🕵🏻‍♂️ The 2026 B2B content playbook.

LinkedIn and organic reach are down. Our pipeline quality is up 20x. Here’s the new strategy.

At our last Full-Funnel Live episode with Tycho Luijten from Dapper (watch the recording below) one of the attendees, Anzelika, asked a question I hear almost every week:

“LinkedIn wasn’t that crowded a few years ago. Right now there is a feeling nobody reads or watches the content. 90% of posts are selling first and AI generated. You can write valuable content, do it by hand, but it won’t win any longer. Don’t you think LinkedIn is dead in terms of growing awareness?”

Well, if you look at several industry analysis, you can say for sure that LinkedIn is dead:

• In Q3 2025, organic reach hit its lowest point ever (down 65% from peak)

• Company pages falling from 7% to just 2% visibility in feeds

Now, pair it with the research from Semrush about the search traffic:

According to Semrush, 57% of marketers report declining organic search traffic and only 26% see any revenue impact.

Personally for me (Andrei), it means every B2B company has much bigger problems than changes in the social and search algorithms. The core problem is that the old content playbook:

Keyword research → keyword-optimized article → promote on company’s social pages → ask SEO agency to chase backlinks → wait for the traffic and conversions

Simply stopped working!

In this newsletter, we want to show why and what to do instead. We’ll dive deep into:

• What’s really happening with the organic reach and search that killed the old content playbook

• 3 fundamental shifts to make your B2B content strategy work and get into consideration set of your target accounts

• 6 content formats that cut through the noise today with the examples.

Let’s dive in.

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What’s really happening with the organic reach and search that killed the old content playbook.

1. Organic search for top-of-funnel content is dead.

Here is why.

AI platforms use “grounding” — they answer users’ questions from training data without citing sources. If the AI already knows the answer to “what is account-based marketing?”, it responds, and the user never clicks.

Your top-of-funnel informational content (blog, PDFs, social posts) gets scraped, summarized, and served. No citation, no click.

It doesn’t mean you’d stop SEO. It means you need to stop investing in generic informational content that AI can answer.

Invest instead in content that builds awareness (we’ll share the examples below) and influences buying decisions (bottom-of-funnel content): branded search, competitor comparisons, and reviews.

Gaetano DiNardi nails it down:

This shift is following the changes in how B2B buyers discover vendors.

84% of buyers now use AI for vendor discovery, up from 24% last year. 68% start research in AI tools before using traditional search (read this analysis from Gaetano).

The takeaway?

The KPIs for your content must change from “generate traffic” to “get into consideration a set of strategic accounts when they evaluate different solutions to their top priority problem”.

2. Social reach is down which means if your content is not great, it is invisible.

The Shield Index published LinkedIn benchmarks for January 2026. These are median impressions per post from personal profiles, not company pages:

• 0–1,000 followers: 167 impressions per post

• 1,000–5,000 followers: 469 impressions

• 10,000–25,000 followers: 1,280 impressions

• 50,000–100,000 followers: 5,372 impressions

Pair it with the fact that the content published from the company’s page has just 2% of visibility, and you’ll see that “publish on the company’s page and wait for clicks” is not working anymore.

My takeaway:

LinkedIn is fighting with AI slop and low-quality content by trying to increase relevancy.

90% of LinkedIn feed is AI-generated content and selling-first posts. The signal-to-noise ratio has never been worse.

We’ve experienced this ourselves at Fullfunnel.io. Our LinkedIn reach dropped 5-7x compared to two years ago. But our pipeline quality improved 20x over the same period.

Why?

My best guess is because we never tried to chase the reach and always focused on jobs-to-be-done of our target buyers.

With these 2 shifts happening in parallel, the core question we all need to ask:

How to make our content work? How to generate awareness and pipeline?

Here is what we’ll cover next.

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The new B2B content strategy: 3 fundamental shifts

Shift 1: Go social-first despite the reach is going down.

The old feedback loop took 6-18 months before you knew if a piece of content was working.

The new feedback loop: post on social → within 48 hours you know if the topic resonates → engagement turns into conversations → conversations reveal what to double down on → you invest into longer pieces of content.

LinkedIn gives you immediate feedback. With this framework, you can leverage our favourite 80/20 principle:

20% creation. 80% repurposing and distribution.

