B2B Content Marketing

Balancing AI and Human Connections Is Key

Report by Kelsey Voss  | Mar 14, 2025
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Table of Contents
Executive Summary
AI is reshaping B2B content marketing
EMARKETER Interviews
Sources
Media Gallery
About This Report
AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
AI is reshaping B2B content marketing
EMARKETER Interviews
Sources
Media Gallery

AI has become a core investment in marketing, reshaping content creation and optimization. But the need for human insight and brand differentiation is imperative. Buyers rely more on trusted sources, like peer recommendations and industry expert insights. Marketers are boosting social media ads, influencer programs, and video content while exploring bold B2C-inspired strategies. This report illustrates how marketers can balance AI efficiency with authenticity to drive engagement and growth.

Key Question: How can B2B marketers adapt their content marketing strategies to improve engagement and marketing performance?

Budgets for AI Content Creation and Optimization Join the List of Investments for 2025 (% of B2B marketers worldwide, Aug 2024)
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Key Stat: Approximately 40% of B2B marketers have added AI for content marketing to their 2025 investments.

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3expert perspectives

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    Table of Contents

    1. Executive Summary
    2. AI is reshaping B2B content marketing
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    Budgets for AI Content Creation and Optimization Join the List of Investments for 2025 (% of B2B marketers worldwide, Aug 2024)Over 70% of B2B Marketers Have a Medium or High Level of Trust in GenAI Outputs (% of B2B marketers worldwide whose teams use genAI tools, Aug 2024)
    LinkedIn Sees the Largest Growth as B2B Social Media Strategies Evolve (% of B2B marketers worldwide, by platform, Aug 2024)B2B Marketers Prioritize AI and Social Media to Engage Buyers (% of US B2B marketers who plan to invest in the following key areas to drive revenues and measure the impact of their marketing campaigns, Nov 2024)
    B2B Brands Are Increasing Their Dedicated Influencer Marketing Budgets (% of US B2B marketers, Sep 2024)Social Media Posts Are the Most Effective Content Type for B2B Influencer Programs (% of US B2B marketers, Sep 2024)

    Interviewed for This Report

    Alfie Dawson
    Bordeaux & Burgundy
    Founder and Executive Creative Director
    Interviewed February 11, 2025
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed February 5, 2025
    Shoshana Winter
    Converge
    CEO
    Interviewed February 13, 2025

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    authors

    Kelsey Voss

    Contributors

    Vladimir de Leon
    Chart Editor
    Nikolai Dineros
    Donte Gibson
    Senior Charts Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
    Yoram Wurmser
    Principal Analyst