With every new year comes new technologies to leverage, new ideas to implement, and new visions for what the next 12 months will look like. 2025 is no different, but with seemingly endless possibilities to unlock meaningful growth for businesses, where should businesses focus their energy to differentiate themselves when it comes to marketing and RevOps?
We asked three experts what their biggest predictions for 2025 are in a recent webinar on the topic and came away with 4 actionable insights that can help you win this year.
If we’re being honest, there’s a lot of noise in the marketing industry and buyers are inundated with marketing tactics to get their attention at every turn as they start researching new products and services. Finding ways to create meaningful connections between buyers and sellers is more challenging than ever, as a result – B2B marketers need space to be thoughtful and creative
As SVP of Marketing at Sendoso, a gifting and direct mail platform, Kacie Jenkins believes that marketers must resist the temptation to “hack” the buying cycle and instead prioritize quality engagement over quantity. To do so, teams need to be allowed to take a step back and be thoughtful about their campaigns desired outcome, as opposed to just checking a box. The best teams consider the outcome they are looking to achieve and work backwards from there to find the best way to stand out amongst the noise.
Takeway: Slow down to create thoughtful, resonant campaigns that foster human connection.
If you are focused on creating long-lasting meaningful relationships with customers, you can’t just rely on digital tools to build that connection. After years of digital events, 2025 will be the year that face-to-face interactions regain importance in B2B selling, especially for B2B sellers involved in complex sales processes.
As budgets remain highly scrutinized, creating memorable, human-centric experiences, whether its presence at trade shows or hosting intimate dinners, shows buyers you are committed to delivering an exceptional experience throughout their customer lifecycle. By investing in these in-person moments, you present yourself as a more valuable partner than competitors who aren’t putting budgets towards creating authentic connections.
Takeaway: Embrace in person engagements, especially with high-value relationship-driven industries.
It wouldn’t be a webinar about the future without discussing the impact AI is and will continue to have on marketing and RevOps. As with any successful AI endeavour, the effectiveness of AI is directly corrected to having clean, accurate, and organized data.
New Breed’s CEO, Patrick Biddiscombe, underscored the harsh reality that many companies lack the “data readiness” required for effective AI integration. There is a growing divide between organizations prepared to leverage AI and those struggling due to disorganized data systems. The latter leads to operational inefficiencies and competitive disadvantages, ultimately harming the business, while those who get their house in order before tackling AI are going to be poised to be winners as AI’s usage grows.
Takeaway: Prioritize data normalization and integration – don’t let it being time consuming in the beginning deter you as that foundational work is critical for ensuring AI tools are effectively deployed.
Contrary to popular narratives, sales and marketing aren’t the only departments that need to break down silos: marketing and product teams do as well. Marketers need to take a more holistic approach by prioritizing market fit over short-term lead generation. This requires marketing and product teams to collaborate closely with the product team to align offerings with evolving customer needs.
Matt Heinz, President of Heinz Marketing, a B2B agency focused on pipeline growth, underscored the importance in remembering marketing is not just about demand generation; it’s about driving market impact by ensuring the product resonates with its audience. Marketers should be a dominant voice in determining if and how a product resonates with customers – as they are seeing how the market reacts to it vs product teams who may not have that pulse. CMOs must step up as strategic drivers, influencing product evolution and ensuring alignment with market demands.
Takeaway: Align your marketing and product strategies to be better positioned to build durable, long-term success.
Companies must act now to address foundational challenges and embrace thoughtful strategies. Whether it’s cleaning up data for AI, rethinking event strategies, or aligning marketing with product teams, preparation in 2025 will determine success for years to come.