糖心Vlog

Effective B2B marketing is challenging to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy.

B2B marketing strategies include email marketing, content marketing, SEO, social media, and account-based marketing. These approaches use logic-driven, ROI-focused messaging to reach business buyers throughout longer sales cycles with multiple decision-makers.

糖心Vlog to businesses differs from marketing to consumers, which is why B2B marketing requires distinct strategies. Without proper buyer persona targeting, promotions and advertisements will fall flat. This guide covers proven methods, real examples, data-backed trends, and expert insights to help build an effective in 2026.

Table of Contents

• What is B2B marketing?
• B2B vs. B2C 糖心Vlog
• B2B 糖心Vlog Strategies
• Types of B2B 糖心Vlog
• B2B Digital 糖心Vlog
• B2B Content 糖心Vlog
• B2B Social Media 糖心Vlog
• B2B 糖心Vlog Trends to Watch in 2026 [New Data]
• B2B 糖心Vlog Examples

What is B2B marketing?

B2B marketing is the process of promoting and selling products or services to other businesses rather than individual consumers.

is an example of a company that engages in B2B marketing. HubSpot’s customers are other businesses, not individual consumers. Therefore, all of our marketing efforts can be classified as B2B marketing.

For new marketers in the B2B space or a small B2B business owner learning the ropes, B2B marketing can seem tricky at first. But don’t worry. It’s not so different from typical consumer marketing, and I’ll go over everything you need to know so you can create an effective B2B marketing strategy.

The B2B Buying Process

The B2B buying process typically unfolds across three distinct stages, each requiring different marketing approaches and content strategies. Generally, these stages are known as Awareness, Consideration, and Decision.

• Awareness Stage. The prospect has become aware of a problem and begins educating themselves. 糖心Vlog at this stage focuses on educational content that helps buyers understand their challenges without pushing products.
• Consideration Stage. The prospect researches solutions for their new problem. They’re comparing different approaches, vetting vendors, and building business cases for their stakeholders. Content shifts toward solution-focused guides, comparison resources, and case studies that demonstrate real-world results.
• Decision Stage. The prospect is ready to make a purchase or formally begin a buying process. Buyers need pricing details, implementation timelines, and proof that a solution will integrate with their existing systems. Product demos, free trials, and sales consultations become the primary marketing touchpoints.

After understanding the buyer’s journey, take this opportunity to create a customer journey map for the company or ask for one for reference. A customer journey map is a customized version of the buyer’s journey that shows how a brand interacts with prospects during each phase. With that information, teams can understand which marketing strategies will be most effective at each stage.

Pro tip: Working on strategies for marketing B2B products? Use our to build a comprehensive plan.

B2B 糖心Vlog Characteristics

B2B marketing operates under a different set of dynamics than consumer marketing, shaped by organizational purchasing behaviors and business objectives.

These characteristics include:

• Multiple decision-makers. B2B purchases typically involve buying committees with diverse roles and priorities. A marketing manager might champion a tool, but needs sign-off from finance, IT, and executive leadership before moving forward.
• Longer sales cycles. Business purchases move through extended evaluation periods due to higher price points and organizational complexity. What takes a consumer minutes to decide can take businesses months of deliberation and stakeholder alignment.
• Logic and ROI drive decisions. Business buyers prioritize measurable outcomes, efficiency gains, and financial returns over emotional appeals. 糖心Vlog materials emphasize data, case studies, and concrete business impact.
• Relationship-focused approach. B2B transactions often evolve into long-term partnerships rather than one-time purchases. 糖心Vlog efforts prioritize trust-building, ongoing education, and customer success over quick conversions.
• Higher transaction values. B2B deals generally involve larger financial commitments than consumer purchases. Annual contracts can range from thousands to millions of dollars, warranting extensive due diligence.
• Educational content emphasis. Business buyers expect in-depth resources that help them make informed decisions. White papers, webinars, and detailed guides replace the entertaining content that works in consumer marketing.
• Account-based strategies. B2B marketing frequently targets specific companies rather than broad audience segments. Campaigns get personalized for individual accounts, especially in enterprise sales.
• Customer retention focus. B2B success depends on retaining customers over the long term, not just acquiring them. Tools like customer health scoring can help teams track account health and intervene before customers churn.

