The hard truth about B2B marketing in 2025 and what to do about it based on interviews and surveys with 158 B2B tech companies located in North America and Europe.
Couldn't agree more... most B2B teams today are trapped trying to “capture” shrinking demand instead of building new demand. The companies winning in 2025 are the ones proactively engineering awareness and pipeline, not waiting around with gated ebooks.
Couldn't agree more... most B2B teams today are trapped trying to “capture” shrinking demand instead of building new demand. The companies winning in 2025 are the ones proactively engineering awareness and pipeline, not waiting around with gated ebooks.
There is pressure on marketing to deliver revenue. Doing "more with less" is also impacting it: "you have AI now, why can't you do more?".
From another perspective you have a fierce competition.
Nobody questions the root problems and just wants to grow the way it was possible decade ago...