B2B marketing is evolving, and relying on outdated strategies will leave you struggling to keep up. With organic reach decreasing, LinkedIn shifting focus to video content, and paid ads offering more potential than before, now is the time to adapt your strategy. However, many B2B marketers are still using traditional, polished content that fails to connect with their audience.

B2B marketing is shifting fast, and this week, Alison Battisby joins Katie Street to share the latest trends and strategies you need to stay ahead. She’s the founder of Avocado Social, a social media consultancy that’s been at the forefront of social trends, paid ads, and content strategy for over a decade.

Alison reveals how she stays ahead of trends, the best social platforms for B2B marketers, and why employee-generated content (EGC) is a real game-changer. Plus, we discuss the biggest social media mistakes brands NEED to avoid.

This week’s episode is packed with actionable insights on how B2B brands can leverage vertical video, thought leadership, and paid ads to drive engagement and conversions in 2025.

Here’s you’ll learn from this episode of Marketing in The Madness:

Why vertical video is the future of B2B marketing

Katie shares how LinkedIn’s evolving video features have aligned with her own content strategy, making video a must-have for any B2B marketer in 2025. Alison highlights how presenter-led videos (where someone speaks directly to the camera) and Vox pops are engaging formats that resonate well.

How employee-generated content (EGC) is outperforming brand posts

LinkedIn’s algorithm favours posts from individuals over company pages because people trust people more than brands! Katie highlights how raw, behind-the-scenes content often outperforms polished slide shares, reinforcing the idea that B2B does NOT have to be boring!

Top Tip: Paid ads can amplify EGC, leading to higher engagement and lower costs per click compared to traditional brand-led content.

The LinkedIn Ad strategies that will save you money and boost results

Many marketers assume LinkedIn ads are too expensive, but Alison reveals costs have dropped – especially if you have high-quality content. The secret to lowering ad costs is targeting the right audience by using data-driven insights and refining job titles and industries.

If you’ve ever thought, “Why isn’t my content performing?” or “Are LinkedIn ads even worth it?” then this episode is for you. Tune in now!

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