In 2025, B2B buyers utilize multiple channels for research and interaction, making single-channel tactics ineffective. A relationship-focused strategy on platforms like LinkedIn is crucial. Businesses often misuse LinkedIn by treating it as a broadcast tool rather than focusing on thought leadership and meaningful interactions. Effective tactics include sharing insightful posts, engaging with buyer content, crafting an engaging profile, and using personalized messages. TikTok presents an opportunity as many decision-makers browse it during leisure time, offering a relaxed environment for engagement that competitors may overlook.
Many decision makers scroll through TikTok when they're off the clock. That relaxed setting can open doors for you to stand out where competitors aren't looking.
Businesses need an approach tuned to each platform—a strategy that builds trust and invites prospects to engage when they're ready.
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