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She explains why identifying the actions, interactions and contributions you want to encourage is essential for creating an engaged community that supports brand affinity, advocacy and sustainable growth. Customer Experience, Branding In this excerpt from Transforming Customer-Brand Relationships, Christina Garnett examines the community member behaviors that help brands build stronger, longer-lasting relationships with their audiences. Let our deep expertise in cloud and IT services, cybersecurity, financial technology, HR tech, retail tech and more help build your reputation as a tech leader.

If you’re planning campaigns this year, these statistics offer real direction, not just data. With content, video, SEO, and AI at the center, marketers are prioritizing personalization and lead generation, allocating over 8.7% of their company budgets to marketing. Meanwhile, 80% of B2B buyers say they are more likely to engage with a brand that offers a personalized experience.

When your team knows what “good” looks like, they’re more likely to hit it. Use dashboards and regular reporting to track progress. Everything starts with knowing who you’re selling to.

Automate your workflows and scale your business.

As managing director of Informa Connect’s martech group, I lead our marketing, insights, and innovation portfolios, which includes the Content Marketing Institute. As I’ve said to many clients in the last six months, the decisions you make are not nearly as important as making them. But the only way out of meh content and marketing results isn’t to seek new resources to supplement the repair and maintenance work. As we saw in the last two years, the majority of B2B marketers (61%) think their organization will increase investment in videos in 2025.

In my experience, these structures aren’t new — but AEO has made me far more deliberate about seeking opportunities to replace paragraphs with structured elements. With its AI writer, it offers built-in SEO suggestions, supports structured schema-ready content, and helps teams maintain consistency at scale. In this instance, these brands have considered their ideal client and their services, and created relevant landing pages with relevant content to help them rank. AEO provides a unique opportunity for brands — even smaller ones — to secure top-of-SERP visibility without competing for rank one in traditional SEO. In B2B marketing, there are always complex buying committees with multiple people each requiring targeted messaging. Personalization isn’t possible without a clear picture of who the audience is and what they need.

LinkedIn isn’t standing still. Unlike consumer-first platforms, LinkedIn lets you target by company, role, seniority, and industry—giving B2B marketers a level of precision that’s structurally unavailable elsewhere (LinkedIn Corporate Highlights). Whether you’re a marketer, sales leader, or just want to know where your next big opportunity is coming from, these are the numbers (and insights) you’ll want to cite, share, and act on.

Identify a Senior Marketing Advocate

Granted, you have the right tools to build your presence and empower your team to promote your company b2b content marketing strategy effectively. With a defined content strategy and goals in mind, your brand can make the most of the platform and stand out from the crowd. TikTok provides countless opportunities for B2B brands to promote themselves. That said, brands on TikTok shouldn’t be shy about promoting themselves. Chances are, your company is attending its fair share of B2B events these days.

How Do You Build a B2B Content Marketing Strategy and Plan?

60% of US B2B marketers consider it their top choice for driving the increase in revenue. Social media is the most effective revenue-driving channel for B2B businesses. Here are further details about different generations that search for brands more often on social media than on search engines. 36% of Gen Zs search for brands more often on Social media than on search engines. At the same time, 69% of B2B buyers use social media platforms to share their poor customer experiences.

Increased brand awareness

The data overwhelmingly supports videos under two minutes for most B2B applications. See how Levitate produces testimonial videos for B2B brands. 83% of video marketers say video has directly increased sales. This is particularly relevant for B2B sales outreach and account-based marketing programs.

According to BrightEdge data tracked across 9 industries, the share of B2B tech queries that trigger an AI Overview in Google grew from 36% to 82% over a 12-month tracking period. Adam is the co-founder and tech editor for B2BNN with over 20 years experience in enterprise technology and professional services, and a decade of experience in SEO, digital marketing and B2B marketing. Report on revenue impact to maintain executive support and budget. Begin building supporting content for your second and third topic clusters. Begin publishing on your target cadence (three to four pieces per month minimum). Document your content strategy including goals, audience, pillars, and measurement framework.

• The efficacy of your outreach campaigns hinges on the quality of lead filtration.
• Forty-five percent see more efficient workflows, 42% experience improved content optimization, and 38% see improved creativity.
• If you’re ready to get your content in front of the right audience, you need to develop a content marketing strategy, implement a content distribution plan, and measure and analyze content performance.
• So your content will show up in the feeds of people who aren’t even following you.
• Also, employee content supports your hiring and recruiting efforts on LinkedIn.

When employees present at industry events or speak to the press, they could also promote a recent study or guide for extra exposure. Well-connected members of staff can leverage their professional networks to boost themselves while simultaneously promoting your company as a trusted thought leader. Partnering with familiar names in a given industry can provide opportunities for co-branded content, whether the influencer is an entrepreneurial guru or an organizational leader at another company. High-profile business leaders and key industry players can help amplify B2B content and build brand awareness among their audiences.

If you’re not showing up for high-intent keywords, you’re missing out on warm leads who are actively looking for a solution like yours. And if you only target bottom of the funnel keywords, you’re putting a cap on how much traffic you can get from Google. First off, more people search for top of the funnel keywords than bottom of the funnel terms. Next, it’s time to find a set of top of the funnel keywords and topics. For example, B2C sites usually go after keywords that thousands of people search for every month. Opt for keywords that indicate commercial intent—for example, “best HVAC brands for apartment complexes” instead of “what is a HVAC system”—for maximum impact.

In addition to digital strategies, almost half (around 50%) of B2B marketers intended to increase spending on in-person events. At the same time, 95% of the marketers said the strategy helped increase brand awareness. After watching the brand’s video, B2B marketing stats further reveal that 89% of people were convinced to buy a product. In a study by Backlinko, Backlinks were the top factor affecting B2B SEO, while content quality was the second. This is because the average CPL of Google Ads increases yearly in 91% of the industries, and it can not always be used. A study of 500 SaaS companies highlighted that blogs focused on PR get more traffic than educational blogs.

Best practices for a B2B content marketing strategy

Contact Aventi Group for speed, performance, and expertise when strategic product marketing must drive growth, improve performance, and deliver quantifiable results. If your sales ready website is not your companies top sales person, then it’s time to redesign your website to better align with your sales funnel, buyer personas and buyers journey. Are you a B2B company frustrated that your website isn't generating enough leads despite significant investment? We run multi-channel "done-for-you" demand generation outreach campaigns that drive consistent high-quality sales opportunities for your sales pipeline. By delivering a personalized buying experience for each decision maker, we drive more qualified, meeting-ready leads for your sales team, leading to more closed deals. Our approach makes your sales department’s job easier so they can ultimately close customers more efficiently each month to lower your cost per acquisition and increase revenue and retention.

Social selling is a modern sales strategy where you use social media platforms (like LinkedIn, X/Twitter, Facebook, and Instagram) to build trust-based relationships with prospects and customers. Social media acts as a powerful relationship-building channel for B2B brands. You can transform your social media channels into effective customer support hubs, providing faster resolution times and building stronger relationships. An omnichannel presence is important here since B2B sales cycles are longer and require multiple touchpoints with qualified prospects.