The only B2B Marketing Playbook you need in 2025

we are in 2025 and if you are still using the same outdated B2B marketing Playbook you're going to struggle with your marketing this year now here is the truth if you are interested to build or update your B2B marketing strategy right now you are probably hesitating between so many tactics paid ads affiliate marketing content emailing newsletters YouTube there are so many potential marketing tactics that you can use and this gives you a lack of clarity on what you should do should I do this one or should I do another one but if I do this

one maybe I will miss out because I will spend too much time so this is a problem that I see with a lot of B2B Founders right now in my career I worked on over 320 marketing projects and in the past year alone I helped 420 students to build their B2B content strategy and their B2B marketing strategy in general so I've analyzed all those different projects I took a lot of time to identify the problems but also the opportunities in B2B marketing and in this video I'm going to present the B2B marketing playbook for 2025

in order to explain this B2B marketing Playbook I'm going to use this graph that I've designed and shared on LinkedIn so as you can see there are different elements and I'm going to review them one by one so the first thing you need to understand is the difference between passive buyers and active buyers it's very easy to understand some businesses are not ready to buy for different reasons maybe they have other project s right now they have other priorities they already spent their budget and other potential reasons so those businesses you should not try to

Hard Sell what you should do instead is to adapt your strategy to those passive buyers I will tell you how exactly just after and the second type of buyers are active buyers so active buyers have been following you for a few months or maybe not they just discovered you but overall what we need to do right now in the next 3 months is to purchase something that will help them for one of their problem and you as a B2B business you are one of the potential providers so basically they are actively looking for a solution

now we don't have specific statistics about the repartition between passive and active buyers but overall most people say that it's a 95 versus 5% repartition but honestly the percentage of repartition is not that important what is important is that you understand the concept and that you adapt your marketing strategy to those two types of buyers because here is the thing should you just forget about the passive buyers no because they will eventually later on become active buyers and you will have a small window to Target them talk to them and close a deal with them

and second question should you forget about active buyers this is of course a no because those businesses will help you to generate revenue on the shortterm so overall passive buyers is for the long term and active buyers is for shortterm if I had to rec cap now let's talk about the second part of this graph you should create a Content ecosystem with educative content for the passive buyers who are not ready to buy let me give you an example if your target audience are accountants but you know that they will start purchasing a new software

only at the end of the year in November and December let's say you should not wake up in September and October and start sending emails what you should do instead is start creating content to position your brand as an option in early January February at the beginning of the year so this is obviously another simplification of the buying journey and the buying process because they will probably not buy only in November and December but what is important is that you understand the concept if you publish a case study LinkedIn posts and YouTube videos and you

get invited to some podcasts in the Finance and Accounting industry you increase your chance to get discovered by your target audience so when they want to purchase a software like yours you are top of mind what does it mean to be top of mind it mean that they associate your brand or your personal brand to an expertise when they need this expertise so at the end of the year in November or December when they want to purchase a software they will think about you first and maybe you will be in the top three in a

bidding and at this moment it will be more about the S system so how you close the deal because you already built awareness and Trust thanks to your content so in order to do this in any industry any niche in B2B you should use LinkedIn YouTube podcasts a newsletter and X as well if your target audience is on this channel you have on my channel many different videos that explain how to publish the right B2B content and you can also have a look in the description at my course that will help you to build your

content strategy your content plan and also you will have access to my content Factory where I teach you exactly how to create the content on YouTube newsletter and Linkedin so you are able to position your brand as an authority in your industry and when those passive buyers become active you are one of the best options for them in the course I also teach you how to plug your content to your celles system in order to turn content into Revenue so let's move on to the next part of the graph when the passive buyers become active

so basically they activate the buying modes and this can come from different triggers what we call buying triggers so it can be an internal decision or an external decision maybe a competitor just released something new and the CEO wants to adapt to this competition or maybe maybe it's an influencer that had an impact on the leadership or maybe it's an internal project with a specific need and they need to find provider to help them the buying triggers there are so many of them you cannot really control them but you can have an influence on those

