This article explores proven strategies to help B2B companies engage decision-makers, accelerate the buyer journey, and close more deals.
In the competitive world of B2B, standing out and capturing the attention of decision-makers can feel like an uphill battle. Whether you’re breaking into a new market or trying to strengthen your foothold in your industry, it’s not just about offering a great product or service—it’s about positioning yourself as a trusted partner.
Decision-makers gravitate toward companies that exude confidence and expertise. To become a go-to resource, focus on creating high-value content that solves their problems and answers their questions.
Blogs remain one of the most effective tools for establishing thought leadership. Work with your in-house subject matter experts (SMEs) to craft content that solves specific challenges decision-makers face.
For example:
Including your SMEs ensures accuracy and relevance, positioning them—and your company—as authorities in your field. Plus, the numbers don’t lie: websites with blogs generate 67% more leads* than those without. Over time, this credibility can also lead to opportunities for your team to speak at industry events, contribute to panels, or appear on podcasts and media outlets.
Video content is a compelling way to showcase expertise in an accessible format. Consider featuring your SMEs in a series of short, actionable videos on topics like:
Videos are not just engaging—they’re what your audience craves. In fact, 89% of consumers in 2024 confirmed they want to see more videos from brands*. This medium humanizes your brand, builds trust, and keeps your company top of mind for decision-makers.
Podcasts provide a platform to engage decision-makers on their terms—during commutes, workouts, or busy days. Use this format to highlight the expertise of your team and external collaborators.
Ideas include:
With the number of podcast listeners worldwide reaching 546.7 million in 2024 (a 7.85% year-over-year increase)*, this medium is growing rapidly. Launching a podcast can not only help establish your SMEs as thought leaders but also attract invitations for guest appearances on other shows, amplifying your reach and influence.
Your company’s data can be a goldmine for creating unique, actionable insights that resonate with decision-makers.
Use surveys, customer data, or industry analytics to craft reports like:
Reports like these help decision-makers understand industry shifts while associating your brand with innovation.
White papers dive deep into specific challenges and solutions. For example:
Make these papers actionable and data-backed to position your brand as a partner that delivers results.
Infographics, charts, and interactive dashboards make complex data easier to digest. For instance, a construction software company might use an infographic to illustrate “5 Steps to Reduce Project Delays by 30%.”
Roundtables are an effective way to connect with decision-makers and demonstrate your thought leadership.
Choose timely, high-stakes topics like:
Themes like these address real challenges and position your company as a leader in solving them.
Include a mix of industry experts, customers, and academics to create a dynamic discussion. A diverse panel fosters credibility and richer insights.
Extend the reach of your roundtable by repurposing its content:
ABM enables you to tailor your marketing efforts to the unique needs of individual accounts, making it a cornerstone of modern B2B strategies.
Segment your audience and craft campaigns that address their specific pain points. For instance, a healthcare-focused campaign might emphasize regulatory compliance, while a manufacturing-focused one highlights efficiency gains.
Use LinkedIn, personalized emails, and targeted ads to engage decision-makers. For example, a quick video message can be a highly personal way to start a conversation.
Track engagement metrics like webinar attendance, email click-through rates, or case study downloads. These insights will help refine your strategy over time.
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Winning in B2B requires more than just attention—you need to build credibility and trust. By creating valuable content, hosting impactful events, and leveraging data-driven insights, you can position your company as the partner decision-makers turn to when they’re ready to buy.
The key? Start small, stay consistent, and focus on delivering value at every touchpoint.
Ready to elevate your B2B marketing strategy? Let’s create a plan tailored to your business goals and challenges.
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