Top B2B Marketing Best Practices for 2025 to Drive Pipeline

Introduction

In 2025, B2B marketing leaders face a serious paradox. On one hand, growth expectations are soaring – yet on the other, resources and ready-to-buy customers are scarce. 

Consider that B2B companies allocate just 8% of total budget to marketing on average (1) (far less than many B2C firms), and nearly half of B2B marketers fail to meet their own goals consistently (52% of outbound marketers feel their marketing strategies aren’t delivering results.) (2). 

To make matters more complex, an estimated 95% of your potential B2B buyers aren’t actively “in-market” at any given time (3) – they don’t need your product or service today. Yet you’re still expected to drive pipeline and revenue now.

This gap between short-term pressure and long-term opportunity defines B2B marketing in 2025. The winners are resolving the tension by doubling down on what works best – strategies that balance immediate lead generation with sustained brand-building. In this guide, we’ll share the ultimate B2B marketing best practices for 2025, backed by data and real-world insights. 

We’ll cover core strategic principles and deep dives into email, content, digital, and social media marketing. Whether you’re a CMO or a sales VP, you’ll find proven tactics to strengthen your marketing, align with sales, and ultimately drive more B2B growth. Let’s dive in.

Core B2B Marketing Best Practices in 2025 (Strategic Fundamentals)

B2B marketing is a broad discipline, but a few fundamental best practices underlie the most successful programs. Here are the core strategies we recommend prioritizing in 2025:

• Align Marketing and Sales on Ideal Customers (Embrace ABM): The age of siloed departments is over. Leading B2B organizations ensure their marketing and sales teams operate as a unified revenue team targeting the same ideal customer profiles.

A popular approach is Account-Based Marketing (ABM) – focusing your efforts on high-value target accounts with personalized campaigns. Why bother? Because it works: 79% of B2B marketers say ABM outperforms other marketing investments in ROI (18). 

It forces alignment on who you target and how you measure success. In fact, 93% of marketers believe fully aligning with sales is vital for ABM success (5). Schedule regular sales-marketing meetings, agree on target account lists, and share insights. When we coordinate campaigns at Martal as a unified team, we consistently see higher lead quality and faster deal cycles. (Internal Tip: Use a shared dashboard to track account engagement, and consider an ABM strategy framework if you’re new to account-based approaches.)*

• Leverage Data and Intent Signals to Target the Right Prospects: In 2025, data-driven targeting isn’t optional – it’s a baseline. The best B2B marketers mine every data source to focus on prospects who are most likely to convert. That includes installing intent monitoring tools, tracking website visits, and using third-party intent data. 

In fact, 91% of B2B tech marketers now use intent data to prioritize accounts and shape campaigns (5). By knowing which companies are researching relevant topics or which leads show buying signals, you can reach out at just the right time. An intent-based marketing approach dramatically improves efficiency, ensuring your messaging lands with prospects who actually have a need. 

Additionally, use analytics to continuously refine targeting – for example, identify which industries or firmographics yield the highest close rates and double down there. Data can also guide when you reach out; for instance, one study found B2B buyers do 12 online searches on average before engaging a vendor’s site (10). Appearing in those searches via SEO or PPC (more on that later) means you get on the shortlist early.

• Balance Inbound and Outbound (Capture Demand and Create Demand): High-performing marketing engines do both: capture existing demand and generate new demand. Inbound marketing – content, SEO, webinars, etc. – pulls in prospects already looking for solutions. 

Outbound lead generation and marketing – targeted outreach via email, calls, ads – puts your solution directly in front of prospects who match your ICP but may not know you yet. 

Don’t rely on just one approach. For example, while inbound content nurtures long-term pipeline (remember that 95% of buyers who aren’t ready now), outbound can produce direct marketing leads that fill your pipeline immediately. 

Direct outreach still works: 69% of B2B buyers are willing to accept cold calls from new providers (11), and outreach via cold email, LinkedIn, and calls is among the fastest ways to book meetings. The key is to make outbound sales highly targeted and personalized (and coordinate touches across channels). 

Use inbound tactics to attract and educate the 95% of future buyers, while using outbound to engage the 5% in-market now. This balanced strategy ensures you’re winning short-term deals and building brand preference for long sales cycles. 

Pro tip: If your team lacks bandwidth for personalized outreach, consider outsourcing inside sales or a portion – e.g. a cold email service or telemarketing outsourcing – so you capture outbound opportunities without stretching your team thin.

• Personalize Everything (Messages, Content, Experiences): B2B buyers are overwhelmed with generic marketing. Stand out by speaking directly to their situation. Personalization goes beyond inserting a {First Name} in an email – it means tailoring content and offers to each account’s industry, role, or stage in the journey.

Done right, it can dramatically boost engagement and conversion. For example, account-based campaigns with personalized content are a top strategy for 41% of B2B companies (10). 

Simple personalization tactics yield results too: sales reps who use “we” and “our” language on calls see 30–50% higher success rates (11) – because the prospect feels you’re a partner, not a pitchman. On the marketing side, dynamic website content or segmented nurture emails ensure prospects see relevant case studies, stats, or solutions for their context. 

One emerging tool is AI: 47% of marketers plan to increase use of AI for things like content personalization and segmentation (10). Whether via AI or human insight, tailor your outreach. A one-size-fits-all approach in B2B now almost guarantees mediocre results, because buyers tune out anything that doesn’t speak to their specific needs.

• Deliver a Seamless Multichannel Experience: Your prospects are everywhere – so your marketing should be, too. B2B decision makers use an average of 10 different channels to interact with suppliers during their journey, from websites and search, to social media, email, chats, webinars, and live events. 

Moreover, they expect those interactions to be connected. In one survey, more than 50% of B2B buyers said they’ll likely switch suppliers if they don’t get a seamless experience across channels (this jumps to 65% for younger “omnichannel native” buyers) (12). The takeaway: a prospect shouldn’t feel like they’re starting over when they go from clicking your LinkedIn post to visiting your website to receiving an email.

Implement connected systems (CRM, marketing automation, unified tracking) so that, for example, a webinar attendee gets an email follow-up tailored to what was discussed, or a website visitor who downloads a whitepaper sees related content in your next newsletter.

Practically, this means integrating your channels. Use a combination of inbound and outbound touches: a prospect might first hear of you in a LinkedIn post, then attend a webinar, then receive a follow-up call via an SDR. 

That kind of orchestrated, omnichannel marketing approach is proven to work – half of B2B marketers say social media is driving top-of-funnel success (more than any other channel), while email is nearly as effective for bottom-of-funnel conversion. And don’t forget offline: 

47% of B2B marketers planned to increase spending on in-person events, reflecting the post-pandemic resurgence of trade shows, conferences, and meetups. Mixing digital and face-to-face channels can dramatically accelerate trust. If organizing events or meetups isn’t your forte, specialized partners can help with event marketing to get you in front of key prospects in real life.