B2B 糖心Vlog Channels

B2B marketers rely on specific channels that align with how business buyers research solutions and make purchasing decisions.

Here are some of the most popular channels:

• Email marketing. Direct email campaigns and newsletters remain one of the most effective B2B channels. Business professionals check their emails regularly and expect vendor communications in their inbox.
• Content marketing. Blog posts, guides, and long-form resources establish expertise and help buyers through their journey. Search-optimized content captures buyers during active research phases.
• LinkedIn and professional networks. B2B buyers spend time on professional platforms to vet vendors, research solutions, and engage with industry content. LinkedIn offers both organic and paid opportunities to reach decision-makers.
• Search engine optimization (SEO). Buyers start their research with search engines, making organic visibility critical. Technical SEO and content optimization help businesses get discovered during early awareness stages.
• Webinars and virtual events. Live and on-demand educational sessions allow businesses to demonstrate expertise while generating qualified leads. Webinars work particularly well for complex solutions that require detailed explanations.
• Account-based marketing (ABM). Targeted campaigns focus on specific high-value accounts rather than broad audience segments. help coordinate marketing and sales efforts around priority prospects, ensuring both teams work from the same playbook.
• Paid advertising. PPC campaigns on search engines and social platforms help businesses reach buyers actively researching solutions. Retargeting ads keep brands visible throughout longer buying cycles.
• Trade shows and industry events. In-person conferences provide opportunities for face-to-face networking and relationship-building. Live events work exceptionally well in industries where relationships and trust matter most.

B2B vs. B2C 糖心Vlog

B2B and B2C (business-to-consumer) marketing differ fundamentally in their audiences and how they communicate with them. B2B marketing targets the needs, interests, and challenges of individuals who make purchases on behalf of their organizations, making the organization the customer. B2C marketing targets individuals making purchases for themselves.

Here are a few examples of B2B companies:

• A coworking space that leases office spaces to remote teams and freelancers (like ).
• An on-demand order fulfillment, warehousing, and screen printing service (like ).
• A marketing software company that sells social media management tools, lead generation software, and other marketing tools to businesses and organizations (like ).

B2C marketing targets the needs, interests, and challenges of individual consumers who make purchases on their own behalf, making the individual the customer. Here are a few examples of B2C companies:

• An ecommerce company that sells office supplies to remote or self-employed individuals (like ).
• A store that sells t-shirts and other clothing and accessories (like ).
• A music platform that sells streaming subscriptions (like ).

For more context, let’s take a look at this chart comparing B2B and B2C customers.

Although they differ, B2B and B2C companies intersect in many ways. While Poppin sells office supplies to remote or self-employed individuals, they also design corporate office spaces and branded supplies.

On the flip side, Printful offers order fulfillment and warehousing to businesses. They also fill ecommerce printing orders for individuals. Also, as distinct as the B2B and B2C marketing audiences can be, B2B marketers can always learn from B2C campaigns, too.

From experience, there are nuances to consider. For example, logic and financial incentives may drive B2B purchase motivation.

However, anyone who understands sales knows there are typically some emotions at play behind any purchase. In B2B, that could be fear (i.e., are we falling behind?) or frustration (i.e., our current systems are slowing us down). It could also be a feeling of hope (i.e., if we invest in this new software, we can become more efficient and stay ahead of our competitors).

B2B 糖心Vlog Strategies

As mentioned earlier, marketing depends on its audience. While B2B and B2C marketing vary, not every piece of B2B marketing material is alike, either.

In this section, I’ll cover various B2B marketing strategies you can implement to reach your specific business audience.

Some of these strategies are preparatory, such as identifying your audience, while others are ready to be executed, such as creating a B2B website.

1. Identify your target market and target audience.

Before building marketing campaigns, teams need to know who’s actually taking the buyer journey. Start by defining the target market. For B2B companies, consider firmographic data such as:

• Company size (i.e., small, medium, or enterprise).
• Company region or location (i.e., North America, South America, Africa, or specific countries and regions).
• Company industry (i.e., healthcare, fintech, or SaaS).
• Number of employees.
• Revenue.

Then define the target audience — that is, the specific human prospect looking for the brand’s products or services. Remember, the product should speak to the people who work at that company, not a faceless corporation.

