Over 72% of B2B buyers now use online channels to research before purchasing.
These statistics show how critical online marketing and advertising have become for B2B businesses looking to attract, engage, and convert serious buyers.
If you want your buyers to find you online, you need more than just a few social media posts and a Google Ads account.
You need a clear strategy, engaging content, strong SEO, and effective use of data and AI to outpace competitors and speak directly to decision-makers.
Ready to learn how to use online marketing and advertising to scale your B2B business?
Let’s get into it!
Online marketing is the art of promoting your services or products using digital channels, including websites, search engines, email, and social media.
Online advertising refers to using paid methods like Google Ads, LinkedIn Ads and programmatic advertising to amplify your reach and get your products and services in front of targeted audiences faster.
The proliferation of advanced ad formats and digital channels is reshaping the online advertising landscape, enabling B2B enterprises to execute highly targeted, results-driven campaigns.
Sophisticated options, including programmatic display and search engine marketing, social and native advertising, empower organisations to tailor strategies for maximum relevance and efficiency.
This strategic flexibility is fundamental for identifying the formats with the highest impact on distinct audience segments and commercial objectives, driving measurable business outcomes and strengthening overall marketing efficacy.
Furthermore, the use of data analytics and granular user insights is accelerating the effectiveness of digital advertising.
Platforms now aggregate and analyse comprehensive behavioural and demographic datasets, allowing companies to design campaigns with unparalleled precision and personalisation.
Real-time performance tracking and advanced optimisation tools facilitate continuous, data-driven adjustments that deliver enhanced ROI, elevate engagement and support confident, accountable decision-making.
Collectively, these factors position digital advertising as a critical lever for business growth and sustained market leadership.
Source: Grand View Research
From LinkedIn to Google searches, your B2B buyers are researching solutions to their business challenges and looking for solutions online. Gartner estimates 77% of B2B Buyers are online.
If your business isn’t visible, your competitors will win the sale.
B2B buyers don’t buy on impulse. They research, compare, and evaluate. Your online presence across a range of digital assets helps you nurture them through their buyers' journey toward your solutions.
If buyer journeys and personas sound like marketing terms, you don't need to bother with them.
You risk missing the chance to position your solutions positively with buyers and by 2027 your sales team may not even get a look-in.
Online marketing allows B2B brands to track user behaviours, engagement, and campaign ROI, ensuring every pound spent is accountable.
Get more customers and increase your sales with online sales and advertising campaigns created and run by experts.
Get in touch to find out how we can help your business.
Your website should be fast, mobile-friendly, on-brand, and SEO-optimised to attract organic traffic. Depending on your business model, it should be eCommerce-enabled at least for samples and starter offers. It should act as the gateway to your business and help inquisitive buyers solve their business problems.
Content simply refers to information structured for digital publication and consumption. High-impact assets like blogs, case studies, and white papers are foundational to establishing your business as a credible thought leader within your industry. Well-crafted content not only shares expertise and builds trust but also educates potential buyers at every stage of the decision-making process, demonstrating your understanding of sector-specific challenges and presenting real-world solutions.
By showcasing client success stories, technical insights, and actionable guidance through various content formats, your business can address the exact pain points your target audience faces, underline your proven methodology, and reinforce your market authority.
In targeted B2B environments, this strategic approach to content is critical for positioning your brand as the partner of choice for enterprise clients and decision-makers seeking measurable ROI and long-term value.
LinkedIn is a powerhouse for B2B marketing. The platform offers an unrivalled environment for building authority, fostering relationships, and reaching precisely targeted segments of decision-makers. Sharing expert insights, industry analysis, and actionable thought leadership articles not only strengthens your profile but amplifies your company’s reputation as a trusted advisor in complex, solution-led markets.
Beyond publishing content, active participation in relevant groups and forums allows you to engage directly with peers and prospects, driving conversations around current trends, technical challenges, and best practices. Regular contributions spark meaningful discussions and position your team as leaders committed to knowledge sharing and sector innovation.
Highlighting success stories, such as case studies or milestone wins achieved with enterprise clients, brings your expertise to life, illustrating your ability to deliver quantifiable results. At the same time, sharing real-world challenges encountered and lessons learned demonstrates transparency and resilience, fostering credibility and trust with your audience.
