At Hencove, we often talk about the strategy of “start, stop, continue.” Or, as we like to think of it: What new strategy should we implement, where can we improve, and which successful tactics need an increase? When evaluating an internal process or looking at a client’s marketing strategy, this exercise can provide a useful framework for reflection. It helps us pause, check in, notice the behaviors that support our goals, and identify the ones that don’t.
The premise is simple. We start by asking three questions:
- What should we be doing more of? (Let’s implement that.)
- What’s inhibiting our success or detracting from our goals? (Time to phase that out.)
- What’s working well? (Time to dial that up!)
Before we turn the page on the calendar to 2025, let’s look at the biggest trends and best practices circulating the B2B marketing world and see how the “stop, start, continue” exercise can help us polish off our New Year’s resolutions.
Implement: Harness the Power of Video Storytelling
Today, more and more marketers and brands are embracing video. Why? Because implementing video storytelling of any length can be a great way to convey complex information, connect with buyers, and differentiate your brand with personalized messages. In fact, 84% of B2B marketers added video to their content strategy in 2024, using this versatile content form to nurture leads, maintain engagement with digital-first buyers, and accelerate sales decisions.
At any length, video storytelling can communicate value and capture attention. As decision-making power shifts to professionals who have grown up in a digital-first world, 58% of marketers believe video will be the most effective content format for establishing trust and credibility with target audiences. In addition to reaching new decision-makers, video content provides an excellent form of social proof. For instance, client testimonials provide an effective vehicle for word-of-mouth marketing, allowing your business to leverage existing relationships and accomplishments.
Whether you’re entertaining your audience with a 10-second clip or celebrating your achievements with an on-camera interview, video projects are tried-and-true attention-grabbers. Studies show that viewers retain 95% of messages relayed through video, so anything that is well-informed and relevant to your audience is sure to resonate.
Improve: Leverage Your LinkedIn to Engage Your Audience
A strong LinkedIn presence isn’t just nice to have—it’s an essential mechanism for engaging your audience and driving traffic. As the platform continues to evolve, 2025 will be the year to embrace new forms of content and build a thriving, dynamic community through thought leadership. By curating an interactive LinkedIn feed tailored to their brand, businesses create opportunities to chime in on timely conversations and showcase their unique personality in a crowded marketplace.
The best approach to LinkedIn content is always evolving, so creating a consistent yet dynamic presence is crucial. Although longer forms of content, such as LinkedIn newsletters, are making a comeback, short-form video content can also work wonders for your engagement—generating significantly more traction and reposts than any other type of post. Similarly, interactive posts, such as polls, offer another avenue for driving engagement and initiating ongoing conversations with your target audiences.
Most importantly, pay attention to the questions and pain points that interest your audience. Sharing valuable content such as blog posts and industry articles––when paired with compelling copy––can be a great way to show your audience that you have their problems and interests top of mind.
Increase: Make Real Connections with Real People
As we like to remind ourselves at Hencove, all successful marketing starts with human connection. Although product-centric assets will always have a place in B2B marketing, it’s important that we remember that every client and customer contains real people who have their own ambitions, interests, goals, and feelings.
Crucially, authentic storytelling and person-centric interactions are the true keys to engaging your audience and guiding prospects through the buying journey. Because the B2B buying process is often complex and slow-moving, it’s important that your company has a strong and consistent brand identity that can differentiate your business and shine a spotlight on the solutions you offer. Staying true to your brand’s visual and narrative identity can help you build trust with your audience and shine an important spotlight on the problems you solve.
While hot new trends may come and go, staying true to your business and the things that make it unique will never go out of style. Nobody knows your brand better than you do. So hone your story, lean into your strengths, and stay true to the mission and goals at the heart of your business.