Marketers can use demographic and psychographic data to identify individual prospects they’ll be marketing to. This may include their:

• Age.
• Location.
• Gender.
• Education level.
• Job title.
• Behaviors.
• Habits.
• Beliefs.

This information will help create and customer profiles, which in turn will help marketers understand how prospects make purchase decisions and which marketing channels they’re more likely to use.

For instance, if you’re targeting an entry-level employee aged 22-26 at a small business in North America, you can likely use social media to reach them effectively.

Pro tip: To move beyond educated guesses, interview existing customers or collaborate with sales, customer service, or customer success teams. That’s where teams find actual insights about motivations and pain points.

Tools like can help marketers segment and qualify leads to identify which prospects convert best, providing data-driven insights to refine buyer personas.

I would also see your buyer personas and customer profiles as unfinished, flexible documentation. That means when you discover something noteworthy, you can update the documents to reflect your findings.

2. Choose your marketing mix (or the 4 Ps of marketing).

Armed with firmographic, demographic, and psychographic information, it’s time to build a B2B marketing strategy tailored to the customer. Start by defining the marketing mix, or the 4 Ps of marketing:

• Product. What product is sold.
• Price. How much the product costs.
• Place. Where the product is sold.
• Promotion. Where customers will find out about the product.

Defining the 4 Ps will help create a more extensive marketing strategy. It marries all of the information about potential customers with the information teams already know about their product. Marketers can then create a more effective strategy than if they jumped right into tactics and execution.

3. Create a B2B marketing plan and a marketing strategy.

With the right marketing mix, teams can dive in even more deeply by creating a marketing plan and a marketing strategy. A marketing strategy accounts for market conditions in relation to the company’s goals, and a marketing plan provides an actionable roadmap with specific channels and metrics.

What’s most important is outlining the company’s summary and target markets, then deciding where to promote it. It’s all too easy to choose specific strategies, like social media marketing and content marketing, without a strategic approach. That can easily lead to overspending in the wrong areas. To create a marketing plan and strategy, start with a template.

But, as with buyer personas and customer profiles, teams should see the marketing plan and strategy as evolving. That means when marketers get more data, and it makes sense to do so, they can pivot the marketing plan and strategy.

Looking to get started? Try HubSpot’s free marketing plan template, designed to help teams choose the right B2B marketing channels for their company. With the template, marketers can determine their:

• Business summary and initiatives.
• Target market.
• Market strategy.
• Budget.
• 糖心Vlog channels.
• 糖心Vlog technology.

In this list, we could have easily shared specific marketing tasks you can do, such as creating online content or publishing short videos. And while these things will likely be a worthy use of your time, it’s more important to spend your time strategizing to minimize marketing costs and increase your ROI.

Strategizing is the core of any B2B marketing strategy — not implementing specific tactics like blogging or SEO. Those will come later once the team has defined the big picture.

4. Cover all of your B2B marketing bases.

It’s time to dive into the more tactical aspects of the team’s B2B marketing strategy. That means covering all of the marketing bases. The “basics” will vary per industry. For instance, in a more traditional vertical, teams might rely less on websites and more on industry events.

That said, every B2B company should cover most of the following:

• Launching a website.
• Creating and maintaining your social media profiles.
• Starting an email marketing newsletter.

Later, we’ll cover specific types of B2B marketing that you can integrate under each of these strategies. But here’s a good introduction:

• Website strategies — content marketing, blogging, SEO.
• Social media strategies — social media marketing, paid social media, short-form video marketing.
• Email marketing strategies — email marketing, lead nurturing with .
• Strategies for industry events and conferences — event marketing, trade show marketing.

Pro tip: Don’t implement everything at once. A staggered approach prevents marketers from spreading themselves too thin. Launch a website and build a content pipeline first, using tools like to streamline content creation and publishing. Then add social media to amplify and repurpose that content.

If a channel doesn’t work after consistent effort and experimentation, don’t force it. Bring in specialist help if needed, or reallocate resources to what’s working.

5. Run a competitive analysis.

To choose specific marketing strategies, conduct a competitive analysis. Scope out the market and see which businesses are marketing to the business’ target audience. Learn what they’re currently doing — do they have a website? A presence on a specific social media platform, such as LinkedIn?

