B2B Content Marketing: 2025 Benchmarks & Trends

My career as a marketer has been a lot about experimentation to understand the nuances of marketing. Your brand identity and positioning influence how people perceive your business. Our comprehensive digital marketing guide will help you develop a content strategy for different channels and formats. B2B brands focus heavily on social selling, i.e., using social platforms like LinkedIn to connect and interact with potential customers. Your customer lifetime value (CLV) helps predict long-term revenue and shows how happy people are with your business. For example, I’ve seen how brands like Chewy win their customers’ trust and build loyal relationships through social media interactions.

Additionally, email provides a direct line of communication, facilitating a more intimate and focused dialogue between sellers and potential customers. First and foremost, it allows for personalized and targeted communication, enabling marketers to tailor their messaging and content to specific buyer personas and pain points. For example, LinkedIn may be more suitable for long-form thought leadership pieces, while TikTok could be used for short, engaging videos that showcase a brand’s personality or product demonstrations. Successful multichannel content distribution requires a deep understanding of the unique characteristics and audience preferences of each platform. With more users active on various social media platforms, businesses must adopt a multichannel content distribution strategy to effectively reach and engage their target audience. Utilizing intent data can provide insights into buyer interests and behaviors, helping marketers create highly relevant and personalized content, nurture campaigns, and sales outreach strategies.

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.

Bombora is a marketing tech company that provides intent data — insight into the online research and content consumption that leads are conducting. Marketing and adtech company Merkle provides customer experience management, which means putting together technology for sales, marketing and customer service to create what’s known as a brand experience. Bader Rutter is a marketing tech company that works with brands to prioritize growth. Its software platform includes solutions for content personalization so that brands can engage their customers through digital experiences and interactions tailored to them, such as targeted special offers. Business-to-business marketing, or B2B marketing, amplifies brand awareness and messaging for companies that sell products and services to other businesses and organizations.

What is a B2B content marketing strategy?

Reach the right people via targeted and personalized campaigns. Our credentials include certifications from major platforms like Google, with verified Partner status. These include in-depth blog content, case studies, comparison pages, and educational videos. Content shapes how they understand their problem, evaluate solutions, and build trust.

What’s most important is outlining the company’s summary and target markets, then deciding where to promote it. Tools like HubSpot’s Sales Hub can help marketers segment and qualify leads to identify which prospects convert best, providing data-driven insights to refine buyer personas. Marketers can use demographic and psychographic data to identify individual prospects they’ll be marketing to.

Create content for all stages of the marketing funnel

Mixed in, you’ll find insights and opinions from our team of experts about what these B2B content marketing stats mean, plus resources to act on opportunities. It also pays to have a strong understanding of the industry landscape. TopRank Marketing's full-funnel influence and SEO/GEO solutions help B2B companies become the best answer for their customers. We believe in your uniqueness and therefore, we tailor our marketing strategies specifically for you that deliver real and measurable results. Leverage our expertise to navigate complex business challenges. We bring your brand closer to key audiences and take it to new heights.

Fluent tailors marketing for brands through data collected through opt-in surveys to connect businesses with their desired audience. Its offerings include sales intelligence, which identifies target buyers and priority prospects, and demand identification, which uses data to disperse client budgets according to exactly where marketing efforts will be most impactful. The company collects and aggregates this data to provide insights into consumer and B2B online behavior.

Know your target audience

I’ve often deployed HubSpot’s AI agents to customize them for my specific workflows and create unique assistants trained on my clients’ company data. Sometimes, I even use AI-powered chatbots because they’re extremely capable of qualifying leads and guiding prospects through the sales funnel. LinkedIn’s data shows that 63% of marketers worldwide say campaigns that don’t include creators or influencers feel incomplete.

The best B2B campaigns don’t just hit their numbers; they change how an audience thinks about a problem. He tracks everything from major game launches to the viral trends shaping how we connect, play, and share online. Marketers B2b content marketing aren’t just creating content, they’re building ecosystems that educate, entertain, and convert.

• Sometimes, I even use AI-powered chatbots because they’re extremely capable of qualifying leads and guiding prospects through the sales funnel.
• This new off-site discovery layer reshapes the entire content strategy.
• It covers key concepts like account-based marketing, content marketing, multi-channel outreach, and performance optimization to drive business growth.
• ABM allows companies to tailor their marketing efforts to specific high-value accounts, delivering personalized content and messaging that resonates with each target audience.

On-demand webinars are more popular than ever

Today, businesses increasingly rely on various software tools and platforms to streamline operations and drive growth. Influencers should have a genuine understanding and appreciation for your offerings, and their endorsement should feel natural and credible to their audience. Collaborate with them to create co-branded content such as guest blog posts, webinars, or social media campaigns.

To bring these specialisms to life, agencies including Pretzel and Keys & Kites share expert perspectives and exclusive case studies showcasing their work and approach. HubSpot is the best AI tool for B2B marketing because it integrates content generation, marketing automation, sales, customer support, and learning resources. For data analytics, AI processes engagement metrics, campaign performance, and account behavior to recommend real-time optimizations. Further, I can filter conversations by meeting type, keywords, and participants. Instead of wading through profiles, users can now use Account IQ, a gen AI-powered tool that summarizes everything to provide a deep dive on accounts.

A B2B marketing approach that works for one business may not work for another, but that’s not to say we can’t learn something from the pros. 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. Even as marketing budgets remain in flux after a significant budget downturn in 2024, teams are finding resources for content-related roles in 2026. As companies return to brand-led strategies, marketers want to build trust and loyalty with buyers. She continues, “At FiveFour, we use customer-centric visuals — like infographics and case studies — to turn challenges into solutions and wins into trust.

And use resources more effectively in the future. Whatever distribution channels you use, track metrics that align with your B2B content marketinggoals. You can publish articles and posts, share videos and images, and much more. LinkedIn is a professional networking site, so it’s one of the most popular social media platforms among B2B businesses.