholesalers. Their presence at major Indian exhibitions has been their tried-and-tested method for customer acquisition.

Why B2B manufacturers lost in the digital jungle

Two years ago, they ambitiously ventured into the export market, hiring a digital marketing manager to promote their products in Europe and the UK. The manager diligently posted creative content on Instagram and Facebook twice a day, but despite their efforts, traction was minimal and real leads were non-existent. With international fairs being expensive and challenging to attend, Suraj Rai, the founder of Suhana, finds himself in a dilemma. He believed digital marketing would open doors to global clients, but the strategy has clearly faltered.

This scenario begs the million-dollar question: Why do most B2B manufacturers and exporters in India struggle to achieve results with digital or performance marketing, and what are they doing wrong?

Reasons Why B2B Manufacturers and Exporters Don't Spend on Digital Marketing

Lack of Expertise

  • A significant barrier for many B2B companies is the lack of digital marketing expertise within their teams. Without the necessary knowledge and skills, these companies find it challenging to implement and manage effective digital strategies

  • This leads to reliance on traditional methods that feel more familiar and manageable. Investing in training or hiring experienced professionals could bridge this gap, but many companies are hesitant to make this investment without guaranteed results.

Reasons why B2B manufacturers and exporters don't spend on digital Marketing

Lack of Confidence

  • Another significant barrier is a lack of confidence in digital marketing's effectiveness. B2B companies often doubt whether digital marketing can deliver tangible results for their specific needs. This skepticism can stem from past experiences where limited efforts did not yield the expected results. 

  • Overcoming this lack of confidence requires demonstrating the potential benefits of digital marketing through small, targeted campaigns that can show measurable success.

DIY Digital Marketing Attempts

  • Some B2B companies try to manage digital marketing in-house without sufficient knowledge or resources. This DIY approach often leads to subpar results, reinforcing the misconception that digital marketing doesn't work for their business. For example, a company might focus solely on platforms like Instagram without a comprehensive strategy, resulting in poor lead nurturing and engagement. 

  • Effective digital marketing requires a well-rounded approach that includes content marketing, SEO, email campaigns, and more.

Perceived Lack of Relevance

  • Many B2B companies believe that digital marketing is more suited for B2C businesses. They assume their target audience is less active online and that traditional methods, such as face-to-face interactions and networking events, are more effective. This perception often stems from a misunderstanding of how digital platforms can be used to reach and engage a business audience. 

  • For instance, platforms like LinkedIn offer robust tools for B2B marketing, but many companies are unaware of how to leverage these effectively.

Cost Concerns

  • Digital marketing is often perceived as an expensive venture, particularly for smaller B2B firms with limited budgets. The costs of hiring digital marketing experts, running campaigns, and utilizing various digital tools can seem prohibitive. However, this belief doesn't always match the truth.

  • Digital marketing can be more cost-effective than traditional methods, offering a better return on investment (ROI) if executed correctly. The challenge lies in understanding and managing these costs effectively.

Long Sales Cycles

  • B2B companies often have long and complex sales cycles involving multiple decision-makers. This complexity can make digital marketing efforts seem less effective, as the conversion process is not as straightforward as in B2C scenarios. 

  • Traditional methods like direct sales and personal relationships are seen as more reliable ways to navigate these lengthy cycles. However, digital marketing can complement these methods by keeping prospects engaged and informed throughout the decision-making process.

Complex Decision-Making Processes

  • The decision-making process in B2B companies typically involves multiple stakeholders, making it slower and more complicated. This can hinder the adoption of digital marketing strategies, as getting consensus and buy-in from all parties can be challenging. 

  • Digital marketing's benefits need to be clearly communicated and demonstrated to convince stakeholders of its value. This often requires a shift in mindset and a willingness to embrace new approaches.

Industry-Specific Factors

  • Certain industries have regulations and market dynamics that affect the adoption of digital strategies. For example, highly regulated sectors such as finance or healthcare might face constraints that limit their ability to fully embrace digital marketing. 

  • These industries need to navigate compliance and privacy issues, which can complicate digital marketing efforts. However, with careful planning and the right expertise, these challenges can be managed effectively.

By understanding these reasons in detail, B2B companies can start addressing the barriers preventing them from fully embracing digital marketing. This shift is crucial for staying competitive in an increasingly digital business landscape. Investing in the right expertise, tools, and strategies can unlock significant opportunities for growth and success.

Why B2B manufacturers should invest in digital marketing

Why B2B Companies Should Invest in Digital Marketing

Enhanced Visibility and Reach

  • Global Connection: Digital marketing enables B2B companies to connect with potential clients on a global scale, far beyond the limitations of traditional methods.

