B2B marketing strategies that are currently effective include leveraging AI for personalized account-based marketing (ABM), engaging in-person at events, creating behind-the-scenes vertical videos, and utilizing employee-generated content on platforms like LinkedIn. Other tactics involve using intent data for timely outreach, developing interactive tools, and investing in revenue operations to measure true deal-driving metrics.

Buffer is actively engaging its employees as creators to enhance brand visibility and trust. By providing resources and support for content creation, they've seen significant participation and engagement, fostering a culture where the team members are the brand's face. This initiative reflects a strategy to build community and authenticity from within the company.