
Announcing SmartReach. Engage qualified prospects with AI-driven and personalized outreach templates. Read More
Announcing SmartReach. Engage qualified prospects with AI-driven and personalized outreach templates. Read More
In the complex world of B2B marketing, staying ahead requires more than just recognizing trends—it’s about knowing how to act on them for tangible results that make your marketing team heroes. That’s why we’re excited to share insights from our webinar, 2025 B2B Marketing Trends: Insights to Elevate Your Account-Based Strategy, featuring Madison Logic’s Vin Turk, and guest speaker Nora Conklin, Principal Analyst of Demand Gen and ABM at Forrester. Together, they unpack the trends shaping the future of B2B marketing and provide actionable strategies based on B2B marketing predictions to help you make the most of them.
In this blog post, we’ll preview the key points along with our take on how to embrace these trends with account-based marketing (ABM), but to fully understand and implement these insights, access the free on-demand recording that you can find here.
“90% of younger buyers expressed dissatisfaction with the purchase process and will stall for different reasons.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker
As B2B buying groups evolve, younger decision-makers are reshaping purchasing behaviors. Forrester’s 2024 Buyer’s Journey Survey shows 67% of buyers are now under 45, up from 61% in 2022. This generational shift influences content preferences and purchasing processes, with younger buyers favoring dynamic, interactive formats like webinars, social media, and community networks over traditional demos and proposals. They are also more likely to face challenges in aligning buying group dynamics and internal decision-making, leading to purchase delays, being nearly three times more likely to stall compared to older buyers. Additionally, younger buyers value co-creation and partnerships, where vendors collaborate to develop tailored solutions, even justifying premium pricing for this approach.
To effectively support younger buyers and meet their evolving expectations, marketers should:
“In 2025, almost all B2B organizations will invest in Gen AI, but success will depend on using it as a means to a new end—creating less, but better, content that is truly thoughtful, relevant, and contextualized to the buyer.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker
Gen AI is expected to be a central force in 2025, with B2B marketers increasingly leveraging it to improve content, customization, and personalization. In fact, Forrester finds that 82% of marketing leads and decision makers understand that buyers need contextualized experiences. However, simply implementing Gen AI won’t automatically guarantee success. B2B marketers face skeptical buyers that aren’t impressed with content, a few reasons being that content is too skewed toward the vendor and lacks the competitive differences that would make them choose. The key to achieving true personalization lies in shifting the focus from producing more content to delivering content that is meaningful and contextually relevant. This means focusing on quality over quantity, using Gen AI to better understand the buyer’s needs and aligning content accordingly. Marketers must evolve their strategies to avoid the flood of thinly personalized content that can harm the buyer experience.
Success requires more than just implementing Gen AI—it demands a strategic focus on quality, relevance, and buyer-centricity. Here’s how marketers can adapt:
“In 2025, Gen AI must prove its value—not just in running experiments or fringe cases, but in delivering tangible ROI and becoming an integral part of the growth engine for B2B marketing.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker
The widespread adoption of Gen AI has led to an increasing expectation for it to deliver real, measurable value. In 2025, marketers must demonstrate that Gen AI isn’t just a buzzword or an experiment but a key contributor to marketing ROI. Despite its potential, many Gen AI personalization efforts will still fail to produce the expected outcomes, largely due to marketers relying on multiple disparate systems that work in silos. To avoid failure, marketers must unify their tools and data sources, ensuring a cohesive and cross-functional approach to personalization that accurately reflects the buyer journey and influences it at each touchpoint.
To ensure that they demonstrate impactful ROI from your use of Gen AI in marketing, marketers must:
Our webinar with guest speaker from Forrester, Nora Conklin and our co-founder and COO Vin Turk revealed that you can’t enter 2025 without “personalization” as a key part of your marketing strategies. But how you achieve the amount of personalization that buyers are searching for depends on your use of data.
We have market-leading intent signals that reveal the buyers ready for your solution through ML Insights. ML Insights captures, scores, and prioritizes engagement data to keep your strategy aligned with the latest buyer behavior. This means you can dynamically:
It’s not magic, it’s logic. Check out Adobe’s customer story to understand how the right data and insights not only found the right accounts, but decreased cost per lead and saw more conversions in their pipeline.
Do you also plan to include video content in your strategy? Learn more about how video will dominate 2025 with our B2B Marketing Predictions eBook. And if you’re ready to explore what Madison Logic can do to arm your team for anything 2025 tosses at you, contact us today!