B2B Marketing Agency Inbound Marketing & Account-Based Marketing

For most companies under $50 million in revenue, that is a cost that isn’t justified by the role’s scope. Most small and mid-size B2B companies either don’t have a CMO, or they delegate content strategy to a marketing coordinator who lacks the seniority to make these calls confidently. Those decisions require CMO-level expertise to make correctly. Companies that invest in proper CRM integration and content tracking from the start generate the attribution data they need to make smarter content investment decisions. CMI’s 2025 research found that 56% of B2B marketers cite difficulty attributing ROI to content efforts as a top measurement challenge, and the same share struggle to track customer journeys.

So if you sell tennis shoes, then you’re going to focus your marketing 100% on people that play tennis. While you might target a keyword that gets 50 searches per month. Instead, you’re usually going after a small group of decision makers at a company. Budgets may run higher for newer businesses or those in more competitive industries, or lower for B2B brands with a large existing customer base and greater brand awareness.

Companies that activate employee networks generate 5x more leads than company page alone. These conversations inform your content strategy and often convert naturally to sales discussions. This builds real relationships and increases the chance they’ll engage with future posts.

Challenges Of Content Marketing

Whether you’re selling software or services, it’s crucial to have some sort of human element in your content. Humanizing your company is crucial to reach buyers today and stand apart from competitors. When it comes to experiences, enterprise teams aren’t dabbling; they’re building capability. 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. It’s not about polished talking points or manufactured expertise; it’s about curiosity, real conversations, and stories that reveal genuine insight.

Content repurposing allows businesses to extend the lifespan of existing content. TikTok’s short, entertaining videos help break down complex topics and make them more accessible, helping brands connect with younger audiences and create viral moments. It’s crucial because it ensures your content gets seen by the right people on the right channels.

You can continue to reap benefits for months or years after publishing content. Unless you’re investing in paid ads, most of the publishing and distribution channels don’t cost extra. As such, it’s highly effective for showcasing your expertise and establishing authority in the field. It goes hand in hand with your social media content strategy where you share links and visuals to attract the right people. When you’re marketing to other businesses, longer conversion paths are the norm. A strategic approach ensures that every piece you publish moves prospects closer to a decision, supports sales, and drives measurable revenue.

Andersen quickly launches your marketing with over 200 specialists who combine their tech background with a deep industry expertise. AEO concentrates on increasing your brand’s visibility in AI-powered search experiences. Andersen will define your ideal profiles, build tailored contact lists, optimize your presence, and handle the outreach process for high-quality sales qualified leads.

Publish Industry Studies

See our guide to choose the right keywords for your brand, and learn about the latest SEO practices to compete against AI. In reality, if the keywords match your business model, ranking for those terms can be incredibly impactful. A common misconception in B2B SEO is that low-volume keywords have no value. Here are some tips for achieving a high organic reach and engagement on LinkedIn, make sure your company’s LinkedIn page is up-to-date and that you’re posting a variety of content to keep your audience engaged. With LinkedIn delivering the best value, it’s unsurprising that 68% of marketers increased their use of it in the last 12 months.

A well-designed B2B content marketing strategy tracks metrics that connect to pipeline and revenue. In my experience working with B2B and B2B SaaS companies, businesses that treat content as a revenue asset — not a marketing add-on — are the ones that generate a consistent pipeline. If your blog generates traffic but not leads and pipeline, or if you’re publishing regularly without knowing whether any of it is helping your business grow, you’re not alone — and you’re not without options. Either way, you’ll often come across topic ideas that you’d be hard-pressed to find in a keyword tool. According to a survey from Databox, 66% of marketers say keyword research is “very important” for generating new content ideas. This is why that guide ranks in the top three in Google for my main keyword.

• Until then, it’s yet just another technology that may or may not make you better at what you do.”
• LinkedIn ads let you reach decision-makers by job title, industry, and company size.
• Each company has a clearly distinct tone of voice and is unique in its own way.
• Businesses using video also experience 49% faster revenue growth than those that do not, according to Wordstream data.

By combining local talent access with advanced technologies, brands can achieve sustainability without compromising on quality or creativity. Leveraging networks like the one 90 Seconds offers allows businesses to tap into a global pool of local, vetted talent. Sustainability is a central focus in B2B video production trends for 2025, as brands seek to reduce their environmental impact while maintaining high-quality output. Videos that capture these stories, complete with interviews and real-world outcomes, allow prospects to see themselves in similar scenarios, making the content both aspirational and actionable.

AI implementation: Automation thrives at scale until it doesn’t

Content draws people to your website organically and keeps them there. High-value gated content like white papers, eBooks or webinars gives prospects a reason to share their contact information. Publishing quality content consistently across the platforms your audience uses most helps get your name in front of the right people. Content that offers a deep dive or personalized perspective will help prospects make an informed choice when it comes time to make a final purchase decision. Client case studies and testimonials provide social proof, while landing pages help address prospects’ specific questions at this stage. Email newsletters, eBooks, white papers and explainer videos can provide the deeper insights they’re looking for.

Earning people’s attention and getting that mental real estate is a huge part of marketing success now. 45% of B2B marketers said they expected their content marketing budget to increase in 2024. Only 41% of B2B marketers have a documented B2B content marketing strategy. Global brands turn to CMI for strategic consultation, training, and research. For their 14th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal.

The teams that win in 2026 aren’t the ones producing the most video, they’re the ones producing the right video for each stage of the buyer journey, backed by a system that keeps cost per asset falling. Conversions here include actions like booking a b2b content marketing strategy demo, downloading a report, or starting a trial. It turns dense technical information into a format buyers actually watch, which shortens evaluation and supports higher conversion rates. Use AI for the repetitive work and invest people in the creative call.

Paid advertising helps you reach decision-makers in target companies by paying to play. In one report, some 81% of B2B marketers intended to increase their influencer marketing budget, while 9% planned to introduce this type of strategy in 2025. And they expect the same DTC-style experiences when buying on behalf of a business. Once you’ve found the phrases your target audience searches for, group relevant phrases together and target them in a piece of content they’re most likely to consume. Once your content foundation is built, SEO ensures it reaches the right audience at the right time.

The efficacy of your outreach campaigns hinges on the quality of lead filtration. We give you a trial version to start your experience with our LinkedIn tool. In this excerpt, Devin Bramhall, author of 'B2B Content Marketing Strategy' talks about quality meaning different things to different people and how to know if you have successful quality control. B2B Marketing, Digital Marketing Sometimes quality is the idea itself, rather than the way it’s presented.