Strategically leveraging LinkedIn’s data-driven targeting and analytics tools further refines campaign effectiveness. Sponsored content, InMail, and retargeting options allow you to nurture leads, extend reach beyond your current network, and measure campaign ROI with clarity. Consistently engaging, informing, and learning on LinkedIn ensures your brand remains visible, relevant, and top-of-mind for key decision-makers throughout the B2B buying journey.
In today’s digital landscape, being visible on Google and AI platforms isn’t a luxury, it’s table stakes. If you’re not showing up, you don’t exist to your audience.
But here’s the twist:
Most so-called marketers still don’t know what it actually takes to get found.
They throw around buzzwords, post sporadically and hope something sticks. Hope is not a strategy. Visibility - real, measurable visibility takes effort, planning and relentless execution.
We know this all too well because we’ve done it...
When we started, our site was barely a blip on the radar, just 300 impressions a day and an authority score of 2. We weren’t just invisible; we were practically underground.
Fast forward 12 months:
20,000+ impressions per day
Authority score of 18
And more importantly, real inbound traffic, leads and brand momentum
We didn’t buy followers. We didn’t game the algorithm. We committed to the long game - strategic content, technical SEO, real audience value and consistency.
But we’re making serious headway, and if you’re trying to do the same, here are some of the actions that moved the needle:
✅ Built a clear content strategy rooted in user intent
✅ Created content clusters that Google could understand
✅ Cleaned up our technical SEO and site structure
✅ Earned backlinks through high-quality, non-spammy outreach
✅ Consistently published content aligned with AI and search ranking signals
If your current visibility plan is a patchwork of blogs, ads and guesswork, you're wasting time. The internet is noisy. If you want to be found, you have to earn your visibility.
We’re here to show you how - because we’re not guessing.
We’re building the blueprint. That means knowing what your strategy is for SEO, Ads, content marketing, events, all of it.
Google Ads can help your business appear at the top of search results for high-intent keywords. Critically, within B2B marketing, it's imperative to analyse the "purchase intent" of the keywords you're choosing to bid on.
Some may be more informational, e.g. users looking for answers to their problems, to which your products services may be the solution. You'll want to have some coverage for these, to ensure that you maximise the opportunity for relevant future customers to enter your world, but you'll need to measure their impact accordingly. These people won't immediately buy, but if you can drive them to a softer action like downloading a whitepaper or signing up for a webinar, you can still demonstrate value get Google ads really working for you.
Moving towards the bottom of the funnel where people are clearly looking to buy they will often use terms containing pricing or other value indicators, as well as terms like "near me", indicating the pursuit of a local supplier.
Like many other platforms, Google is becoming increasingly AI-driven, with products such as "Performance Max" campaigns coming to the fore.
For a long time, the industry resisted ceding control but, that tide is turning.
LinkedIn Ads are one of the most effective tools for B2B marketers looking to reach decision-makers directly. The platform allows you to target users based on job title, seniority, industry, company size, and even specific companies. This level of precision means your message lands in front of the people who actually influence buying decisions.
But targeting alone isn’t enough. Your messaging needs to speak their language. Senior professionals aren’t interested in vague promises or generic offers. They want clarity, relevance, and commercial value. Your ad copy, creative, and landing page must reflect that.
Sponsored Content and Message Ads (InMail) work best when paired with high-value assets. Think downloadable reports, ROI calculators, or exclusive webinar invites. These aren’t just lead magnets, they’re credibility builders.
LinkedIn’s AI tools are also evolving. Predictive audience expansion and automated bidding can help scale your reach, but they need strong inputs. If your creative is weak or your conversion goals unclear, the algorithm won’t deliver the results you want.
LinkedIn Ads work when you treat them as part of a broader strategy. Precision targeting, relevant messaging, and clear conversion paths are what turn impressions into qualified leads.
In business, timing is everything. The buyers pyramid reminds us that only 3% of the market are actively buying at any given time so retargeting is important as it keeps your business top-of-mind for visitors who have shown interest but haven’t converted yet.
Retargeting is one of the most underused tools in B2B marketing, despite being one of the most effective. The reality is that only a small percentage of your audience is ready to buy right now. The rest are browsing, comparing, and gathering information. Retargeting helps you stay visible during that process.
Whether you're using display ads, LinkedIn retargeting, or remarketing lists for search, the goal is the same: re-engage people who’ve already shown interest. These are warm leads. They’ve visited your site, clicked an ad, or downloaded a resource. They’re in your world. Now you need to keep them there.
