The B2B Marketing Benchmark 2024 – Food & Nutrition

How are Food & Nutrition B2B enterprises spending their marketing funds? What are their necessities, nice-to-haves and luxuries? And what level of confidence do they hold for the upcoming year? Here, we explore the budgeting and forecasting behaviours most prominent among B2B marketers in F&N.

AI-driven strategy & creativity: building smarter B2B campaigns

B2B marketers today are expected to be strategic, creative and data-driven all at once, often with fewer resources and tighter timelines. AI promises to make that balance easier, but without the right…

Value on Investment

B2B marketing leaders often find themselves balancing two competing timelines: today’s ROI and tomorrow’s opportunity. The pressure for quick wins and measurable returns is ever-present but focusing only on immediate results is like admiring the trees while missing the forest.

This Value on Investment (VOI) edition of the knowledge invites you to zoom out and see the bigger picture — to explore the broader value marketing creates over time.

The pharma trends every B2B marketer needs to know

What a show CPHI Frankfurt 2025 was! As one of the pharma industry’s flagship events, CPHI never fails to showcase the forces shaping global pharmaceutical development. As the BDB team has been…

AI Discoverability & GEO: How to stay visible in the new search era

B2B search is no longer just about keywords and rankings. Today’s audiences are turning to AI — from ChatGPT to Google’s AI Overviews — to ask questions, explore solutions and make decisions….

From functional to future-ready: Five shifts B2B ingredient marketers need to watch 

The definition of ‘healthy’ is changing and fast. As consumers reframe wellness around energy, emotional balance and daily performance, the bar for functional food ingredients is rising. Off the back of conversations…

What is AI discoverability and how does it impact B2B search?

Transcript Hi, I’m Lydia, a Digital Marketing Manager here at BDB, and today I’m going to be talking about AI discoverability. The rise of AI and changes in traditional search behaviour is…

Beyond the bench: standing out in pharma CDMO marketing

Pharma CDMO marketers are aligned on what matters but we have learned that the reality doesn’t always match the ambition.  As part of the B2B Marketing Benchmark for Pharma, we spoke to…

Back to basics: Building a more strategic approach to B2B organic content on LinkedIn 

Organic LinkedIn content still holds value — but only when it’s done with purpose.  Plenty of B2B brands post regularly but their content doesn’t always connect. It might open too slowly, try…

From lifespan to healthspan: what today’s longevity movement means for B2B F&N marketing

Healthy ageing is changing — and fast.   Where conversations about longevity once focused on living longer, consumers are now prioritising living better. Sleep, mobility, energy, mental clarity — these are the real…

Industry Voices: Why brand and experience are back on the B2B F&N agenda

As the B2B Food & Nutrition sector continues to evolve, so does the role of marketing. In an increasingly competitive world, brand-building, impactful in-person experiences and genuine audience connection are reclaiming their…

Practical approaches to balancing brand health with commercial targets 

The evidence is clear: companies that invest in brand building alongside short-term commercial efforts are better equipped for both immediate performance and sustained competitive advantage.  But understanding the importance of brand health…