Interactive, event-based, and video content top the list for impactful B2B thought leadership

Key stat: 48% of worldwide B2B marketers say interactive experiences, live/virtual events, and video content make thought leadership more impactful, according to July 2025 data from Ascend2 and TopRank Marketing.

Beyond the chart:

• 41% of B2B video marketers say short-form social videos generate the highest ROI, according to April 2025 data from LinkedIn and Ipsos.
• 35% of B2B marketers say increasing brand awareness is their primary video marketing goal, per the same data.

Use this chart: B2B marketers can boost thought leadership ROI by prioritizing immersive formats like interactive tools, events, and videos. Combine these with trusted voices and AI-optimized distribution to break through the noise and connect with decision-makers in meaningful ways.

Related EMARKETER reports:

• B2B Video Marketing 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)