The key is relevance. Not every visitor should be treated the same. Someone who bounced after five seconds doesn’t need a follow-up ad. But someone who viewed your pricing page or signed up for a webinar? That’s a lead worth nurturing!
Segment your audiences based on behaviour, and tailor your messaging accordingly. Use sequential ads to guide them through the journey.
Remind them of the value you offer.
Show them proof.
Invite them to take the next step.
Retargeting isn’t just about staying top-of-mind. It’s about timing, context, and conversion. When done properly, it turns passive interest into active engagement and helps you close the gap between curiosity and commitment.
It's the automated buying of ad space using AI to target audiences more precisely and efficiently.
Programmatic advertising offers advanced targeting, efficient spending, and performance-based adjustments to maximise ROI. Its machine-learning algorithms enable brands to reach decision-makers with extraordinary precision, using real-time bidding and dynamic audience segmentation to ensure messages are delivered in the most effective context. Our experience implementing programmatic campaigns for B2B enterprise clients consistently demonstrates 30–40% higher click-through rates compared to traditional display ads, with enhanced visibility across key buying stages.
By leveraging deep data integrations, we have optimised spend allocation—redirecting budget to high-performing segments and times of day - while automated A/B creative testing accelerates improvements in campaign effectiveness.
Recent industry benchmarks, such as IAB Europe's 2025 report, validate these gains: programmatic now accounts for over 65% of digital ad spend in leading B2B markets, driven by continuous advances in AI-driven targeting and cross-channel attribution.
In practice, we’ve seen programmatic platforms reduce waste by automatically excluding low-value audiences and surfacing new lookalike segments based on live conversion data. Transparent performance dashboards provide actionable insights, empowering agile campaign adjustments that deliver measurable uplifts in lead quality and marketing efficiency. Embracing programmatic advertising means moving beyond guesswork - enabling data-driven growth and positioning your business at the forefront of digital marketing innovation.
Analytics platforms are the foundation of any serious online marketing strategy. Tools like Google Analytics 4, Microsoft Clarity and LOCALiQ’s Client Centre allow you to track how users interact with your site, which pages they visit, how long they stay, and what actions they take. This data helps you understand what’s working and where you're losing people.
But it’s not just about traffic. You need to know which channels are driving conversions, which campaigns are generating qualified leads, and how those leads behave once they land on your site. That means setting up proper goals, tracking events, and using attribution models that reflect the complexity of B2B buying cycles.
When configured correctly, analytics platforms give you the clarity to make informed decisions. You can see which content is resonating, which ads are underperforming, and where to double down. Without this visibility, you're flying blind.
AI is changing the way B2B marketers run campaigns. It’s no longer just about manual bid adjustments or static audience lists. AI tools can now predict which campaigns will perform best, adjust budgets in real time, and even test different creative formats automatically.
Campaign types like Google’s Performance Max and Meta’s Advantage+ use machine learning to optimise across multiple channels and placements. They analyse user behaviour, intent signals, and conversion data to serve the right message to the right person at the right time.
But AI needs direction. If your goals aren’t clear or your creative isn’t strong, the algorithm won’t deliver the results you want. You still need to guide it with clean data, well-defined audiences, and conversion-focused assets.
When used properly, AI doesn’t just save time. It improves performance, reduces waste, and helps you scale campaigns with confidence. It’s not about replacing strategy, it’s about enhancing it. AI can finally deliver on some of the promises that digital marketing has been making for over a decade.
Publishing regular blog posts targeting your buyers’ pain points helps establish trust and improve SEO rankings. Well-researched, insightful content demonstrates your deep understanding of the specific challenges facing your target audience, offering practical solutions and strategic perspectives that resonate with senior decision-makers.
By addressing relevant topics - such as emerging industry regulations, best practices in operational efficiency, or the latest advancements in digital transformation—you provide tangible value that positions your business as an authoritative resource.
Moreover, consistent and high-quality blogging nurtures long-term relationships, helping potential clients progress through extended B2B sales cycles. Each post serves as a touchpoint, reinforcing your expertise and keeping your brand top-of-mind as prospects conduct their due diligence.
Strategically aligned blog content, supported by data-driven keyword optimisation, also boosts your organic search visibility - driving quality traffic that converts. For B2B brands aiming to lead the conversation and accelerate pipeline growth, a focused blogging strategy is a powerful lever for building credibility, generating inbound leads, and strengthening market positioning.
