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9 traits of high-converting B2B content

While “content that converts” is the goal for nearly every marketing team, far fewer can actually define what it looks like.

The rise of expert-led content: Why authenticity outperforms polish in B2B

Content formats B2B buyers actually want to consume

Best content marketing and thought leadership tools in 2025

What content marketing can learn from B2C brand storytelling

Guides

Thought leadership

Content formats B2B buyers actually want to consume

A decade ago, the average B2B content strategy was built around gated whitepapers, three-minute explainer videos, and the odd email nurture series.

What content marketing can learn from B2C brand storytelling

Should content teams report into marketing or sales?

Why most B2B content fails to convert

7 underrated lead generation tactics that still deliver in 2025

Reviews

News: Industry updates

Acquirz acquires Marketscan to strengthen UK B2B data presence

Founded in 1982, Marketscan has long been a mainstay of the B2B database marketing industry, working with thousands of UK businesses over four decades.

Sellerant acquires Proclaim to add podcasting to B2B growth stack

AI agents ‘underperform’ on confidentiality handling

B2B deals ‘hinge’ on thought leadership that reaches beyond the buying team

TechTarget, Salesloft join forces to streamline outbound B2B sales

News: Marketing strategies

Forrester: Most B2B buyers already have a vendor in mind before formal evaluation begins

According to the research, 92% of B2B buyers start their journey with at least one vendor in mind, and 41% already have a preferred vendor selected before any formal evaluation.

Artificial intelligence is no longer a peripheral tool for B2B

‘CEO-CMO misalignment deepens’ as marketers struggle to prove impact

B2B marketers changing strategies due to current economic climate

B2B marketing leaders overhaul strategy amid economic pressure and AI transformation

News: Tools, software & services

Collectively launches Chorus to align creator strategy with AI brand perception

Built on Jellyfish’s Share of Model platform, Chorus analyses AI-generated content to surface brand perceptions, compare positioning against competitors, and recommend adjustments to creator strategies that can positively influence future AI outputs.

Google Ads introduces more transparent automation reporting

Salesforce unveils Marketing Cloud Next

Lumen Technologies streamlines B2B content production with Adobe GenStudio

Mailchimp introduces new tools to enhance customer insights

News: Regulation and compliance

Zero-click search is ‘rewriting the rules for B2B marketers’

The introduction of AI-generated summaries in search engines is reshaping how B2B buyers interact with content - and B2B marketers are losing visibility and control in the process.

New tool to help UK organisations comply with direct marketing laws

ICO expands efforts to enforce cookie compliance across UK’s top websites

UK marketers urge global standards to prevent greenwashing risks

Google loses final appeal against €2.4 billion EU antitrust fine

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Help for Marketers

Features

How to build a B2B content strategy that drives measurable results

B2B content strategy isn’t just about brand awareness –...
James Groves -
Features

How to build a full-funnel B2B lead generation strategy

In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.
The Editor -
Features

How to convert anonymous website traffic into B2B leads

By using the right tactics, you can identify who’s visiting, understand their interests, and convert more of them into qualified leads.
The Editor -
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