Learning from good examples of B2B content marketing
As every marketer knows, great content is central to success. As buyer journeys grow more complex and decision-making groups expand, high-performing content has become the fuel that powers every stage of the funnel. It’s little wonder that nearly half of marketers predict that content budgets will increase this year. Producing content alone isn’t enough, however. The brands seeing the most impact strategically activate content to engage, educate, and convert professional audiences at scale. That’s why exploring standout B2B content marketing examples that drive real pipeline impact matters more than ever.
From creative thought leadership to performance-driven demand assets, good examples of B2B content marketing show how leading brands turn strategy into results. Whether you’re building a new approach or refining an existing one, these B2B content examples offer clear, actionable inspiration to help you get more out of every asset and every dollar.
Lessons from three examples of B2B content marketing
1. Build a strong data foundation to power content performance
Even the best B2B content will underdeliver if your database is misaligned with your evolving go-to-market strategy. Strong content needs to reach the right people, and that starts with accurate, persona-aligned data. Brands should invest in data quality and coverage to ensure their content drives real pipeline outcomes. The most effective content marketing examples B2B marketers can point to are powered by clean, targeted databases that reflect their ideal customer profile (ICP).
Writer, a generative AI platform focused on the enterprise market, is a case in point. The company found its database lagging its new ICP, filled with mid-market marketers instead of enterprise IT decision-makers. To close these buying group gaps, Writer partnered with Pipeline360 and 6sense to launch a Branded Demand strategy that used content syndication to reach and engage the right personas. By aligning content with targeted data, it drove a predictable pipeline and positioned its brand for long-term success.
2. Integrate lead nurture with content marketing for scalable, precision demand
To truly convert interest into pipeline, content must be tightly integrated with a robust lead nurture strategy. Without this alignment, valuable leads often stall or slip through the cracks. The most effective B2B content marketing strategy examples pair content syndication with strategic nurture paths that engage buying groups across channels and stages, creating seamless momentum toward conversion.
Take Hammer, an Infovista company, as an example. Facing limited data and attribution gaps, Hammer needed a more precise way to reach and nurture its ideal customer profile. By partnering with Pipeline360, it combined content syndication with account-based digital display ads, ensuring that engaged leads were immediately followed up with relevant nurture content. This integrated, multi-channel approach drove over €1.5 million in influenced opportunities and delivered 750 high-quality leads across North America and Europe, all while reinforcing brand visibility with over 1.1 million impressions.
3. Unlock scale and agility with Demand-as-a-Service
Even the most polished content won’t move the needle if you don’t have the scale or resources to get them in front of the right buyers. When internal teams are limited by time, budget, or expertise, leaning on partners through a Demand-as-a-Service (DaaS) model can be transformational. By augmenting your team with expert support and allowing you to tap into trusted data and targeting infrastructure, DaaS enables B2B marketers to execute faster, scale smarter, and stay focused on strategy. The most effective B2B content marketing strategy examples are backed by a system that’s flexible, repeatable, and built to evolve as buyer behavior shifts.
For instance, as Fivetran shifted toward enterprise buyers with long, complex evaluation cycles, it turned to Pipeline360’s Demand-as-a-Service approach to execute advanced targeting and drive qualified leads at scale. With a partner that could pivot fast and deliver consistently, Fivetran generated $2.3 million in closed-won business and influenced $21 million more, all while freeing internal teams to focus on conversion.
From inspiration to activation: executing on best practice from B2B content examples
The best B2B content marketing examples drive tangible business results. Through building a stronger data foundation, aligning content with nurture, or scaling by using Demand-as-a-Service, success comes from strategic execution and not just creative ideas. Use these B2B content marketing strategy examples as a blueprint to elevate your own programs; and remember, great content is only powerful when it’s seen by the right people at the right time.