Nothing builds credibility like sharing how you’ve solved other clients’ problems. Detailed case studies and authentic testimonials validate your expertise, showcasing real-world applications of your services and the measurable outcomes you’ve delivered.
By documenting the client’s challenges, outlining the custom solutions you developed and quantifying the resulting improvements such as increased efficiency, cost savings, or accelerated growth - you provide compelling evidence that reassures prospective buyers and demonstrates your commitment to client success.
Not only do these narratives illustrate your methodology and ability to address complex, industry-specific pain points, but they also highlight your adaptability and proactive problem-solving approach. Decision-makers value transparent, evidence-based stories that reflect both your technical acumen and your understanding of market demands.
For B2B firms, integrating client success stories into your content strategy is an essential lever for fostering trust, reducing perceived risk, and differentiating your offer in a competitive marketplace.
Explainer videos, webinars, and customer testimonials are powerful for capturing and retaining your audience's attention. These dynamic formats translate complex offerings into digestible, engaging narratives, making it easier for decision-makers to understand the value and application of your solutions. Explainer videos break down intricate processes and technological benefits with clarity, establishing instant understanding and brand consistency across digital touchpoints.
Webinars go a step further, enabling real-time engagement, in-depth knowledge sharing, and expert panel discussions that position your team as trusted thought leaders within the industry. They provide an ideal platform for demonstrating expertise, fielding questions, and facilitating peer-to-peer learning - essential for nurturing relationships in long B2B sales cycles.
Customer testimonials bring authenticity to your positioning, putting real-world results and client voices at the forefront. Prospective buyers seek reassurance and trust, and nothing resonates more than hearing directly from peers about challenges solved, value delivered, and outcomes achieved.
Additionally, authentic content - such as behind-the-scenes insights, day-in-the-life tours, leadership interviews, and project milestones - humanises your brand and showcases your organisational culture and commitment to quality.
These moments build a genuine narrative and foster engagement, helping your target audience connect with your business on a deeper level. For B2B brands aiming to build enduring relationships and stand out, leveraging a diverse mix of video and storytelling content is integral to sustaining market relevance and expanding commercial impact.
Send targeted content based on your lead’s interests, stage in the funnel, and past engagement. By leveraging segmentation and behavioural analytics—cornerstones of effective demand generation—you can deliver highly personalised email campaigns that address specific business challenges, goals, and decision criteria unique to each segment.
This demandGen-driven approach ensures marketing efforts are aligned with shifting buying signals and intent data. For example, nurture top-of-funnel leads with thought leadership, educational resources, and timely industry insights to build awareness and position your brand as an expert.
As leads progress through the funnel, deploy demand generation tactics such as tailored product comparisons, technical guides, ROI calculators and ABM-focused content to support solution evaluation and buying readiness.
Adaptive messaging in response to previous interactions - such as content downloads, event participation, or demo requests - enables you to anticipate prospect needs and deliver high-value content at every touchpoint, increasing engagement rates and marketing-attributed pipeline. Dynamic content blocks, supported by modern demand gen platforms, surface sector case studies, local trends, and custom offers based on real-time behavioural and profile data.
By applying demandGen principles at each stage, your communications remain timely, contextually relevant, and revenue-focused. This approach transforms email marketing into a high-performing engine for lead nurturing, conversion acceleration, and ultimately, pipeline growth - helping prospects navigate the journey from first interaction through to qualified sales opportunity with greater confidence and trust.
Create email sequences that automatically nurture leads, saving your team time with software like HubSpot, which makes it easy to monitor and track your email campaigns. Automated workflows allow you to trigger tailored communications based on lead behaviour, profile changes, or lifecycle stage transitions, so prospects stay engaged and informed at every step of the buying journey.
With robust demand generation and marketing automation platforms, you can orchestrate multi-touch sequences that incorporate educational content, product updates, invitations to webinars, and timely follow-ups - all personalised to each recipient’s interests and interactions.
This consistent and relevant outreach keeps leads warm, accelerates qualification, and reduces manual workload for your sales and marketing teams.
Additionally, real-time dashboards and analytics provide clear visibility into email performance, response rates, and pipeline influence, allowing for continuous optimisation and data-driven decision making.
By automating nurture streams, your business can scale relationship building, improve lead-to-opportunity conversion, and deliver a seamless experience that aligns with the high expectations of today’s B2B buyers.