• Focus on Valuable Content and Thought Leadership: B2B buyers reward the brands that educate and inform them. Indeed, 83% of B2B content marketing focuses on building brand awareness and interest (10) – it’s the top goal for content, because decision makers engage with companies they know and trust. 

Invest in a robust B2B content strategy that addresses your audience’s pain points at each stage of the funnel. 

Key best practices include: creating high-quality long-form content (the average top-ranking blog post is ~1,447 words (10), indicating depth is rewarded), publishing consistently (34% of marketers post new content multiple times per week), and using a mix of formats – blogs, whitepapers, case studies, infographics, short videos, podcasts, etc. 

A strong content program establishes you as a thought leader and keeps your brand top-of-mind until buyers are ready to purchase (think of the famed 95/5 rule – most of your audience isn’t buying now, but you want them to remember you when they do need a solution). 

Notably, 87% of B2B marketers say content marketing has improved brand awareness, and 77% say it’s built credibility and trust in their industry (15). Aim to become the go-to resource in your niche.

This not only attracts inbound leads but also makes outbound outreach easier (“Oh yes, I’ve read your whitepaper on X”). If your team struggles to produce enough quality content, you’re not alone – half of B2B marketing teams outsource at least one content activity (7) (most often content creation). Outsourcing writing or design can be a smart move to keep the content engine running without overloading your staff.

• Double-Down on Analytics and Continuous Optimization: Finally, a core best practice is rigorous measurement and agile optimization. B2B sales cycles can be long, so you need strong analytics to know what’s working. Define clear lead generation KPIs for each stage (leads, MQLs, SQLs, opportunities, revenue) and track them religiously. 

It’s telling that 73% of B2B marketers cite conversions (lead to customer) as their most important content performance metric – vanity metrics like raw traffic or social likes take a backseat to metrics that show pipeline impact. Use closed-loop reporting with your CRM to measure real ROI of campaigns. 

And because attribution is tricky (buyers often consume 7+ pieces of content before converting), many teams now pull data from multiple sources – marketers use an average of 18 different data sources for reporting! (7). 

Whether it’s Google Analytics, marketing automation, ad platforms, or your account-based marketing data tools, aggregate insights to get the full picture. Importantly, build a culture of experimentation. Run A/B tests on email subject lines, landing pages, ad creative, and more. 

If a campaign underperforms, dissect why – was it the audience targeting? The offer? The timing? Then adjust and try again. Continuous improvement is how you stay ahead in a rapidly changing market. Remember, even top marketers rarely hit a home run on the first swing: only 50% of B2B marketers say they achieve their goals most of the time. The difference between winners and losers is that winners iterate and improve relentlessly.

By focusing on these core areas – sales alignment, data-driven targeting, balanced inbound/outbound, personalization, multichannel orchestration, content leadership, and analytics – you build a rock-solid foundation. Now, let’s drill into specific channel tactics and best practices, starting with the workhorse of B2B marketing: email.

Channel-Specific B2B Marketing Best Practices

Effective B2B marketing goes beyond broad strategy, it requires tailored execution for each channel. By applying channel-specific best practices, organizations can optimize performance, enhance engagement, and drive measurable growth. To bring these best practices to life, we’ll explore actionable tactics for each key channel.

B2B Email Marketing Best Practices

Email marketing in B2B is anything but outdated – in fact, it remains the highest ROI digital channel for most companies. Recent data shows email delivers roughly $36–$40 in ROI for every $1 spent (19).  

The channel consistently proves its worth: 50% of marketers still rate email as the most effective marketing tool for ROI (10). Perhaps more telling, business professionals prefer email for business communications – 86% say email is their favored channel for work (13). 

The takeaway? Email is a critical channel for reaching busy decision makers, lead nurturing, and driving conversions. But the bar for effective B2B email has risen; buyers won’t tolerate spam or irrelevant blasts. Here are the best practices to elevate your B2B email marketing in 2025:

• Grow a Targeted, Segmented List: Effective email marketing starts with the right audience. Focus on building an opt-in list of prospects who fit your ideal buyer profiles – via content downloads, newsletter sign-ups, webinar attendees, etc. Quality trumps quantity here. Once you have your list, segment it meaningfully. 

Segment by factors like industry, job role, company size, or stage in funnel. This allows you to tailor messaging (e.g. a “new product features” announcement might go only to existing sales leads/customers, while a “how to solve X problem” guide goes to cold prospects). Segmentation pays off: marketers who segment see notably higher engagement. 

Also, keep your database clean – regularly purge or win-back inactive contacts to maintain email deliverability (a smaller engaged list beats a huge stale one). It’s shocking but 59% of B2B marketers still do not use email marketing at all (13) – which means those who do and build a strong list have a major competitive advantage. Don’t sleep on list-building; make it a continuous effort via your website and events.

• Personalize and Humanize Your Emails: The era of impersonal “Dear Valued Customer” emails is over (and dumping your company newsletter from “[Company Name]” isn’t much better). 

B2B recipients are people – busy people – and they respond to emails that feel relevant and human. Start with the sender name: an analysis found 89% of all B2B marketing emails use the company name as sender. That often feels impersonal. Test sending from a real person’s name (e.g. your SDR or CEO) or a combination (“Alice from YourCompany”). 

Many find a human sender boosts open rates. Next, personalize the content. Use merge fields for name, company, etc., but go beyond that – reference their industry or a recent trigger if possible (“Hi Jane, as a fintech CMO you likely face X…”). Tools and data make personalization easier at scale, and it pays off in engagement. 

According to internal data, our Martal campaigns see significantly higher reply rates when the first sentence of a cold email is custom-crafted for that prospect (e.g. referencing their company’s recent news or a pain point). 

Even in automated sequences, write as if you’re writing to one person. Keep the tone conversational and the content focused on their needs. A pro tip: consider dynamic content in emails – for instance, swap out a case study link based on the recipient’s industry. It can lift CTRs by showing each segment the most relevant proof of value.

• Lead with Value (Not a Sales Pitch): Every B2B inbox is inundated, so make your emails count by delivering value right up front. Whether it’s a newsletter or a sales cadence email, the content should help or intrigue the reader, not just push your product.

It’s no wonder 40% of B2B marketers say email newsletters are the most powerful component of their content strategy (13) – a well-crafted newsletter that shares useful insights (industry trends, how-tos, case studies, etc.) will keep prospects engaged and build trust over time. 

In fact, 81% of B2B marketers use email newsletters as a primary content format (13). Even in one-to-one sales emails, consider a value hook: share a quick tip, a relevant statistic, or a piece of content (like “Thought you’d find this benchmark report useful given your role…” rather than a generic “Can we schedule a demo?” on first touch). By offering value, you earn the right to ask for something (a meeting, feedback, etc.) later. 

A simple rule: for cold outreach, consider the “3:1 give-to-ask ratio” – provide value in three emails before you make a direct sales ask. This nurtures the relationship and sets you apart from the many salesy emails cluttering inboxes.