Here’s how we do it:

1. Define one use case (e.g. How to launch a pilot ABM program)

2. Define ICP challenges (e.g. How to get buy-in from leadership and sales)

3. Write LinkedIn posts for each of the challenges

4. Analyze content performance.

5. Pick up the content with the highest engagement and record a live podcast.

6. Collect questions during the podcast, repurpose it and write a newsletter.

7. Host a quarter webinar to present the entire framework.

8. Combine everything into a long-term guide.

Here is an example.

The key principle:

Validate content ideas, then expand them. Everything is repurposed and distributed on channels where target buyers are consuming the content.

As my fellow CMO Tetiana Shurkina says: “It shifts the conversation from What we want to say to What buyers are willing to hear”.

This is the exact way your company achieves: “I see you guys everywhere” effect: distributing the same strategic messages repeatedly, in different formats, for the same set of buyers.

Which leads us to another shift.

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Shift 2: Make your content use case-based, not generic ICP-based.

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Often, the content strategy is created around a broad ICP. It’s convenient, because then you can uncover tons of product-related keywords and write content. But does it move the needle?

No!

As we spoke earlier, you need to create awareness among target accounts to get into their consideration set.

Here is the approach we take (learn more about account-based content strategy here: https://fullfunnel.io/abm-content/)

1. Target specific use-case & personas.

The goal is to produce account and persona‑specific content that influences the entire buyer journey. A traditional ICP might define an ideal target as:

• SaaS companies

• $50M+ revenue

• 500+ employees

• Using Salesforce

But this doesn’t tell you why they need your solution. Instead, we cluster target accounts on a specific use case and pain points driving their buying decisions.

2. Cluster narrative.

For the selected cluster, start by decomposing challenges of your best customers from that cluster. Bring together subject‑matter experts, sales, and deal analysis of your best customers.

3. Focus the team on an event narrative.

The event should address a key challenge or a transformation that the target accounts need to go through. Why events work well:

• Forces your team to break down a generic challenge into specific jobs to be done, problems, solutions and why those problems exist - and connect them into a narrative

• Each of these elements of the event narrative becomes a candidate for a LinkedIn post

• You create a strategic asset that you can later repurpose into a long-form content

4. Break content into three streams.

1. Expert content (Goal: Nurturing). Infographics, templates, proprietary data, how-tos

• This format educates buyers

• Each post becomes an input for the event deck

2. Curated content (Goal: Engagement). Collaborations, roundups, co-created posts

• This format pulls in voices of buyers, peers, partners

• It allows sales to use content collaborations to start convos & get insight from target buyers

3. 1:1 account content (Goal: Account awareness): “account love letters” and personalized content hubs, tailored to specific accounts with high potential

• It helps to create awareness among strategic accounts

• Works incredibly well to start conversations with the buyers

5. Repurposing flow.

Each piece of content facilitates account nurturing:

• LinkedIn post --> Event Deck --> Cluster Content Hub

• Content collabs (& webinar polls) --> LinkedIn posts --> Webinar --> Market research report

Shift 3: Activate your sales team as content creators.

As you probably noticed on the infographic above, we mentioned content for sales. There is a reason for this (check account-based sales reps guide: https://fullfunnel.io/abm-strategy/)

Sales are connecting with the target buyers daily. The content positions them as industry experts and trusted advisors, not just sales people.

Tycho Luijten shared a great anecdote.

In one FinTech pilot, Dapper identified one sales rep who was great on camera and loved it. They built a content program around that single person: regular short thought leadership videos, LinkedIn content, boosted with thought leadership ads to a niche audience of around 10,000 people.

Within one quarter, that rep was getting recognized at conferences and receiving direct DMs from prospects.

We often hear from sales reps: “buyers ignore my outreach, they don’t know us.” The consistent account-based content posting is what makes your buyers feel like they already know you before the first message arrives.

When our client, CrossKnowledge, implemented account-based content with a dedicated sales rep posting 5 content pieces per week on buyer persona challenges, commenting on posts, and interviewing key stakeholders — their marketing-sourced pipeline went from 30-40% to 60% in six months. They engaged 35 of 130 target accounts (26%).

