ABM Platform for B2B Sales & Marketing Success

Short-form video dominates social media engagement currently. Content from individual employee accounts generated 5-8x more engagement than identical posts from company pages. Audiences engage with people sharing genuine insights, not logos broadcasting promotions.

When prospects see actual results from real people, the value proposition becomes obvious without feeling like a sales pitch. 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. 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. All of Adobe’s videos are short, entertaining, and easy to digest. Adobe succeeds on the app because it creates engaging content specifically catered to TikTok’s audience.

There isn’t one silver bullet for B2B growth, but there are a handful of tried-and-true strategies that consistently deliver results. A third might attend your webinar two months later. But even though you’re selling to companies, it’s still humans making the call. That means longer sales cycles, more stakeholders, and a bigger focus on ROI. Instead of selling directly to consumers (like B2C), you’re selling to other businesses. Eighty percent of B2B buyers expect a B2C-like experience when interacting with brands.

List of the Best Marketing Channels for B2B Companies

While company pages and executive content still play an important role, buyers are increasingly engaging with individuals over brands. Because it creates unnecessary friction for prospects and actually … Continued Access deeper B2B expertise, smarter strategy and tactics, and integrated programs proven to deliver results and ROI. See how Demandbase helps your teams focus on the right accounts and act with precision across your GTM. “Demandbase allowed us to create segments based on journey stage combined with our behavioral data.” Turn signals into targeted programs across channels so you can engage the opportunities most likely to convert.

These affiliates naturally recommend solutions during client engagements when relevant needs arise. Target industry publications focused on specific tech ecosystems where ideal customers congregate. Print ads include QR codes or custom URLs tracking engagement.

What you'll learn

Investing in the right content marketing tools helps scale this production efficiently, allowing small teams to manage complex workflows without a massive overhead cost. One choice is to take a in-house approach to your overall marketing strategy, your CRO practices, and how your content is created. If your company finds itself below the average rate posted for one or several of the criteria listed above, it’s time to start considering your options.

B2B marketing, or business to business marketing, refers to the process of promoting products or services to other businesses. Selecting the right B2B marketing channels can lead to greater success for marketers and businesses. Invest in AI workflows to create channel-specific content at scale, and double down on what’s working with Loop Marketing. Discover where they spend their time, what they care about, then what type of content will perform best on that channel.

• B2B content marketing is the practice of using content to promote your product or services to a business audience.
• This intelligence supports more targeted outreach and helps prioritize high-interest accounts before competitors engage.
• Benchmark data is most useful when it surfaces a gap between what you’re currently spending, what competitors in your segment likely invest, and what your pipeline goals actually require.
• By 2028, this is projected to exceed $135 billion—driven in part by the fact that 41% of B2B brands plan to increase their marketing budget over the coming year.
• You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption.

Create content for all stages of the marketing funnel

On average, 6.8 people are involved in a B2B buying decision. SEO delivers the lowest CPL (averaging $33), followed by email marketing ($57) and content marketing ($99). Of total marketing budgets, 58% now flows to digital channels, with the strongest growth in LinkedIn Ads (+34% YoY) and content marketing (+28% YoY). B2B companies spend an average of 8.7% of revenue on marketing in 2026.

With the focus on creator partnerships moving toward performance, brands are implementing more sophisticated measurement approaches. Traditional influencer marketing focused primarily on awareness metrics—views, likes, and follows. Short-form video, interactive content, and paid ads are driving engagement and conversions on social platforms.

This platform diversification illustrates how influencer marketing continues to expand beyond its original channels, creating a new opportunity for brands and creators to connect with audiences in more meaningful ways. Gamble explains that with “its investment in creators and new features like short-form videos and Thought Leader Ads, marketing channels for b2b LinkedIn is poised to dominate the business-to-business influencer marketing space.” Creator Economy Expert Lindsey Gamble highlights the power of newsletters, emphasizing how they enable brands and creators to connect directly with their audiences while bypassing platform algorithms.

Webinars offer an interactive platform to engage potential clients and showcase your expertise. Email marketing remains one of the most direct and cost-effective channels for B2B businesses. It can be challenging to measure ROI for content marketing and you need to take care to put the right analytics in place. The ROI of Content Marketing According to a study by FirstPageSage, the all-industry average ROI for content marketing is 748%. It’s particularly effective for B2B businesses, as buyers often seek in-depth information to inform their purchasing decisions.

Hootsuite Amplify makes it easy to start and manage your employee advocacy program alongside all your other B2B social media marketing activities. Plan your next campaign strategically with our top influencer marketing tips for brands. Done right, your social presence stops being a separate marketing channel and starts pulling in the same direction as the rest of your go-to-market.

Marketing teams achieving 40%+ MQL-to-SQL conversion rates typically concentrate resources on high-intent channels while minimizing investment in low-converting sources. Webinars convert at 17.8%, reflecting engaged audiences who’ve invested time to learn. Automotive reaches 18% conversion, driven by emotionally-engaged consumer decisions. These macro-level indicators serve as the foundation for a more granular audit, starting with the specific transition points that define the early customer lifecycle. Large deals exceeding $100,000 drop to 15-25% win rates as complexity, stakeholder count, and competitive intensity all increase with deal size. Extended sales cycles, numerous stakeholders, intense competitive scrutiny, and complex procurement requirements all contribute to lower conversion rates.

Discover key B2B marketing KPIs and metrics that drive performance and focus your efforts where it matters most. Social media and email marketing apps have built-in analytic tools that determine which campaigns are successful. Digital channels also allow you to better monitor marketing spending and make necessary adjustments if one campaign is doing great or not. Overall, the goal of B2B marketing is to develop long-term relationships with other businesses to drive growth and success for both parties involved.