• Craft Compelling Subject Lines and Preview Text: Your subject line determines whether your email gets opened or ignored – it’s that simple. 

Follow best practices like keeping it concise (ideally <50 characters), use sentence case (avoiding SHOUTING CAPS or spammy exclamation marks), and consider personalization (using the recipient’s first name or company can improve open rates). 

Subject lines that hint at solving a problem or providing insight often perform well (e.g., “How [Peer Company] boosted ERP efficiency 30%”). Avoid clickbait; you want to build trust, not trick people. Equally important is the preview text (the snippet that appears next to or below the subject in many email clients). 

Ensure your first line of the email complements the subject and entices further reading. For example, if the subject is “New Research: 2024 B2B Marketing Trends,” the first line might be “Hi John, we analyzed 150 companies – here are 3 trends shaping next year…”. 

This combo promises value and relevance. It’s also wise to A/B test subject lines regularly on your email campaigns – even a small lift in open rate (say 5-10% relative) can significantly increase your total leads over time when applied at scale.

• Use a Multi-Touch, Sequenced Approach: In B2B, rarely will one email do the job. Decision-makers often need multiple touches before responding. Design your email outreach as a sequence (automated or manual) that might span several weeks with varied content.

For instance, a common cadence for a cold outbound sequence is: Day 1 initial email → Day 3 follow-up email replying to first (“Just bumping this to top of your inbox…”) → Day 7 a new angle/value email → Day 14 another follow-up, possibly adding a case study or testimonial → Day 21 a “breakup email” or final attempt. Adjust timing based on your audience; the key is persistence without spamminess. 

Remember, 44% of salespeople give up after one follow-up attempt (14) – but many deals materialize after the 5th or 6th touch. The data on calls supports this too: it often takes 6-8 calls to reach a prospect and conversion rates improve after multiple voicemails (11). 

The same principle applies in email. Each touch should provide something new (don’t literally send “Did you see my last email?” five times). Perhaps the second email shares a quick case study relevant to their industry; the third might invite them to a webinar or offer a piece of content; the fourth could address a common objection or question. 

Varying the content while staying on message increases your chances of striking a chord. And don’t be afraid to combine channels – for high-value accounts, we often run email + LinkedIn + phone as integrated sequences. For example, an SDR might send an email, then a LinkedIn connection request referencing that email, then a call. 

This multichannel persistence can increase response rates substantially. (If building such sequences in-house is challenging, you can leverage external experts – our team at Martal, for instance, manages omnichannel outreach sequences as an outsourced SDR service, ensuring no lead slips through.)

• Optimize for Deliverability: Even the best email content is worthless if it lands in spam or never reaches the recipient. B2B marketers must pay close attention to email deliverability best practices. 

This includes technical setup (ensure your domains have proper SPF, DKIM, and DMARC records to authenticate your emails), sending from reputable IPs/domains (avoid sudden large blasts from a brand new domain), warming up new email addresses gradually, and monitoring your sender reputation.

Also, be mindful of email frequency and list hygiene – as mentioned, regularly remove or reconfirm stale addresses. One common mistake is blasting every contact with every email; instead, follow engagement-based targeting (some platforms let you send only to those who have opened or clicked recently, etc.). 

Content affects deliverability too: avoid spam trigger words (e.g., “FREE!!!” or “Buy now”) and too many images or heavy attachments in marketing emails. A text-to-image ratio skewed heavily toward images can flag spam filters. 

Make sure your emails look clean and not like a phishing attempt – use simple formatting and include a clear plain-text version. It’s notable that many B2B companies under-utilize email and thus don’t invest in deliverability – on average, B2B companies send only one email campaign every 25 days (13), perhaps fearing spam. 

You can increase email cadence safely if you follow best practices. Keep an eye on key metrics like bounce rate (should be low, <2%), open rates, and spam complaint rates. If you see a drop in opens or unusually high bounces, investigate immediately – it could save your sender reputation before it’s too late.

• Track Engagement and Refine Your Approach: As with all marketing, let data guide you. Monitor your email performance metrics beyond just opens and clicks – look at reply rates, meeting conversions, and ultimately pipeline and revenue influenced by email. 

If a particular sequence email consistently gets responses, analyze why and replicate those elements in other campaigns. Conversely, if certain content gets zero engagement, refine or replace it. 

Many B2B marketers also score their leads based on email engagement (e.g., assigning points when someone clicks an email link or watches a webinar). This can feed into lead nurturing: high scorers get fast-tracked to sales outreach, while low engagement leads might get different content to re-engage. 

Use A/B testing not just for subject lines but also call-to-action buttons, email layouts (plaintext vs. HTML designed emails – plaintext often feels more personal and can perform better for 1:1 outreach). 

And pay attention to timing: test different send times/days for your audience. For example, we’ve found mid-week mornings often yield better B2B open rates than Monday 8 AM or Friday afternoon. Interestingly, one study of manufacturing sector emails found Tuesday and Wednesday 3-4 PM had the highest open and click rates (13) – it will vary by audience, so see what works for yours. Continuously optimizing subject lines, content, targeting, and timing will ensure your email program keeps performing, rather than plateauing.

In summary, email remains a powerhouse for B2B marketing when done thoughtfully. By building a clean targeted list, personalizing content, providing value, and employing a strategic sequence with careful optimization, you can consistently turn email into qualified appointments and revenue. Now, let’s look at the content marketing side of the house – which often works hand-in-hand with email for nurturing those leads you generate.

B2B Content Marketing Best Practices

“Content is king” might be a cliché, but in B2B marketing it’s truer than ever. High-quality content fuels every stage of the B2B buyer’s journey – from creating initial awareness to nurturing leads toward a purchase, and even expanding customer relationships.

In 2025, content marketing continues to command a large share of B2B marketing focus (and budget). Nearly half of B2B organizations planned to increase their content marketing spend in the next year, recognizing the strong ROI content delivers. When done right, content marketing generates trust and demand in a way that sales pitches simply can’t. Here are the best practices to elevate your B2B content marketing:

• Develop a Documented Content Strategy: It all starts with a plan. According to surveys, only about 29% of B2B marketers rate their content strategy as very effective (from recent CMI data), meaning many are still winging it (15). 

Don’t make that mistake. Create a documented content marketing strategy that defines your target audiences (personas, industries), the key topics and pain points you’ll address, content formats to focus on, and how content maps to your funnel stages. 

Also outline your content goals – e.g. increase website traffic, generate X leads per month, enable sales with Y case studies, etc. A content strategy ensures your efforts are purposeful and aligned with business objectives. It also helps you get organizational buy-in by showing a roadmap. 

Need help? Consider engaging a sales agency or using frameworks for B2B content strategy to accelerate this planning phase. With a clear strategy, you can prioritize high-impact content projects instead of chasing random ideas or reacting ad-hoc.

• Create Content that Aligns with Each Stage of the Buying Journey: One size does not fit all in B2B content. Your prospects have different informational needs when they’re just exploring a problem versus when they’re comparing vendors or building a business case.