🕵🏻‍♂️ Account-Based Engagement Playbook

The accounts that ended up in a record sales quarter for Charlesgate didn’t get there from generic content. They got there because the content mapped specifically to their use case — multifamily housing developers, where Charlesgate had the strongest case studies. The lead sales rep generated $3M+ in revenue from the pilot.

This is what account-based content means in practice. Not “personalize the subject line.” Map every piece of content to where target accounts are in the buying journey.

Read our full guide on account-based content strategy here: https://fullfunnel.io/abm-content/

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Drive pipeline THIS quarter with full-funnel ABM programs.

If any of these challenges sound familiar:

• You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.

• You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it

• Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.

• You lack brand awareness among target accounts and sales can’t get even a reply.

• You clearly see that you’re already behind your revenue targets

We can help.

We’ll develop a custom full-funnel ABM strategy aligned with your resources, budget and stack and execute it together to drive results THIS quarter.

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6 content formats that cut through the noise today with the examples.

We spent a lot of time talking to our peers and analyzling what content works. Below are the 6 formats with the examples and short comments. For each of the formats we’ll share why the format works, the ideation and production, and the results.

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Format 1: Entertainment-first video (feat. Dapper).

Why it works.

Here is how Tycho describes why they have started with the humor videos to engage B2B buyers.

When you open LinkedIn, you see talking heads in front of podcast mics saying something smart. Chris Walker started this format. Then everybody copied him, and “talking heads” videos started generating less engagement.

Tycho’s hypotheses: humor is massively underused on LinkedIn. People are on social media to laugh or to learn. If you only do the second, you’re competing with thousands of identical videos. Add entertainment, and you break the pattern entirely.

The rule: you must grab attention before you can educate. Without attention, you never get the window to tell your prospect they have a problem you can solve.

How Dapper ideates.

They start with a backlog of ideas. Once a month, a 2-hour brainstorm goes from concept to initial script and planning. They look for recognizable situations — famous movie scenes, cultural moments — and find the B2B marketing parallel.

Tycho remade the opening scene of Pulp Fiction, replacing Vincent Vega’s European McDonald’s speech with a breakdown of B2B vs. B2C marketing. Millions of impressions on LinkedIn.

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The creative video has to be funny AND prove that they understand B2B marketing.

How they produce it:

The have two scheduled cadences every other Sunday:

• a monthly “hero video” (big creative concept, 2-hour brainstorm session)

• a monthly “lean and mean video” (simpler execution, same structured process).

Results for Dapper:

Grew from 7 people in 2025 to 65 in 2026. 80% of their inbound leads are coming from LinkedIn.

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Format 2: Infographics (feat. Pierre Herubel)

Why they work:

We are big fans of infographics, but also want to feature our colleague Pierre Herubel.

Pierre analyzed his top LinkedIn posts and identified that infographics have the best performance across three important metrics:

• impressions (dwell time signals — LinkedIn counts time spent on your post, not just clicks)

• save rate (Saves ÷ Impressions × 100, the best indicator of the post value)

• profile click-through rate (profile viewers ÷ Impressions × 100)

His key finding: people save content that is useful for their jobs-to-be-done. They won’t save generic content. But they’ll save:

• How to solve a specific problem

• Step-by-step guide to implement a best practice

• A detailed overview of a specific concept or comparison

Infographics also drive dark social. B2B buyers save and share them in Slack channels and WhatsApp groups. It helps to create internal awareness that you can’t directly create as a vendor (see our anecdote).

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How to ideate: Both ourselves and Pierre identified that the easiest (and the most actionable formats) are:

• Concept overview. Our account-based content diagram shows the 1:Many, 1:Few, 1:1 progression in one visual. You see it once and understand the concept immediately.

• Comparison. The best formats are: old vs new, good vs bad. It could be a simple comparison table.

How to produce it:

While Pierre is a designer himself, we have figured out a simple way to onboard a designer. We draw the infographic by hand and write a LinkedIn post. Then, transfer it to the designer. Saves time and helps to give a proper brief for the designer of what we want to achieve.

Pierre’s results:

Only in one month, 7 of Pierre’s infographics generated over 285k impressions on LinkedIn.