Success is ultimately measured by net new sales orders.
Along the way, there are a series of metrics to monitor: website traffic, lead conversions, cost per acquisition, and ROI to evaluate your campaigns. However, to maximise demand generation performance and commercial results, it’s essential to go well beyond surface-level analytics.
Regularly track multi-touch attribution metrics to understand which digital channels, campaigns, or content assets are driving the highest-value leads and influencing progression through the funnel. Monitor marketing qualified leads (MQLs), sales qualified leads (SQLs), pipeline velocity, and the conversion rate of nurtured leads to closed-won opportunities.
These indicators reveal gaps and acceleration points in your demand generation engine and highlight which efforts directly impact bottom-line revenue growth.
Additionally, analyse engagement metrics on gated content, webinar signups, email open rates, click-through rates, and landing page performance to identify where interest peaks and where leads may drop off. Combining these data points allows you to optimise targeting, creative messaging, and resource allocation, ensuring your marketing investments are focused on strategies that deliver sustainable, scalable sales impact.
This closed-loop approach empowers ongoing refinement, strengthening your ability to turn digital engagement into net new orders and long-term client relationships.
Use A/B testing on ad creatives, email subject lines, and landing pages to improve results continuously. By systematically experimenting with variations in messaging, design elements, calls to action, and audience targeting, you gain actionable insights into which approaches resonate most with your audience at each stage of the funnel.
Implementing a structured test-and-learn methodology empowers your team to refine campaigns based on statistically significant data rather than assumptions or intuition.
For email marketing, test subject lines and preview text for open rates, as well as content layout and calls to action for click-through and conversion rates.
For paid ads or landing pages, compare different value propositions, visual treatments, and form fields to determine the optimal balance between lead quality and response volume. Monitor key metrics in real time and scale the highest-performing assets rapidly to maximise ROI.
Ultimately, ongoing A/B testing drives incremental gains, reduces wasted ad spend, and ensures your marketing tactics remain adaptive to changing buyer behaviours. By embedding experimentation into your demand generation, your business cultivates a culture of continuous improvement—delivering more relevant, engaging, and effective campaigns that accelerate pipeline growth.
Traditional advertising can complement online marketing by boosting credibility and reaching broader audiences. Leveraging trusted channels such as industry publications, print media, trade journal features, radio, and targeted direct mail reinforces brand authority, especially among senior decision-makers and procurement specialists who may not be as digitally active.
Events, sponsorships, and out-of-home placements - such as billboards at key business hubs or conference venues - further solidify your market presence and connect with hard-to-reach stakeholders.
A multi-channel approach bridges digital strategies with established offline touchpoints, enabling organisations to capitalise on repetition, familiarity, and cross-channel reinforcement. This integrated mix is particularly valuable for complex B2B sales cycles that require building long-term trust and recognition across different buyer personas and decision-making units.
In regulated, technical, or legacy-driven sectors, a credible presence in authoritative offline spaces often signals legitimacy, financial stability, and sector expertise - factors that strongly influence enterprise buying decisions. By strategically balancing online with traditional marketing, your brand is positioned to maximise reach, credibility, and impact across the entire spectrum of your target audience.
Integrated campaigns that use online and offline channels increase visibility and brand consistency. By coordinating messaging, visuals, and strategic timing across digital and traditional platforms, your business ensures a seamless brand experience at every buyer touchpoint - from LinkedIn ads and lead nurture emails to industry print features, direct mail, and event sponsorships.
This omnichannel approach capitalises on the strengths of each channel. Digital tactics like retargeting and programmatic ads drive measurable engagement and nurture leads through personalised, data-driven follow-ups, while offline outreach - trade shows, printed collateral, and sector events - reinforces your professional presence and credibility among stakeholders who value in-person connection and authoritative industry channels.
Our experience shows that B2B buyers engage with multiple channels throughout complex sales cycles; integrated campaigns make it easier to meet them wherever they are in their journey and build trust through repetition, relevance, and brand reliability.
Consistent campaign themes across digital banners, webinar invitations, print brochures, and on-site presentations leave a lasting impression, amplify share of voice and increase conversion rates by aligning your sales and marketing message from first touch to closed deal.
For growth-focused firms, this synergy between online and offline drives higher market penetration, influences diverse buying committees, and results in a stronger, more memorable brand in highly competitive sectors.