Map your content to stages such as Top-of-Funnel (Awareness), Mid-Funnel (Consideration), and Bottom-Funnel (Decision). At the top, focus on educational, problem-oriented content that draws a wide audience – think blog posts addressing industry trends or guides like “How to [Solve X Challenge]” without overtly selling. 

It’s noteworthy that 67% of B2B content teams say top-of-funnel content is the type they create most often (7), which makes sense – you need plenty of material to attract new eyes. In mid-funnel, provide content that helps prospects evaluate solutions: eBooks, whitepapers, webinars, analyst reports, etc. By bottom-funnel, your content should facilitate the decision – case studies, ROI calculators, product demos, technical documentation, etc. 

52% of sales professionals actively use sales enablement content, and  79% say it’s critical for closing sales deals (6). 

If you align content to funnel stages, you’ll have the right bait for prospects when they need it, increasing the chance they move to the next stage with you rather than a competitor. As part of this, also align content to personas – e.g., the CFO might care about ROI whitepapers, while the IT manager wants a tech spec sheet. Covering multiple angles ensures the whole buying committee is satisfied (B2B purchase decisions often involve 6-10 stakeholders).

• Maintain Quality and Originality (Don’t Settle for “Boring” B2B Content): There’s a lingering myth that B2B content has to be dry or overly formal. In reality, while the tone should be professional and credible, it absolutely must be engaging. Remember, your buyers are humans who watch YouTube, scroll LinkedIn, and appreciate a good narrative or data insight. 

Aim for useful and interesting content – back up points with data, include real examples or mini case studies, and use storytelling where appropriate. If you have proprietary data or can conduct a survey, original research reports or data-driven infographics can earn a lot of attention (and backlinks). 

For instance, producing an original “2025 Industry Benchmark Report” could position your company as a thought leader. Quality also means good writing and design: invest in skilled writers (subject matter experts if possible for technical topics) and designers to ensure your content looks polished. 

Given it now takes nearly 4 hours on average to write a B2B blog post (up 23 minutes from five years ago), recognize that quality content requires time and effort. It’s often wise to outsource specialized content creation – recall that 84% of companies that outsource content cite writing as the top activity they get help with. The payoff for quality is higher engagement and conversion. People will spend more time with in-depth, well-crafted content – which in turn signals Google and other algorithms to rank it higher (SEO bonus: long-form content tends to rank better, with first-page Google results averaging ~1,500 words (10)). In short, don’t cut corners on content quality; invest the necessary resources to make it excellent.

• Embrace Video and Visual Content: B2B content isn’t just whitepapers and blogs. Video has exploded in popularity for business audiences. Whether it’s short informational videos, recorded webinars, product demos, or animated explainers, video can convey information quickly and be more engaging for certain people who prefer visuals over text. 

It’s no surprise that 87% of B2B marketers plan to increase investment in video content for 2025 (10) – it’s one of the fastest-growing content areas. If you haven’t already, integrate video into your content mix. 

This could mean launching a monthly video podcast, creating quick 2-minute explainer videos for key concepts, or using video case studies with client interviews. Don’t worry, you don’t need a Hollywood budget; even Zoom-recorded interviews or well-edited screen recordings can work if the content is valuable. 

Besides video, think visual: infographics, charts, and data visualizations are excellent for conveying stats and process diagrams in an easily digestible format (and they’re highly shareable on social). For example, if you have a complex process to explain, an infographic can simplify it for your audience. 

Visual content also tends to earn backlinks if it contains useful data or frameworks, boosting your SEO. Given that 69% of B2B marketers say they’re increasing spend on visual content like videos and webinars, you don’t want to lag behind. 

One more benefit: repurposing written content into visuals (or vice versa) extends its life and reach – a detailed blog can become a slide deck or infographic, a webinar recording can become a series of short video clips, etc. Maximize each piece of content by delivering it in multiple formats to suit different audience preferences.

• Distribute, Promote and Repurpose Your Content: The mantra “build it and they will come” doesn’t apply to content. You need a proactive content distribution plan to get eyes on your work. 

This means leveraging owned channels (email newsletters, your blog and website, social media profiles), earned channels (PR, guest posts, influencer shares), and paid channels if budget allows (sponsoring your content in industry newsletters, doing content syndication, or promoting via paid social ads to targeted audiences). 

It’s notable that 90% of B2B marketers use social media to distribute content – it’s the most common content distribution channel. Organic social posts on LinkedIn and Twitter (X) are must-do basics for each piece of content. To go further, consider posting content to platforms like LinkedIn Articles or Medium for more reach, or using industry forums/communities (e.g., niche Slack groups or Reddit) where appropriate to share educational pieces (non-promotional). 

Don’t forget about your sales team: enable them to share content directly with prospects – for instance, create a one-pager or an infographic version of a blog that sales reps can email to clients asking about that topic. 

Another key practice is repurposing: turn one content idea into several assets. For example, a webinar can become a blog recap, a short video snippet, and a few insightful LinkedIn posts quoting stats from it. A cornerstone whitepaper can be “atomized” into an infographic and a series of blog posts, each tackling a section of it. 

This not only maximizes ROI on content creation but ensures consistent messaging across channels. 

Also, update and re-use evergreen content – if you have a high-performing “Ultimate Guide” from 2022, refresh it with 2024 data and re-launch it rather than starting from scratch.

Many successful B2B marketers meticulously update older content to keep it ranking and relevant. Essentially, promotion and repurposing should occupy as much thought as content creation itself in your strategy.

• Measure Content Effectiveness and Tie it to Revenue: B2B content marketing isn’t just about brand buzz – it ultimately needs to drive business results. Establish metrics to gauge performance. Common ones include website traffic, time on page, social shares, and lead generation (form fills, downloads) for each content piece. 

But the gold standard is connecting content to pipeline and revenue. For instance, track how many sales opportunities were influenced by a particular whitepaper or by your blog over a quarter. Use your marketing automation and CRM to attribute leads and closed deals back to content touchpoints (at least in a multi-touch sense). 

It’s telling that 73% of marketers measure content success by conversions (lead-to-customer or similar), and 52% specifically look at lead quality generated (7). 

Set up goals in Google Analytics or your marketing platform to track content conversions (e.g., a goal for “requested a demo” or “contacted sales” that you can correlate with content visitors). 

Also use qualitative feedback – ask your sales team which content pieces help them most, and which topics prospects ask about that you might not have covered. 

Keep an eye on SEO metrics as well: are your content pieces ranking for target keywords? Are you gaining backlinks (a sign of authority)? If not, refine your SEO strategy: maybe you need more comprehensive content or better on-page optimization. 

The endgame is to continually optimize your content strategy based on what the data shows. For example, if you find your webinars produce lots of sales ready leads that convert to pipeline (say webinar-sourced leads have a 18% MQL-to-SQL conversion vs 13% average), you might increase webinar frequency. Or if a certain blog post format (like “Top 10 tips”) consistently gets more engagement, produce more of that. By measuring and iterating, your content marketing becomes more of a science over time, delivering predictable and improving results.