Things to be on the lookout for when inspecting competitors are:

• Competitor product offerings.
• Competitor sales tactics and results.
• Competitor marketing content and social media presence.

Featured Resource:

Then, think about competitors’ strengths, weaknesses, opportunities, and threats — otherwise known as a SWOT analysis. With that information, businesses can better choose the best channels. For example, if no competitors are on Instagram, for instance, then Instagram marketing may not be a good strategy to pursue (or it may require testing before investment).

Marketers should also note where their brand outperforms competitors. Standout features can help establish brand positioning.

6. Determine your brand positioning.

Next, define the brand’s positioning in the market. This statement is the who, when, why, and how of the brand’s identity — or how the brand is perceived through the eyes of the customer. Knowing where the business stands helps cultivate a consistent brand image, regardless of channel.

Devise a brand positioning statement that the team and prospective customers can believe in. Then, it’s time for the next step.

Featured Resource:

7. Explore marketing channels to use.

Depending on the customer segments and competitor analysis, teams can explore channels, strategies, and and customer funnels.

To effectively measure marketing efforts, use . Dashboards track performance, identify trends, and make data-driven decisions to turn marketing campaigns into real revenue.

Next up, let’s look at the types of B2B marketing you can implement now that you’ve created your overall strategy.

Types of B2B 糖心Vlog

B2B marketing channels include email marketing, content marketing, SEO, social media, PPC advertising, and account-based marketing, each designed to reach business buyers at different stages with specific ROI timelines ranging from one to 18 months.

B2B Email 糖心Vlog

Email marketing is a tried-and-true method of reaching both individual consumers and business customers. Emails drive engagement, which turns subscribers into leads and then into customers.

Unlike B2C customers who respond best to emotions and entertainment, B2B customers look for logic and positive ROI. Essentially, they’re asking themselves, “How can you help my business grow?” Because of this, email marketing must consistently resonate with the business’ customers and focus on what matters to them — like time, money, and resources.

Email marketing is also a powerful way to share the brand’s content. Many B2B companies use email newsletters as part of their content marketing program, and the B2B marketers we’ve spoken to say these newsletters are most critical to their content marketing success.

With the constant barrage of emails flooding our inboxes today, it’s more important than ever to create and send out effective marketing emails.

To help create emails that stand out, use .

B2B Email 糖心Vlog Best Practices

• Write engaging subject lines. The subject line is the email’s trailer. If it doesn’t hook readers in a few dozen characters, they won’t open it. Spend real time crafting subject lines, and A/B test them to see what resonates with the audience.
• Stick to one CTA per email. Multiple CTAs create decision paralysis. Focus each email on a single action so recipients know exactly what to do next.
• Segment lists. Not every email fits every subscriber. Segment by buyer journey stage, industry, or past behavior using tools like list segmentation. Targeted emails feel personal and perform better than generic blasts.
• Design for mobile. Most professionals check email on their phones. If the email doesn’t render correctly on mobile, it gets deleted. Test designs across devices before sending.

Pro tip: Build an email list with opt-in forms on the website’s homepage, About page, and blog. Use to create forms that integrate directly with the team’s CRM and automatically segment new subscribers.

B2B Digital 糖心Vlog

Every business, whether B2B or B2C, should have a digital presence that includes paid ads, search engine optimization, a website, and any other online channels where the B2B company is active.

Here’s how to strengthen your B2B digital marketing strategy.

1. Build and optimize your website.

Digital marketing can’t function without an informative, engaging website. Most buyers visit a website before making a purchase, and the typical B2B sales cycle often involves many key players (gatekeepers, decision-makers, and others who must buy into a purchase).

Websites provide an easy way to share information about products or services with all stakeholders involved in the buying decision. But the website needs to be more than informative. It must be discoverable.

Use on-page SEO tactics like image alt text and meta descriptions (what visitors see), plus technical SEO like structured data and site speed (what they can’t see). Off-page SEO matters too, including external linking strategies and social sharing.

Tools like can help manage website content, optimize for search engines, and track performance from a single platform.

For inspiration on how the best B2B websites are built to impress, check out this video:

2. Run strategic PPC campaigns.

Round out the business’ digital presence with pay-per-click (PPC) advertising, which puts content and brand in front of new audiences across search engines and other advertising platforms.

