With over 1,000,000 resources, 100,000 users, and 6 months' worth of data in 2025, AudiencePlus is in a unique position to review what’s working, what's not working, and what you should be thinking about as we start the second half of 2025.
We’re doing this by looking back at the first half of 2025.
Every day, our user base of over 100,000 B2B go-to-market professionals tell us what they’re looking for and what they’re interested in learning about. They don’t do this explicitly but rather through the content that they’re engaging with, saving, and sharing.
And in the first half of 2025, these were the 20 most popular resources:
20. Email Sequences Best Practices by HubSpot Hacks and Ali Schwanke
19. How To Conduct a Competitor Keyword Analysis by Compose.ly
18. Leadership Insights to Transform Your Marketing Strategy in 2025 by HubSpot
17. Top 6 Places Where B2B Brand Messaging Falls Apart by SmokeLadder
16. Cold Email Best Practices Guide: 2025 Edition by Copy.ai
15. 2025 Trends: Harnessing Gen Z, Social Commerce, and AI in the Creator Economy by Upfluence
14. Bridging the Trust Gap: B2B Tech Buying in the Age of AI by TrustRadius
13. Expert Strategies for Leveraging AI for Partnerships by PartnerStack
12. How To Create A Project Management Calendar by monday.com
11. Redefining B2B Growth Through AI-Led Marketing by bounti.ai
10. Investing in Creativity and Community to Build a Brand by Superside
9. Work from Anywhere Reimagined by Airtime
8. Tracking Dark Social with Marketing Attribution by Attributa and Drew Smith
7. Key Learnings from Women in SaaS 2025 Report by PartnerStack
6. The State of Partner Sales: Studies in Excellence by Crossbeam
5. How Does ChatGPT Work? Full Breakdown by TrustRadius
4. AI in Sales: Everything You Need to Know by bounti.ai
3.
Analysis Paralysis: 5 Tips to Overcome Decision Fatigue by monday.com
2. The Evolution of Social Media and Marketing with Emeric Ernoult by Agorapulse
1. Unlocking the Power of AI Workflows for Marketers with Nathan Thompson by copy.ai
Read them, listen to them, watch them, save them, and most importantly…learn from them. If the 20 high-quality, most popular resources aren’t enough for you, here are a few lessons marketers can learn from what resonated with our audience so far in 2025.
Five Lessons Learned:
Not everything needs to be about AI all the time. 35% (seven of the 20) are about AI, but our audience is growing fatigued by all AI, all the time. B2B Content consumers are often trying to solve an acute pain point or be better at the basics. If you help them, they will engage…as proven here.
Do what you do best. We have videos, events, blog posts, reports, and podcast episodes all featured multiple times in the Top 20. All formats can and will work. Choose the format that your brand excels in and execute it effectively. It’s that simple. That said, if you’re wondering which format performs best, it’s templates. Templates consistently outperform other content formats by a factor of 3x.
Your audience still wants to be better at the basics. Too often, we try to be on the leading edge of everything when our audience wants to be better at the basics. See: how to create a project management calendar.
Collaboration and community. Brands are trying to determine how to go to market together: with creators, partners, and trust. You can see this in the themes of these resources, as well as in how they are being created. Almost 50% (nine of the 20) resources are collaborations between brands.
People don't care about AI. They care about how to use it. It's subtle. But it's important. They don't want to hear your hot take on what it means for the future of your industry, their role, or the world. They want to know how to use it. Right now. The data consistently proves it. Our most popular resources, including three of the top five, are literal playbooks on how to get started with AI. Kudos to the brands and content creators helping their audience.
With H2 now in full swing, we’re excited to see which trends continue to grow and which new trends will emerge. If you’re interested in having your content distributed to our community in H2, reach out to our team to learn more!
