The past few years have been a turbulent ride for B2B marketers. Economic downturns, agency consolidations, and a volatile business landscape have forced organizations to rethink their strategies. 2024 was no exception—a difficult year marked by uncertainty, budget cuts, and shifting consumer behaviors. But as we step into 2025, there’s cautious optimism. The question is: How do we navigate this new era and position ourselves for success?
AI Disruption and the Rise of Data-Driven Marketing
It’s no longer just a buzzword, AI is reshaping everything from content creation to audience segmentation and customer experience.
A recent survey from eMarketer found that 60% of U.S. B2B marketers plan to increase spending on AI tools in 2025. AI-powered insights are enabling hyper-personalization, predictive analytics, and automation at scale. Companies that embrace these capabilities will gain a competitive edge, while those resistant to change risk falling behind.
However, spoiler alert, AI alone is not a silver bullet. It’s a tool, a very powerful tool when used appropriately and optimally, but a tool nonetheless. The real value comes from integrating AI with a human-centric marketing approach, ensuring that technology enhances—not replaces—authentic brand connections.
The New B2B Standard: Video Content and Storytelling
B2B marketers have long understood the power of storytelling, but in 2025, video is becoming the dominant format for engagement. No surprise that Lead Forensics reports, 87% of B2B marketers plan to increase video investments this year.
Why? Because video marketing delivers measurable results. Users spend more time engaging with video content, and platforms like LinkedIn prioritize it in their algorithms. At Mabbly, we’ve seen firsthand how authentic, problem-solving storytelling—like our work with Workiva’s Evergreen Campaign—can drive deeper audience engagement and higher conversion rates.
For B2B brands, the shift isn’t just about creating more video content but ensuring it serves a strategic purpose—educating, addressing real customer challenges, and fostering trust.
Economic and Political Uncertainty
The business landscape remains unpredictable. According to Sellers Commerce, the global B2B eCommerce market is valued at $32.11 trillion in 2025 and continues to grow at a CAGR of 14.5%. But economic uncertainty, industry layoffs, and shifting political policies create hesitation in budget allocations.
With a new U.S. presidency in place, industries are divided—some are optimistic, while others brace for impact. Marketers must stay agile, closely monitoring regulatory changes, trade policies, and consumer sentiment. This is not a time for rigid marketing strategies; flexibility and adaptability will be key to navigating the year ahead.
From Persona-Based to Problem-Solving Marketing
One of the biggest shifts in B2B marketing is moving away from persona-based targeting (“chairs”) to a challenge-first approach (“cares”)—a marketing strategy, referred to as “chairs to cares” pioneered by Mabbly. Rather than focusing solely on job titles and demographics, leading brands are prioritizing the real pain points of their customers and offering solutions.
This transition mirrors what we saw in our Workiva Evergreen Campaign. By aligning messaging with customer challenges—rather than generic personas—we drove a 122% increase in Sales Accepted Leads (SALs) and an 86% increase in closed deals.
In 2025, the brands that focus on solving real problems, not just selling products, will win.
The Road Ahead
While 2024 was tough, 2025 is shaping up to be a pivotal year of transformation. Success in navigating common marketing challenges will result from:
- Leveraging AI to enhance personalization and efficiency.
- Investing in high-quality video content to drive engagement.
- Staying agile in response to economic and political shifts.
- Prioritizing human-centric, problem-solving marketing over outdated persona-based strategies.
The future of B2B marketing isn’t about doing more—it’s about doing better. The brands that embrace change, lead with empathy, and deliver meaningful impact will set the standard for what’s next.
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