Arguably the biggest challenge facing B2B marketers is understanding how to balance novelty with reliability in campaigns. In other words, to do things that we know will work, whilst at the same time experimenting and innovating in order test and learn new approaches and channels.
So what did we learn about marketing channels and techniques from the entries to the B2B Marketing Awards? Having just finished a mammoth project using AI to understand trends from the hundreds of entries received, the following five were identified in the current environment as being of growing importance.
1. Think long-form in a short-form world
Long-form content continues to prove its worth in B2B marketing, with nearly 80% of award submissions featuring substantial pieces like research reports, whitepapers, interactive microsites and documentary films. While social media and short-form content dominate many marketing conversations, the data shows serious B2B buyers still invest time in detailed content.
Why now? Complex B2B challenges require deeper exploration, and Google’s helpful content update favors comprehensive, authoritative content. Additionally, documentary-style films and rich multimedia presentations are raising the bar for long-form storytelling.
B2B Marketing Awards example: Lloyd’s Register’s “Global Maritime Trends 2050” combined a detailed research report with an interactive microsite, while Travelport created “The 7 Wonders Challenge,” an ambitious documentary-style campaign that achieved 7.8 million views and drove a 42% increase in platform adoption.
Key considerations:
- Validate audience appetite for depth before investing
- Design content for modular use across channels
- Include interactive elements to boost engagement
- Track engagement depth metrics, not just views
- Support with shorter promotional content
2. Under the influence?
B2B influencer marketing is emerging as a genuine trend, with recognition of the need to utilise technical experts and specialists rather than consumer-style social media personalities. This approach prioritizes genuine expertise over follower counts.
Why now? As B2B buyers become more sophisticated, they seek authentic, knowledgeable voices to guide their decisions. Technical experts bring credibility and practical insights that resonate with professional audiences. Perhaps more important still, there are a range of B2B influencer service providers that are springing up to shape and enable this channel.
B2B Marketing Awards example: Skai’s “Retail Media Thursdays” featured interviews with industry experts in pub settings, creating authentic conversations about retail media challenges and opportunities.
Key considerations:
- Focus on subject matter expertise over social following
- Build long-term partnerships rather than one-off collaborations
- Ensure content maintains technical accuracy
- Measure impact on business outcomes, not just reach
- Integrate expert content across multiple channels
3. Bringing data to life with visualisation
Data visualization has moved beyond basic charts to become more interactive and engaging, helping businesses tell complex stories through visual means.
Why now? With the increasing complexity of B2B solutions and abundance of data, organizations need more sophisticated ways to communicate insights clearly and memorably.
B2B Marketing Awards example: GE Aerospace’s “Sound of Flight” campaign by Gravity Global transformed complex engine data into an innovative audio-visual experience, generating over 73 million impressions.
Key considerations:
- Prioritize clarity over complexity
- Ensure visualizations support your core message
- Make data interactive where possible
- Consider mobile viewing experience
- Test different formats with your audience
4. Gaming the system
Gamification is being used more strategically in B2B marketing, moving beyond simple point systems to create engaging experiences that drive specific business outcomes.
Why now? B2B buyers are increasingly expecting consumer-grade experiences, and gamification can make complex topics more accessible and engaging.
Example: Frontify’s “Spot the Brand” game challenged marketers to find 50 hidden brand logos in a cityscape, generating 40,000+ plays and driving a 96% spike in sales leads.
Key considerations:
- Align game mechanics with business objectives
- Keep the experience relevant to your audience
- Make participation easy and intuitive
- Include clear calls-to-action
- Measure both engagement and business impact
5. Audio is making a big noise
Audio content is emerging as a powerful B2B marketing channel, moving beyond traditional corporate podcasts to include innovative audio experiences, strategic sponsorships, and creative sound-based campaigns.
Why now? The explosion of podcast listening habits combined with advances in audio technology has created new opportunities for B2B brands to connect with audiences during previously unreachable moments, like commutes or workout sessions.
Example: Mitie’s “Science of Service” podcast series achieved remarkable success, reaching the top 10% of global podcasts with episodes averaging almost 10,000 downloads. Meanwhile, GE Aerospace broke new ground with their “Sound of Flight” campaign, using spatial audio technology to bring jet engine sounds to life in an innovative marketing approach.
Key considerations:
- Consider multiple audio formats (podcasts, spatial audio, sonic branding)
- Build consistent audio identity across touchpoints
- Explore strategic audio partnerships and sponsorships
- Plan for long-term content commitment
- Measure engagement across different audio platforms
The combined trends suggest B2B marketing is becoming more sophisticated and multi-dimensional, requiring marketers to think creatively about how to engage audiences across multiple formats and timeframes while maintaining message consistency and quality.
If you’ve enjoyed this analysis then hopefully you’ll also enjoy our report on breakthrough trends in messaging and campaigns, which you can download now.
