These Are the New Channels Set to Disrupt Marketing This Year

In B2B marketing, the cycle of strategy, execution, and optimization often feels routine. SEO strategies pivot around algorithm updates, while content strategies consistently focus on delivering quality messaging to the right audiences on traditional marketing channels like paid advertising, email, and direct mail. However, the landscape is shifting. Inspired by innovations in B2C marketing, B2B marketers are increasingly exploring new channels and tactics to engage their audiences in fresh, impactful ways. 

According to our recent survey, B2B marketers are planning significant investments in 2025 across social media advertising (60%), Artificial Intelligence (AI) tools (60%), video content (53%), and podcast advertising (50%). Additionally, 64% of marketers report adopting a B2C mindset by advertising on consumer-focused platforms like TikTok and Instagram—recognizing that decision-makers in B2B organizations are increasingly active on these channels as they take on leadership roles. 

Storytelling and personalization are also gaining traction. Over half of B2B marketers (58%) prioritize featuring customer stories or testimonials in their advertising, while 58% use captions for video or animated ads to maximize audience attention. B2B Influencer marketing strategies are another key approach, with 56% leveraging industry influencers to connect with target audiences authentically. 

As these trends demonstrate, sticking to traditional approaches is no longer enough. A multi-channel strategy—one that balances tried-and-true tactics with bold experimentation—will be essential for staying ahead in 2025. This blog explores how to embrace emerging channels and innovative strategies to engage B2B audiences and maintain a competitive edge. 

Why More B2B Marketers Are Taking a Multi-Channel Approach   

In an era where B2B buyers have access to a wealth of information and interact with brands across numerous platforms, a single-channel approach simply won’t cut it. To stay competitive, marketers are increasingly adopting multi-channel strategies that allow them to engage potential customers at multiple touchpoints with consistent and personalized messaging. 

Multi-channel account-based marketing (ABM) stands out as a particularly effective approach, enabling brands to deliver a unified experience across the most frequently used digital marketing channels. This ensures your brand stays visible and relevant throughout the buying journey, helping you build trust and credibility with your audience. 

Delivering consistent and personalized experiences across all touchpoints doesn’t just enhance brand credibility; it also builds trust. When your messaging aligns across email, social media, paid ads, and other channels, your content becomes a reliable guide for new audiences and buyers, presenting value propositions that resonate no matter how or where they interact with your brand. 

5 Marketing Channels You Should Use in 2025 

Multi-channel ABM typically leverages channels such as content syndication, display advertising, and social media advertising on platforms like LinkedIn. These channels are particularly effective for ABM because they allow B2B marketers to connect with buyers at multiple touchpoints, delivering consistent and personalized messaging throughout the buying journey.  

• Content syndication ensures that valuable resources reach decision-makers when and where they’re researching solutions.  
• Display advertising keeps your brand visible across the web, reinforcing key messages.  
• Social media advertising—especially on LinkedIn—provides the opportunity to target specific accounts and personas with tailored content, fostering trust and credibility while ensuring your brand stays top-of-mind. 

In 2025, it’s clear that the multi-channel ABM playbook needs to expand. Our survey shows that seven in ten marketers are seeking new and innovative ways and effective marketing channels to drive revenue and measure campaign impact. This includes increased investment in channels like B2B influencer marketing, Connected TV (CTV), podcasts (both video and audio), webinars, and video marketing. These emerging platforms resonate particularly well with Millennial and Gen Z decision-makers, who now make up 67% of global buyers responsible for large-scale purchases. These younger audiences value efficiency, transparency, and engaging, relatable content, which is why channels like influencer campaigns and video storytelling are becoming essential. 

Here’s how each channel is disrupting the B2B industry and how you can capitalize on its rising popularity with your buyers for your multi-channel ABM strategy. 

