Advanced B2B Digital Marketing Tactics in 2025
More marketing noise means digital marketing tactics needs to evolve going into 2026.
B2B marketing isn’t getting easier. Sales cycles are long. Multiple people influence each deal. And they block out anything that looks generic. This is why advanced digital marketing now wins on relevance and timing, not noise.
The good news is that today’s tools can do the hard work for you. AI can tailor content in minutes. Ad platforms can show you exactly who engaged. And automated emails can follow up while you sleep. The brands that grow fastest focus on being helpful, clear, and hard to ignore and not [just] loud.
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Below are ideas for effective tactics for a B2B audience in 2025. They are practical, adopt the more advanced features for the digital channels used and designed for real decision makers within B2B pharma. Marketers can expect performance metrics to increase off the back of adopting the ideas in this post.
Thank you to Rayan Thorpe, Lucy Clements and Catrin Hughes for their support in creating this post.
1. Use AI to write for real people, not broad groups
In the past, B2B segmentation meant building lists by industry, region or company size. That still matters, but it’s no longer enough. AI tools can now rewrite the same piece of content in different ways depending on the reader’s job role.
Here’s how this works in practice. A whitepaper or a comprehensive piece of content can be written and then tailored to a job role by having AI identify key information suitable for that job role. For example, a cost-saving guide can talk about budget impact for finance leaders, where the same guide can focus on process improvements for operations teams. Similarly, product features can shift toward security for IT leaders and sales results can highlight growth and scale for CEOs or founders.
This isn’t guessing. It’s adapting. AI looks at job titles, skills, and actions, and adjusts content so the right parts stand out to the right reader. This means fewer wasted clicks. It also means more replies, more downloads, and better conversations with sales teams. All from one piece of content, which may have been written by a technical person, now suitable for audiences that range from the technical to the non-technical.
2. Build audiences in layers to avoid wasted budget
Advanced targeting today means stacking information to make your ads more precise. Point #1 focused on the content side of a campaign, whereas this one focuses more on the method by which the content is delivered to the organisation’s audiences. B2B marketers, especially in pharma, will have a range of methods for which it can target its audience. They range from the contacts which sales are looking to convert, those that best fit the organisation’s products, as well as those that may have engaged with the organisation’s content from previous campaigns.
A solid B2B audience plan often combines:
People-based lists. Named contacts from your CRM, intent tools, or event registrations.
Company lists. A refined account list that matches your best customer profile.
Persona targeting. Groups built by job role, department, seniority, or problems they solve.
Retargeting. Showing new content only to people who already interacted with earlier content.
When you stack targeting this way, your budget works harder. You show fewer ads overall, but more of them reach the people who matter and you can better manage the campaigns.
3. If running ABM, split accounts into clear tiers
In pharma, ABM can be particularly effective for reaching out to a variety of audiences, from drug development companies, early-stage biotech companies and other early-in-the-supply-stage pharmaceutical companies to healthcare professionals (HCPs) and other key decision-makers.
Account-based marketing works best when spend matches priority. Not every target company deserves the same budget, creative time, or ad pressure. Sales teams will have a set of priority accounts, where, it makes sense to focus on converting those into clients.
A clean tier system can look like this:
Tier 1. Best fit and highest revenue potential. These accounts get the biggest spend, personal outreach and longer campaign windows.
Tier 2. Strong fit but smaller budget or slower buying signals. These accounts get focused ads, useful content, and regular nurturing.
Tier 3. Early-stage or broad-fit accounts. These accounts get light-touch campaigns, lower budget, and simpler demand-building activity.
This tier approach helps with planning. It also helps with decisions when budget is tight. If spend needs to drop, Tier 3 campaigns stop first. If pipeline volume is low, Tier 1 and 2 budgets stretch further, not wider. This is a simple concept, but one that gets overlooked.
4. Stay present across multiple places at every buying stage
B2B decision makers move between platforms before making decisions. Our target audiences in pharma are not bound to a single channel, platform or medium. They’ll read an article on a laptop, watch a video on a phone, and check LinkedIn on a commute. They expect you to show up in more than one place.
An omnichannel/multi-channel approach requires you to know the journeys that your users are likely to take to get from one state to another; from a website visitor to lead and from lead to customer. A customer journey map is a representation of every touchpoint your customers have with you. To be able to connect the channels that your audiences might engage with you, you need to map them and understand the various motivations and feelings at each touchpoint.
A practical omnichannel/multi-channel journey typically includes:
Homepage visits
Paid search
LinkedIn activity (paid + organic)
Email
Display ads
Event follow-up (if relevant)
Multichannel isn’t about doing everything at once. It’s about matching content to timing and shifting attention from one stage to the next.
