Over the last few years, B2B marketing has changed a lot – and fast. 

Cold calls and direct sales tactics have given way to more sophisticated strategies driven by AI and enhanced targeting. That’s because today’s decision-makers expect real value from the brands they engage with– and a crucial part of that interaction is content that informs, educates, and builds trust.

Think about it: When was the last time you answered a cold call? And also answered not by accident. 

Now, when was the last time you liked or commented on a post from an influencer on LinkedIn, Instagram, or TikTok? Likely quite recently. 

Buyers are shifting how they consume information – and B2B marketers are starting to adapt.

To help B2B marketers stay ahead of the curve, we turned to industry leaders about what’s working. Specifically, we got their insights on:

• The intersection between B2B storytelling and data-driven marketing
• Predictions for the future of B2B marketing and to stay ahead of the curve

And here’s a glimpse into what they had to say:

• Focus on engaging content that provides value to your audience: Real-world success stories, customer-centric narratives, and personalized content are more impactful than brand-centric messaging. Customers want to see how they can solve their problems, not just how brands succeed.
• Authenticity reigns supreme: While AI enhances content creation, human insight, and storytelling will remain critical to fostering real connections. Experts predict that authenticity in marketing will stand out in an increasingly automated world.
• The intersection between data and storytelling: Brand storytelling helps B2B brands connect emotionally with their audience, while data builds credibility. Effective content blends both elements together. 
• Humanize your B2B marketing initiatives: Humanizing your brand through storytelling is essential for engagement. Consumers crave authentic connections, which drives trust and relatability in both B2B and B2C marketing.
• Diversify your marketing mix with podcasts: Not just reserved for B2C companies, many B2B have successfully leveraged podcasts to promote thought leadership, engage their stakeholders, and increase brand affinity. 

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What role does storytelling play in your B2B content strategy? How do you balance data-driven insights with engaging narratives to resonate with your audience?

“The biggest impact of storytelling is humanizing your brand through authentic conversations”

“The biggest impact of storytelling is humanizing your brand through authentic conversations. Consumers crave authenticity and connection, so humanizing your brand is essential to ensure you’re connecting with your audience on a personal level. People like to know who’s behind the brand, allowing them to relate and resonate with your mission. 

Podcasts also allow your brand to stay both topical and top-of-mind with your listeners and customers. They have continuously proven to be a cost-effective marketing tool with great conversion rates.  Podcasts are not just a great marketing tool, but should also be used to help support your sales funnel. 

Podcasters are a highly engaged audience: 93% of podcast audiences listen to all or most of each episode (2020 Edison report). This is incredible because a 30-minute video only has a 12% completion rate. These stats make a lot of sense because podcasts fit in really well into our busy lives. We can be driving to work and listening to a podcast, but we can’t be watching a Netflix show. We can be washing our dishes and listening to a podcast but we can’t be reading an article.”
-Fatima Zaidi, Founder and CEO, Quill and CoHost 

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“Ensure your content is not simply shared to every platform but has a custom-created component to best represent and distribute it on each platform”

“Storytelling is what creates memorability for your content. Often, I recall a content piece that has a key statistic, an interesting quote, or a wonderful story that supports the overall message. The ability to weave important information into a well-told narrative is necessary to build content that sticks. As well, ensuring your content is not simply shared to every platform but has a custom-created component to best represent and distribute it on each platform is what will encourage and increase engagement.”
-Samantha Lloyd, Director of Marketing, Clearco

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“Data builds credibility, but storytelling makes that data relatable”‍

“Storytelling is a cornerstone of any B2B content strategy. Decision-makers are people first, and they connect more deeply with narratives that evoke emotion and authenticity. Data builds credibility, but storytelling makes that data relatable. The emotional connection must work cohesively with the logical rationale (data).”
-Andrew Rapsey, Chief Marketing Officer, Ledn

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“We see data as the backbone, but storytelling is the bridge that helps our audience visualize how those insights can impact their own strategies”

‍“While data-driven insights are crucial for credibility on The Partnership Economy podcast, we recognize that it’s the human stories behind those numbers that truly resonate with our audience.

We balance this by weaving conversations around real-world experiences—whether it’s how a company scaled through affiliate partnerships or how influencers helped build brand trust. These stories add context to the data, making abstract concepts like ROI, conversion rates, or customer acquisition more tangible and relatable.

