Whether you’re trying to unlock spend for a high-profile industry expo or protect your events budget during mid-year reviews, you need more than anecdotal success stories.
It sounds like a simple org chart question. But in practice, it cuts to the heart of one of the biggest tensions in B2B growth today: what exactly is content for?
Despite a proliferation of whitepapers, blog posts, gated ebooks and branded reports, many B2B marketers are still struggling to turn engagement into meaningful pipeline.
Whether it’s founders, consultants, sales leaders or product owners, the voices buyers are listening to, and trusting, are those of real people with subject matter credibility.
The lines between B2B and B2C are blurring. Business buyers are still people – and they increasingly expect the same clarity, authenticity and emotional resonance they experience as consumers.
Whether you’re trying to unlock spend for a high-profile industry expo or protect your events budget during mid-year reviews, you need more than anecdotal success stories.
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.
This guide outlines five key steps to achieve a future-proof B2B martech stack, each with practical actions to help you plan and execute with confidence.
LinkedIn has published its latest B2B Marketing Benchmark Report, drawing on insights from 1,500 senior marketers to identify the content formats and tactics most effective in building trust and driving results on the platform.
Whether you’re trying to unlock spend for a high-profile industry expo or protect your events budget during mid-year reviews, you need more than anecdotal success stories.
Despite advancements in marketing automation and AI, many B2B brands continue to struggle with one of the most critical stages in the customer journey: onboarding.