  • Increased Brand Awareness: By leveraging online platforms, businesses can significantly boost their visibility and brand recognition among target audiences.

  • Targeted Outreach: Digital tools allow for precise targeting of specific demographics and industries, ensuring that marketing efforts reach the most relevant prospects.


  • Higher ROI: With strategic planning, digital marketing campaigns can yield a higher return on investment (ROI) compared to traditional marketing methods like trade shows and print ads.

  • Budget-Friendly Options: Digital marketing offers various cost-effective options, such as social media marketing and email campaigns, that can fit different budget sizes.

  • Reduced Overhead Costs: Unlike physical events and printed materials, digital marketing reduces overhead costs associated with production and distribution.

Data-Driven Decision Making

  • Precise Tracking: Digital marketing allows for the detailed tracking of campaign performance through metrics such as click-through rates, conversion rates, and customer engagement levels.

  • Informed Strategies: Analytics provide insights that help B2B companies make informed decisions, optimize their marketing strategies, and allocate resources more efficiently.

  • Real-Time Adjustments: Companies can make real-time adjustments to their campaigns based on performance data, enhancing effectiveness and responsiveness.

Improved Customer Engagement

  • Continuous Interaction: Engaging clients through content, social media, and email marketing fosters continuous interaction, keeping them informed and interested throughout the sales cycle.

  • Personalized Communication: Digital marketing allows for personalized communication, tailored to the specific needs and preferences of individual clients, enhancing the overall customer experience.

  • Building Relationships: Consistent online engagement helps build stronger relationships with clients, leading to increased trust and loyalty.

Competitive Advantage

  • Staying Ahead: In an increasingly digital world, adopting digital marketing strategies is crucial for staying ahead of competitors who may already be leveraging these tools.

  • Showcasing Expertise: Through content marketing, webinars, and other digital platforms, B2B companies can showcase their expertise and establish themselves as industry leaders.

  • Relevance and Adaptability: Embracing digital marketing ensures that companies remain relevant in their industries, adapting to evolving market trends and customer expectations.

By investing in digital marketing, B2B companies can unlock numerous benefits, from enhanced visibility and cost-effectiveness to improved customer engagement and competitive advantage. These advantages are essential for sustaining growth and success in the modern business landscape.

B2B Digital Marketing Agency in India

Celestial Fix is a leading B2B digital marketing agency in India dedicated to helping B2B companies grow their businesses through innovative digital marketing strategies. Specializing in a wide range of services, including content marketing, SEO, social media management, and email campaigns, Celestial Fix leverages the latest digital tools and techniques to enhance visibility, drive engagement, and generate high-quality leads for its clients.

B2B digital marketing agency in India for B2B Manufacturers

With a deep understanding of the unique challenges faced by B2B firms, Celestial Fix provides tailored solutions that deliver measurable results, ensuring that businesses stay ahead in the competitive digital landscape. As a trusted B2B digital marketing agency in India, Celestial Fix is committed to driving success and fostering long-term growth for its clients.


In conclusion, we have delved into the reasons why B2B companies should invest in digital marketing and the common barriers preventing them from doing so. From enhanced visibility and cost-effectiveness to data-driven decision-making and improved customer engagement, the benefits of digital marketing for B2B firms are undeniable. However, factors like perceived lack of relevance, cost concerns, and lack of expertise often hold companies back from fully embracing digital strategies. It's crucial for B2B companies to overcome these barriers and recognize the immense potential of digital marketing in driving growth and staying competitive in today's digital age.

Looking to take your B2B business to the next level with digital marketing? Look no further than Celestial Fix, your trusted B2B digital marketing agency in India. Our team of experts specializes in crafting customized digital strategies tailored to your unique business needs, ensuring maximum impact and ROI. Contact us today to discover how Celestial Fix can help propel your B2B company to new heights in the digital realm.

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What are the main benefits of digital marketing for B2B companies? 

Digital marketing enhances visibility, improves customer engagement, and provides cost-effective and data-driven decision-making advantages.

How can a B2B company start with digital marketing? 

Start with a clear strategy, invest in training, and begin with small, manageable projects to build confidence and experience.

What digital marketing strategies work best for B2B companies? 

Content marketing, SEO, social media marketing, email marketing, and webinars are highly effective for B2B companies.

Are there any risks associated with B2B digital marketing? 

Challenges include budget constraints, skill gaps, and resistance to change. However, these can be mitigated with proper planning and investment in training.

How can B2B companies measure the success of their digital marketing efforts? 

Utilize analytics tools to track metrics such as website traffic, lead generation, conversion rates, and ROI to measure and optimize digital marketing performance.

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