Table of Contents
- 1. Telling more engaging stories is the top 2025 content priority for 45% of marketers.
- 2. 75% of B2B marketers say buyers take longer to commit to a purchase than a year ago.
- 3. 13% of all search queries triggered AI Overviews in March 2025—up from 6% in January 2025.
- 4. 50% of B2B marketers in the US say email marketing is the most impactful for their multichannel strategy.
- 5. 24% of marketers use influencer marketing, and report most success with micro influencers with 10-100K followers.
- 6. 85% of B2B marketers say LinkedIn delivers the best value for their organization, and 68% have increased their use of it in the last 12 months.
Even the savviest B2B marketers feel the squeeze from rising expectations and shrinking teams. With mounting pressure to prove ROI, keep up with shifting buyer behavior, and stay ahead of emerging tech (hello, Gen AI), keeping up is harder than ever.
And while most B2B marketers have a dedicated content marketing team, over half say their team is small (e.g., two to five people) while a quarter say they don’t have dedicated content marketing staff at all.
Still, all of this pressure is pushing B2B marketers to think sharper, move faster, and create smarter. If you’re one of them, take the following B2B marketing statistics and strategies to help you maximize your resources—and shift from producing volume to delivering value.
1. Telling more engaging stories is the top 2025 content priority for 45% of marketers.
Source: studioID
This content marketing statistic makes it clear: storytelling is the main character in 2025. And it’s about time. B2B marketing has been calling for more connection (and less one-way communication). The future of B2B content is less broadcasting and more bonding, and the brands that bond with buyers will be the ones who win trust and contracts.
studioID says
One of the best things you can do to boost engagement with your content is to make it more personal. Personalization isn’t just a buzzword; it’s a strategy to help make prospective and existing customers feel more valued. It’s also something 66% of B2B buyers expect. And it works.
96% of marketers report that personalized experiences have increased sales—with 44% reporting significant increases.
▶️ Watch: How Do You Use Brand Storytelling to Build Lasting Trust? Ft. Pfizer
2. 75% of B2B marketers say buyers take longer to commit to a purchase than a year ago.
Source: Forrester
Even though 87% of B2B marketers report content marketing has helped them build brand awareness in the last 12 months, 55% find it challenging to create content that prompts a desired action, like conversions. That gap may tie back to the first stat: storytelling is a top priority for a reason, because your content can’t convert if it can’t connect.
studioID says
Just as B2B marketers struggle to make the most of their resources, so are buyers. In this strapped environment, consider shifting more focus to existing customers. Two top strategies in Salesforce’s The State of Marketing report include supportive content for existing customers (think: troubleshooting tips and how-to guides) and customer retention content (think: loyalty program invitations). In a world of whitepapers, you want to be the PDF buyers bookmark.
📈 Related Reading: B2B Customer Marketing Guide: 3 Strategies for Growth, Retention, + ROI
3. 13% of all search queries triggered AI Overviews in March 2025—up from 6% in January 2025.
Source: Semrush
How people search for answers online is changing—and it’s changing fast. And the same goes for buyers—95% plan to use generative AI to support purchase decisions in the coming year. Given the script has changed, it’s up to B2B marketers to change their strategy so that their content still gets a chance to shine.
studioID says
Most teams (54%) still take an ad hoc approach to AI—you can stand out by not being one of them. To double down on your content strategy, make necessary optimizations now and pay attention to developing trends. Things like structure matter more than ever (think: table of contents, bullet points, and optimized headers), as does what’s in the background (think: semantic markup, metadata, and schemas).
For a full guide on becoming AI-visible, read: Grasping GEO: How to Optimize Your Content to Appear in GenAI Responses
4. 50% of B2B marketers in the US say email marketing is the most impactful for their multichannel strategy.
Source: eMarketer
People have tried to claim that email is dead, but it’s very much still here—and growing. Not only do 88% of people check their email daily, but email marketing revenue is projected to reach nearly $14B this year—up from $7.5B in 2020. Our inboxes may always be full, but they’re also full of opportunities for B2B marketing.
studioID says
Take a cue from creative entrepreneurs—many of whom go on to launch startups or products of their own. Justin Welsh, for example, has noted a shift away from social media and toward owned newsletter platforms. Doing so can make your email list feel more like VIPs and less like BCCs. Get it right, and email could become one of your most powerful assets.
📧 Related reading: Best Practices for Email Marketing Campaigns: A Guide for Demand Generation Marketers
5. 24% of marketers use influencer marketing, and report most success with micro influencers with 10-100K followers.
Source: Hubspot
Influencer marketing continues to be a key avenue to build buyer trust and engagement. This marketing stat shows that results are more likely with smaller accounts than mega influencers. It may be cheesy, but it reminds us of this well-known idiom: “Good things come in small packages.”
studioID says
Influencing doesn’t always require a ring light. Another angle to consider is having executives take on the role of influencer. While it’s popular to see founders as thought leaders, there’s an untapped opportunity for senior executives to use their voice, just like the micro influencer. Take Margarita Loktionova, the Content Marketing Lead at Semrush, who explores SEO tips and trends on LinkedIn, or Gibson Biddle, an ex-Netflix and Chegg exec who now runs a newsletter with 32K+ subscribers. When done with intention, executive voices can be a lucrative way to boost credibility for your brand.
🧑💻 Related reading: How to Empower Your Employees to Become LinkedIn Brand Ambassadors
6. 85% of B2B marketers say LinkedIn delivers the best value for their organization, and 68% have increased their use of it in the last 12 months.
Source: Content Marketing Institute
Data makes it clear that B2B marketers see the best results from LinkedIn compared to any other social media platform. The next closest platform cited was Facebook (28%), followed by YouTube (22%), and Instagram (21%). Less than 10% mention Twitter and TikTok. So if your brand’s not on LinkedIn, are you even B2B-ing?
studioID says
Follow the data to make the most of LinkedIn. Based on a study of posting best practices for the platform, multi-image posts generate the most engagement, while link posts (which too many brands rely on) show poor performance. And if your team is struggling with internal resourcing, recruit brand ambassadors among your staff.
👍 Related reading: 4 Critically Acclaimed B2B Social Media Accounts
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