See the detailed breakdown here:

My top 7 LinkedIn infographics this month (and what they can teach you)

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Format 3: Carousels (feat. Sara & Diandra).

Why carousels work:

Carousels extend dwell time on your post which LinkedIn loves. It gives a better reach. Similar to infographics, buyers love to save them and share internally. Just look at the performance of a recent carousel published by Sara.

How to ideate:

Two easy formats that are harder for infographics:

• Step-by-step guides

• Examples

Take any webinar or long piece of content. Extract steps. Add 2-3 points to explain the step. Add a screenshot if relevant.

This way you create a good LinkedIn post and a carousel in parallel.

How to produce carousels:

You can easily create them in Canva or Figma. Portrait mode, 1200×1500 pixels, large fonts, minimal text per slide. Designed for someone reading on a phone. Each slide should focus on one step or idea.

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Format 4: Proprietary research.

Why it works:

Any piece of content can be created in seconds. What can’t be created by AI is the data nobody else has. Your proprietary data.

When you publish research from real interviews or client data, your research becomes cited and shared on social, communities, newsletters, and sales decks.

While research takes a lot of time, it generates a lot of traction.

Our favorite examples are:

• Kerry Cunningham and the 6sense team built the Buyer Experience Report by surveying 2,509 recent B2B buyers to analyze how and when decisions are made.

• Peep Laja and Wynter surveyed 100 CMOs in B2B SaaS (at $50 million+ companies) to discover How B2B SaaS CMOs Buy Software in 2025

• HockeyStack analyzed data from 150 B2B SaaS companies ($8 million to $2 billion ARR) to determine how many impressions and touchpoints are actually required to generate a closed-won opportunity.

How to ideate and produce:

Start small. Pick up one fact that your every target buyer persona would be interested in. For example, with all the hype around AI, we decided to run a small research: “How B2B marketing teams with long sales cycles use AI”.

We reached out on LinkedIn to B2B CMOs and asked:

1) What’s your #1 go-to-market challenge and why do you think it happens? (anonymous, just for us)

2) What’s your best practice of using AI in marketing/with your team?

3) What’s the biggest challenge with deploying AI?

As a result, we produced one carousel with 46 best practices and presented our research on the webinar with 1000 sign ups. Now, we are turning the webinar and the research into our first book “Full-Funnel B2B marketing. How to survive as B2B CMO in era of AI and long sales cycles”.

One research project can become three formats:

• long-form report

• LinkedIn posts breaking down individual findings

• webinar presenting the results.

Our results:

We don’t have exact data about the impact of research for Wynter, HockeyStack and 6sense, but I can say for sure: we often cite them and often see the mentions on LinkedIn (just search with Perplexity and it will share back a lot of LinkedIn posts).

But even for our smaller research, the results were mind-blowing.

• 12 new posts

• 1072 webinar signups

• 160 B2B CMOs shared their top challenges with us

• 52 accounts with deeper conversations about their priorities and needs

• 2 new closed-won deals

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We cover the entire market research playbook in our Full-Funnel ABM 2.0 course.

What’s included with the course access:

• 12 modules covering step-by-step ABM strategy development: goal decomposition, ICP, account list building, ABM team, warm-up and activation playbooks, reporting, scaling ABM and building a cohesive ABM & demand gen function.

• Short explanation videos and “how to” examples. We believe it’s better one time to see a practical example then listen to the theory hundreds of times.

• 5 orchestrated and ready-to-use ABM playbooks and a detailed explanation

• Report dashboard for 4 types of ABM programs: new revenue, pipeline acceleration, expansion and churn prevention

• Live case studies and examples of the campaigns we implemented with the clients of Fullfunnel.io in the past few years

• 17 templates to simplify your ABM strategy launch: ICP, revenue analysis, intent data tracking, account warm-up cadence, customer research, account scoring and prioritization, ABM budget planning and forecasting, account planning, reports, personalized offers, and many more.

• Planning & Presenting a Pilot ABM Program to Execs and Sales Framework

• Minimal viable stack recommendation and guidelines on how to use it to avoid ramping up budget and being pressured to show ROI for the purchased $50k software

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Format 5: Practical templates (feat. Jen Allen-Knuth and Nate Nasralla).