We see data as the backbone, but storytelling is the bridge that helps our audience visualize how those insights can impact their own strategies, and benefit their businesses.”
-Mary Advincula, Marketing Programs Manager, impact.com

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“[The balance between complex insights and storytelling] ensures our content is not just informative, but also engaging and actionable.”‍

“At Plaiced, we turn data into stories that connect with our B2B audience on a practical level. By showcasing real-world success from real conversations generated within Online Communities, we make complex insights relatable and demonstrate the tangible value we bring to our clients. This balance ensures our content is not just informative, but also engaging and actionable.”
-Kaaveh Shoamanesh, CEO, Plaiced

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“Storytelling is the foundation of marketing without it, B2B content won't connect with the audiences or meet their needs.”

“Storytelling is the foundation of marketing without it, B2B content won't connect with the audiences or meet their needs.  The role of insights is to elevate your story so that engages customers on their needs and wants.”
-Hanoz Tabak, Fractional CMO

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“Data tells you where the heat is; narrative helps your audience see you as a key solution provider”

‍“Storytelling is your opportunity to demonstrate that you understand the customer's pain and show them the ways in which you can help them resolve it. Data tells you where the heat is; narrative helps your audience see you as a key solution provider in their ongoing journey.”
-Elizabeth Monier-Williams, Fractional Marketing Leader, Circle Star Consulting

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“Content strategies need to evolve to focus on customer storytelling; their growth, the unexpected challenges along the way, and how they solved them”

“B2B marketers love to put their brands at the center of a story, but in reality, people really want to know how they can do things *without* external help. Content strategies need to evolve to focus on customer storytelling; their growth, the unexpected challenges along the way, and how they solved them. For example, prospects are way more likely to read an article about "5 Surprising Things You Need to Know Before Starting on TikTok Shops" than a brand-centric case study. The brand doesn't need to be the hero, especially if it means customers are tuning out or ignoring your content altogether. The goal should be to empower people with valuable content upfront, and then be a trusted resource they turn to when they need support.”
-Brittany Rycroft, Head of Marketing, Shipfusion

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“Stories make technical or abstract ideas more relatable and easier to understand. Narratives engage readers on an emotional level, fostering trust and loyalty.”

“Stories make technical or abstract ideas more relatable and easier to understand. Narratives engage readers on an emotional level, fostering trust and loyalty. I use infographics, charts, and videos to present data in a visually compelling way. In my marketing training sessions, I ask entrepreneurs and business owners to share with the group their AI use cases and results, so that other entrepreneurs can learn from them and get inspiration.”
-Emily Baillie, Marketing & AI Trainer, Speaker and Professor, Compass Content Marketing

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“We lead with the story first to hook and engage our audience, then share the data and insights connected to that story.” 

“Storytelling is the center of our content strategy. It's how we connect to our ideal clients and showcase our expertise. We lead with the story first to hook and engage our audience, then share the data and insights connected to that story. This facilitates learning and promotes resonance first.”
-Rosa Sarmento, Founder and CEO, Ideablossoms

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“It’s about using data to connect with the audience through relatable storytelling”‍

“Storytelling is essential in B2B content strategy; it humanizes a brand and makes complex ideas more relatable. There’s a strong reason why founder’s stories and personal brands are becoming a lot bigger - it brings that human element into the company. 

We want people to relate to the challenges and emotions that our products and services serve, and building narratives creates a connection that resonates with our audience and makes the brand more memorable. Sharing stories helps to highlight the real-world impact that people can draw from when going through their research in solutions. 

To balance data-driven insights with engaging narratives, we can start with a strong foundation of research to identify our audience’s pain points and preferences. Customer interviews, surveys, sales data, and the performance of our content can all help us align with what people care about. 

We can integrate those data points into our stories, emphasizing the points we discover in our analysis. Ultimately, it’s about using data to connect with the audience through relatable storytelling.”
-Hanna Thobani, Marketing Manager, FoodPak

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”The emphasis has to be on people. And for many people, it takes more than cherry-picked data points, industry jargon, and buzzwords to inspire action”

“Storytelling is a massive part of creating effective B2B content, especially with the mountain of low-effort, GPT-heavy copy piling up out there. 

We're selling to businesses, sure, but really we're just trying to convince a few key people within that business that they need your product or service to succeed. The emphasis has to be on people. And for many people, it takes more than cherry-picked data points, industry jargon, and buzzwords to inspire action. 

You need to weave those details into the larger story that is "How We Make Your Life Better." 

