27 B2B Marketing Strategies That Will Deliver Success in 2025

In fact, 58% of B2B marketers used content marketing to increase sales/revenue in 2023. Common forms of content marketing in B2B include blogging, podcasting, email newsletters and infographics. In another agency example, The Goat Agency nails its LinkedIn content strategy. They share a mix of industry insights, ideas, tips and client testimonials to showcase their expertise. Roots is a woman-led digital marketing agency with an exceptional Instagram content strategy. This includes blog posts and online courses as well as a Design Circle community to connect with like-minded individuals.

Perhaps you’re simply using content marketing to attract visitors to your website, where they can fill out a form. Before you start collecting leads, you’ll want to know what you’re going to do with them. One popular framework is BANT, which evaluates prospects based on Budget, Authority, Need and Timeline. Because of its tiered prioritization, lead scoring can be helpful when it comes to customizing your marketing or sales approach with specific prospects. The specifics of this methodology can vary depending on the company and industry. This refers to a system that assigns values or rankings to prospects based on their likelihood of converting into a customer, or their readiness to make a purchase.

• Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.
• AEO requires a new set of tracking and measurement goals focused on AI visibility, citations, and influence — not just clicks or SEO metrics.
• There are over 5 billion mobile users around the world that you can potentially reach with mobile marketing strategies.
• Without clicking a link, prospects are already forming an impression of vendors.

In B2B ecommerce, buyers want to know they’re getting ROI on every purchase. What traits—whether that’s their industry, job title, company size, acquisition channel, pain point, or buying motivations—do they have in common? That’s only possible with a thorough understanding of who they are, what they’re looking for, and the problems they’re trying to solve. An ABM campaign would retarget those prospects through paid ads and email marketing with personalized messaging that reflects previous conversations. It relies on lead nurturing and scoring to identify priority accounts and pair them with personalized outreach that reflects their stage of the B2B customer journey.

Stage 3: Build a B2B Content Marketing Strategy Around Search and AI Visibility

Marketing attribution is notoriously difficult in B2B, where purchase decisions span several months. Perhaps those prospects need more educational content or faster sales follow-up. With the right systems in place, you can now measure how effectively each campaign moves key metrics—like pipeline growth, conversion rates, and customer acquisition cost (CAC).

1 Prioritize Subject Matter Expertise Over Generic Content

Landing pages with embedded video can see conversion rate increases of up to 86%. Vidyard's benchmark report, based on nearly one million B2B videos, confirms a steep drop-off in engagement as video length increases. 93% of video marketers say video has helped increase user understanding of their product or service. For production agencies and marketers alike, this underscores why tech and SaaS companies rely so heavily on video to move prospects through the pipeline. 61% of B2B content marketers plan to increase video investment in 2026.

Other content creation challenges

In the early days of social media, building customer communities was common practice for all brands that had a Facebook page and b2b content marketing strategy Twitter account. This is such a good marketing lesson yet so many brands don’t prioritize their current customer relationships. The company created their own promotional video for the ill-fated Fyre Festival using their own stock clips.

Steps To Create a Winning B2B Content Marketing Strategy

Sales representatives hear the real objections, questions, and concerns that prospects raise during evaluation. The most valuable audience insights come from conversations with people who have already bought from you. You need to understand the actual people making purchasing decisions — their job responsibilities, daily challenges, information sources, evaluation criteria, and decision-making authority. Vague goals like “increase awareness” or “publish more content” lead to vague results. A content marketing strategy is not a content calendar. Your content strategy must sustain engagement across that entire journey, building trust incrementally until the prospect is ready to engage with sales.

Product tips and explainer videos

These B2B influencer ads are great for telling authentic customer stories while also expanding the reach of your ad targeting. There’s a reason why memes, skits and videos containing trending audio are so popular for B2B brands. The key is finding creative ways to feature your team, employees or customers in those types of content when appropriate. That’s not to say there isn’t a time and place for more business-relevant content, such as educational content and product tutorials. Chances are, their most recent videos will primarily feature real people in the real world.