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Learn how personal posts can drive real business impact, and how personality and humour are reshaping B2B marketing.
On 3 September 2025, we sat down with Henry Hayes, Head of Marketing at Passionfruit and a B2B creator with over 10,000 followers.Known for his witty, satirical takes on marketing life, Hayes shared how he blends comedy with content to build relationships, boost personal brands, and drive business results.Affiliate Partnerships Performance Marketing Influencer Marketing Newsdesk
B2B marketing measurement ensures ROI clarity by uniting MMM, incrementality, and attribution - helping marketers optimize spend and drive growth.
B2B marketing campaigns can quickly become costly experiments rather than strategic investments if performance isn’t measured accurately. Businesses that fail to track results can overspend on ineffective channels, miss opportunities for optimization, and struggle to demonstrate ROI.B2B marketing measurement is the process of tracking and analyzing the effectiveness of business-to-business marketing campaigns and their attributed strategies which helps to drive overall business outcomes like increase in sales, revenue growth and more.In a world where marketing budgets are often under scrutiny, having data-backed insights into campaign performance is vital for justifying the allocation of resources. Without measurement, businesses risk overspending on underperforming channels or neglecting high-performing ones.Effective budget allocation ensures that marketing resources are directed to the right channels and campaigns that yield the highest return on investment (ROI). By measuring the performance of each campaign, businesses can identify which tactics and channels are most effective in reaching their target audience.
Strategies for overcoming marketing skepticism in sales-driven organizations.
Today, Jenny Rooney speaks with Sangeeta Prasad, chief marketing officer at global business and technology consultancy Slalom, about her unique journey from classic consumer products marketing to B2B transformation leadership.Sangeeta’s previous experience includes leading marketing at Russell Reynolds, an executive search firm. Her career began in classic consumer marketing with significant roles at P&G, American Express, and JPMorgan Chase.Everything we’re doing is with the lens of ‘how much are you generating?'” This move from being viewed as a cost center to being part of the revenue organization fundamentally changed how marketing is perceived and what it can accomplish, including much closer collaboration with sales teams.And my biggest challenge is getting my organization to keep pace with the change that’s happening.” She emphasizes that AI enhances rather than replaces marketing judgment and strategy, but requires a learner mindset to harness effectively.
You’ve probably noticed that B2B marketing doesn’t look like it used to. What worked five years ago won’t cut it now. Buyer expectations have shifted. Decision-makers want proof, not fluff. And no one has time for campaigns that don’t move the needle.
For small-to-medium-sized businesses (SMBs) that can’t afford to build out an entire marketing department in-house, complete with strategic marketers, certified specialists and subscriptions to the various tools and platforms that make a marketing program run, an agency is often the way to go.That’s where smart B2B marketing strategies come in.In a significant and encouraging shift from the data released in our B2B Marketing Mix Report, more B2B teams are using formal plans to guide their branding and marketing.Once again, there are differences between a strategic marketing plan and a tactical marketing plan.
B2B marketing is the way businesses generate demand from other businesses for their products and services. Just like B2C (business to consumer) marketing, B2B marketing includes many types of content, and it can take place across multiple online and offline channels.
B2B marketing, or business-to-business marketing, involves the strategies and tactics used to promote products or services from one business to another, focusing on building long-term relationships and addressing specific business needs.B2B marketing is the way businesses generate demand from other businesses for their products and services. Just like B2C (business to consumer) marketing, B2B marketing includes many types of content, and it can take place across multiple online and offline channels.The makeup of this committee depends on the product or service being purchased. For example, if the B2B business is marketing office furniture, the buying committee may include office planners, facilities staff, and operations personnel.The process of B2B marketing is often described as the marketing funnel. In the marketing funnel, demand generation efforts lead to awareness. After awareness, lead generation results in an audience displaying interest and consideration. B2B marketers then shift from lead generation to lead nurturing, during which they share information to help shape the buying committee’s intent to purchase.
B2B marketing is short for business-to-business marketing. In our ultimate guide, learn about b2b marketing (and the b2b marketing definition), how b2b marketing works (and how it differs from b2c marketing), and a whole lot more!
Depending on your profession, "B2B Marketing" is a phrase you may or may not be familiar with. The vast majority of us receive B2B marketing messages, often on a daily basis. If you have a job, and have even thought about buying a product or service to use at that job, chances are you are a part of the B2B marketing process.B2B marketing is promoting products and services to other businesses, typically: (1) at large volumes, (2) with lengthy sales cycles, (3) to multiple decision-makers, and (4) with more complexity than consumer products.The first step of B2B marketing is letting other companies know that your business exists, and you have a product or service which will benefit them. In addition to increasing brand awareness, B2B marketing gets companies interested in your brand, and nurtures prospects – with the goal of converting them into customers.Let's say a woman named Laura is a sales rep for an email marketing software company. She meets Tom at an industry trade show. Tom works at a graphic design company and shows interest in Laura’s product. Laura adds Tom’s name to her database, and she and her team nurture him in the B2B marketing process.
