November 14, 2024

Defining B2B marketing’s priorities for 2025

A conversation with Joel Harrison, Editor at Large, B2B Marketing

With the world shifting beneath our feet, B2B marketers are grappling with a whirlwind of change: inflation impacting budgets, technology advancing at full tilt, and buyer expectations shifting unpredictably. As we look toward 2025, the opportunity for bold moves is undeniable. But what does boldness look like in a landscape marked by complexity and caution?

Recently, I hosted a LinkedIn Live with Joel Harrison, Editor-in-Chief at B2B Marketing, where we took a no-holds-barred look into what’s next for B2B.

Joel didn’t pull punches (eek!). Our discussion tackled some of the most pressing (and sometimes controversial) questions facing our industry. From the clash between brand and demand to AI’s looming role, our chat offers a roadmap for marketers serious about making waves in 2025.

You can watch the video, fast forward to key moments, or just read the distilled TLDR below!

Key Moments in the Discussion

On budget efficiency (04:39)
Social media across the funnel (15:17)
ABM as a revenue strategy (20:00)
On emotional marketing in B2B (22:04)
Trust and relationship building (09:15)
Ai’s long-term potential (28:03)
First-party data and privacy (30:50)
Importance of thought leadership (32:17)

Pragmatism and efficiency over spend

B2B marketers know all too well that budgets rarely grow in tandem with ambitions.

Inflation is tightening the reins even further. The question then becomes, how do we make every pound count?

Joel is clear:
Great if we get a small budget increase, but it’s unlikely to make a transformative difference. It’s all about alignment and using resources better.

In other words, 2025 will be the year of pragmatic investment—allocating spend where it can drive measurable impact rather than dazzling prospects with big-budget campaigns that fall flat.

This year, the industry has obsessed over “brand vs. demand,” a tired debate that Joel and I both feel is misguided. Joel didn’t mince words: “Don’t get swept away by the ‘brand vs. demand’ nonsense…your brand is communicated at every touchpoint. Those pushing the binary choice are likely selling advertising.” The truth is, B2B success depends on an integrated strategy where brand and demand work in tandem, creating a unified experience that moves people through the funnel seamlessly.

Takeaway: In 2025, pragmatism isn’t just a virtue, it’s a necessity. Your brand should reinforce demand, and demand should support the brand. Don’t get tangled up in artificial distinctions that ultimately add no value.

Social Media’s Double-Edged Sword. Visibility vs. Authenticity

Let’s talk about social media. It’s the golden child of marketing tactics, but in B2B, it’s a mixed blessing.

There’s power in the platform, but also a growing risk that content becomes “noise,” losing meaning amid the rush to be everywhere. I raised the point in our discussion:

Is it good news, or is it a total nightmare? Does it indicate a move towards relationship building or just more crap content?

Social has to be more than a dumping ground for generic posts; it should be a purposeful tool that builds relationships rather than adds clutter.

My approach is Trigger-Nudge-Nurture. We start with eye-catching content that grabs attention (a sharp visual, a hot take, or an urgent insight). Then, we guide the audience with nurturing content that builds credibility, eventually landing on actionable prompts that encourage conversion.

In a crowded social landscape, intentionality matters. Joel agreed, adding, “Sometimes it’s visibility for the sake of it…In the 90s, every solution was direct mail; now it’s social. If you’re a hammer, everything looks like a nail.”

Takeaway: In 2025, resist the urge to go broad without depth on social. Aim for quality over quantity, creating trust through valuable engagement rather than simply showing up.

Moving beyond lead generation to true revenue transformation

ABM has earned its place as a must-have for B2B, particularly in high-stakes sales where the buying process involves multiple decision-makers.

But let’s be clear—ABM is more than a fancy lead-gen tactic. It’s a way to transform the entire revenue journey. As Joel put it,

ABM isn’t just a tactic; it’s about transforming revenue. It gives you the license to re-engineer your revenue journey.

This re-engineering, however, takes time and a solid understanding of customer needs and pain points. ABM is not a quick fix. It’s also not a fit for every market. For small businesses or sole traders, a broad-reaching demand gen strategy may be more appropriate. But for big-ticket sales, ABM is indispensable.

“ABM is twice as effective as non-ABM marketing,” Joel noted. Yet many companies’ misstep, thinking ABM will yield instant wins when, in reality, it requires patience and precision.

Takeaway: Think of ABM as a high-stakes game of chess. Success lies in anticipation and knowing your customer’s next move, rather than expecting quick wins.

The risky business of standing out

As B2C techniques like fame-based ads become more visible, some B2B marketers are dipping a toe in emotional storytelling.

But is this really the path forward? In a field where trust and credibility are paramount, bold creative can be a double-edged sword. Fame-based ads may be impactful, but as Joel candidly shared,

The cost of an ‘interesting campaign’ that doesn’t work could be the marketer’s job!

Unlike consumer brands, where splashy campaigns often drive the needle, B2B buyers prioritise reliability. They want partners they can trust to deliver, not just those who catch attention.

“We need to push boundaries and embrace the boldest strategies we can, even if it feels uncomfortable,” I pointed out. That said, going “fame-based” doesn’t mean abandoning professionalism. Emotional marketing can be powerful, but it has to resonate genuinely with the audience.

Takeaway: Emotion has a role in B2B, but it must be balanced with professionalism. Bold campaigns are welcome, but only when they authentically align with the brand’s values and customer expectations.

Ai early days with big promise

AI has permeated nearly every marketing discussion (we even had a Live event on it!), and B2B is no exception. A staggering 87% of B2B marketers are either using or testing AI.

But are we really ready for AI’s full potential? Joel likened AI’s current state to the early internet era, saying,

For AI, we’re at the very early foothills of transformation. The highest potential isn’t just automation—it’s rethinking product innovation and the business structure itself.

The future of AI in B2B isn’t limited to personalisation or automation; it’s about driving transformation at a structural level. We’re not there yet, but the promise is huge.

Takeaway: Start experimenting with Ai now to stay ahead. Use it to streamline processes, analyse data faster, and personalise interactions.

Building trust on trust

As we approach a cookieless future, the game is shifting from third-party data reliance to first-party data collection.

Yet, first-party data is a double-edged sword; brands need information to personalise experiences, but overly aggressive data capture can feel intrusive. This means that content must balance accessibility with respect. In a world where privacy is paramount, trust becomes the cornerstone of customer relationships.

The answer lies in thought leadership. Content that delivers genuine value can bridge the gap, engaging prospects who may be hesitant to share information. “Getting permission for ongoing dialogue is the holy grail,” Joel added, stressing that true engagement comes from valuable content that customers actively seek out.

Takeaway: Focus on trust-based engagement rather than gating every piece of content. Deliver high-quality thought leadership that makes your brand a go-to resource, and allow customers to come forward when they’re ready.

Wrapping up: The year of purpose-driven boldness

If there’s one theme that stands out from our conversation, it’s the need for bold but purpose-driven strategies in 2025.

Pragmatism will lead the charge in budget allocations, social media requires quality over quantity, and ABM must move beyond lead gen into the realm of true revenue transformation. And as for fame-based ads or Ai? Those will require careful consideration and experimentation.

The marketing landscape isn’t just evolving—it’s becoming more demanding. As B2B marketers, we need to meet these demands with confidence, backed by strategies that not only innovate but also resonate. Here’s to making 2025 a year that counts, both for our brands and the relationships we build.

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