Maximize PPC investment by advertising more than just products or services. Promote brand personality, blog content, social media, or company values. The best way to see ROI from paid ads is to incorporate buyer persona data and boost content that resonates with them.

A brand-new prospect who’s never heard of the business isn’t searching for its exact product. They’re searching for a solution to their problem or a specific feature. Target relevant categories and pain points within the brand rather than promoting products directly.

B2B Content 糖心Vlog

We’ve talked about how B2B customers are focused on expertise, driven by logic, and want to be educated. What better marketing tool to satisfy these priorities than B2B content marketing?

Whereas a traditional PR marketing strategy interrupts a consumer’s day-to-day with promotional material, a content marketing strategy adds valuable information and informs the consumer, which is precisely what B2B customers are looking for.

Content marketing supports SEO efforts by anticipating what the audience is searching for, helping them discover helpful content, and potentially converting them to customers.

It’s important to note that content marketing is most effective when brands align content with the various stages of the buyer’s journey. As , CEO and founder of , says, “Effective content in the awareness phase educates the buyer on their pain points.”

A frequent mistake B2B organizations make is educating the buyer on their own company, product, or service, Franchell notes. However, he says the buyer isn’t ready for that. They are just beginning to understand their problem.

Franchell adds, “Additionally, B2B companies should test content. Run a test on an incentive and vary the type of content - use a webinar, an ebook, or a video. Understand what format of content attracts the right types of buyers and measure it down to an individual human level.”

Business decision-makers prefer to get information from an article rather than an ad. Knowing this, I’d say you should be putting the same, if not more, resources into your content marketing than your traditional advertising strategy.

Because the B2B buyer’s journey is slightly different than the B2C buyer’s journey (which has shorter sales cycles and fewer decision-makers involved), the content created for a B2B content marketing strategy may vary more than the content geared toward consumers, as illustrated in the graphic below.

Before creating content, set up a business blog. (Don’t worry; growing blog readership is easier than expected, especially with a tool like Content Hub.)

streamlines the entire content creation process, from ideation and writing to publishing and performance tracking. It’s designed to help marketing teams produce SEO-optimized content consistently without getting bogged down in technical details.

B2B Social Media 糖心Vlog

Believe it or not, B2B buyers and C-suite executives can and do use social media when making a purchase. That’s right — social media marketing isn’t just for brands targeting individual consumers.

Many B2B companies struggle with social media marketing, though. It can be harder to use social media to connect with business customers, especially because (as we mentioned above) there’s typically a lengthier sales cycle and longer chain of command.

B2B social media marketing might not be where teams convert the greatest number of leads, and that’s okay. It likely comes into play early in the buyer’s journey. Social media is a powerful tool for building brand awareness, giving the company an online personality, and humanizing the business — all of which are key to marketing and connecting with potential customers.

Like email marketing, social media is also a highly effective channel for sharing content and enhancing the brand’s expertise, which we know B2B customers appreciate.

While social media accounts might not convert as frequently as content or email marketing, they’re just as important. In this case, followers are just as valuable. They might convert to leads or customers.

Pro tip: Content shared by employee advocates can generate more engagement than content shared by brands. So, involve employees in the brand’s B2B social media marketing strategy. Encourage them to create their own social media channels and share about life at the company.

Create a culture account () to show what’s going on at work, not just what you’re selling. You never know — this might attract strong talent, too.

B2B 糖心Vlog Trends to Watch in 2026 [New Data]

HubSpot’s Blog team conducted research and ran surveys to understand the challenges, opportunities, and initiatives that B2B marketers face in 2025.

From the , here’s what marketing teams can expect from this year and how they can adapt to make the most of these trends.

1. Marketers make a big shift toward reaching younger generations.

Reaching younger generations has been a marketing focus for several years. But our data shows we’ve reached a turning point heading into 2026.

Gen Z and Millennial customers remain stable targets. However, the number of marketers targeting Boomers and Gen X (anyone born before 1981) has collapsed. 糖心Vlog teams are moving beyond older generations.

The decline in Gen X-focused marketing is particularly interesting. Gen X holds roughly $42.6 trillion in , half of what Boomers have amassed but triple that of Millennials. They’re a tough marketing nut to crack, but abandoning them feels premature.