triggers with your content so this is the role of the previous part the content ecosystem but what is important here is that when those active buyers become ready to buy you need to be here to capture their demand so if I take the same example of accountants that buy in only November and December you started publishing content in February and they spotted that you are one of the potential providers to help them to improve their financial workflow so when they become ready to buy in November or December what you need to do is to have

a capture system in order to collect inbound demand so you need to be ready for when passive buyers become active what does it mean to be ready first you need to be available on all the different platforms LinkedIn by emails or with a chat bot on on your website and you need to reply as fast as possible because let's say that you've published content for 8 months but when we contact you you take one week to reply you are wasting all the efforts on the content and you are losing the deal because most of the

time they will also contact your competitors and even if you are the best option if you don't reply fast enough you will lose the deal so that's the first part you need to be really reactive the second part is that your inbound system needs to be connected to your cell system so when you collect the inbound you should add it to your CRM of course and also to have someone that takes care of the deal from the beginning to the end and it should be the same person so the prospect doesn't feel like they are

moving from an SDR to an account executive to a customer success or project manager it should be the same person that follow the sales cycle from the beginning to the end which is the win so this is the best scenario we've seen your content for 8 months when it's time to buy they contact you directly you reply very fast within 12 hours hours and then you have a discovery call you run the sales process and you close the deal now here is the truth a lot of prospects will not contact you directly for many different

options maybe they forget about it maybe a competitor already contacted them or maybe they have a high ego so they feel that you should contact them so overall they have so many different reasons to not contact you so this is where warm outbound and social selling comes into the Playbook what you should try to do is to inst inst an intent signal system so you should analyze who is interested by your brand in order to contact them directly and so you can either accelerate the sell cycle so basically we'll contact them first before they contact

you so it's faster or you will get the deal harvest the opportunity even if they don't contact you so for this you have three main tactics that will help you to turn inter signals into prospects first it's called social selling also setting so analyze intent and signals on social media mainly on LinkedIn and based on that contact them directly to propose a case study for example in the DMS the second one is warm outbound so in your CRM you will have a scoring system that will help you to identify who is the best Potential Prospect

for your brand and you will contact them directly with an email and third it's called ABM account based marketing and with ABM you will be able to list like 10 accounts that have a need that you can cover and you will have a strong personalized marketing campaigns for this specific account so for ABM you should do it only if you have a high ACV or high LTV so average contract value or high lifetime value why because if you spend a lot of resources on a personalized marketing campaign but you get a low value deal it's

probably not worth it so keep ABM only for the larger account otherwise use social selling and setting and War mode Bond so here as you've seen the int signals is very important because you need to know who to Target so this video is not a deep dive in the intern signals but here is an overview you can have a look at your content and who is engaging with your content so all the likes engagement on social media also the downloads of all the elements that you give in exchange of anail participation to webinars or other

Live Events you can also have a look at your CRM to identify potential prospects or signals that are not linked to you such as fundraising such as new hires or press releases that explain a new direction or strategy for the business so overall you need to gather all those signals you have tools that can help you to do that as well for example some tools help you to identify who is visiting your website or a specific page on your website and you will package all these insights into a system and based on that you will

know who to contact First all right so this was an overview of the B2B marketing playbook for 2025 here is a recap first you need to understand the difference between passive buyers and active buyers for the passive buyers you need to create educative content so you are positioned as an expert and when they become active so when they are ready to buy they think about you first because you built top of mine awareness but be careful when they become active buyers you should be ready to transform them into prospects and into clients so first make

sure to have an inbound system in place to capture the demand and second make sure to have a war mod bound or social selling or an ABM routine and strategy in order to identify the accounts that are interested to work with you and later on transform them into clients if you want to apply this B2B marketing Playbook I recommend you to have a look at my course that will help you to install this entire Playbook from the strategy to the content ecosystem and also the inbound and warm outbound system if you prefer to have a

call with me and my team first in order to understand how this framework can help you to go further with your B2B marketing strategy you can Bo a call with us in the description so this call will be a workshop where we analyze if you are able to apply this framework and if yes we will give you the next step on how to use it and how we can help you to apply this framework if you like this video make sure to like it comment It And subscribe in order to get the next videos in

your field where I talk about B2B marketing strategy and B2B content all right I will see you in the next video