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A human eye represents insights into digital marketing trends for 2025.

Digital Marketing Trends To Watch for in 2025

As 2025 nears, B2B marketers are asking how to keep up with the fast-changing digital world. Artificial intelligence (AI) and automation offer news ways to work, but the need for real human connection remains strong. The future will belong to those who can balance cutting-edge tech with empathy and creativity.

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A graphic of smiling, neutral and frowning faces represents customer testimonials in B2B marketing.

Customer Testimonials Are Marketing Rocket Fuel

In B2B marketing, customer testimonials are vital for winning business. Prospects need proof that real customers achieved results from your products and services. In other words, they want to make sure you’re worth it. But here’s the thing: Just because you have testimonials, doesn’t mean you should use them. The

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A row of stars represents the importance of customer feedback and managing your B2B brand's reputation.

Ignoring Customer Feedback Can Sink Your Brand’s Reputation

B2B buyers want to see customer feedback about your brand before they invest in your products and services. Reviews help them make informed decisions before they commit. B2B purchases can involve large financial commitments. Thus, it stands to reason buyers conduct independent research. They want to know if your solutions

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An image of a smiling woman represents the good impression that B2B case studies can make on buyers.

Proven Approaches for B2B Case Studies (With Examples)

B2B case studies are among the most valuable forms of marketing for buyers. When researching prospective purchases, they want to know what problems your business solved for other customers and the positive results. Case studies show them that they can achieve similar outcomes. Trust is key in B2B buyers’ decision-making.

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Stones on a board represent using KPIs and ROI together to measure marketing results.

KPIs and ROI: A Marketer’s Guide to Measurement

B2B marketers are under increasing pressure to prove the value of every effort. What worked last year might not be enough now. That’s why key performance indicators (KPIs) and return on investment (ROI) have gone from nice-to-haves to must-haves. These tools help you show what’s working, justify your budget, and

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A handshake represents working with subject experts.

How to Work with Subject Experts and Boost Brand Trust

Buyers want and need to trust brands more than ever before. They’re educating themselves and researching online before they buy. Trust is among the top three reasons that drive purchasing decisions, according to the 2023 Edelman Trust Barometer. Fifty-nine percent of survey respondents said they’re more likely to buy from

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A photo of a woman being interviewed represents how customer advocacy programs help drive content.

Fuel Business Growth and Content with Advocacy Programs

Top B2B brands know customer advocacy is the ultimate way to retain customers, win buyers’ hearts and minds and grow their businesses. Brands prioritize advocacy because it works. It’s not unusual for businesses to have strong customer connections. Advocacy programs take these relationships a step further. They turn loyal customers

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This image represents how B2B trade show participation is making a comeback for 2024.

In-Person B2B Trade Shows Rebuild Momentum

If you’re planning to attend a B2B trade show this year, you’ll likely have a lot of company. The industry is coming back after pandemic shutdowns and lackluster attendance, data shows. In-person business-to-business (B2B) shows in the U.S. are recovering from their pre-pandemic levels as exhibitors and attendees are eager

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