With every passing year, marketers are presented with new technologies, platforms, and strategies to connect with increasingly discerning audiences. The same applies for B2B marketing. However, amidst this rapid innovation, one thing remains certain: the challenge of cutting through the digital noise has only grown more complex.
Madison Logic, in partnership with Harris Interactive, surveyed over 300 B2B marketing leaders about where they are placing their bets in 2025. Here are some of our findings.
A B2C mindset
While personalization is central to effective account-based marketing, scaling it effectively remains a challenge for many. Almost half (49%) of marketing decision-makers plan to allocate more of their budget to delivering personalized buyer experiences in 2025, and 60% will do so by investing more in artificial intelligence (AI) tools next year. With the ability to sift through the vast amount of data, AI is a gamechanger in helping marketers deliver personalized content and messaging to each buying committee member on a deeper level to guide them through the sales funnel faster.
However, AI-driven personalization is only part of the story. Our research reveals marketers plan to focus on and invest more in social media advertising (60%), video (53%) and podcast advertising (50%).
These findings reflect a longtime shift of B2B marketers taking a more B2C approach to engaging buyers — especially younger executives — where they are. 64% of the marketers we surveyed confirmed their plans to advertise in consumer-facing spaces like TikTok and Instagram, highlighting the growing need to reach these audiences who are increasingly taking on leadership roles in B2B organizations.
Intentional and engaging storytelling
To better engage their audiences in these social spaces, 66% of survey respondents indicated they would prioritize shorter, more engaging ads in the coming year. The survey also got to the bottom of how marketers plan to connect with their audiences: featuring customers’ stories and testimonials in their advertising (58%), putting captions on video or animated advertisements (58%) and using influencer marketing strategies (56%) were cited as the top three ways.
What’s more, customer dealbreakers should not be ignored — particularly when advertisers use vague or complex messaging (49%), poor targeting (41%) and ads that do not resonate (40%).
Personalized interactions will be critical
Marketers no longer simply push out generic content and hope it resonates. B2B decision-makers increasingly demand personalized buying experiences. Research from McKinsey reveals that 71% of consumers expect companies to deliver personalized interactions and 76% get frustrated when it doesn’t happen.
A focus on connection
To thrive in 2025, brands and agencies must stay aligned with evolving buyer expectations. It’s essential for marketers to have access to solutions that enable them to adapt quickly and scale their efforts efficiently. While the tools and technologies at our disposal are more sophisticated than ever, they are only as effective as the approach we take in applying them.
Only 39% of the B2B marketers we surveyed agree that it takes too long to see the ROI from using AI in advertising campaigns, offering a glimpse of the promise of the technology in reshaping how brands build genuine connections with consumers.
The digital landscape may be noisy, but with the right strategies, tools, and insights, it’s possible to not only cut through that noise — but to make a lasting impact. Marketers who can adapt, innovate, and prioritize connection(s) will ultimately be the ones who stand out in this crowded space.
Campaignliveus