If this decrease continues, consider which strategic opportunities other marketers are forgoing and how I could capitalize on that shift.

2. What’s old is new again: Brand-led marketing returns.

Over the past few years, brand-led marketing has taken a back seat to other strategies. That’s changing.

Buyers want a brand behind the product or service they’re purchasing.

Marketers are placing greater emphasis on their brand, ensuring buyers receive meaningful content and a unified experience across platforms.

is a key target for increased investment among B2B marketers. There’s value in being “the name” in a space alongside investments in SEO, paid and organic social media content, and video marketing.

3. Brands wear their values on their content sleeves.

Younger generations get very attached to brands that align with their values. As these folks move into buying roles at companies, they’ll bring that value-alignment goal to their buying processes.

Pay attention to how content reflects the . Start by defining the , then create content that reflects them.

Expert Insights: Where Gen Z and Brand Values Collide

, content strategist at , shares more on why it’s worth showcasing brand values. “Millennials and Gen Z are two of the most brand-loyal generations,” she said.

She continues, “They find brands they love that align with their values, and they not only stick with them but promote them on social media and encourage their friends to purchase from those brands. Brands that target these groups quickly learn the power of that connection.”

There’s a risk to sharing brand values, as being vulnerable can potentially upon the company and its marketing work. But, saying nothing is also a choice — and it’s one that younger generations simply won’t stand for.

4. Brand storytelling goes visual-first.

Younger customers crave . Instagram, YouTube, and TikTok are Gen Z’s by a significant margin, so marketers are shifting their media strategies to compensate.

Short-form video, images, and live-streaming video content are becoming increasingly important. Our research found that marketing leaders are investing more in these channels, especially as they’ve shown higher ROI than legacy content marketing options.

Surveyed marketers share that they’re focused on those popular Gen Z channels for B2B content. They’re committing more resources to YouTube, Instagram, and TikTok to use visual storytelling to appeal to business buyers.

Expert Insights: B2B Buyers Want Meaningful Stories

, marketing director at , sees the influence that visual storytelling can have on B2B buyers. “B2B marketing isn’t about selling — it’s about connecting through stories that matter,” she says.

She continues, “At FiveFour, we use customer-centric visuals — like infographics and case studies — to turn challenges into solutions and wins into trust. This is marketing that builds relationships, not just transactions.”

B2B marketing relies heavily on building meaningful relationships. When , lean on visual content to reinforce relationships online and connect with buyers.

While this isn’t necessarily B2B, I think of when I think of powerful visual storytelling. It’s twice as long as best practices say it should be. In fact, the ad broke many advertising “rules.”

But it’s been one of Volvo’s most successful ads ever because it told a story worth telling. And it was one that people latched onto and loved.

When you’re told to think about “authentic” or “meaningful” storytelling, I’d point you to an ad like Volvo’s. How does your product or service touch the lives of others? What fascinating, rule-breaking angle can you take?

5. Niche influencers become a key B2B channel.

Research shows that 94% of marketers believe plays a vital role in B2B marketing, yet only 24% have invested in a genuine influencer strategy.

As companies return to brand-led strategies, marketers want to build trust and loyalty with buyers. The right influencers can deliver on that.

A creator’s size of influence matters, but bigger isn’t better. Influencers with fewer than 100,000 subscribers are more helpful for B2B influencer marketing than their larger counterparts.

Smaller influencers have lower market-entry costs and are perceived as more trustworthy by followers. They also open doors to niche, tight-knit communities, reflecting a growing trend toward .

This trend is worth watching, especially as larger social networks get more expensive and challenging to compete on.

6. 糖心Vlog teams are hiring for a content-rich future — especially on social media.

Brand-led strategies rely on high-quality content and expansive production models to reach buyers. 糖心Vlog teams need members well-versed in the nuances of content to meet that demand.

Even as marketing budgets remain in flux after a , teams are finding resources for content-related roles in 2026. Creators, coordinators, and strategists, especially on social media, are in high demand.

Contract or freelance talent will play an essential role in this content-led future.

Even if marketing leaders can’t afford full-time hires, the pressure to produce and manage brand-led content will force compromises throughout marketing budgets.