Content marketing is a long-game, but it’s one of the most powerful levers in B2B. When a prospective buyer consistently encounters your helpful articles, sees your research cited, or enjoys your webinar, you’re pre-selling your expertise before a sales conversation ever happens. 

As a result, leads that come through content tend to be higher quality and close faster. In fact, 84% of B2B marketers say content increased brand awareness, and half say it’s their top source of leads (13).

By following these best practices – strategic planning, aligning to buyer stages, committing to quality, leveraging video/visuals, aggressive distribution, and robust measurement – you’ll build a content engine that drives continuous growth.

Next, let’s explore digital marketing more broadly – including your website, SEO, paid ads, and marketing tech – and how to optimize these in 2025’s B2B landscape.

B2B Digital Marketing Best Practices

“Digital marketing” in B2B covers a lot of ground – basically any online tactic from search engines to social ads to your website experience. It’s the backbone of modern marketing, especially as B2B buyers increasingly prefer digital self-service. 

80% of B2B sales interactions between suppliers and buyers will occur in digital channels (8). That statistic underlines how critical your digital presence and strategy are. Below we outline the best practices across key areas of B2B digital marketing:

• Optimize Your Website for Conversions (Your 24/7 Sales Rep): Your website is arguably your most important digital asset. B2B buyers will nearly always visit it at some point to learn about your offerings – often early in their research. Ensure your site is fast, professional, and designed to convert visitors into leads. This involves clear messaging (does your homepage immediately communicate the value you offer and who it’s for?), strong calls-to-action (CTAs) on every key page, and easy ways to contact sales or request demos. 

Use landing pages with forms for content downloads or promo campaigns to capture leads. Implement live chat or chatbots to engage visitors who have questions in real time – many B2B buyers appreciate getting quick answers via chat without having to pick up the phone. 

Also, design for mobile responsiveness from the start: in 2023, nearly 48% of B2B digital ad clicks occurred on mobile devices, and mobile’s share is expected to exceed 50% (10). 

If a busy executive clicks your LinkedIn ad on their phone and your site isn’t mobile-friendly, you’ll lose them. 

One more point: offer content for both quick skimmers and deep divers. A visitor doing initial research might just watch a 2-minute product overview video or glance at an infographic, whereas a serious evaluator might download a 15-page buyer’s guide and dig into your case studies. 

Provide both short and long-form content on your site to satisfy these different behaviors. And make navigation intuitive – B2B sites often have multiple product lines or solutions; organize them in a way that makes sense to outsiders (consider testing your site with actual users to see if they can find info easily).

Treat your website like a constantly evolving product: use analytics and heatmaps to see where people drop off, run A/B tests on page layouts or headlines, and continuously improve the user experience to boost your conversion rates.

• Master SEO to Capture High-Intent Traffic: Search engine optimization is a critical component of B2B digital strategy. When a prospect searches Google for a solution (“best enterprise cybersecurity software”) or even a problem (“how to prevent phishing attacks employee training”), showing up in those results is immensely valuable. B2B buyers perform an average of 12 searches before choosing a specific website to engage with (10) – you want to be on the receiving end of those searches. 

Best practices for SEO in 2025 include: doing thorough keyword research focused on your B2B niche (including longer-tail keywords that indicate intent, e.g. “CRM software for manufacturing industry”), optimizing existing content around those keywords (titles, headers, meta descriptions, etc.), and building authoritative backlinks. Content and SEO go hand in hand: by publishing quality content on topics your buyers search for, you naturally improve SEO. 

Also, consider the technical SEO aspects – ensure your site is crawlable, has a clear sitemap, fast loading times (site speed is crucial for user experience and rankings), and is secure (HTTPS). One often overlooked tactic: create content targeting early-stage informational queries (e.g., blog posts on industry trends or how-tos) to capture leads before they even start looking for vendors. 

Then also create content targeting comparison and decision queries (like “[Your Product] vs [Competitor]” or “[Category] pricing guide”) to capture those further along. Many B2B firms still under-invest in SEO, but those who do enjoy compounding returns in organic traffic and lower cost per lead. 

If your internal team lacks SEO expertise, consider bringing in an SEO consultant or using tools to guide on-page improvements. Keep in mind SEO is a long game – start now, and six months to a year out you’ll see significant growth in inbound traffic that can reduce reliance on paid channels.

• Use Paid Search and Social Advertising Strategically: While organic traffic is wonderful, paid digital advertising gives you immediacy and targeting precision that can greatly accelerate lead generation. Paid search (SEM) is especially effective for capturing bottom-of-funnel, high-intent leads – e.g., someone searching “ERP software demo” is likely looking to buy soon. 

Bidding on relevant keywords in Google Ads (and Bing if appropriate) can put you at the top of those searches. Just be sure to use specific keywords and proper negative keywords to avoid wasteful clicks, since B2B keywords can be pricey. Also align the landing page closely with the ad query for better Quality Score and conversion rates (e.g., an ad for “CRM for Retail Industry” should land on a page about your CRM solution for retail, not a generic homepage). Paid social ads (LinkedIn, Facebook, Twitter) allow superb targeting by job title, industry, company size, etc.

 LinkedIn in particular is the B2B marketer’s ad platform of choice – you can serve sponsored content or message ads directly to exactly the decision makers you want. The trade-off is cost (LinkedIn CPCs and CPMs are generally high), so use it for precision plays like account-based marketing campaigns or promoting high-value content (whitepapers, webinars) to target accounts. 

One strategy: use retargeting audiences on both search and social. For instance, if someone visited your pricing page (indicating strong interest) but didn’t convert, retarget them with display ads or LinkedIn ads highlighting a case study or “Contact us for a custom quote” – staying on their radar can bring them back when ready. In 2024, U.S. B2B digital ad spending was about $18.3 billion and growing ~15% annually, showing that many companies are investing here. 

The best practice is to track ROI meticulously – set up proper conversion tracking (through Google Analytics, LinkedIn Insight Tag, etc.) to tie ad spend to lead outcomes. 

This way you can double down on campaigns that work and cut those that don’t. Finally, don’t overlook niche or emerging channels: depending on your industry, channels like industry-specific directories, review sites (e.g., G2, Capterra) or even Reddit can be effective for targeted ads where your buyers frequent.

• Leverage Marketing Automation and Lead Nurturing: As your digital efforts generate leads (from content downloads, contact forms, webinar sign-ups, etc.), it’s crucial to nurture those leads effectively. Marketing automation platforms (like HubSpot, Marketo, Pardot, etc.) are invaluable for this. 

They allow you to score leads, set up email drip campaigns, and trigger actions based on behavior. Best practice is to define lead scoring criteria with sales input: for example, add points for job titles that match your buyer (VP or Director roles +10), for behavioral engagement (opened 3 emails +5, visited pricing page +10, etc.), and decrement for inactivity over time. 

