Happy 2025!
We are back in the office, rested, rejuvenated and ready for another year. If you missed our Christmas newsletter, we put together a quick wrap-up of what we're anticipating in B2B channel marketing in 2025. And because we are drinking our own Kool-Aid and sharing content in multiple ways on multiple platforms, we thought we would pop it up on the website too!
Here are our hot takes for the coming year:
Authenticity for the win
ChatGPT has been the talk of the town in 2024, but that robotic, generic AI-generated language just doesn’t cut the mustard when it comes to brand building, client retention and standing out in the crowd. The rise in the use of AI generators is a massive opportunity for brands to lean into a human-to-human communication strategy and build genuine, authentic connections in the market.
Operational efficiency
Where we do see AI and automation playing a big part is in operational efficiency. How can we leverage it to cut our admin costs and carve out more time for the juicy, value-adding work? Whether it is fast-tracking monthly reporting or summarising your meeting notes, the more grunt work you can offload to the machines to allow you to focus on initiatives that will move the needle, the better.
Integrated content strategies will reign supreme
If you’ve been following along on LinkedIn or our blog, we’ve talked a lot about B2B buying decisions and where and how buyers gather information. With the average buying committee being a multi-generational mix of 28 people or so across the business, content needs to be served up in multiple ways, across multiple platforms.
A rise in old-school marketing
Our team had to giggle when we watched a panel discussion recently on “non-traditional” lead gen, and the hot takes were around old-school approaches like event marketing, outdoor advertising and brand advocates. Needless to say, the digital space is pretty crowded, leading to a return to non-digital channels.
The drive for data continues
Economic uncertainty has continued throughout 2024, which has led to a laser focus on budgetary spending. With this in mind, data-driven marketing is highly valued and there is an ongoing expectation to link marketing activity to leads. We know how vital tracking ROI is, but don’t let it stop you from investing in brand building and experimentation – there are big wins to be gained here.
Our final piece of advice? Consistency is key. Building a brand takes time, so while it is great to identify low hanging fruit for quick wins, it's also vital to deliver consistent messaging to build brand credibility and trust in the longer term.
Here's to a great year ahead!