Every piece of content, from foundational brand guidelines to derivative social assets, needs to be a part of this overstory. “
-Ethan Crump, Senior Content Specialist, Foundation Marketing

“The graphs we share with a client aren't going to get buy-in. The narrative we shape around the data will”‍

“One of the most prolific stories being told right now, one that has B2B decision makers in a frenzy, is that AI will replace your business. Is that sentiment based on data? Absolutely not. As marketers, we can learn from this scenario because the future is coming in fast. The graphs we share with a client aren't going to get buy-in. The narrative we shape around the data will. Data is the root of anxiety. Narrative is the medicine that eases us through the rough nights. Both can be used as tools depending on the type of buyer you're after. All marketing strategy is also based on narrative. It's the external story you tell the buyer and the internal one you tell to get sign-off on experiments.”
-Enzo Carletti, Content Strategist, Foundation Marketing

“Your company's content is telling a story. Your strategy decides how the story goes”‍

“Whether you like it or not, your company's content is telling a story. Your strategy decides how the story goes. On a more tactical level, data provides the scaffolding for your narrative. Whenever you have a set of facts -- whether through interviews, surveys, a study, or anything else -- you can analyze that to see how they connect and what meaning we can draw from them.”
-Chris Meabe, Senior Content Marketer, Foundation Marketing

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Where do you see the future of B2B marketing heading? How are you preparing to adapt to these potential changes?

“The future of B2B marketing is heading towards a more personalized, community-driven approach, with AI and data analytics playing an increasingly pivotal role”‍

“The future of B2B marketing is heading towards a more personalized, community-driven approach, with AI and data analytics playing an increasingly pivotal role. We see a shift from broad, one-size-fits-all campaigns to more targeted, authentic engagements that resonate deeply with specific audiences. To adapt, Plaiced is focusing on enhancing our data capabilities to offer more personalized and impactful campaigns. We're also expanding our reach within online communities and acquired a creator platform where trust and authenticity drive brand loyalty. By staying agile and continuously refining our strategies, we’re preparing to meet the evolving needs of B2B marketing head-on.”
-Kaaveh Shoamanesh, CEO, Plaiced

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“The ones that remain the most authentic (through genuine storytelling) will stand out and gain trust in a more automated and digital world”

‍“The ones that remain the most authentic (through genuine storytelling) will stand out and gain trust in a more automated and digital world. We are preparing for this by helping our clients and business leaders stand out by bringing their brand story out in every part of the content creation strategy.”
-Mahfuz Chowdhury, Director of Strategy, Candybox Marketing

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“Companies need to showcase not just what they do, but why they do it”‍

“Companies need to showcase not just what they do, but why they do it. We're focused on building deeper, long-term relationships with our clients through meaningful content like the Because of Bitcoin podcast.  We’re also embracing technology that will allow us to scale personalized marketing efforts while maintaining authenticity.”
-Andrew Rapsey, Chief Marketing Officer, Ledn

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“With the rise of community-led networking and private expert networks, figuring out where your customers gather online is becoming [increasingly important]”

‍“Reach is getting harder to track and quantify. With the rise of community-led networking and private expert networks, figuring out where your customers gather online is becoming an increasingly important way to be visible to new prospects while building brand awareness.”
-Elizabeth Monier-Williams, Fractional Marketing Leader, Circle Star Consulting

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“The future of B2B marketing for podcasts includes the development of better attribution models, such as tools that track listener engagement from podcast to conversion” ‍

“The future of B2B marketing for podcasts include the development of better attribution models, such as tools that track listener engagement from podcast to conversion (e.g., website visits, sign-ups, or purchases), would help brands measure the effectiveness of their marketing efforts”.
-Fatima Zaidi, Founder and CEO, Quill and CoHost 

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“Ensure that AI enhances rather than replaces or harms human-to-human business relationships”‍

“As AI-generated communications become more prevalent, human relationships will grow in value. Authenticity will be key. In B2B marketing, where the focus is narrower than in B2C, marketers must have a deep understanding of their customers' motivations, habits, challenges, and desires. While leveraging AI insights to achieve greater personalization and craft targeted strategies will be important, it's equally crucial to ensure that AI enhances rather than replaces or harms human-to-human business relationships.”
-Emily Baillie, Marketing & AI Trainer, Speaker and Professor, Compass Content Marketing

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“As generative AI integrates with more of the platforms we use every day, knowing how to "talk" to them will only become more important”‍

“I guess it's kind of funny considering my answer to the first question, but it's about the impact of generative AI—not in the volume of content we can create, but in the way that it assists us across all facets of the job. 

Content creation, as in writing blogs, ebooks, emails, and social content, is actually the area where I use AI the least. The majority of the time, I'm using ChatGPT, Perplexity, or Claude to "manage" all the information around me and help me consume and apply it more effectively. That means transcribing call recordings, summarizing large documents, and more efficient brainstorming. 