When a lead score crosses a threshold indicating sales readiness, your sales team can be alerted to follow up (or the lead can automatically move to a CRM queue). This ensures hotter leads don’t slip through. Simultaneously, set up lead nurturing workflows for those who aren’t ready yet. If someone downloads an eBook, put them in a email nurture sequence that sends related content over a few weeks (“drip” useful info and gently introduce how you solve the problem). 

With marketing automation, you can segment and personalize these nurtures at scale. For instance, you might have separate tracks for leads in different industries or for users vs decision-maker personas. The stats bear out the importance of nurture: companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost (Source: Forrester). It’s essentially letting the system do the repetitive work of staying in touch, so that your brand stays top-of-mind until the lead is sales-ready. 

Just be careful to not over-automate to the point of losing the human touch – periodically review your nurture content to ensure it still feels helpful and personalized, not like a generic autoresponder. We’ve found that mixing in one-off, timely emails (like a new blog post or invite to an upcoming event) to your automated nurtures can make the communication feel more natural.

• Harness Data and Analytics for Continuous Improvement: Digital marketing offers the benefit of abundant data. The best teams create a data-driven culture where decisions (big or small) are backed by evidence from analytics. 

Set up a robust analytics stack: at minimum, use Google Analytics (GA4) for web traffic analysis, along with the analytics dashboards in your automation and ad platforms. If possible, connect these to a centralized BI tool or even just spreadsheets that combine data, so you can see end-to-end performance (e.g., which source/campaign a lead came from and whether it converted to an opportunity or customer). Monitor key metrics by channel: SEO traffic and keyword rankings, paid ad click-through rates and cost per lead, email open rates/click rates, social engagement, website bounce rates, etc.

Regularly perform cohort analysis – e.g., leads from Q1 vs Q2 – to identify if changes you made had positive or negative effects. Also look at content performance in analytics: which blog posts or pages attract the most organic traffic? Which have the highest conversion rates? This can inform your content strategy (make more of what works!). 

Don’t overlook user behavior tools like heatmaps or session recording (e.g., Hotjar or Clarity) – these can reveal UX issues on your site that pure numbers might not (like people clicking on something that’s not actually a link, or missing a CTA because it’s below the fold on certain devices). 

Another best practice is setting up dashboard reports that auto-update and can be shared with your team and executives. For example, a weekly dashboard that shows leads and opportunities by source and campaign can quickly show if, say, your new LinkedIn campaign is delivering or if organic search suddenly dipped. The goal is to catch trends early and respond. 

One stat we mentioned earlier: marketers use 18 data sources on average (7) – which hints at how complex the digital ecosystem is. Try to streamline and focus on the metrics that matter to your goals (analysis paralysis is real if you attempt to act on dozens of metrics at once). 

Typically, that boils down to some form of CAC (customer acquisition cost) and LTV (lifetime value) by channel, or simply cost-per-lead and lead-to-deal conversion by channel as proxies. By rigorously analyzing and adjusting, you’ll improve efficiency – scaling up channels/tactics that yield a good CPL or high conversion rate, and pausing those that underperform.

• Stay Current with Privacy and Compliance: This isn’t the flashiest topic, but it’s increasingly important. Data privacy laws (GDPR in Europe, CCPA/CPRA in California, etc.) impact how B2B marketers can collect and use data. 

Ensure your digital marketing is compliant: have clear consent for cookies and email opt-ins, honor unsubscribe requests diligently, and work with your legal team to make sure any targeting or data enrichment you do (like using third-party intent data or account contact lead lists) is above board. 

Also, browsers are phasing out third-party cookies – meaning some forms of targeting and tracking will change (Google has pushed this to 2024/2025). Prepare by investing in first-party data – encourage site visitors to register, sign up, and share info so you rely less on third-party tracking. 

Additionally, consider implementing server-side tagging or tools that will adapt to a cookieless world for analytics. While compliance might seem a burden, handling data responsibly is becoming part of your brand reputation. 

Data shows that 52% of B2B buyers have stopped working with companies that failed to protect customer data (9) (trust is huge in B2B). So security and privacy compliance can actually become a selling point if you communicate it – for instance, showcasing any certifications or adherence to standards can reassure prospects (especially in industries like finance or healthcare). Bottom line: bake compliance into your digital tactics now to avoid scrambling later or losing the ability to market to certain regions.

Source: McKinsey Global Survey on Digital Trust

In essence, B2B digital marketing requires a blend of creative strategy and analytical rigor. Your website, SEO, paid campaigns, and automation all need to work in concert to attract, inform, and convert your target buyers. 

By following these best practices – from a conversion-optimized website and strong SEO foundation, to smart use of paid channels, nurturing via automation, and data-driven refinement – you’ll build a digital growth engine that reliably turns strangers into prospects, and prospects into satisfied customers. Next, we’ll zero in on one particular slice of digital that deserves its own spotlight: social media and social selling in B2B.

B2B Social Media Marketing Best Practices

Social media isn’t just for consumer brands and influencers – it’s a critical arena for B2B marketing in 2025. Modern B2B buyers are highly active on platforms like LinkedIn, Twitter (now X), and even Facebook groups or industry forums. 

They use social media to research vendors, read reviews, and consume thought leadership content. In fact, 90% of B2B marketers distribute content on social media as their primary channel, making it the most common content distribution method. 

Moreover, social networks often generate high-quality leads: a well-known stat (from LinkedIn) notes that 80%+ of B2B social media leads come from LinkedIn (16). Clearly, if your social presence is weak, you’re missing out on where your buyers spend time. Here are best practices to maximize B2B social media prospecting and marketing:

• Prioritize LinkedIn (the B2B Powerhouse): LinkedIn is the go-to platform for B2B for good reason – it’s full of business decision makers in a professional mindset. 85% of B2B marketers say LinkedIn is the social platform that delivers the best value to their organization, far outpacing others (20). 

To excel on LinkedIn, optimize both your Company Page and your personal profiles (especially those of your leaders and customer-facing teams). Post content regularly from your company page: share your blog posts, industry news with commentary, short videos, customer success shout-outs, etc.

Consistency is key; aim for at least a couple posts per week. Use relevant hashtags sparingly to increase reach (e.g., #B2BMarketing, #Cybersecurity, #SupplyChain – whatever fits your domain). But the secret weapon on LinkedIn is actually employee advocacy and personal branding. 

LinkedIn’s algorithm tends to give more visibility to content coming from individual users than company pages. Encourage your executives and team members to be active: connecting with prospects/clients, posting their own content, and engaging with others. 

It makes a huge difference – 82% of buyers look up providers on LinkedIn before replying to outreach (11), and 77% of buyers are more likely to engage with a company whose leadership is active on social media (11). That means if your CEO or VP posts insightful content regularly, it builds trust and familiarity with prospects. 

You can support this by providing content ideas or even ghostwriting posts for busy execs (just ensure authenticity). Also, leverage LinkedIn Groups if there are popular ones in your industry – participating there (not selling, but contributing expertise) can subtly position your brand in front of a targeted audience.

