For years, B2B marketers have been under pressure to produce more. More campaigns. More channels. More content. More touchpoints. But as expectations around commercial impact increase, simply increasing output is not the answer. That is one of the central themes of our latest report, Most Valuable Player? How B2B Marketers Can Take More Control of Growth.
Drawing on data from the 2025 B2B Marketing Awards, the Propolis Index, bespoke B2B Marketing research conducted in 2026 and thousands of customer conversations across the B2B marketing community, the report explores how the highest-performing marketers are changing the way they approach growth.
One of the clearest shifts is away from volume and towards fewer touches, bigger moments.
From volume-led activity to impact-driven B2B marketing
Focusing on the right opportunities is only half the challenge. Once you’ve identified the accounts that matter most, the next question becomes: how do you earn their attention?
The answer isn’t more activity. It’s creating moments people will remember.
With an explosion of content volume, it can become extremely difficult to create standout work. Our data indicates that the best teams are now prioritizing making their work truly emotionally, creatively and experientially impactful, focusing on fewer, higher-impact initiatives.
That is why the best B2B marketers are shifting from volume to impact, where success is measured not by output but by the depth of commercial influence and initiatives that hit all the sweet spots: creatively, emotionally and experientially.
Creating memorable B2B marketing experiences
A strong example of this shift came from NTT DATA and Amazon Web Services, whose “Bringing More to the Table” campaign – created with Nyala Marketing – demonstrated how fewer, more immersive experiences can drive significantly greater commercial impact than traditional high-volume marketing activity.
At a time when almost every technology brand was talking about AI, the campaign differentiated itself by making AI tangible, personal and emotionally memorable.
Rather than relying on conventional event formats or broad awareness campaigns, the initiative centered around an AI-powered fine dining experience for senior C-suite leaders.
Working with a sensory chef, AI was used to help design highly personalized meals and drinks based on guests’ physiology, preferences and food memories. AI-driven elements were also embedded throughout the wider experience – from guest insight gathering and menu curation to projection-mapped dining environments and operational planning.
The objective was not scale for the sake of visibility, but depth of engagement with a highly targeted audience.
By focusing on experience, exclusivity and relationship-building, the campaign positioned NTT DATA and AWS as pragmatic innovators in AI-driven customer experience while creating meaningful commercial conversations with senior decision-makers.
The results demonstrated the power of this more focused approach.
The event achieved 100% attendance, generated $7 million in immediate deals, and helped transform C-suite perceptions of both brands and AI’s practical business potential.
Doing less, but making it matter more
Campaigns like this reflect a broader shift taking place across B2B marketing: moving away from high-volume activity towards fewer, more strategically targeted initiatives capable of creating deeper commercial impact.
Commercially, the campaign prioritized depth of engagement with senior decision-makers over broad reach, generating immediate deal value. Creatively, it turned AI into an immersive, emotionally resonant experience through sensory-led storytelling.
And operationally, it integrated AI, events, customer insight and relationship-building into a highly coordinated growth experience. The lesson isn’t that B2B marketers should stop creating content or running campaigns.
It’s that more output isn’t automatically more impactful. The strongest content marketing strategies increasingly need to ask a different question: what will actually matter to the audience we most need to influence?
Because in an environment where buyers are exposed to more marketing than ever, the opportunity isn’t simply to create more noise. It’s to create something worth remembering. Do less. But make it matter more. Read the full report, Most Valuable Player? How B2B Marketers Can Take More Control of Growth, for more on how the best B2B marketers are changing the game.
