Why the customer journey is more complex today
The B2B customer journey isn’t a straight line anymore. Today, a large part of the buying process happens digitally, and often before a potential customer ever speaks to a salesperson.
Buyers actively seek out information themselves—reading articles, watching videos, following companies on LinkedIn, listening to podcasts, and comparing solutions across different platforms. They move between channels and content at their own pace, expecting to find relevant insights along the way.
According to a report by Gartner, 80% of B2B sales interactions are expected to take place via digital channels by 2025. This means that a buyer’s first impression and overall experience with your brand is often shaped long before any one-on-one conversation happens.
This is where marketers need to be—and where we need to make a real difference. We can no longer rely on a single campaign, message, or channel. We need to show up where our audience is, with content that informs, engages, and builds trust.
More people – more needs
In B2B, buying decisions are rarely made by one person. It’s usually a group—technical experts, decision-makers, financial controllers, procurement, and executives—each with different needs, perspectives, and questions. That’s why it’s more important than ever to work strategically and reach the full buying group.
This is where Account Based Marketing (ABM) becomes increasingly valuable. ABM means creating tailored content and communication strategies for specific companies and roles, so that your message reaches all the key stakeholders involved in the decision-making process.
The goal? That it’s your company they’re talking about at the coffee machine—because someone read a great article, saw a smart post, or received something that resonated. That kind of brand presence builds recognition, trust, and influence—long before a purchase decision is made.
A long journey requires long-term content
B2B purchases take time—sometimes months, sometimes longer. That’s why your content strategy needs to last longer than a single campaign. It’s about building relationships through content that informs, guides, and delivers value at every stage of the journey.
Think articles, guides, customer stories, videos, webinars, and newsletters. The key is to meet the buyer’s needs—not just sell, but support and educate.
Smart distribution makes the difference
Even the best content won’t make an impact if it doesn’t reach the right people. That’s why you need a clear plan for how to distribute your content effectively—so it reaches the right audience, in the right channels, at the right time.
This could include LinkedIn campaigns, industry media, email newsletters, digital advertising, events, or even printed materials. Smart distribution is about combining digital precision with human relevance.
When your content is both timely and well-placed, it can make a real impact.
What marketers should focus on
Here are a few key things to keep in mind in today’s B2B marketing landscape:
- Understand your audience.
Who’s involved in the decision—and what do they need to know? - Create content that helps.
Answer real questions, offer solutions, and build trust. - Adapt to the channel.
Different platforms require different formats and tones. - Distribute strategically.
Use the right mix of digital and physical channels to get through. - Think long-term.
Keep the relationship going—even after the deal is done.
We’ve helped B2B brands connect with the right audience for over 35 years
We know how to reach the right people with the right message. For more than 35 years, we’ve helped B2B companies create meaningful content, build strong relationships, and grow their brand—both online and offline.
We have the experience, tools, and insight to help you stand out—through content and communication that really makes a difference.
Want to know how we can help you? Get in touch—we’d love to talk.
