The results here are hardly surprising—let’s compare the first three for a more objective view.
The graphs below represent combined results from all respondents (sales & marketing professionals).
The hottest B2B topics
What immediately caught my attention was the popularity of B2B marketing content among all respondents. If you think about it, this is argentina whatsapp number data completely in line with the latest tendency of sales and marketing alignment.
And I’m not the only one who thinks that. The revered Harvard Business Review says that the days of traditional B2B sales and marketing are over, and we’ll soon see an amalgamation of the two professions.
B2B marketing content rules all
Of course, marketers mostly care about marketing (sales content is a close second)!
But here’s an interesting find.
Everyone in the sales department seems to have a keen interest in marketing content, too, except for two roles.
Sales and business development reps (SDR and BDR) show a much higher engagement with B2B sales and lead generation content, almost ignoring marketing. But with their very specific responsibilities, that’s to be expected.
The decision-makers from what content b2b sales and marketing people want in 2025 both branches, however, want to stay in the loop when it comes to marketing. Once again, this goes to show how critical digital marketing is for B2B companies.
The combined results across all respondents also indicate that a good grip on B2B marketing always
comes in handy, regardless of your position.
For instance, sales teams can leverage buyer intent data, which is a crossover from the marketing domain. Even deep in the sales cycle, data obtained during marketing activities can add to the knowledge of your buyer personas and increase your results.
But there’s something else hidden in those graphs.
Account-based marketing is gaining outlet ugg traction
ABM (or account-based marketing) is a relatively new method for the B2B sector. Its essence lies in the highly personalized approach to marketing efforts for selected accounts. Oh, and it requires deeper integration with sales, too.
Notice how that pink bar has almost caught up with the red one that represents demand generation? This means that ABM is quickly becoming one of the most searched-for types of content.
A recent addition to the marketing methods arsenal, ABM initiatives accounted for an average of 15 percent of budgets in 2021, according to this Salesforce report.
One more side note: Read our in-depth analysis of the benefits of ABM, along with some honest advice on how to get the most out of Leadfeeder with that usage scenario.
Now that we’re clear on the topics, let’s discover the types of content that our audience consumes on a regular basis.
The most popular types of content for B2B
Before I get into specifics, let’s talk about some basic rules.
Your B2B sales and marketing teams are made up of regular people like you and me. And we—regular people—often choose one type or piece of content over another for very simple reasons. We usually prefer content that:
Offers a lot of value
Is well-made and appealing
Doesn’t bore us to death
Solves our particular problem
To sum up: people search for high-quality personalized content that can help with their pain points. And they’re picky about platforms, so the right choice of distribution channels can make the difference between a successful marketing effort and a flop. But we’ll get to that later.
Ok, it’s time to look at some other chart – combined results from all respondents:
B2B content type results
Right off the bat, we can see that case studies and video content are a hit for both teams. Also, managers consume the highest volume of content of all roles.
Are we at all surprised? No. Are we going to write more about those pretty colored bars? Yes.
Case studies/success stories
Everyone loves a good story. Especially when it ends well.
Sales and marketing pros search for success stories and testimonials for one reason:
We want to make sure that something works as advertised
By the way, you’re welcome to check out some of Leadfeeder’s success stories. We’ll keep them coming.
Videos
Video is currently the most ubiquitous online medium, period. You can find literally any content you need on YouTube and Vimeo, and platforms like Facebook, Instagram, and TikTok are now prioritizing video as a marketing tool–even going so far as to reward you for using new video tool releases.
The format naturally lends itself to storytelling. It’s perfect for it. Anything can be a video: a blog, a tutorial, a case study, an interview, or a webinar.
While we’re here, let’s also see what types of video content our survey participants like the most.