I do this for a living and it can be different for every B2B client. However, you asked for "most common".....so I'll tell you our most common approach.

We typically see a longer sales cycle with B2B sales. We incorporate a combination of marketing automation with retargeting. We will search out industry-specific data sets for our initial retargeting, and then use several layers of retargeting to walk them through the funnel in alignment with marketing automation.

The key is Thought-Leadership content. Can you produce this, or are you willing to pay to have it produced? This type of content sets you apart in B2B.

Hope this helps!