B2B Brief | 11 July 2025
TLDR:
Most B2B marketers have taken on new responsibilities and those confident in their data see significantly higher revenue growth
B2B marketing measurement must shift from short-term metrics to long-term impact, aligning more closely with financial goals
Humour is a powerful but overlooked tool in B2B marketing that can boost engagement and memorability
Emotional factors, like decision defensibility and confidence, heavily influence B2B buying choices
Buyers often have a shortlist before they engage, so early brand visibility and relevant content are essential to be considered
How data-confident marketers are accelerating growth
Data confidence and revenue growth are closely linked. Marketers who trust the data they use are 3x more likely to see revenue growth, according to research from Anteriad
Better than a hole in your head? A cautionary tale for B2B marketing
"What if the MQL didn’t cause the deal, but merely coincided with the moment a buyer would have gotten in touch with you if you hadn't been haranguing them?"
How to get on the B2B buyer’s shortlist before the buying even begins
Good listen: B2B buyers have a list of vendors before the purchase process starts. So how can brands make sure they’re on that list and increase their chances of winning the deal?
B2B marketing measurement done right
You built the campaign, hit the KPIs and pulled together a clean report. But when it lands in the CFO’s inbox, the questions start. What did this actually deliver?
Humour: The underrated advantage in B2B marketing
Humor has long had a place in consumer advertising, but in B2B, it’s often overlooked, as if business audiences leave their sense of humor at the firewall. That’s a missed opportunity.
What's ahead for AI and ABM: Evolving from tools to orchestration
91% of B2B marketers are already using AI for account-based GTM, so we're past the point of adoption being hypothetical. But there's variance in how it's used and where it's headed.
How to be buyable in B2B: The emotions that unlock a $19tr category
Buyers want to buy a decision they can defend if it goes wrong, even more than they want to buy a product that will do the job.
A strong brand is the door opener: Why B2B marketers are being urged to focus on brand
Brand building in B2B has been described as the “missing link”, yet it continues to be neglected by businesses, according to CMOs.