7. AI is helping marketers keep pace with increasing content needs.

AI surged to the forefront of marketing discussions when in 2022. As AI tools refined their models and integrated into tech stacks, marketers noticed opportunities.

A brand-led marketing future that relies on content sounds like a lot of work. AI, and generative AI in particular, has helped. Many surveyed marketers say using AI for content creation is one of their most common use cases.

Marketers plan to use AI to turn text into multimodal campaigns. This content repurposing transforms content from one format to another, such as a blog into an AI-generated audio podcast or a video script.

Doing so manually burns through team resources. AI is now well-positioned to handle content repurposing, and marketers are ready to embrace it.

can help with content creation and personalization at scale, allowing marketing teams to produce more without sacrificing quality.

Automation will also reappear as “” that autonomously operates some marketing functions and frees up time for other activities.

Rather than generating content based on user input, agentic AI can analyze data, devise strategies, and operate autonomously to achieve goals.

Despite AI’s promise, many questions still swirl about what an AI-driven marketing strategy looks like — and how to show it’s worth the money. 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.

We’ll see how this pairs with an expected in AI Infrastructure and IT spending in 2026.

Marketers who speak the language of AI ROI could find an exciting space for themselves and their teams.

B2B 糖心Vlog Examples

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.

Here are some B2B marketing examples of businesses that do it right.

1. Social Media 糖心Vlog: Adobe

TikTok is a difficult platform for B2B brands to stand out on. 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.

Take Adobe, a software company with 545.1K followers and 7.8 million likes on its .

When Adobe first joined the app, the company’s second video got over 2 million views. The video asked its audience, “Who is a creative TikToker we should know about?” This encouraged high audience engagement.

Adobe succeeds on the app because it creates engaging content specifically catered to TikTok’s audience. All of Adobe’s videos are short, entertaining, and easy to digest.

Take the following example, which has over 370K views and highlights how user @emilesam used Adobe After Effects to create a fight sequence against himself. 

The brand does a good job highlighting its products in a fun, non-promotional way.

Both consumers and businesses can see a clear connection between using Adobe’s products and success on TikTok, making this a great example of B2B marketing.

What Brands Can Learn

Meet your audience where they are, not where you think they should be. Adobe didn’t try to turn TikTok into LinkedIn. They embraced the platform’s native format and made their product the enabler of success rather than the hero of every story.

When prospects see actual results from real people, the value proposition becomes obvious without feeling like a sales pitch. If the team is hesitant about a platform because it feels “too consumer-focused,” ask if the target buyers are using the platform. If they are, find a way to show up authentically.

2. Content 糖心Vlog: Shopify

Ecommerce company Shopify produces a variety of content resources, including a blog, business courses, and community events.

But one content avenue that helps the brand stand out is , aptly titled “Shopify Masters: The ecommerce business and marketing podcast for ambitious entrepreneurs.”

The podcast focuses on inspirational stories from entrepreneurs and offers practical tips for starting an online business on Shopify.

Episode topics range from “Disrupting the Soda Industry with a Healthy Spin” to “How Masks For Dogs Landed a Deal on Shark Tank.”

Offering so much valuable, engaging content for free is a fantastic example of effective B2B marketing.

What Brands Can Learn

Give away the best stuff for free. Shopify doesn’t gate its podcast behind email forms or paywalls. They just deliver consistent value and trust that when listeners are ready to build an online store, Shopify will be top of mind.

Another lesson is to go deep on one channel before spreading across ten. Shopify already had a well-read blog before investing in making a genuinely helpful and entertaining podcast.

Pick the format that matches how the audience actually consumes content, then commit to doing it well.

3. Digital 糖心Vlog: Mailchimp

is easy to navigate and focuses entirely on its customers’ pain points.

Consider, for instance, the first large text you see when you click on the page: “Integrate your data. Inform your decisions. Impact your results.”

Below are four separate options that show how Mailchimp directly addresses a business’s needs. The language focuses on the customer and how Mailchimp can help the customer reach their goal: To grow their businesses.

Ultimately, the company demonstrates how much it values each customer by tailoring each piece of content to their unique challenges.

What Brands Can Learn

Lead with outcomes, not features. Many business buyers don’t care about the feature list until they understand what problem the brand solves.