5. Follow a three-month LinkedIn plan instead of short bursts
We find that LinkedIn encompasses a large audience of the appropriate decision-makers that our clients want to get in front of via our paid services. And LinkedIn still drives the best B2B engagement for paid and organic efforts, but it needs time to work. A simple structure that works well today:
Awareness (Month one). Short videos, facility or company highlights, customer stories or simple explainers showing the “why” behind what you do.
Consideration (Month two). Document or guide downloads, carousel ads that show clear value. Retargeting only those who watched or clicked awareness content with a steady focus on being helpful, not selling.
Lead capture (Month three). Use LinkedIn lead forms or landing pages to collect contact details. Retarget people who engaged with the consideration content. Expand back to awareness audiences if lead volume needs to increase.
This slow build approach feels simple to buyers. It also works because each stage talks to a warmer audience. Buyers don’t need to see you 15 times before trusting you. They may only need to see you in the right context three or four times to achieve the same result.
6. Run search and display ads (in addition to LinkedIn ads) around key industry events
If your pharma organisation attends, sponsors or speaks at industry events, use paid ads to support it. The investment made thus far will warrant a little bit of extra effort to ensure maximum visibility during the event period. Once again, pharma marketers will spend a lot of time planning the logistical aspect of an event attendance, but little time promoting that event attendance.
A clear event advertising plan might include one or two of the following:
Search ads. Target the event name and/or event city alongside your main service keywords, plus a few event-specific ones.
Display ads. Targeted to a 10-20 mile radius around the event venue just before, during and just after the event.
Have a content focus. Services you offer locally, event session titles, or practical problems attendees may be looking to solve are ideas of content which can be focused on at this point.
Essentially, what we are trying to do is piggyback on any additional visibility the event may be able to create. This works well for B2B because event audiences “convert faster.” They are actively looking for vendors or for more information during a vendor search. It also supports real-life networking by increasing brand recall before you meet prospects in person.
7. Send emails that react to buyer behaviour
Email marketing is still one of the strongest B2B tactics. But tactics have shifted away from mass newsletters. The focus is on sending useful information based on what each person actually does.
Smart email approaches now include:
Segmented lists. Each group gets messages relevant to their needs.
Automated workflows. Triggered by actions like downloading a whitepaper, visiting a product page, or attending a webinar.
Follow-up emails. Sharing the next helpful step, not a pushy sales ask.
For example, a buyer downloads a technical guide which triggers an email workflow that starts immediately. A follow-up email delivers a case study, product checklist, or customer success proof where the next email invites the buyer to a short demo or call. If they open or click, retarget them with bottom-of-funnel paid ads on LinkedIn or Google. This keeps your marketing aligned with buyer interest, without sounding repetitive or sales-heavy.
8. Organic LinkedIn posts should favour video, carousels, and real people
You don’t need a big organic strategy, but you do need a strong one. And many marketers go into LinkedIn with the view that LinkedIn is a channel that supplements the website; there to solely drive traffic. This couldn’t be any further from the truth. LinkedIn’s algorithm favours content which is designed to keep people engaged on the platform. Therefore, content and content formats designed to provide information without having to leave the platform is best prioritised.
What performs best for B2B organic LinkedIn in 2025:
Carousels that share step-by-step advice.
Short videos that explain big ideas fast.
Posts that show employees, customers, or subject experts.
Clear takeaways, not long paragraphs.
Stories that feel human, even if the lesson is business-led.
If the content feels hard to scan, fewer people will stop. Write in short sections. Break text up often. Make the point obvious, even to someone reading quickly.
9. Measure engagement and repeat/repurpose what works
Tracking results today isn’t just about clicks or impressions. It’s about understanding who engaged, what they consumed, and what that tells you about intent. Good measurement helps you make decisions early. It stops wasted spend. It also helps you turn interest into demand. B2B campaigns today win when measurement changes direction early. This means:
Stop ads that don’t get attention.
Spend more on content that does.
Retarget anyone who engaged, even if they didn’t convert yet.
Feed campaign data back into CRM lists for future use.
Use lead quality (not just volume) to guide spend and creative choices.
Good measurement also creates a feedback loop. It helps marketing, CRM, and sales teams work from the same signals. It turns marketing from a publisher into a system that responds to buyer behaviour. The brands that win in B2B now learn fast, adapt fast, and double down only where real decision makers show interest.
B2B decision makers move quietly. They take time. They involve other people. And they expect relevance at every step. The smartest companies now design for this.
They use AI to write content that fits real job roles. They target audiences in overlapping layers so ads reach the right people and companies at the same time. They prioritise accounts with tiered ABM budgets instead of spreading spend evenly. They stay present across multiple channels without overwhelming buyers. They commit to long LinkedIn cycles because trust compounds there. They link digital campaigns to real events using smart geo-targeting and timing. They replace mass emails with behaviour-driven automation that nurtures interest naturally. And most of all, they measure engagement for signals they can reuse.
