Email marketing benchmarks by industry + email open rate data

The role may also extend to consolidating customer loyalty via post-sale support strategies such as webinars, product updates, newsletters and client-specific offers. A typical B2B strategy will focus on building a smaller but more specialised buyer base and nurturing long-term, dedicated relationships with key accounts. Influencers are recognised individuals within a particular industry who share content on their social media channels with the aim of guiding the opinions and actions of their followers.

Testimonial videos, product demos, and explainer videos consistently rank as the highest-converting B2B video types. The statistics in this post point toward a few clear strategic conclusions for B2B marketing teams heading into the rest of 2026. Video now accounts for over 75% of all smartphone data traffic globally. For video specifically, this means LinkedIn should be treated as a primary distribution channel, not a secondary one.

You’ll amplify messages and engage people—whether you’re building interactive experiences, measuring the impact of a social campaign or telling brand stories. Imagine, create and bring any digital experience to life real-time and at scale. Build solutions that transform industries, communities and lives for the better using AWS world-leading cloud technologies.

What Is the Difference Between Pardot and Salesforce?

However, most B2C brands curate an exceptional customer experience before and after purchase to foster loyalty. That’s a big opportunity for the B2B industry to go above and beyond like D2C/B2C brands.” I feel like B2B brands have such a long way to go because it feels very transactional. “A lot of small brands try to make a meaningful impact through their customer experience. However, this is an area where B2B marketers can learn from their B2C counterparts. From my experience building and managing customer relationships, I’ve noticed how these can bring referrals and increase sales through positive word of mouth.

Step Two: Choose your lead generation tactics

If velocity slows, I look for content or proof gaps at specific stages and add targeted enablement (case studies, TCO/ROI, architecture deep dives). A composite view of whether the people engaging with you are truly ICP and in a realistic buying window. Revenue teams have learned that full-funnel marketing with a hybrid mix of inbound, outbound, and lifecycle marketing is the right balance for a high-performing demand generation program. Done well, this creates value-led touchpoints so that when a true need appears, buyers already know who to talk to. Your executive team and subject domain experts should be the faces of the story, because people trust their voices. I typically use LinkedIn and “dark social” to share clear points of view, podcasts, and live streaming to show how problems actually get solved, and communities to build trust that compounds demand over time.

Personalization in video, whether through dynamic name insertion, account-specific messaging, or role-based content, dramatically outperforms generic approaches. 69% of video marketers have created social media videos, making it the most popular singular use case for video marketing in 2026. 63% of video marketers have used AI tools to help create or edit marketing videos, up significantly from prior years.

• Goals give businesses direction and help measure success.
• B2B social media marketing should be engaging and fun, while still helping you get closer to closing business with your customers and prospects.
• At AI Forum Singapore, learn how to align strategy, execution, and AI adoption to compete in a world of autonomous buyers.
• Those solutions can come in the form of many different types of content across all your different platforms, designed to connect with potential buyers at different stages of the buying cycle.

“By unifying talent, technology, and intelligence into a single operating system, we are redefining how organizations scale and create value.” Together, we’re ready to guide 2X with clarity, purpose, and a deep belief in what our teams can accomplish,” said DeWolf. This means that it’s important to nurture and cultivate a positive online reputation through customer reviews. According to a recent customer survey, 49% of consumers trust online reviews as much as they trust personal recommendations. With email marketing, you can send personalized messages to customers and prospects to inform them about promotions or referral programs.

With the right technology, a B2B business can get a complete view of their accounts and buying committees, down to each individual lead. That’s why top B2B marketers use data, artificial intelligence (AI), and marketing automation to identify accounts with the highest value for their business and deliver uniquely personalized experiences to each buyer on the account. In the B2B space, the all-digital customer is actually a buying committee of decision makers that engages with a B2B business exclusively online. Lead nurturing is the process of engaging with leads as they consider a business’ products or services and sharing information to influence their intent to purchase. Lead generation is a demand generation tactic used to attract potential customers who have shared some of their information with a business. Examples of demand generation content include informational articles, blog posts, social media posts, podcasts, videos, and more.

You could say that Pardot protects your CRM from prospects that are not indicating they are ‘ready to buy’. This tool acts as a middleman between unknown visitors (who have been captured and converted to known prospects), and your Salesforce CRM. Marketers discover this by communicating with prospects in the right way, at the right time. This tool is powered by AI, so check for mistakes and don't share sensitive or personal information. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page. In select learning programs, you can apply for financial aid or a scholarship if you what is b2b marketing can’t afford the enrollment fee.