B2B Influencer Marketing 

The messaging a buyer receives from your sales team needs to be consistent with your marketing messaging when targeting B2B buying groups. It helps you build trust and credibility. But with Gartner saying that your sales team only has 5% of a buying group’s time, you need more resources that will help guide them to decision confidence and secure buy-in from every member. Using B2B influencer marketing helps you leverage the influence and expertise of industry thought leaders to uplift your brand and establish credibility, leading 94% of B2B marketers to believe in its power. What’s more, our survey finds that 56% of B2B marketers are leveraging industry influencers to connect with target audiences.   

Using B2B Influencer Marketing in Your Multi-Channel ABM Strategy 

Identify industry influencers who resonate with your target accounts and collaborate on thought leadership content, webinars, or testimonial campaigns. Ensure their messaging aligns with your ABM goals and brand voice to build credibility and trust. Influencers can amplify your content across their networks, reaching decision-makers you might not have direct access to, while their endorsement lends authority to your messaging.

Connected TV (CTV) 

LinkedIn’s 95-5 Rule highlights that only a small fraction of B2B buyers—just 5%—are actively in-market for a solution at any given time. This makes it crucial for marketers to focus on the remaining 95% of target accounts, nurturing them until they’re ready to enter the buying cycle in the future. 

Emerging channels like CTV are disrupting the B2B industry by offering a unique opportunity to engage buyers early in their decision-making process for stronger brand awareness. Nearly half of all U.S. homes already watch CTV daily—a significant increase from just 6% a decade ago. CTV is an essential channel to include in your multi-channel ABM strategy, as it allows you to deliver visually engaging, personalized content that reinforces their messaging and captures buyers’ attention during downtime. 

Using CTV in Your Multi-Channel ABM Strategy 

Run a pilot program to test CTV’s effectiveness. Implement an ABM-focused CTV pilot strategy to evaluate its impact and refine your strategy based on insights. Invest in compelling, high-quality video creative with strong visuals, storytelling, and customer testimonials that resonate with your target accounts. Repurpose existing assets from your website or social media to optimize resources. Finally, monitor and adapt your strategy based on CTV advertising trends and buyer behavior to ensure you stay ahead of the curve and maximize results. 

Podcast Advertising 

Our survey run with Harris Poll shows that 50% of B2B marketers are prioritizing investments in podcast advertising. Why? Because podcasts are a global phenomenon that B2B marketers can target buyers on. In fact, 61% of people globally are listening to podcasts, and research shows that brand recall through podcasts increases by 22% compared to branded content on other channels, like TV. 

Podcasts are transforming the B2B landscape by offering a powerful platform to deliver long-form, value-driven content that deeply engages buyers. With the rise of audio consumption during commutes, workouts, and other on-the-go moments, podcasts provide an intimate and convenient way to reach decision-makers. They allow brands to share thought leadership, industry insights, and success stories in a format that resonates with modern B2B buyers, particularly Millennials and Gen Z, who increasingly prefer relatable and authentic content. As podcasts continue to gain traction, they have become an essential channel for building trust and credibility while keeping your brand top-of-mind throughout the buying journey. 

Using Podcasts in Your Multi-Channel ABM Strategy 

Start by identifying podcasts that resonate with your target audience based on key buying committee characteristics like industry, job role, and demographics. Look for shows that align with the topics your audience cares about and where the host has established credibility within the space. Collaborate with podcast hosts whose expertise and audience overlap with your target accounts to enhance trust and increase the likelihood of engagement. 

Develop concise, high-impact podcast advertisements that align with your messaging across other channels. Focus on delivering value through storytelling, problem-solving, or thought leadership to ensure your ad feels relevant and compelling, 

Finally, measure the effectiveness of your podcast campaigns by tracking engagement metrics like ad recall, listener traffic to dedicated landing pages, and shifts in brand perception. Use these insights to refine your messaging, experiment with different formats, and adapt to audience preferences, ensuring your podcast efforts seamlessly contribute to your broader ABM strategy. 

