14 Examples of B2B Tech Content Marketing That Wins

In B2B tech marketing, winning means creating content that directly moves the needle—driving lead generation for technology companies, landing more demos, and ultimately helping sales close deals. Done well, content marketing fuels business milestones like faster pipeline growth, higher-quality customer acquisition, and even strategic company exits.

At Stratabeat, we’ve seen strategic content marketing deliver powerful results, helping clients to:

• Attract tens of thousands of new website visitors through organic channels
• Significantly increase demo bookings
• 3X, 4X, or even 5X qualified leads
• Generate millions in new sales pipeline
• Position themselves for acquisition by major players like Amazon, Publicis Groupe, and AffiniPay

The bottom line? Effective content marketing drives real business impact.

You may be wondering: what does an effective B2B content strategy actually look like? A true B2B content strategy is a clearly documented roadmap that ties your broader business goals.

Your strategy will clearly define your business goals, your target audience, your playing field, and how you will win against competitors. It’s not an editorial calendar or a collection of tactics—it’s a cohesive document crafted specifically around how you will win. Every piece of content will tie directly back to this strategy.

Your B2B content marketing strategy should clearly:

• Set measurable objectives aligned to your business targets—like revenue growth, increased market share, or even positioning your brand for acquisition.
• Define precisely who your target audience segments are, and map out the b2b customer journey in detail, identifying exactly what relevant content they need at each stage.
• Pinpoint KPIs connected directly to real-world business outcomes, such as lead volume, demo requests, or organic visibility growth.
• Identify what types of content—whether it’s high-quality content such as in-depth guides, interactive content like ROI calculators, or insightful videos—will resonate best with your prospects.
• Outline the optimal channels for distribution and how you’ll track effectiveness, using ongoing data analysis and strategic adjustments based on results.

Start by defining clear, specific business goals. Then, reverse-engineer a content creation process that directly supports achieving those outcomes.

Forget vanity metrics. The best content teams zero in on a few strategic KPIs that clearly indicate the impact of their content marketing efforts:

Visibility in AI Search: Prospects who find your brand via AI search (e.g., ChatGPT, Perplexity, Gemini, etc.) tend to be higher quality, given that they have been researching about your solutions before they even talk with your salespeople. With this in mind, brand visibility in the LLMs is important for driving downstream pipeline.

Organic Traffic: Valuable content should attract consistent, relevant visitors without needing constant paid promotion. For instance, our client, GE HealthCare built an expansive, educational content resource that significantly boosted their organic visibility and reduced paid ad dependency.

Conversions and Demos: Content that streamlines the buying decision accelerates prospects through the customer journey. For example, content that solves clear pain points, JTBD content, concise explainer videos, interactive demos, gated original research, competitor comparisons, etc. are effective types of content that fuel demo requests.

Keep your content marketing strategy focused exclusively on content initiatives directly connected to your most critical KPIs and broader business goals to maximize impact. Then your business’s lag goals may more easily come to fruition:

Sales Pipeline: Strategic content nurtures prospects at every stage, guiding them smoothly through the customer journey until they’re ready to buy. Our strategic content marketing efforts have repeatedly delivered triple-digit annual revenue growth by crafting messaging precisely tailored to buyers’ needs.

Acquisitions: Exceptional content positions brands for strategic exits or acquisitions. Perlu, through highly targeted influencer-driven content, rapidly expanded their user base, attracting interest from major global brands, leading ultimately to acquisition. In fact, many of our clients through the years have been acquired by bigger companies like Amazon, Publicis Groupe, AffiniPay, etc.

Your content marketing team’s efforts should always be tied directly to measurable business objectives—no guessing required. Here’s how this might look practically:

• If your goal is growing organic traffic by 300%: Publish comprehensive, search engine optimized articles and evergreen content crafted specifically for your target audience.
• If you’re aiming to increase demo requests by 50%: Invest in interactive content like dynamic product demos, personalized ROI calculators, and detailed comparison pages to clarify your competitive advantage and engage prospects quickly.
• If brand authority is your focus: Create high-quality content like original research reports and contribute regularly to respected industry publications, clearly addressing your audience’s pain points and needs.

Pro tip: Quarterly assess your tactics to verify alignment with your goals, eliminating or revising any types of content marketing efforts that don’t directly advance your objectives.

In B2B technology marketing, delivering results depends heavily on choosing relevant content assets that genuinely resonate with your target audience, and then distributing them effectively. Let’s explore proven content types, real-world examples of content marketing, and how strategic selection can elevate your results significantly.