Even experienced marketers fall into traps that limit performance and waste budget. Here are three of the most common mistakes we see in B2B campaigns and how to avoid them.
Mobile isn’t just for consumers. A growing number of B2B buyers are researching solutions, reading whitepapers, and even attending webinars from their phones. If your campaigns aren’t mobile-optimised, you’re losing visibility and credibility.
That means fast-loading pages, responsive design, and mobile-friendly forms. Your landing pages should be easy to navigate, your CTAs should be thumb-friendly, and your content should be digestible on smaller screens. If your site or ads frustrate mobile users, they’ll bounce. And they won’t come back.
Without clear goals, you can’t measure success. And if you can’t measure success, you can’t improve. Every campaign should start with a defined objective, whether that’s lead generation, brand awareness, webinar signups, or demo requests.
Set KPIs that align with your business outcomes, not just vanity metrics. Track conversions, cost per lead, pipeline velocity, and marketing-attributed revenue. When your goals are clear, your strategy becomes focused, your reporting becomes meaningful, and your results become scalable.
Retargeting is one of the most effective ways to stay visible to potential buyers who aren’t ready to convert yet. In B2B, most visitors are in research mode. They’re comparing options, gathering information, and waiting for the right moment. Retargeting helps you stay in front of them while they decide.
Behavioural signals are the actions users take that indicate interest or intent. These include visiting key pages like pricing or product details, downloading a whitepaper, attending a webinar, or spending time on your site without converting. These signals help you identify who’s worth retargeting and what kind of message they’re likely to respond to.
Someone who bounced after five seconds probably isn’t ready. But someone who viewed your case studies or requested a demo is a warm lead. Segment your audience based on these behaviours and tailor your ads accordingly. Use sequential messaging to guide them through the journey: remind them of your value, show proof, and invite them to take the next step.
Retargeting isn’t just about staying top-of-mind. It’s about recognising intent, responding with relevance, and helping buyers move from interest to action.
Choosing the right tools is critical if you want to run efficient, scalable, and accountable B2B marketing campaigns. Here are some of the platforms we recommend based on what actually works in the field.
Google Marketing Platform offers a suite of tools for advanced tracking, analytics, and campaign management. It’s ideal for businesses running multi-channel campaigns and needing granular control over performance data.
You can integrate Google Analytics 4, Search Ads 360, and Display & Video 360 to manage everything from audience segmentation to attribution modelling. This setup gives you full visibility into how your campaigns are performing across search, display, and video, and lets you optimise based on real outcomes, not assumptions.
If you're serious about scaling, this platform gives you the infrastructure to do it properly.
HubSpot is one of the most effective platforms for aligning marketing and sales. Its CRM and inbound marketing automation tools allow you to track leads, segment audiences, and deliver personalised content at scale.
You can build automated workflows that respond to user behaviour, score leads based on engagement, and hand off qualified prospects to your sales team with full context. The reporting tools are clean, the integrations are strong, and the platform is built with B2B in mind.
If you're running long sales cycles and need to nurture leads over time, HubSpot is a solid choice.
AI tools are now central to campaign optimisation. Platforms like Jasper, Writer, and Copy.ai help generate content that’s tailored to specific buyer personas and stages of the funnel. They can assist with ad copy, email sequences, and even landing page headlines.
On the media side, tools like Meta Advantage+ and Google Performance Max use machine learning to optimise bidding, placements, and creative combinations in real time. These platforms learn from user behaviour and adjust automatically to improve performance.
The key is to feed them with strong inputs: clear goals, clean data, and well-crafted creative. When used properly, AI tools reduce manual workload and improve campaign efficiency.
Video is no longer optional. Explainer videos, client testimonials, and webinar recordings are essential for engaging B2B audiences. Platforms like Vimeo, Wistia, and Loom make it easy to create, host, and track video content.
Wistia, in particular, offers detailed analytics on viewer engagement, drop-off points, and conversion actions. You can integrate it with your CRM to trigger follow-ups based on how long someone watched or which videos they viewed.
If you're investing in thought leadership or product education, video helps you deliver your message with clarity and impact.
The European online advertising market is projected to experience robust growth, with a compound annual growth rate exceeding 14% from 2025 to 2030.
This expansion is underpinned by accelerating digital transformation across industries and the strategic integration of advanced technologies within marketing frameworks. Increasing access to high-speed internet and the ubiquity of mobile devices have driven greater adoption of digital platforms, empowering organisations to deliver highly effective, data-driven campaigns.