Webinars 

Webinars have become a cornerstone of B2B marketing by offering a highly interactive and personalized way to engage with target audiences. As remote work and digital-first interactions become the norm, webinars provide a direct channel for brands to showcase expertise, share thought leadership and connect with buyers in real-time. The ability to tailor content to address specific challenges faced by buying groups has made webinars an invaluable tool for building trust and credibility, strengthening the buyer-selling partnership. With advanced analytics and engagement tools, webinars also provide deep insights into buyer intent, making them a powerful channel for accelerating the sales process. 

Using Webinars in Your Multi-Channel ABM Strategy 

Webinars aren’t a new tactic in the B2B marketer’s toolkit, but how they’re being leveraged has evolved significantly. Today, webinars aren’t just about delivering information—they’re about crafting engaging, targeted experiences that align with your broader ABM strategy. To do that, start by defining the goal of your webinar. Whether it’s showcasing a product, sharing industry insights, or nurturing leads, your webinar’s purpose will guide every aspect of its execution and help you identify the target accounts to engage through advertisements and other touchpoints. 

Once your goal is clear, think about the structure. Is it a classic hero’s journey format, ideal for spotlighting a customer success story? A problem-solution approach, perfect for tackling common pain points? Perhaps it’s a findings-and-reporting research session to establish thought leadership, or a before-after-bridge format designed to create urgency and compel your audience to act. No matter the format, ensure your content keeps the audience engaged while staying authentic and credible. Involve speakers and participants who add value and lend authority to the discussion. 

Visuals and storytelling matter, too. Work to refine the design and flow of your presentation—whether it’s crisp slides, compelling graphics, or live demonstrations, every element should be designed to captivate. To further elevate engagement, prioritize interactivity. Polls, Q&A sessions, live chats, and downloadable resources can deepen the audience’s connection to your brand while gathering insights into their interests. 

Finally, don’t let the value of your webinar end when it’s over. Use post-event surveys, asset downloads, and key performance metrics to measure its success. Analyze the data to understand your audience’s engagement and how the webinar impacted their journey. By continuously refining your approach, webinars can become a cornerstone of your multi-channel ABM strategy, helping you nurture relationships and drive meaningful results. 

Video Marketing 

Video marketing has emerged as a game-changer in B2B, rivaling its impact in B2C. Per our survey, 53% of marketers plan to increase their video investments in 2025, highlighting its growing importance in engaging buyers. What’s more, Millennials and Gen-Z buyers love video. These digital-first and visual-first generations are reshaping the way B2B decisions are made with apps like Instagram and TikTok. Video’s unique ability to blend visuals, sound, and storytelling allows brands to captivate audiences and leave a lasting impression, making it an essential channel for modern B2B marketing strategies. 

Using Video Marketing in Your Multi-Channel ABM Strategy 

Incorporate video marketing strategically across your ABM efforts to engage target accounts. Develop personalized videos tailored to key decision-makers, such as account-specific product demos, customer testimonials, or explainer videos addressing unique pain points. Use platforms like LinkedIn or CTV to deliver your videos where your buyers are most active. Repurpose existing video content into shorter clips or reels for broader use across channels like TikTok, Facebook, and Instagram, ensuring consistent messaging. Finally, measure video performance metrics such as engagement rates, view duration, and conversions to refine your approach and optimize results. 

Jumpstart ABM Efforts in 2025 with These New Channels 

Incorporating emerging channels like podcasts, webinars, video marketing, and Connected TV into your multi-channel ABM strategy offers unparalleled opportunities to connect with buyers across touchpoints. However, the key to success lies in creating a seamless and unified experience for your target accounts. Consistency in messaging, tone, and value delivery across channels ensures that your brand builds trust and stays top-of-mind throughout the buyer’s journey. 

The 2025 Full-Funnel ABM Playbook is designed to help marketers achieve this level of alignment. It provides a roadmap for integrating existing channels, experimenting with new ones, and understanding how each channel complements the others to engage and convert buyers. With actionable insights, best practices, and examples, this guide empowers you to create a cohesive strategy that reaches decision-makers at the right time and place. Download today and take the next step toward elevating your ABM efforts.