B2B marketing is often dismissed as the less glamorous sibling of B2C. No viral TikTok dances, no celebrity endorsements, and certainly no ‘impulse purchases’ made at 3am. But let’s be honest—while consumer brands fight for attention with memes and influencer partnerships, B2B marketing is where the real strategic magic happens. It’s not about quick wins; it’s about playing the long game. And nowhere is this more true than in ad tech, where competition is fierce, sales cycles are long, and the audience consists of seasoned professionals who can spot fluff a mile away.

So, what actually works in B2B marketing for ad tech? Here’s a look at some of the best strategies (and the pitfalls to avoid), with real-life cases to back them up.

Be Useful, Not Just Visible

Ad tech buyers don’t have time for generic whitepapers or sales pitches masquerading as ‘thought leadership’. They need insights that help them navigate an ever-evolving industry. The best B2B marketers understand this and invest in content that adds genuine value.

Take The Trade Desk’s ‘Future of TV’ report. Instead of regurgitating well-known trends, they created a data-rich, forward-looking analysis that became a go-to resource for marketers trying to understand CTV’s trajectory. The result? Increased credibility and deeper engagement with their target audience.

Basically, if your content isn’t solving a problem or answering a pressing question, don’t bother.

Speak to Humans, Not ‘Decision-Makers’

Yes, your audience is made up of CMOs, programmatic leads, and heads of digital. But they’re also people who get excited about new ideas, have pet peeves about industry jargon, and appreciate a bit of personality. The best B2B brands don’t just talk like businesses; they talk like humans.

Just look at how LinkedIn has approached B2B advertising. Rather than relying on dry, corporate messaging, they’ve embraced witty, relatable campaigns that acknowledge the realities of working in marketing—like their ‘B2B doesn’t have to mean boring’ campaign, which poked fun at the industry's reputation while showcasing how to do it differently.

For successful B2B marketing, it’s best to ditch the buzzwords. If you wouldn’t say it in a real conversation, don’t put it in your marketing.

Leverage Data, But Tell a Story

Ad tech is built on data, but drowning your audience in statistics is a sure way to lose their attention. The best B2B marketers know how to turn numbers into narratives.

Take HubSpot. Their annual ‘State of Marketing’ reports are packed with data, but what sets them apart is how they tell a compelling story with it—identifying patterns, predicting shifts, and providing clear takeaways that businesses can act on.

Data is powerful, but only if it’s digestible. Turn insights into stories, not just charts.

Use ABM (But Do It Properly)

Account-based marketing (ABM) is nothing new, but too many companies think it just means sending personalised emails. True ABM is about tailoring your entire marketing and sales approach to a select group of high-value prospects.

Take Demandbase, a company that provides ABM solutions. They don’t just preach about it; they execute it masterfully. Their strategy involves hyper-personalised content, targeted ads, and direct outreach that speaks specifically to each prospect’s needs. The result? Higher conversion rates and deeper customer relationships.

ABM isn’t just email personalisation; it’s a full-funnel strategy that requires alignment between marketing and sales.

Community is the New Content

Ad tech professionals don’t just want to consume content; they want to be part of conversations. The best B2B marketers create spaces where their audience can engage, share, and learn from each other.

Case in point: Slack’s community-led approach. They’ve built dedicated spaces where users, developers, and marketers can exchange insights, ask questions, and collaborate—all without feeling like they’re being sold to. For ad tech businesses, investing in industry forums, LinkedIn groups, or exclusive invite-only events can build deeper connections than any blog post ever could.

It’s becoming increasingly imperative to give your audience a place to belong, not just content to consume.

Now What Doesn’t Work?

• Spray-and-Pray Advertising: If your programmatic campaigns are serving ads to anyone with an IP address, you’re wasting money.

• Overly Salesy Webinars: Nobody wants to attend a 60-minute sales pitch disguised as ‘education’.

• Ignoring SEO & Organic Discovery: Ad tech is niche, but people are still searching for solutions. If your website isn’t optimised, you’re missing out.

• Forgetting About Retention: In B2B, keeping a client is just as important as acquiring one. Post-sale engagement matters.

The Bottom Line

B2B marketing in ad tech isn’t about shouting the loudest; it’s about being the most relevant, insightful, and genuinely useful. The companies that get it right understand that it’s a marathon, not a sprint—and that creativity, personality, and real human connection go a long way.

So, next time someone tells you B2B marketing is boring, just remind them: the best ad tech companies don’t just market to businesses. They market to the brilliant, curious, and ambitious people behind them.