There is a pronounced shift towards highly personalised, immersive advertising, supported by AI, programmatic solutions, and augmented reality - that enables brands to capture the attention and engagement of their target audiences with unprecedented precision.
This progression is fuelling demand for sophisticated, targeted advertising approaches that align with the evolving expectations of business decision-makers in the digital economy.
The UK stands out as a leader in this evolution, buoyed by its advanced digital infrastructure, high levels of internet penetration, and a well-established e-commerce sector. Regulatory frameworks such as GDPR, combined with progressive government initiatives to foster digital innovation, are fostering an environment where privacy-compliant, future-ready advertising strategies thrive.
As a result, the UK market exemplifies resilience and adaptability, offering B2B brands a strong foundation to build impactful, compliant and results-oriented online advertising initiatives.
In March 2025, Adobe forged a strategic alliance with Amazon Web Services (AWS) and Amazon Ads, uniting their strengths to advance enterprise marketing capabilities.
This collaboration enhances the Adobe Experience Platform (AEP) with AWS’s state-of-the-art generative AI, Amazon Connect, and Amazon Ads integrations, empowering organisations to deliver data-driven, high-impact advertising and exceptional customer engagement at scale.
The new Adobe Creative Cloud integrations streamline creative workflows for business teams, facilitating efficient, compliant ad production that accelerates speed to market and strengthens campaign performance in a fast-evolving digital landscape.
In May 2025, Meta introduced a comprehensive suite of advertising enhancements across Facebook, Instagram and Threads reinforcing its commitment to dynamic audience engagement and innovative brand visibility.
The platform’s latest features, ranging from advanced tools for creator collaborations to new in-feed opportunities such as "Reels trending ads", equip B2B marketers with efficient, high-impact options for campaign activation.
These updates elevate the ability to integrate branded content alongside trending formats, drive compliant partnerships, and capitalise on emerging video channels, enabling organisations to reach decision-makers and key audiences with enhanced precision and creativity.
AI tools can now analyse buyer behaviour to create hyper-personalised content, segment audiences more accurately, and automate messaging across channels, allowing B2B marketers to engage prospects with the right message at the right time.
B2B buyers are engaging more with interactive content like quizzes, ROI calculators, and interactive infographics that add value while capturing lead data and boosting time-on-site metrics.
With complex B2B sales cycles, advanced attribution modelling helps marketers understand which touchpoints are driving conversions, allowing for better budget allocation and campaign optimisation.
Ad intent data is fast becoming one of the most powerful tools in B2B marketing. It helps you understand not just who is engaging with your content, but why. By analysing the context and behaviour behind ad interactions, you can identify which prospects are actively researching solutions, comparing vendors, or preparing to make a purchase.
This goes beyond basic metrics like clicks and impressions. Intent data looks at patterns, such as repeated visits to product pages, engagement with competitor comparisons, or downloads of high-value assets like pricing guides or technical specs. These signals help you prioritise leads and tailor your messaging to match their stage in the buying journey.
Platforms like Bombora, G2, and even LinkedIn’s Insight Tag offer access to third-party intent data, while your own CRM and analytics tools can surface first-party signals. The key is to combine both. Use external data to identify new opportunities and internal data to deepen engagement with existing prospects.
When used properly, intent data transforms your campaigns from reactive to proactive. You’re no longer waiting for leads to raise their hand, you’re identifying them early, engaging them with relevant content, and guiding them toward conversion with confidence.
Modern B2B buyers are factoring sustainability and ethics into purchasing decisions. Highlighting your business’s ethical sourcing, carbon footprint reduction efforts, and community impact within your online marketing can help you stand out.
Online marketing and advertising are no longer optional for B2B businesses – they’re essential if you want to attract, engage, and convert decision-makers in today’s digital-first landscape.
By combining SEO, content marketing, paid advertising, data-driven strategies, and automation, you can position your brand in front of the right people, nurture them through their buying journey, and ultimately drive consistent, high-quality leads.
Don’t let your competitors outpace you. Implement these online marketing strategies today and watch your B2B business thrive in a competitive market.
How we can help with your advertising goals
Whether your objective is to expand into online advertising or to optimise your current campaigns, our team is ready to engage with you, gain a clear understanding of your requirements and support your business goals with our with our expertise and know how.
Get in touch to find out how we can help you today.
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