Also, notice how the homepage speaks directly to specific pain points rather than making vague promises about “transforming your business.” When the website visitors see their exact challenges reflected to them in the first five seconds, they’ll stick around to learn more.

Test the homepage right now. Does it talk about what the brand does, or what the customers achieve?

4. Client Testimonials: Venngage

Venngage took its positive client testimonials and sprinkled them throughout its website.

This social proof lets prospects know that the brand has a track record of reliability and have delighted previous customers beyond expectation.

Not only that, but sharing testimonials can also have a big impact on potential consumers in the consideration and decision stages.

What Brands Can Learn

Testimonials work best when they’re everywhere, not buried on a dedicated “testimonials” page that nobody visits. Venngage gets this. They place social proof exactly where prospects need reassurance during their research journey.

Also, when collecting testimonials, ask customers for specific metrics, outcomes, or before-and-after comparisons. Those details make the difference between social proof that converts and social proof that gets skimmed over.

5. B2B SEO: TravelPerk, Google

A B2B buyer spends of the purchase journey independently researching online, potentially using at least one search engine. It’s worth investing time and money to make sure other businesses can find the business with ease.

TravelPerk offers a diverse range of paid search and SEO services. An impressive SEO strategy is its use of topic clusters and sub-topics to reach its target audience.

TravelPerk ensures that search engine results pages like “business travel expenses” feature a paid ad that directs to its website, or high-ranking blog content that provides information travelers are looking for.

What Brands Can Learn

Own the entire search results page, not just one spot on it. TravelPerk doesn’t rely solely on organic rankings or paid ads. They appear multiple times for the same query with different tactics, increasing their chances of capturing clicks from buyers at different stages.

6. Inside Influence 糖心Vlog: IBM, Influencer and Employee Advocacy Program

IBM Systems business group has seen the growing importance of employee voice and the rise of employee influencers as a strategy in B2B marketing.

In the words of , global social programs lead, he states, “In the B2B marketing world, we’ve all come to understand that buyers trust individual voices more than formal marketing and advertising messages, so finding ways to optimize influence internally is becoming a key area of focus.”

Leveraging employees at the company who know the industry can lead to building new relationships.

What Brands Can Learn

Employees are sitting on untapped reach and credibility. IBM recognized that its engineers, product managers, and customer success teams already have industry connections and subject matter expertise.

Activating them as brand advocates extends brand reach without increasing ad spend.

Businesses don’t need a company-wide program on day one. Identify three to five employees who are already active on LinkedIn or speaking at industry events, and provide them with support (content ideas, approval processes, amplification) to share their expertise.

The key is making participation easy and valuable for them, not just for marketing. People can smell a forced corporate initiative from a mile away, but they’ll engage with authentic employee perspectives all day long.

7. B2B Referral Program: Blackbaud, Blackbaud Champions

offers an incredible B2B referral program that incentivizes current customers to become product advocates (Blackbaud Champions).

Champions are encouraged to share their insight into how the implementation process works, what it’s like to work with the team, and how Blackbaud solutions have helped them advance their mission.

When customers share experiences, the brand will reward them with benefits.

By providing feedback and participating in case studies, customers earn Reward Points in the Blackbaud Champions Hub, which they can redeem from the Champions Rewards.

These points are what Champions strive to redeem, offering incentives such as discounts, complimentary passes, gift cards, VIP experiences, and more.

What Brands Can Learn

Referral programs work when the incentives match what customers value. Blackbaud offered VIP experiences, event passes, and perks that matter specifically to their nonprofit and education customers.

The other smart move was to make advocacy easy and structured. Customers don’t have to figure out how to refer people or worry about whether they’ll get credit. The Champions Hub gives them clear actions (write a review, join a case study, attend an event) with transparent point values.

Remove friction from the referral process, and brands see more participation. If asking customers to “tell their friends” hasn’t worked, try building a system that guides them through specific, rewarded actions instead.

Invest in B2B 糖心Vlog and Reach Your Business Customers

糖心Vlog isn’t effective unless brands keep the audience in mind, and no other audience is as fickle and critical as business customers. 糖心Vlog should communicate how the business can help theirs, and if it doesn’t, teams can redirect B2B marketing strategies to reach them.

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