#b2b-marketing

#b2b-marketing

With more than 15 years of experience in media, digital advertising and media strategy for major film releases, Sheridan will help bring JustWatch's performance media, data and technology to a wider scope of studios, streamers and agencies in the U.S. Before his role at Searchlight as Director of Performance Media and Merchandising, Sheridan was VP of Digital Performance at OMG23, Disney's media agency, and also served as Group Director of Digital Media at Operam.

If the last decade has proved anything, it's this: the B2B marketing space is becoming more about people, stories, and meaningful connections. No more is it simply about product manuals and sales sheets; the landscape of B2B communications is taking on creative traits typically reserved only for B2C brands. And this development is a constantly accelerating force, fueled by the social media revolution that's made brands and professionals more visible, accessible, and human than ever before.

Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts - most of them under 10%, according to 10Fold's "The 2026 Marketing Budget Blueprint, Part II." But even with the largest budgets of any region, U.S. marketers reported the lowest confidence in meeting growth targets. The data suggests that after aggressive investment in 2025, some marketing programs may have outpaced market demand.

B2B marketers usually treat Super Bowl week like a black hole for engagement. The assumption? Everyone's distracted, inboxes are crowded and it's safer to go quiet and wait it out. But new data from HubSpot turns that logic on its head. After analyzing marketing activity and buyer behavior during the past three Super Bowls (2024-2026), HubSpot found that while many B2B brands pull back, audiences are actually more engaged - and not just during the game.

Celebrity has long been a staple of B2C advertising, but in B2B, it's historically been treated as nothing more than a huge flex. Too often, an A-list name signals budget more than insight. When it's misaligned, the backlash can outweigh the buzz. Look no further than the ire Salesforce received in 2023 for paying Matthew McConaughey millions while simultaneously laying off thousands of employees.

To build long-term buyer momentum in B2B marketing, it's essential to focus on connecting mental availability to buying triggers, rather than solely relying on short-term campaigns. Here's a strategic approach to achieve this: Understand buyer personas and journey Research Key Personas: Gain a deep understanding of the different buyer personas involved in the decision-making process. Identify their roles, pain points, and triggers. Map the Buyer Journey: Develop a detailed map of the buyer journey stages, from awareness to decision, highlighting key buying triggers.

Lately, one of the biggest challenges in growth for eLearning and HR tech companies is lead generation. The market is so crowded, with customer acquisition costs rising and buyers being hard to reach, making lead generation a challenge. As a result, HR leaders, L&D teams, and enterprise decision-makers are becoming increasingly skeptical of marketing claims. Taking into account this environment, relying solely on ad hoc campaigns and generic SaaS playbooks seems to no longer work.

I was riding the 5 train when I saw an ad above my seat for a company called Brex: "SeatGeek controls spend like a rock star with Brex." These words have the trappings of a sentence but do not mean anything together. I kept repeating them, like focusing my eyes on an optical illusion and waiting for something to appear. Nothing.

Content plays a central role in how we acquire and educate customers. It needs to perform across the full funnel and work for both classical search and modern, LLM-based discovery. This requires a combination of technical SEO, strong content strategy, and hands-on content creation. As Senior Content Strategist (m/f/d), you own our content system end-to-end. You are responsible for defining the strategy and technical foundations, while also contributing directly to the creation of high-impact content such as articles, guides, case studies, and video-based formats.

Let's be honest: the price tag on LinkedIn advertising is enough to make any creative flinch. But looking past that sticker shock reveals the best targeting tool available for landing high-ticket design projects. If you're wondering whether your budget will actually yield a return next year, you aren't alone. This report breaks down exactly why LinkedIn is worth it for independent designers and studios.