Here are some B2B content marketing examples that actually move the needle:

When prospective customers reach the bottom of the marketing funnel (BOFU), they’re on the edge of making a decision. They need clear, actionable information that removes any lingering doubts. Effective BOFU content goes beyond merely educating—it proactively addresses final questions buyers have:

• Case studies that handle common buyer hesitations head-on
• Detailed product comparison pages highlighting unique selling points
• ROI calculators that visually showcase tangible business value
• Landing pages crafted for specific industries or roles

Real-World Impact: How Fourth Built a $1.3 Million Pipeline Through Targeted Content

At Stratabeat, our strategy for Fourth—a SaaS provider focused on HR and payroll solutions—centered around creating a focused set of conversion-oriented assets:

• ROI Calculators: We made the financial benefits crystal-clear, helping prospects justify their purchase internally.
• Comparison Pages: Rather than just listing features, these pages highlighted exactly why Fourth outshines other payroll solutions.
• Industry-Specific Landing Pages: Tailored precisely to targeted pain points and optimized for both search and paid traffic, these pages resonated deeply with visitors.

Within just six months, this approach yielded significant results:

• $1.3 million in additional sales pipeline
• 360% increase in search traffic value around payroll and PEO-related searches
• Dramatic improvement in conversion rates for demos and trials

Interactive Demos Accelerate the Sales Process

Interactive demos played a key role, allowing buyers to experience firsthand the ease and benefits of the product. Our CEO, Tom Shapiro, emphasizes that interactive demos are now essential—not optional—for shortening sales cycles and moving deals forward quickly.

ROI Calculators Done Right: Stratabeat’s SEO ROI Calculator

ROI calculators simplify complex financial decisions by quantifying the value of your solutions. For example, Stratabeat’s SEO ROI Calculator shows prospects the potential increase in traffic and revenue that effective SEO delivers, providing instant clarity and confidence.

Blog articles remain essential in B2B marketing, consistently delivering traffic, authority, and leads—when done strategically. However, effective blogging isn’t just about quantity, but moreso about deeply aligning with audience needs.

Now with the fast rise of AI search and with AIO eating TOFU searches, it’s critical that your blogging focus more on MOFU and BOFU types of content, directly addressing your audience’s challenges and sharing jobs-to-be-done (JTBD) content.

• Publish expert content that directly and powerfully addresses your audience’s pain points.
• Create industry-specific content that more powerfully resonates with your priority audience segments.
• Answer their most pressing questions. Help them get specific tasks done.
• Regularly produce deep, differentiated thought leadership that positions your brand as a trusted advisor, not just another vendor.

Real-World Impact: How Terakeet Grew Blog Traffic by Over 7,000%

When we began our engagement with enterprise SEO provider Terakeet, our goal was clear: revolutionize their blogging approach from basic, rudderless articles to strategic assets. We executed this by:

• Publishing approximately 12,000–15,000 words of highly targeted, strategic content monthly.
• Creating over 160 pages worth of carefully aligned lead magnets that significantly increased visitor engagement.
• Developing 18 powerful case studies that built substantial trust with the audience.

These strategic efforts translated directly into business impact:

• A staggering 7,235.7% increase in organic blog traffic.
• Domain authority improved dramatically from 35 to 72.
• Revenue growth of 170.8% annually, proving the direct financial value of strategic content.

Influencer marketing in B2B isn’t about celebrity endorsements—it’s about partnering with respected industry voices to lend credibility and authenticity to your brand’s message. When implemented thoughtfully, influencer initiatives quickly enhance your brand’s visibility and trustworthiness:

• Collaborate on guest posts, social media engagements, or interviews featuring industry leaders.
• Curate influencer-created content to deliver fresh insights directly from trusted experts.
• Use these authentic voices to build and nurture a vibrant community around your brand.

Real-World Impact: How Perlu Attracted 20,000 Active Users via Strategic Influencer Collaboration

Perlu, an influencer marketing platform needed help building its community of brands and influencers collaborating for growth.

By collaborating and partnering with influencers, we were able to:

• Launch a podcast attracting global listeners
• Highlight insightful best practices and customer stories shared by leading influencers and brands.
• Reinforce Perlu’s position as a trusted community hub for brands.
• Rapidly expand to over 20,000 active community members.
• Attract high-quality leads from major global brands.
• Position Perlu firmly as a leading influencer marketing authority.

Infographics translate complex data into visually compelling, easily digestible formats. They distill intricate research findings, product features, or market insights into concise visuals, significantly increasing shareability and engagement. When done effectively, infographics:

• Make data and insights accessible at a glance
• Generate substantial social sharing and backlinks
• Drive higher levels of audience interaction and B2B website traffic

At Stratabeat, we regularly incorporate infographics into client campaigns to enhance readability and engagement. Our proprietary research reports, supported by clear visuals, consistently achieve:

• Higher social sharing and wider distribution compared to text-based content.
• Improved user interaction metrics on client websites.
• Greater authority-building backlinks from respected industry sources.

For a robotics company’s blog launch, we integrated infographics alongside interviews, how-to guides, and product comparisons. These visuals helped clarify key data points and enhanced the overall appeal of the content.