• Embrace Social Selling and Employee Engagement: Social media marketing isn’t only about what the brand posts; it’s about the conversations and relationships built. Social selling is the practice of using social networks (primarily LinkedIn for B2B) to identify and engage with prospects, build rapport, and ultimately help move them toward a sale. 

Done right, it’s extremely effective: 78% of salespeople using social selling outperform those who don’t (16), and companies with formal social selling programs are 40% more likely to hit revenue goals (16). So, a best practice is to train your sales and BD teams on social selling techniques. This includes optimizing their LinkedIn profiles (no more default “Sales at XYZ” headlines; instead, something customer-centric like “Helping Manufacturers Improve Supply Chain with ERP Solutions”), how to research prospects on social, and how to engage (commenting on a prospect’s post, sharing useful content with them via DM, etc.). 

Encourage your team to share company content on their personal feeds too – the network multiplier can be huge. For example, if 50 employees share a new thought leadership blog post, you could reach tens of thousands more people than the company page alone. Some organizations formalize this via employee advocacy tools (like EveryoneSocial, Hootsuite Amplify) that make it easy for employees to share approved content. 

Others create internal “share squads” and recognize employees who are most active. The key is creating a culture where employees feel comfortable (and even excited) to represent the brand on social media. Leadership should lead by example here – if managers and execs are active, it signals others can be too. 

One caution: make sure to provide social media guidelines so everyone understands compliance (especially if in regulated industries) and best practices (e.g., be respectful, add value, avoid controversial topics unrelated to business, etc.). Ultimately, a workforce that’s engaged on social media becomes an extension of your marketing team, amplifying reach and humanizing your brand.

• Share Content that Sparks Engagement (Not Just Promotion): Social media is a two-way street. If all you do is blast promotional posts (“New product feature!” or “Visit our booth at XYZ”), you’ll likely see limited reach and minimal engagement. 

Follow the 80/20 rule: about 80% of your social content should be informative, entertaining, or otherwise valuable to your audience, and no more than 20% directly promotional. In practice, this means post tips, industry stats, how-to snippets, answers to common questions, employee spotlights, etc., far more often than you post about your product. Use visuals to catch attention – images, short videos, even simple text graphics highlighting a quote or stat (LinkedIn, for example, has a document post feature where you can upload PDFs that users can scroll, which is great for mini-slidedecks or infographics). 

Ask questions or use polls to encourage interaction (“What’s your top challenge heading into 2025 in [your industry]? Poll: A, B, C, D”). Also, when people comment on your posts, respond and start a conversation – this not only boosts the LinkedIn algorithm love (more comments = more reach), but it shows prospects you’re listening and engaging. 

Another tip: tag other companies or people when relevant (e.g., tag a partner or a customer when sharing a success story, with their permission) – this can extend reach to their networks and foster good will, often they will reshare your post. By making your social content conversational and audience-centric, you’ll build an active follower base over time. 

Consistency matters too: posting once a month won’t cut it. It doesn’t mean you must post daily on every channel, but set a sustainable cadence (say, 3-4 times/week on LinkedIn, daily on Twitter if that’s a key channel, etc.). Use scheduling tools to plan and ensure regularity.

• Choose Secondary Platforms Based on Audience: While LinkedIn is the heavyweight, consider other social platforms depending on where your buyers congregate. Twitter (X) is popular for tech communities, journalists, and quick news dissemination – and many executives maintain a presence there. 

It’s a useful channel for sharing real-time updates (like live-tweeting insights from a conference) and interacting in industry hashtag discussions or Twitter chats. If your team has the bandwidth, building a following on Twitter can help position your brand in wider industry conversations (just remember content is short-lived there; frequency needs to be higher). 

Facebook might be relevant if there are active private groups in your niche or for targeting ads (Facebook’s targeting can reach business owners or certain interests even if it’s not a purely professional network). Also, YouTube is essentially the second largest search engine – if you produce video content (product walkthroughs, webinars, etc.), publish and optimize it on YouTube for discoverability. Some B2B brands even find success on Instagram or TikTok, especially if appealing to a younger demographic or showcasing a more human side (e.g., employer branding, company culture, or short “did you know?” tips). 

For example, there are cybersecurity experts with popular TikTok channels explaining security tips – indirectly promoting their B2B services. The rule of thumb: go where your buyers are and where you can authentically create value. 

Don’t force a presence on every shiny platform if you can’t maintain it. It’s better to have a strong presence on 1-2 channels than a ghost town on five of them. Monitor your web analytics “social referral” traffic and lead sources to see which platforms actually drive engagement or traffic to your site – then focus efforts accordingly.

• Leverage Paid Social for Amplification: We touched on paid social in the digital marketing section, but it deserves a note here too. The reality is, organic reach on social platforms can be limited (LinkedIn is better than Facebook in this regard, but still, not all your followers will see every post). 

A best practice is to put some budget behind your top-performing organic content or key offers to ensure they reach a wider target audience. For instance, if you publish a high-value whitepaper, use LinkedIn Sponsored Content to show it in the feeds of a specific job title + industry combo that matches your ICP. 

Or use LinkedIn InMail (Message Ads) to send a free trial offer directly to target accounts (just use these sparingly – people don’t like spammy inboxes). The targeting granularity of social ads lets you ensure your content is seen by exactly the people you want, which is powerful for account-based marketing. 

Additionally, consider retargeting on social: show ads on LinkedIn or Facebook to people who visited your site or engaged with a prior piece of content. This keeps your brand visible during the consideration phase. Social retargeting can be especially useful to re-engage dormant leads – e.g., upload a list of leads who went cold and serve them an ad about a new case study or a limited-time offer. One caution: craft your paid social content to blend in with organic as much as possible. It should still provide value, not just “Buy our solution!” 

Many companies use paid social primarily for content promotion and brand awareness (like highlighting an eBook or a statistic with a “learn more” CTA) rather than straight sales pitches, as that tends to perform better in feed environments. 

Lastly, keep an eye on results and costs – LinkedIn, while effective, can have high cost per click, so optimize targeting and content to get the most bang for your buck (compelling ad creative, strong landing page, etc., to improve conversion and justify the cost).

• Measure Social Impact Beyond Vanity Metrics: It’s easy to get fixated on likes and followers, but the true measure of B2B social media success is in how it contributes to your business goals. 

Define what success looks like: is it increased brand awareness (e.g., more mentions, share of voice, traffic)? Is it lead generation (downloads, form fills from social campaigns)? Or perhaps relationship-building (number of meaningful conversations or inbound inquiries initiated via social). Use analytics to track these. 

LinkedIn’s native analytics can show engagement rates and even some demographic breakdown of your followers. UTM-tag your links from social posts so you can see in Google Analytics how much web traffic and leads social media is bringing (for example, how many demo requests came from LinkedIn last quarter). 

