- Brand Finance’s B2B index has expanded from ranking 100 to 250 brands, with 36% of the value in its Global 500 now from B2B segments
- In response to economic uncertainty, B2B marketers are shifting to more authentic tactics, including low-fi video, influencer marketing, and client case studies
- LinkedIn B2B Institute research reveals that when purchasing generative AI solutions, buyers typically consider fewer than three suppliers
- B2B marketers are increasingly investing in AI-driven account-based marketing and predictive analytics, to deliver highly personalised buyer experiences
- AI-powered social selling tools are helping sales teams with timely, targeted content, scaled engagement which enables more effective outreach
- B2B brands are successfully using TikTok to humanise their image and engage broader audiences – showcasing culture, employee stories, and product use cases
Bold vision, bigger universe: Inside the 2025 Most Valuable B2B Brands Index
When Brand Finance chairman David Haigh first floated the idea of a dedicated B2B ranking, even he worried the exercise might be “too much effort”…
B2B marketers changing strategies due to current economic climate
96% of B2B marketing leaders are revising their company’s strategies due to the current economic environment, incorporation of AI and a generational shift in the industry.
LinkedIn’s new B2B playbook shows ability to defend bad decisions drives B2B buying decisions
The most decisive factor in B2B buying isn’t price or even performance, but fear – specifically, the fear of not being able to defend a buying decision if it turns out to be wrong.
Audio branding in the B2B sector
While B2C brands have long embraced audio branding through jingles, advertisements and product sounds, B2B companies often overlook its potential.
B2B buyers consider ‘less than three suppliers’ in gen AI purchase decisions
Despite the hype and buzz around what generative AI can do for the marketing function – only 32% of B2B organisations have purchased a gen-AI solution in the past three months.
B2B marketers ramp up investment in targeted strategies and AI
Just 40% of marketers say they’re using generative AI in ABM at limited scale, while 33% are still exploring it.
Social selling with an AI flavour: Boost B2B sales and engagement
Reaching out too early with a sales pitch can lead to being ignored, while waiting too long could mean losing the sale to a competitor. The solution is to tailor your approach.
B2B marketing on TikTok: What you need to know
TikTok is an essential tool for B2B marketers to connect with customers… The app’s short video format allows for presenting topics in an engaging and easily digestible manner.
What B2B marketers need to know about business models and finance
Your organisation’s business model might not seem to have a lot of bearing on the day-to-day work you do in MOps, but it should.
Charting new paths in B2B: Digital solutions for complex markets
One of the most crucial insights for any business leader considering digital transformation is the importance of mastering the offline aspects of the business first.