LinkedIns new playbook taps creators as the future of B2B marketing

By tracking B2B marketing metrics and KPIs, you can stay on top of and optimise your team’s performance. This is because there are many solutions, new technologies, suppliers, and services to consider. Your prospects can easily collect information and find what they’re looking for, making it ten times harder for your outbound sales team to influence their decisions. The B2B buyer’s journey is unique in that you’re not selling to an individual but to an entire team or group of people, all of whom might have a say in the purchasing decision. B2B companies need to build on their current and new buyer relationships. When creating these pages, just be sure to be fair—don’t completely destroy your competitors.

Take Adobe, a software company with 545.1K followers and 7.8 million likes on its TikTok account. Still, some companies have managed to attract thousands, if not millions, of viewers to their videos through high-quality content and a deep understanding of the app. TikTok is a difficult platform for B2B brands to stand out on. Here are some B2B marketing examples of businesses that do it right. Roughly 47% of surveyed marketers said they agree they have a clear understanding of AI’s role in their strategies and that they can measure AI’s impact accurately.

When the differences between B2B and B2C companies are less clear, as in the examples above, it's best to examine their respective marketing strategies. In fact, the same company can run B2B and B2C marketing campaigns simultaneously. The idea was to convince people to target people’s specific concerns and convince them to buy my products. We created content addressing these business owners’ pain points and published reports to help them understand customer sentiment.

A B2B content marketing strategy is only as effective as its distribution strategy. For example, Ahrefs Site Explorer helps you explore your competitor’s backlink profile, so you can identify the types of content that are getting links from reputable sites. Use a competitor analysis tool to dig deeper into your competitors’ content strategy.

Successes and opportunities

Consult metrics to pinpoint the channels, topics, and media that resonate most, then double-down. The more vigilant you are about consulting analytics and applying your learnings, the more likely you are to continually improve and surpass your goals. Critical ingredients in effective campaigns include a creative approach, useful insights, sophisticated targeting and strong calls to action. Whereas B2C goods often have a wider and more general audience, B2B products and services are usually marketed to a distinct set of customers with particular challenges and needs. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact.

Promote your presence at events

Advanced segmentation enables creating highly specific content for narrow audience segments based on industry, role, company size, and behavior. Deloitte publishes extensive research reports analyzing industry trends, economic forecasts, and business challenges. Middle-funnel prospects understand their problem and are actively researching potential solutions. Review metrics monthly to identify trends and optimization opportunities. You will learn how leading companies generate qualified leads and establish market authority.

Set your voices up to dominate the field

IBM (International Business Machines Corporation) is a global leader in enterprise technology solutions, positioned as an AI-first and hybrid cloud-first company serving Fortune 500 companies, governments, and multinational corporations. When measured against the metrics that matter in B2B, company-level influence, pipeline impact, and closed revenue, LinkedIn is among the most impactful. By showcasing real-life challenges and solutions experienced by existing clients, brands can highlight their value proposition in an engaging and authentic way.

Why Content Marketing Is Important for B2B Businesses

As the name suggests, business-to-business marketing refers to the marketing of products or services to other businesses and organizations. This updated guide includes snapshots from the latest industry research and analysis, plus tips to get the most out of LinkedIn for your B2B marketing B2b content strategy strategy. If you want to learn about B2B marketing, what tactics it entails, and how to succeed at it in today’s environment, you’ve come to the right place.

Step 4: Create a Content Calendar with Strategic Intent

Prioritize pages likely to generate revenue from visitors, such as product and service pages. By publishing tightly scoped, well-structured content that addresses clearly defined problems for a specific audience, AI systems are more likely to surface and reuse that content, even without established brand recognition. New brands can earn AI citations by focusing on relevance and targeting specific buyer questions, use cases, and decision criteria rather than broad category terms.

All you need to do is list out every company that you work within any capacity. It’s only interesting to people in the digital marketing space. But for most B2B companies, your goal shouldn’t be mainstream media. When most people think “PR”, they think “cover of the New York Times”.

As a result, personal brands consistently outperform company pages, niche expertise carries more weight than broad messaging, and intentional engagement matters more than vanity metrics. To align benchmarks with sales outcomes, B2B companies should connect marketing metrics to pipeline and revenue. It’s not solely connected to revenue; brands run campaigns targeting metrics like consideration, loyalty, and brand recall. It’s companies like these that sell solutions to help businesses automate or enhance their processes. But in reality, a single purchase decision at a mid-size or enterprise company typically involves five to ten people across different roles.

It explores AI’s role in improving ad performance and delivering more relevant messaging to the right audiences. Thought leadership helps the people you’re selling to trust the people they’re buying from. It covers best practices for storytelling, production quality, and audience engagement, helping brands make the most of this in-demand format.

It’s important to note that content marketing is most effective when brands align content with the various stages of the buyer’s journey. Promote brand personality, blog content, social media, or company values. Websites provide an easy way to share information about products or services with all stakeholders involved in the buying decision. Email marketing is also a powerful way to share the brand’s content. Download our guide to optimizing email marketing for conversions and learn how to grow an email list, ensure deliverability, and increase engagement.

• But you may also want to add video to your content marketing strategy.
• For example, Hootsuite is a B2B company that’s crushing it with content marketing and SEO.
• Engage business prospects with these best practices for B2B content marketing.
• Set up a shared Slack channel, a Google form, or a monthly sync.
• But in reality, a single purchase decision at a mid-size or enterprise company typically involves five to ten people across different roles.

To learn more, visit Our community of 215,000+ content marketers shares camaraderie and conversation. Global brands turn to CMI for strategic consultation, training, and research. For their 14th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal.

The strongest B2B ecommerce brands don’t just generate leads—they build connected digital journeys that guide entire buying teams from discovery to reorder. These formats help brands establish themselves as industry leaders by addressing pain points and offering solutions. She enjoys the constant evolution of the industry and the opportunity to continuously learn, experiment, and uncover new ways to solve complex marketing challenges. She specializes in organic search growth, content strategy, and optimization, with a focus on identifying scalable marketing opportunities that drive strong results. They’re getting the right people to share the right ideas.