If you run social lead gen ads, LinkedIn and Facebook provide lead form metrics directly. Additionally, qualitatively assess the impact: sales teams can log when a prospect references seeing your LinkedIn posts or when an inbound lead says they follow your CEO on Twitter. 

Anecdotal but powerful evidence that social marketing is enhancing your reputation and trust. You can also track employee social engagement if you use tools for advocacy, to identify who your top evangelists are internally and externally. The point is to tie social efforts to outcomes that the C-suite cares about (sales pipeline, talent attraction, partnership opportunities from networking, etc.), which will justify continued or increased investment. 

Social media often has a multiplier effect that’s not entirely linear – a single viral post by your CTO might not show an immediate revenue, but it could land your company in front of thousands of ideal buyers and spark dozens of conversations. 

So combine hard metrics with a strategic understanding of social’s role in the bigger picture. Over time, if you stay consistent with the best practices above, you’ll likely find that social media becomes an indispensable channel for driving awareness, influencing buyer decisions (often indirectly), and humanizing your brand.

By treating social media as a strategic engagement and distribution channel – not just a box to tick – B2B companies can reap huge benefits. In 2025, social media content is reported as the most effective channel for both top-of-funnel and bottom-of-funnel goals (even slightly ahead of email in recent surveys). It’s where your buyers spend time and form impressions. 

By being present, helpful, and engaging on platforms like LinkedIn and others, you position your company as a leader and trusted voice. Combine organic efforts with employee advocacy and targeted paid campaigns, and social can become a steady engine of B2B growth.

We’ve now covered major facets of B2B marketing – from high-level strategy to specific channels. To wrap up, let’s talk about how you can put all these practices into action and why the right partner can accelerate your success.

Supercharge Your B2B Marketing with the Right Partner

Implementing the array of best practices we’ve discussed – from sophisticated content strategies and multi-channel campaigns to data analytics and social selling programs – can be a daunting task. 

The reality is that many B2B teams are stretched thin or lack certain specialized skills (e.g., marketing ops, content creation at scale, outbound prospecting expertise). This is where partnering with the right B2B growth experts can make all the difference.

At Martal, we understand the unique challenges of B2B marketing and sales development. We serve as a B2B sales partner for companies looking to accelerate pipeline and revenue. Rather than you trying to build all these capabilities in-house from scratch, our team can plug in as an extension of yours – bringing proven expertise, processes, and additional bandwidth to execute best practices quickly.

What does partnering with Martal look like? Here are some of the ways we help B2B organizations implement the strategies we’ve outlined in this guide:

• Cold Outreach and Lead Generation: Our award-winning team of SDRs and marketers will design and run targeted outbound campaigns to fill your pipeline with qualified leads. 

This includes multi-channel sequences via cold email, LinkedIn, and calls – precisely the personalized, persistent approach we recommended earlier. We use data and intent signals to focus on high-potential accounts, crafting messaging that resonates. 

Through our outsourced lead generation services, clients often see a 4–7x increase in conversions compared to traditional internal outreach efforts, thanks to our combination of human touch and AI-driven automation (17).

• Content and Demand Generation: Martal’s content strategists and writers can help you produce the high-quality blogs, whitepapers, and case studies needed to engage your audience. We can map content to your buyer journey, ensuring you have the right assets at each stage. Additionally, we’ll assist in promoting that content effectively – via SEO optimization, email campaigns, webinar lead generation programs, and social media. The result is a robust inbound engine that attracts and nurtures leads continuously, taking a load off your sales team.
  
• Account-Based Marketing & Sales Alignment: If ABM is on your agenda (and it should be), Martal brings deep experience in executing ABM campaigns. We can help identify your highest-value target accounts and develop tailored outreach strategies for each (leveraging personalized content, coordinated touchpoints, etc.). 

Our approach tightly aligns marketing efforts with sales follow-up – so those engaged accounts move smoothly through to pipeline. We also provide rich account data and insights (decision-maker contacts, intent data, etc.) to power your ABM and ensure no key stakeholders are missed.

• Telemarketing and Event Marketing: For companies that want to incorporate more human touch or offline channels, we offer services like telemarketing outsourcing (our trained reps can conduct call campaigns or follow-ups at scale, so your internal team can focus on closing). 

We also provide event marketing services – whether it’s setting meetings for you at trade shows or running virtual events to generate leads. Martal’s global team has presence across North America, Europe, and LATAM, which means we can engage prospects in multiple languages and regions – a huge advantage if you’re targeting international markets or running events worldwide.

• Consulting and Training: Perhaps you have a solid team but need guidance to refine strategy or adopt new tactics. Martal offers consulting and training services too. We can audit your current marketing and sales development processes, then provide a strategic plan (for example, how to improve lead qualification, or how to implement a social selling program for your sales reps). 

We also conduct hands-on workshops and coaching. For instance, we can train your team on advanced LinkedIn outreach techniques, email copywriting for higher email response rates, or using intent data effectively. Our goal is to empower your people with the knowledge and playbooks to succeed long-term.

• Flexible “Fractional” Support: One of the benefits of partnering with Martal is flexibility. You don’t have to invest months in hiring and onboarding multiple new roles; we can engage quickly and scale up or down as needed. 

Whether you need a full “outsourced sales team” to drive appointments, or part-time content marketing help, or short-term campaign support to break into a new vertical – we can tailor our involvement. This fractional SDR model is cost-efficient and agile. You get the results of an expanded team without the fixed overhead. 

As one client described it, Martal was “the ideal way to scale our pipeline quickly without scaling our staff”. Especially if you’ve received new funding or have aggressive targets, this approach accelerates execution.

At the end of the day, our philosophy is simple: when you win, we win. We immerse ourselves in understanding your product, market, and goals, essentially acting as an extension of your company. That’s why Martal has been able to help over 2000 B2B companies worldwide (from tech startups to Fortune 500 divisions) achieve consistent growth.

We bring the strategy, the team, and the technology to jumpstart your marketing-sales engine – so you can focus on what you do best, delivering great products and services.

Ready to Elevate Your B2B Marketing? If you’re reading this guide and thinking, “We have a lot to do,” don’t worry – you don’t have to do it alone. 

Whether you need to build a robust top-of-funnel, improve lead quality, or conquer a new market, Martal Group is here to help as your dedicated B2B growth partner. 🚀 Let’s have a conversation about your goals and how we can accelerate your success. Reach out to us for a free consultation, and let’s turn these best practices into real results for your business.

References

1. Forrester
2. Spotio
3. LinkedIn Marketing Solutions
4. Foundry
5. G2 Learn
6. HubSpot
7. Backlinko
8. Gartner
9. McKinsey & Company
10. Lead Forensics
11. Growthlist
12. McKinsey B2B Pulse
13. Industry Select
14. SalesRoads
15. Content Marketing Institute
16. Breakcold
17. Martal – Best Cold Email Platform
18. Salesforce
19. HubSpot – Email Marketing Stats
20. Content Marketing Institute – Trends Research