B2B Video Marketing Statistics 2026 37 Key Data Points

A service-based B2B company provides essential services that help other businesses run smoothly. A product-based B2B company sells physical goods that other businesses need to operate — such as equipment or consumables used in specific industries. In the B2B, or business-to-business model, a company markets and sells its offerings to other companies. A strong content strategy ensures your company is part of that process from early discovery to final decision. This typically includes blog posts, research, case studies, comparison pages, videos, and product education content, supported by strong distribution and repurposing.

Common forms of content marketing in B2B include blogging, podcasting, email newsletters and infographics. On July 6, Anthropic published interpretability research identifying what… Report on revenue impact to maintain executive support and budget. Review content performance monthly against conversion and pipeline metrics.

If your team has time, you can look manually at your analytics and see who shares company content and drives engagement for company-initiated content. However, people active in the buying journey are more likely to be using Perplexity for deep vendor research, so LinkedIn company pages are more relevant. How top brands are shifting from platform inflation to real revenue impact. This section covers the key metrics, why each matters, and includes real AEO reporting examples. In a B2B AEO strategy, being relevant means aligning content directly with the real problems and solutions buyers face — covering every use case and decision criterion across different roles and stages of the buying journey.

Our case studies page highlights different businesses and references Sprout’s features to explore the use case. There are also features that some businesses might not realize are useful to them. Sprout Social’s software covers many industries and businesses of various sizes. Blog posts can rest in the awareness stage (or top of the funnel) but since content can be created about anything, blog posts can fall in other stages too. A blog post is a written article published in the blog section of your company’s website. What matters is how you distribute it to the right people through the right channels.

Stop Guessing What Matters in B2B Marketing

Also, when collecting testimonials, ask customers for specific metrics, outcomes, or before-and-after comparisons. They place social proof exactly where prospects need reassurance during their research journey. This social proof lets prospects know that the brand has a track record of reliability and have delighted previous customers beyond expectation.

• Audit existing content performance and identify gaps.
• And if you look at their blog, you don’t see posts like “5 Ways to Choose a Social Media Marketing Tool”.
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• Instead, you’re usually going after a small group of decision makers at a company.

When coming up with a content marketing plan for your B2B company, the following best practices can improve your chances of success. You can continue to reap B2b content strategy benefits for months or years after publishing content. You’ll spend money on labor and tools for content creation and publishing.

Step 4: Create assets and run campaigns

But long PDFs don’t get read. The right posts will get saved, shared, and screenshotted in buyer Slack threads. B2B buyers scroll LinkedIn to learn something or feel something. Set up a shared Slack channel, a Google form, or a monthly sync.

B2B companies with documented content marketing strategies generate 58% higher sales and three times more leads than those without one. Before all that, check out The 2025 Content Benchmarks Report to understand industry trends and challenges. The team regularly shares insights on the most in-the-moment topics and news related to the industry. In another agency example, The Goat Agency nails its LinkedIn content strategy. They share a mix of industry insights, ideas, tips and client testimonials to showcase their expertise.