Why templates work:

Templates are immediately applicable. Buyers don’t just read them, they save them, use them, and share them with colleagues. You deliver value upfront.

Two people who are doing this extremely well: Nate Nasralla and Jen Allen-Knuth.

My favorite template from Nate that we often use and recommend our clients (see the dark social) is the business case template. Nate shares the exact template to help the champion building the business case and “sell” your product internally.

See the post and download the template here.

Jen Allen-Knuth regularly shares actionable sales tips you can immediately apply. As we see on LinkedIn, it gets great feedback and engagement from sales leaders.

How to ideate and produce it:

Talk to your sales team and analyze recent discovery calls. What questions do they constantly hear? What document, template or script might be helpful for them?

Create a template that might be helpful for them now. Something they will be willing to share with their colleagues.

Keep it simple: a doc or a spreadsheet. Don’t gate it.

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Format 6: “How leading companies do it” case studies (feat. Elric Legloire - Outbound Chef)

Why this format works:

Everybody is interested in how leading companies became “leading” :) What do they do differently? How do they do it? What processes and tools do they use? How do they orchestrate the teams?

Elric Legloire started The Outbound Kitchen with how B2B SaaS companies are building their sales function and generate pipeline. It immediately resonated with the sales leaders and helped him to launch his own consulting company.

This format works well because:

• You leverage the reputation of well-known brand

• You provide in-depth research

• Brand employees you feature in the post might share it

How to ideate and produce it:

I asked Elric about his process.

He starts with account research and finding all publicly available information:

• Growth numbers

• Executive and sales leadership interviews + press-releases

• Analysis of sales team structure using Sales Navigator

• Tech stack analysis

Then, he prepares the questions he is missing and reaches out to sales peers and sales leadership of the companies. Some of them just reply on LinkedIn, some - join his podcast and answer these questions.

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The attribution

I know the first question you might have now: “How do I prove this is working?”

We use a blended attribution model built on three pillars:

1. Self-reported attribution: Add “How did you first hear about us?” to every discovery call and the website form.

2. End-to-end analytics. Track every touchpoint across your marketing automation, CRM, website and social.

3. Buyer interviews. Interview your buyers about the buyer journey.

Aside from blended attribution, we pay attention to account engagement: social engagement, webinar sign ups, website visits from strategic accounts, etc. It helps to see if your content resonates.

For the full blended attribution framework, including how to prepare arguments for CFO, and what dashboards to build, read our deep-dive here:

🕵🏻‍♂️ Attribution

TLDR;

The key shift in the content strategy in 2026:

Creating content that makes a specific group of buyers feel like you get them, before they ever raise their hand.

Instead of “how to drive more traffic”, “how can we become known by our target accounts and get into their consideration set”.

The new playbook is not about creating more content and optimize for more keywords. The new playbook is about being the most useful, most visible, most trusted voice among your strategic accounts.

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Drive pipeline THIS quarter with full-funnel ABM programs.

If any of these challenges sound familiar:

• You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.

• You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it

• Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.

• You lack brand awareness among target accounts and sales can’t get even a reply.

• You clearly see that you’re already behind your revenue targets

We can help.

We’ll develop a custom full-funnel ABM strategy aligned with your resources, budget and stack and execute it together to drive results THIS quarter.

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Watch Full-Funnel Live - How to make your B2B brand famous.

*If you want to attend the next live episode, sign up here to receive an invite. Usually, we host them every Wednesday at 3:30 pm CET (Central Europe) - 09:30 am ET (Eastern Time).

In this episode of Full-Funnel Live, Vlad and Andrei invited Tycho Luijten, founder of Dapper Agency and creator of the Niche Famous Framework.

They break down how B2B brands actually build fame in their market and stress-test the framework against real B2B enterprise challenges: long sales cycles, tiny teams, and skeptical leadership.

💡 Tune in to learn: ⁠

• ⁠How to become the first brand your buyer thinks of — even with a 2-person content team, zero video capability, and a CEO who wants you to “go broad”

• The actual process, resources, and costs behind viral B2B content — and how to prove ROI when your CFO calls brand “a nice-to-have”

• How to make “niche famous” work in enterprise B2B with 18-month sales cycles and 500 target accounts⁠

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