This creative approach contributed to nearly 30,000 monthly site visits and an organic traffic value exceeding $87,000—proving that visually enriched content can significantly boost engagement and SEO performance.

Educational courses and certifications position your company as a trusted industry leader, consistently attracting highly engaged audiences who value your expertise. Effective online learning initiatives consistently attract engaged audiences who appreciate deep, actionable knowledge:

Develop in-depth training programs around topics your prospects genuinely care about.

Offer practical content that learners can immediately apply to real-world situations.

Engage users through quizzes, certification programs, and interactive elements.

Real-World Impact: HubSpot Academy & Litmus Lead with Education

HubSpot Academy is a standout example. With courses ranging from social media marketing to content marketing certifications, HubSpot’s educational strategy attracts thousands of engaged, qualified leads monthly. This strategy has resulted in a global community of over 200,000 certified professionals who consistently convert into loyal users.

Litmus Academy similarly positions itself as an essential resource for email marketers, designers, and analysts. Their short, practical courses—covering everything from deliverability best practices to email personalization techniques—have significantly increased customer retention and product adoption.

Both HubSpot and Litmus prove that strategic educational initiatives drive lasting customer loyalty, attract qualified leads, and enhance brand authority long-term.

Industry-specific content means delivering that more directly solves your highest-priority audience segments’ frustrations, challenges, and problems. Whether “industry” pages or industry-specific white papers, research reports, blog posts, or webinars, industry content consistently outperforms generic tactics by:

• Deepening engagement and reducing bounce rates.
• Increasing conversions through relevant, highly targeted messaging.
• Improving the quality of inbound leads through more relevant qualification.

Real-World Impact: How Sciessent Achieved 125% Revenue Growth with Customized Content Experiences

Our work with Sciessent shows industry-specific content’s impact clearly. Stratabeat crafted highly relevant content experiences—customized landing pages, industry-relevant messages, and dynamic resource centers—that matched Sciessent’s buyers precisely at every step. This customized approach resulted in:

• 125% annual revenue growth within two years.
• 288.5% increase in page views within eight months.
• 164.5% growth in organic traffic, driven by deeply relevant, personalized content.

Podcasts connect you directly to your audience in a personal, engaging way. They offer listeners insightful conversations and deep industry expertise that keep them coming back regularly. The result is a loyal community that grows organically and generates high-value leads.

Real-World Example: How Perlu’s Podcast Attracted 20,000 Users and Fortune 500 Brands

Stratabeat helped Perlu launch an influencer marketing podcast featuring prominent brands and marketing experts. We strategically selected guests with strong industry followings and integrated each episode across email, social media posts, and blogs. This holistic approach enabled Perlu to:

• Grow from zero to over 20,000 active users.
• Attract Fortune 500 companies as leads, substantially improving their sales pipeline.
• Expand globally, building listeners in over 65 countries, ultimately positioning Perlu for acquisition.

Original research reports position your brand as an authoritative industry voice, turning your insights into a trusted resource for B2B decision-makers. Strategic, data-rich reports offer clarity on industry trends, help your audience confidently navigate uncertainty, and equip them with practical guidance they can implement immediately. Not to mention, it’s a great way to build backlinks.

At Stratabeat, our research dives deep into specific topics, delivering actionable insights similar to those you’d find from Gartner or Forrester, but tailored specifically to the needs of our tech-focused audience. We focus on creating highly visual reports, with easy-to-follow data visualizations and straightforward recommendations that busy decision-makers appreciate.

This approach has consistently helped our clients:

• Strengthen their credibility with executive-level buyers.
• Generate increased web traffic driven by authoritative backlinks.
• Attract high-value inbound leads looking specifically for expert insights.

Becoming the trusted expert in your niche through original research is a powerful way to stand out and directly influence purchasing decisions.

LinkedIn offers more than just another place to share content. It’s an ideal space to amplify your unique voice, demonstrate genuine thought leadership, and engage directly with decision-makers in your industry.

At Stratabeat, LinkedIn is central to our strategy for building credibility and sparking valuable industry conversations. Rather than broadcasting promotional content, we focus on publishing insights that resonate with our audience, challenge conventional thinking, and position us as trusted advisors.

Our CEO, Tom Shapiro, regularly shares bold, strategic advice on how B2B brands can stand out, genuinely differentiate themselves in crowded markets, and drive pipeline growth.

Similarly, I (Alexis Trammell) share actionable insights about content strategy and conversion optimization, directly addressing challenges B2B marketers face:

• How to increase content visibility and expand your audience reach.
• How to drive qualified leads from direct interactions in LinkedIn.
• How to strengthen brand perception and deepen trust with your audience.