What is B2B marketing? Learn everything you need to know about business to business marketing in this guide including best practices & strategies!
Mastering B2B marketing can be a challenge.We’re used to being marketed to as consumers, but try to turn the tables and market to an entire board of key stakeholders...But where there’s a B2B business, there’s a way to market to them.The definition of B2B marketing.
The 'buyability' model unifies brand and demand, and helps attribute revenue, with a strategy built around B2B buyers' needs and how they make decisions.
The ‘buyability’ model unifies brand and demand, and helps attribute revenue, with a strategy built around B2B buyers’ needs and how they make decisions.Having an “imperfect understanding of where runs come from” is not restricted to baseball. It’s alive and well in B2B marketing. Like Billy Beane, today’s B2B marketing leaders are under enormous pressure to do more with less.The flaw is that this linear, simplistic model of attribution conflates activity and influence: it maps revenue to the activities of the sales cycle, instead of mapping it to what influences confidence to buy. The influence of brand does not end at the hand-off to the performance marketing team, just because the measurement model says so.With marketing professor Marcus Collins, the ANA, the IAA, WARC and Newton X, we looked at what really makes B2B products buyable, what influences confidence and what are the emotional jobs to be done that have to be satisfied before buyers feel confidence to buy.
Business-to-business (B2B or, in some countries, BtoB or B4B) refers to trade and commercial activity where a business sees other businesses as its customer base. This typically occurs when: A business sources materials for its production process for output (e.g., a food manufacturer purchasing ...
Horizontal B2B is the transaction pattern for the intermediate trading market. It consolidates similar transactions from various industries into one platform, offering trading opportunities for both buyers and suppliers. Typically, it involves companies that do not own or sell the products but serve as a platform to connect sellers and buyers online.Business-to-business (B2B or, in some countries, BtoB or B4B) refers to trade and commercial activity where a business sees other businesses as its customer base. This typically occurs when: A business sources materials for its production process for output (e.g., a food manufacturer purchasing ...
Learn why LinkedIn dominates B2B marketing, how personal branding and video drive engagement, and what tactics help marketers gain traction on the platform.
Most marketers these days no longer have a straightforward, natural path to engage with people. Instead, LinkedIn has become that path. I regularly message new leads to understand what they're looking for or why they're trialing our products.LinkedIn just made its stance on video crystal clear. At its first-ever NewFronts, the company spotlighted video as the future of B2B marketing, unveiling new native video ad formats and doubling-down on the importance of thought leadership clips and expert-driven content in long sales cycles.I'll close with another firsthand example of the power of LinkedIn. I posted an entertaining meme a while back to promote our new AI search function in our Content Lab: The gist of it was that AI search can help you optimize content marketing.We started talking, and I realized that tradeshows are sitting on so much content they don't know what to do with—a perfect target audience for our product! We'd never focused on tradeshow client personas before, but they're actually a fitting market for Content Lab, and that discovery has led to several other conversations with potential tradeshow clients.
Discover the B2B Marketing Awards 2025 shortlist and join us for the 20th anniversary ceremony celebrating industry excellence.
We are delighted to reveal the shortlist for the B2B Marketing Awards 2025, the industry’s leading recognition of strategic excellence, creative innovation and measurable impact.This year’s entries set a new standard. Ambition was high, execution was sharp and the results prove the strength of modern B2B marketing.Congratulations to all finalists! Your campaigns are not only competing for awards, they are defining what world-class B2B marketing looks like today.The winners will be revealed at the B2B Marketing Awards ceremony on 26 November 2025, taking place at Old Billingsgate in London.
Discover eight inspiring B2B marketing examples and strategies to enhance your campaigns, generate leads, and drive business growth.
B2B marketing has a reputation for being dry, predictable, and, well… a little boring. But the truth?The best B2B marketers are doing work as boldly and creatively as anything in B2C.In this blog post, we’ll dive into compelling B2B marketing examples that showcase how businesses navigate these challenges to drive growth.B2B marketing, or business-to-business marketing, involves promoting products or services from one business to another.
B2B marketing, or business-to-business marketing, is the process through which a business informs other businesses about a product or service.
B2B marketing is a large and growing segment of the advertising industry. B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 billion in 2025.1 In 2026, this represents 4.3% of the worldwide ad market. B2B digital ad spending is concentrated in the U.S.B2B marketing is often contrasted with B2C marketing, or business-to-consumer marketing. These are two concepts in marketing that serve different audiences and purposes. While B2B marketing is a seller communicating with decision-makers on behalf of an organization, B2C marketing is informing individual end consumers about a product or service.B2B marketing, or business-to-business marketing, refers to the process of one business informing another business about a product or service.The goal of B2B marketing is for a seller to communicate with decision-makers at an organization, rather than the end consumer.
Business-to-business is a type of commerce transaction that exists between businesses, such as those involving a manufacturer and a wholesaler or retailer.
