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Email marketing is also a powerful way to share the brand’s content. Essentially, they’re asking themselves, “How can you help my business grow? Email marketing is a tried-and-true method of reaching both individual consumers and business customers. With that information, businesses can better choose the best channels. A presence on a specific social media platform, such as LinkedIn? Learn what they’re currently doing — do they have a website?

As companies return to brand-led strategies, marketers want to build trust and loyalty with buyers. When you’re told to think about “authentic” or “meaningful” storytelling, I’d point you to an ad like Volvo’s. She continues, “At FiveFour, we use customer-centric visuals — like infographics and case studies — to turn challenges into solutions and wins into trust.

They look to provide value insightful storytelling, resources and engaging digital experiences. For field teams specifically, SPOTIO’s 2026 data shows 9% of rep time goes to prospecting research alone — before a single outreach attempt. Let people know there’s someone on the other side of that inbox. This trend unlocks the power of synthetic audiences, allowing you to understand and target complex buyer groups with unprecedented precision, a crucial tool for creating impactful B2B marketing. Despite being IT decision-makers, these audiences serve distinct roles within a company.

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To maximize ROI, repurpose podcast content—extract key moments to fuel your blog, social media, or email campaigns. Whether you’re dissecting industry trends, sharing success stories, or interviewing thought leaders, the key is to consistently provide value and foster genuine connections. For businesses, the opportunity lies in creating shows that not only inform but also spark meaningful dialogue with potential clients. Offering an intimate, on-demand, and easily consumable format, podcasts enable businesses to build trust, deliver value, and position themselves as industry authorities. In the ever-competitive landscape of B2B marketing, podcasts are emerging as a powerful way to engage decision-makers and niche audiences.

This will enable them to focus on high-value activities like building relationships and closing deals. Sales teams will increasingly rely on AI-driven tools to uncover new leads, personalize outreach, and predict buyer behavior. However, broadly reaching the account is not enough, and we need to strategically educate the right buying groups to increase momentum and close more deals.” Marketers will still want to move away from generic, spray-and-pray approaches and instead, focus on building targeted, high-value relationships with key decision-makers and influencers.

Why Human-Powered Content Curation is Vital for B2B Pros

• AI has already become an integral part of all modern industries, and the following content marketing statistics review the influence of this technology on the marketer’s work.
• Over 70% of the company’s online sales and traffic reportedly come through peer-to-peer referrals and social media channels.
• Another 36% say it’s moderate, and only 5% have reached anything resembling advanced (with 4% saying extensive and 1% reaching the elusive comprehensive level).
• That’s why the marketers who win will be brave enough to create experiences worth showing up for.

User-generated content is another popular choice among social users, with 34% saying they’re most likely to engage with it. When interacting with brands on the platform, users are most likely to interact with text posts (51%). Beyond your logo and cover image, fill out all the details of your company overview. LinkedIn best practice is to fill in all the information that people might need to learn more about your business. Additionally, users also expect brands to foster community and provide customer support. 24% want to see educational product information, while another 24% want to see updates from company leadership.

Like their B2B peers, technology marketers show the same imbalance between using AI and strategizing it. That’s compared to roughly 80% of B2B companies at large. Everybody’s doing something with it, but everybody's also figuring out what exactly they’re doing.

The Technology Gap

The company’s internal data shows that the platform now has over 1.3 billion members. With the platform’s professional focus, it’s no surprise that LinkedIn is most popular among young professionals. But when it comes to B2B engagement, there’s no place like LinkedIn.

In fact, it’s becoming the cornerstone of how B2B companies engage, influence, and convert their audiences. Empower committee members with resources they can easily share with their peers to streamline internal decision-making! With decision-making cycles becoming more complex and buyers demanding more personalized, value-driven experiences, understanding key statistics can help marketers maximize their impact. They are running more campaigns, reaching new audiences and experimenting with fresh ideas, all without sacrificing the human-centered core of their marketing engine.

Italy’s B2B Marketing Challenge Is Not Strategy — It’s Focus And Alignment

Ads on LinkedIn garner a 33% increase in purchase intent for brands. Part of the reason why it’s in this position is that LinkedIn helps you reach decision-makers. Although LinkedIn’s focus is mostly on professional networking, it still sees plenty of usage among consumers.

In-person experiences, interactive demos, workshops, and onboarding environments aren’t just marketing tactics. Yet, unsurprisingly, the business impact is real. Interestingly, priorities don’t tell the whole story. In large organizations, good data governance isn’t just the best practice; it’s the only way to keep gravity from turning valuable data into an unmovable mess. Enterprise companies take the time to architect it.

B2B companies that communicate their sustainability efforts effectively will stand out from the competition. Migrating to hybrid selling will increase the brand’s reach across more channels, streamline processes, enhance the team’s effectiveness, and provide greater convenience to customers. These tools also allow for segmentation, A/B testing, and performance tracking, resulting in more effective email outreach, higher open rates, and better lead nurturing.

At the heart of this technology revolution are AI Agents because of their positive impact of performance — 154% of today’s workers are more likely to turn to AI agents to help them perform tasks better and more creatively, rather than to just simply automate their work. Consumers now expect brands to understand their unique preferences and deliver tailored experiences across all touchpoints. Read our B2B-focused personalization article, B2B, it's getting personal, to explore how today’s B2B organizations are unlocking the benefits of personalization. Business-to-business (B2B) buyers may be making decisions on behalf of their companies, but their expectations are shaped by their experiences as everyday consumers. In our research, consumers said that only 43% of their customer experiences feel personalized—despite brands claiming to personalize 61% of experiences. b2b marketing insights When brands succeed in showing up with well-timed content that’s true to both their brand identity and customer expectations, it forges stronger connections and fuels business growth.

With the abundance of data available, marketers will be able to prove impact to the wider organization. Tomorrow's trailblazers should be embracing technology to gain efficiencies and continuing to develop clear policies on technology use Canto is a leader in digital asset management (DAM), helping global brands maximize the value of their digital content with an intuitive, AI-powered platform. ON24 provides industry-leading companies with a valuable source of first-party data to drive sales and marketing innovation, improve efficiency, and increase business results. ON24 is on a mission to help businesses bring their go-to-market strategy into the AI era and drive the next generation of event marketing. It belongs to the organizations that understand their gravity and learn how to rise anyway.