B2B Marketing Awards 2025 26 November 2025 Winners

Long‑term net-zero commitments, typically framed as emissions reductions aligned with a 2050 timeframe, were a fad across global companies in the past decade. B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. “Success will hinge on investing in AI governance, balancing human expertise with AI tools, and empowering teams to deliver clear, validated outcomes,” said Leaver in a statement. According to Sharyn Leaver, chief research officer at Forrester, B2B leaders must embrace a more disciplined and evidence-driven approach to how they engage with GenAI, prioritizing trust and tangible value for buyers as they head into next year. That’s why LinkedIn is simplifying how to work with professional creators and reach the right audiences with video – through new sponsorships, expanded BrandLink capabilities, and more flexible CTV buying.

In this section, I’ll cover various B2B marketing strategies you can implement to reach your specific business audience. Imagine, create and bring any digital experience to life real-time and at scale. AI agents now sit between brands and consumers, comparing products, evaluating warranties, choosing a winner and completing purchases—autonomously, in seconds. Connect strategy, innovation and execution to create an experience customers love. Embrace AI and reinvent your function’s approach to work, talent and tech to drive growth… or risk falling behind.

The companies that study what works and adapt those principles to their own context will be the ones that develop successful new products and capture market share in the years ahead. The B2B marketing examples in this article are not just historical case studies — they are blueprints for building campaigns that earn attention, generate trust, and drive measurable business growth. Brands that default to purely rational, feature-driven messaging will struggle to earn attention in increasingly competitive channels.

Challenges of running a B2B company

Find those internal stakeholders who are creating content already that you can distribute on social.” Learning more about your audience takes time, but the more you learn, the more engagement you’ll get in the future. You’ll need to learn more about your customer base before you post. I spoke with Legg, who has been on Salesforce’s social media team since 2019, about how a B2B social marketer can start from scratch (or refresh a stale approach). Many B2B marketers are finding success using the same social media strategies as B2C brands. B2B social media marketing should be engaging and fun, while still helping you get closer to closing business with your customers and prospects.

This one might surprise you, but B2B brands are finding success connecting with followers over memes. As more people take action on your posts, it’ll be seen by more people in their networks (especially on LinkedIn). Posting polls on LinkedIn, Facebook, or X serves a couple of key purposes. You don’t need to invest in a production crew, either. Legg notes that social media posts don’t need to tell every message. “We ‘Salesforce-ify’ memes, so we’re actually recreating memes from scratch and working closely with our legal team to get those approved,” Legg said.

And That’s Just The Beginning

By staying attuned to the latest B2B marketing trends this year, marketers can position themselves as industry leaders, deliver exceptional customer experiences, and drive sustainable growth. Have fun with your B2B social marketing efforts, but don’t forget to make the customer the hero of your story. Use these newsletters to give an inside scoop into your business’ expertise, building thought leadership. “Their shareable nature can also exponentially increase your reach.” “They quickly and easily communicate complex ideas and help your brand feel less ‘corporate’ and more real, approachable, and trustworthy,” Legg said. Just make sure it clearly ties back to your business’ messaging.

• Failure to embrace new marketing approaches and technologies can leave companies lagging behind, struggling to connect with their target audience, and missing out on valuable opportunities.
• It goes hand in hand with your social media content strategy where you share links and visuals to attract the right people.
• We created “The Replay,” a monthly data report that transforms VideoAmp’s measurement data into visual stories.
• Encourage them to create their own social media channels and share about life at the company.
• Influencer collaborations are currently taking off in B2B marketing as an efficient tool to amplify thought leadership, engage prospects and generate relevant content.

For lead generation, you might create helpful long-form blog posts, e-books, or webinars. The type of content that features in a B2B marketing campaign aligns with building these long-term relationships. Today's consumers appreciate an independent, self-service approach to customer service. In B2C marketing, technology often plays a more tactical role.

B2B social media marketing is the process of distributing content through channels like LinkedIn, Facebook, Instagram, X, and YouTube to reach buyers and decision makers. While they’re poised for growth in the future, they’re also understandably treading carefully due to the pressure on clients’ budgets, the challenges that exist with AI and a less than successful pitch rate. We also asked agencies to describe how their clients were responding to AI and only 18% said clients were enthusiastic and eager to learn more about AI.

Top B2B Marketing Companies

ProperExpression is a full-stack marketing agency that continuously leverages best practices to create meaningful impact for its clients. Combined with data-backed analytics, strong technical SEO, and link building services, this product-focused content approach makes Grow and Convert a great option to turn your content into a sustainable growth driver. Focusing on high-value keywords, Grow and Convert is a B2B content marketing firm that helps businesses formulate their outreach strategy and produce high-quality content.

B2B uses channels like LinkedIn, direct outreach (email), and industry-specific publications to reach potential customers. For B2B companies, technology enables sales professionals to develop deep, long-term, personal relationships with buyers. B2B and B2C companies may use similar software, tools, and platforms, but the ways in which they use technology differ.

Then define the target audience — that is, the specific human prospect looking for the brand’s products or services. Before building marketing campaigns, teams need to know who’s actually taking the buyer journey. Some of these strategies are preparatory, such as identifying your audience, while others are ready to be executed, such as creating a B2B website.

It flexes with the business, holds brand consistency across every team, and turns creative capacity into something that grows with demand rather than fighting it. Since 2024, Column Five has run as a fixed-commitment creative production partner alongside Databricks’ internal creative operations studio. Every team needs creative support, and the internal studio cannot add headcount as fast as the business grows.

Businesses and consumers may both use their products and services, or they may have separate product versions or ranges specifically for businesses or consumers. Without B2B companies and the supply chain, the goods and services we take for granted as consumers and business owners wouldn't exist. Katy French is a Column Five Content b2b marketing Marketing Director and B2B marketing expert, having spent 15+ years educating and empowering marketers to transform their brands. If your results aren’t published and structured, you’re invisible in the fastest-growing discovery channel.

The following solutions can help B2B marketers reach professionals who can both influence and authorize the buying decision. 49% of B2B decision-makers say they are more likely to explore a company if its advertising is creative, and 40% say creative ads make them more likely to consider a purchase. Learn about the people within them, and make sure your marketing speaks to them. Yes, you’re trying to acquire a company as your customer, but you aren’t marketing to a building or some intangible entity. Lately the focus has been shifting away from keywords and metadata, and more toward searcher intent signals. The more vigilant you are about consulting analytics and applying your learnings, the more likely you are to continually improve and surpass your goals.

Offering flexible, self-paced viewing options serves the needs of modern buyers and positions brands as innovative and customer-centric, fostering stronger relationships and driving better results. By providing self-paced viewing options, buyers can tailor their content consumption to their specific needs and interests, enhancing engagement and retention. This content can then be delivered through on-demand platforms, allowing buyers to access it at their convenience. This trend highlights the importance of creating content that caters to the on-demand preferences of modern buyers.