B2B businesses sell products to other companies, and that formal procurement procedure might be more bureaucratic and slower. In contrast, B2C businesses market directly to individual consumers, who typically make purchasing decisions based on personal preferences, price, and convenience.The offers that appear in this table are from partnerships from which Investopedia receives compensation. This compensation may impact how and where listings appear. Investopedia does not include all offers available in the marketplace.James Chen, CMT is an expert trader, investment adviser, and global market strategist.Suzanne is a content marketer, writer, and fact-checker.
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A practical playbook from CMOs and Marketing leaders of Canva, LinkedIn, VEED, and G2 review data that will help your B2B video marketing strategy.
Canva uses its own product internally across social media, creative, and marketing teams. The Canva team uses AI-powered features like "Highlights" to automatically cut shareable clips from longer videos, and "Beat Sync" to edit clips in sync with the beat of a song.AI promises to enhance efficiency and impact with advanced features and integrations that flow into broader workflows. Here are some golden nuggets from Canva and VEED’s leaders on how they use AI for marketing.According to LinkedIn's Director of Product Marketing, Elaine Theios, video content is growing at twice the rate of other formats on its platform. This shift in B2B video engagement and content preferences is palpable.G2 data and market analysis underscore the rapid ascent of video in B2B marketing, especially within AI-powered content creation. The Video Content Creation category on G2 reveals user sentiment that is overwhelmingly positive.
B2B buying dynamics require new marketing approaches. Join us at Forrester’s B2B Summit in EMEA or APAC to learn how to address them.
GenAI and agent-based buying are here. These tech-savvy buyers aren’t waiting for vendors to catch up. They’re using generative AI (genAI) and intelligent agents to research, compare, and short-list providers — often before you even know they’re in the market.In my keynote, I’ll unveil exclusive insights from Forrester’s Buyers’ Journey Survey, 2025, revealing how buying behaviors are shifting and what that means for your go-to-market strategy.Evolve your go-to-market leadership and strategy.Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.
B2B Marketing provides actionable intelligence, data, events and training to help marketers maximise business performance and realise their potential.
B2B Marketing provides actionable intelligence, data, events and training to help marketers maximize business performance and realise their potential.Looking to elevate your account-based marketing (ABM) program? How to Win with ABM: Lessons from the 2024 B2B Marketing Awards offers a behind-the-scenes look at what today’s top-performing B2B marketers are doing differently.B2B Marketing delivers expert-led marketing intelligence, events, training and resources to help you realize your potential as a marketer and maximize business growth and performance.Our second ever Global B2B Marketing Agencies Benchmarking Report is back and it is showcasing the best-of-the-best in B2B across the globe, from the UK to the US and beyond.
Here are 10 fundamental B2B marketing strategies that will help your professional services firm get ahead in the marketplace.
You may wonder, though, which ones actually work in today’s hyper-competitive environment? In this article, we will explore ten fundamental B2B marketing strategies that will not only help your firm keep up, but help you get ahead.B2B marketing strategy is the carefully selected set of techniques a firm uses to reach, nurture and sell its products and services to businesses in its target audience. Buyers are often c-suite or director-level professionals at other companies.Buyers are trying to solve complex business challenges, and the solutions can be expensive, often requiring a great deal of time and customization to complete. As a result, many companies approach the selection process with care and deliberation. So a B2B marketing strategy needs to address all stages of the buyer journey.At the top tier of the marketing funnel you have a potential universe of buyers who are generally unaware of your product and service offerings. B2B marketing activity at this top tier employs techniques that broaden the visibility of your brand and attract the right kind of leads to engage further with your brand.
B2B marketing is evolving. Are you evolving with it? Get the latest on what B2B marketing means and how to succeed at it here in 2022.
From best practices to building a strategy to the most helpful LinkedIn products, you’ll learn everything you need to know about B2B marketing in this guide.In a broad sense, B2B marketing content tends to be more informational and straightforward than B2C. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact.This makes for a complex and sometimes challenging landscape, but as data sources become more robust and accurate, B2B marketers’ ability to map out committees and reach buyers with relevant, personalized information has greatly improved.Competition for customers, and their attention, is high. Building out a B2B strategy that delivers results requires thoughtful planning, execution, and management. Here’s a high-level look at the process B2B companies use to stand out in a crowded marketplace:
Learn all things B2B marketing from integrated and data marketing to strategies like direct mail and social media.
An example of B2B Marketing would be companies that produce tire casings and sell them to car manufacturers, or a platform like MailChimp which provides an email marketing platform and interface for businesses.A B2B business includes four different types of businesses. These are producers, resellers, governments and institutions. So, businesses can be defined as different kinds of organizations but still be considered a business who uses B2B marketing.Different from B2B, B2C stands for Business to Consumer. This type of marketing is most often seen as it is how a business or manufacturer directs their marketing directly to consumers, people who are potential buyers for the product.For Apple, a company that’s focused on their products which work seamlessly together, they use B2B marketing to sell their suite of products under the message of “make our team your team.” Here’s an example of Apple and their B2B strategy.