This thought leadership approach on LinkedIn consistently attracts meaningful engagement, boosts Stratabeat’s visibility among top decision-makers, and delivers highly qualified inbound leads who recognize the depth of our expertise.

When your insights regularly appear in respected industry publications, you quickly build trust, strengthen credibility, and improve your company’s visibility online. Publishing expert-driven content on authoritative platforms not only elevates your brand’s status but also generates valuable backlinks that significantly lift your organic search rankings.

At Stratabeat, our CEO, Tom Shapiro, frequently contributes expert insights to top-tier media outlets. We extend this strategy to our clients as well, crafting data-rich, authoritative articles that highlight their expertise, resonate with decision-makers, and generate measurable results, including:

• Strong domain authority growth from authoritative backlinks.
• Increased brand visibility among influential industry figures.
• Improved organic search rankings that drive highly targeted website visitors.

This strategic approach positions your company clearly above competitors, builds trust with your target market, and directly impacts your bottom line.

When real customers share genuine experiences, your brand’s credibility instantly grows stronger. User-generated content (UGC)—including testimonials, authentic reviews, customer-created videos, and social media shout-outs—accelerates trust-building with prospects and creates a vibrant, loyal community around your brand.

At Stratabeat, we’ve guided clients such as Perlu and iRobot to strategically integrate UGC into their content strategies. This includes showcasing customer success stories in blog posts, highlighting authentic video testimonials, and amplifying user-submitted tips and insights across multiple channels. By putting customers front and center, this approach generates rapid social proof, wider audience engagement, and more meaningful interactions with prospective buyers.

Videos quickly cut through complexity, turning challenging concepts into clear, compelling messages that resonate immediately with your audience. Whether it’s an explainer clip, a product demo, or customer testimonials, strategic video content provides the clarity buyers need to confidently move forward.

At Stratabeat, we regularly help B2B technology clients craft concise, engaging video stories that simplify their sophisticated offerings.

For instance, we produced an explainer video for Nanostone Water that broke down their complex product offering into clear, compelling messaging. Our focus was on engaging visuals and a narrative that resonated with potential customers. We atomized and repurposed the video for website content, social media content, and ABM campaigns.

Our approach prioritizes strong visual storytelling and relatable narratives that resonate instantly with buyers. As a result, prospects grasp value faster, sales cycles shorten, and conversion rates improve measurably—accelerating business growth.

Webinars provide a powerful way to directly connect with your audience, turning passive listeners into engaged prospects through real-time demonstrations, in-depth discussions, and expert-led sessions. They’re particularly effective for breaking down complex products, sharing industry insights, and building an active community around your brand.

Salesforce offers a prime example with their extensive webinar resource center. They consistently attract participants by featuring recognized industry experts, addressing timely challenges faced by their audience, and fostering genuine interaction through lively Q&A sessions. This approach transforms webinars from simple presentations into meaningful conversations, driving greater audience engagement and higher-quality leads.

White papers are in-depth, authoritative assets that break down complex industry topics into actionable insights. When executed effectively, this long-form content becomes a trusted reference for decision-makers, helping them navigate challenging industry issues and reinforcing your brand’s credibility.

Take IBM, for instance. The company frequently publishes comprehensive white papers addressing detailed industry-specific challenges—from cybersecurity to cloud migration. By tackling these critical topics head-on, IBM positions itself as a go-to resource, engaging senior executives who value clarity, depth, and practical solutions.

At Stratabeat, we’ve helped clients structure similar long-form resources that resonate with busy decision-makers, strengthen industry authority, and consistently attract qualified leads.

Great content ideas should never be a one-and-done effort. To continually maximize your return, keep these strategic methods front-of-mind:

Content Repurposing: Amplify Your Content’s Impact Across Multiple Channels

Great ideas deserve multiple formats. Turn a popular white paper into engaging videos, LinkedIn posts, or short podcasts. Extract insights from webinars and repurpose them as concise blog posts or email series. Content repurposing multiplies your reach, maintains message consistency, and enhances your ROI across channels.

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Conversion Rate Optimization: Convert More Content Traffic into Leads and Sales

Driving traffic to your content is just step one. Next, optimize every touchpoint—headlines, CTAs, page layouts—to convert visitors into leads. Regular testing and UX improvements quickly identify barriers to conversion, improving your content’s ability to drive tangible business results.

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SEO & GEO: Connect Your Content Directly with Your Ideal Audience

The best content only delivers results if the right audience can find it. Optimize each asset with targeted keywords. SEO isn’t just about Google anymore. The future of content marketing has to take GEO (Generative Engine Optimization) into account. Consider ways to opimize your content to appear for high-intent topics in AI seach platforms, because many of your B2B buyers are doing their research here.

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If you’re looking to accelerate your results with strategic content, partnering with an experienced B2B content marketing agency can help you get there faster. Talk to our team today and see the difference for yourself.

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