The best way to adapt to these changes is simple: start experimenting. Play around with the frontier models and start using them as your partner (agent, copilot, whatever term you like). As generative AI integrates with more of the platforms we use every day, knowing how to "talk" to them will only become more important. “
-Ethan Crump, Senior Content Specialist, Foundation Marketing

“Moving fast and in the right direction means millions in potential captured value”

‍“In the future, B2B marketing will see an increase in pace. Corporate planning cycles are slow. The builders of today and tomorrow are wickedly fast. The sheer amount of AI tools released over the last two years is an early indicator of a pace that will only quicken. I'm learning to use speed to my advantage and improve my eye for trend spotting. Moving fast and in the right direction means millions in potential captured value. Across industries, I already see folks who move fast on smart bets making money and running with it. It's going to be an exciting time at a playoff pace, every day.“
-Enzo Carletti, Content Strategist, Foundation Marketing

“[Find] more valuable ways to add unique insights to every piece of content”‍

“In the future B2B marketing is going to be about delivering unique value. That's the only way forward when AI can create content that reiterates the same facts everybody already knows. To adapt, I'm finding new, more valuable ways to add unique insights to every piece of content I create.”
-Chris Meabe, Senior Content Marketer, Foundation Marketing

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“I can see a big push towards content with more of a human element, with more character”‍

“At the end of the day, people buy from people who believe what we believe, and that’s not going to change. As we build a society with AI and generated content where statements may seem less authentic and more generic, I can see a big push towards content with more of a human element, with more character, and a deeper focus on crafting the human element more deliberately. “
-Hanna Thobani, Marketing Manager, FoodPak

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“Understanding how to leverage AI will become an important skill in a marketer's resume”‍

“I see AI coming in to help business owners and content creators read data more effectively and conceptualize marketing plans at lightning speed. I don't think AI will replace marketers altogether, the human factor will not go away, but understanding how to leverage AI will become an important skill in a marketer's resume.”
-Rosa Sarmento, Founder and CEO, Ideablossoms

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“I still see the need to involve real people in the creation of your brand and marketing”

‍“Despite the adoption of technology, including AI, and the support it provides, I still see the need to involve real people in the creation of your brand and marketing. People searching for solutions will still want to hear a real person's experience with them. Potential buyers will become more careful about what they trust and, as marketers, we need to support their journey by offering real experiences with our products to that potential buyer.”
-Samantha Lloyd, Director of Marketing, Clearco

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“The best marketing continues to be about delivering content that can’t be found anywhere else”‍

“A lot of people are talking about how AI has commoditized marketing because it's so easy to create content at scale. But AI can only work retroactively (so far). The best marketing continues to be about delivering content that can’t be found anywhere else. This requires original, human thought and creation (and maybe, at most, using AI for proofreading). The key is to deliver content or tools of value that aren't copycats of what else is out there, create tailored funnels for each interaction point, and be a resource people actively want to seek out, regardless of their readiness to buy.”
-Brittany Rycroft, Head of Marketing, Shipfusion

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“The future of B2B marketing is balancing data, insights, AI, and personalization while ensuring brands meet the needs of customers”‍

“The future of B2B marketing is balancing data, insights, AI, and personalization while ensuring brands meet the needs of customers in the short and long term. To prepare, marketers need to constantly to what customers are saying or not saying as they interact in the short and long term.”
-Hanoz Tabak, Fractional CMO

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“The strategy for gaining attention in such a cluttered landscape is to think about marketing in a personalized way - tugging at the emotion of the individual” 

“We are seeing a reaction to “B2B” and a yearning for our CMO friends to better connect with their B2B audiences as if they were B2C brands. More often than not we correct our clients and suggest the term “B2H” or Business to Human. Regardless of what a customer is buying, you are competing with all types of content and the strategy for gaining attention in such a cluttered landscape is to think about marketing in a personalized way - tugging at the emotion of the individual. B2B buyers and certainly the B2B buyers of the near future are Millennials and Gen Z so you need to meet them where they are and converse with them with something deeper than white papers and ebooks.“
-Derek Rider, CEO and Founder, Media One Group

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Are you ready to level up your B2B marketing? 

As B2B marketing continues to evolve, one thing is clear: the impersonal, outdated tactics no longer cut it. 

The insights shared by these experts highlight the need for marketers to stay agile, embrace new technologies, and focus on creating real value for their audience. Since, at the end of the day, decision-makers are looking for meaningful, valuable content and they expect personalized, authentic interactions with brands. 

To accomplish this, marketing leaders are focusing on creating unique, valuable content across various channels, like social media, newsletters, and branded podcasts. A central part of this content is none other than brand storytelling, which helps create genuine connection and trust among audiences.

If you’re interested in learning more about how a branded podcast can fit into your B2B marketing mix, reach out to our team of podcast pros.