January 15, 2025
As we step into 2025, the world of B2B marketing is on the cusp of transformative change. With technological advancements, shifting consumer expectations, and a growing emphasis on differentiation, marketers are navigating uncharted waters. To help guide you through the year ahead, we asked some of our previous podcast guests to share their top predictions for 2025. Here’s what they had to say:
Founder & Creative Director, Umault
“My prediction for 2025 is that we’ll continue to move closer to the center of the bell curve of B2B companies starting to invest in brand building. Simply investing in brand will not be enough; in 2025, it will all be about doing brand work right.
The winners and losers will be decided by which brands dare to stand for something unique and which try to “fit in” with what everyone else stands for. This means courage will be the #1 most valuable commodity in 2025. Courage to stand for something, stick to a plan, and do something never done before. Summon the Jaguar brand team’s courage, and you’ll be a winner.”
Advisor, Lattice
“When I look ahead to 2025, one of the biggest developments I see is that we will soon be working alongside AI agents in our day-to-day. I’m already seeing employees go from good performers to next-level, top talent by learning to leverage AI strategies and technologies. I think we will see the script flipped in 2025 and the organizations that are working with AI, that are really integrating AI into their workflows and are willing to experiment and take chances with this technology, are going to be the organizations that find strong differentiation in the market.”
Senior Director, Ad Operations & Applied AI, Just Global
“In 2025, AI will elevate B2B marketing beyond long-standing promises of “right message, right person, right time.” Unlike traditional methods that rely on predefined rules or historical data, AI thrives on real-time analysis and predictive modeling. It doesn’t just connect the dots—it maps entire pathways, uncovering patterns and opportunities that humans might miss.
AI’s ability to process vast data sets instantly will allow marketers to deliver hyper-relevant campaigns that feel personal at scale. This isn’t just a refinement of targeting, it’s a leap forward in how decisions are informed and acted upon. Resulting in campaigns that don’t just reach the right person, but truly resonate, driving meaningful engagement and measurable outcomes.”
EVP, Global Analytics & Media Operations, Just Global
“In 2025, AI adoption in B2B marketing will become an every day foundational way of working, driving a new baseline of operational efficiency across all functions. Agencies that fail to fully integrate AI as this engine will fall behind, while innovators who harness AI to drive smarter, faster decisions will lead the market.
Success will be defined by those who leverage AI not just as a tool but as a strategic force that transforms operations, delivers measurable results, and sets a new benchmark for B2B performance.
Media operations will evolve with human-focused, yet AI enabled performance monitoring, QA, and campaign adjustments, reducing execution time while improving accuracy.
Customers will continue to require having to do more with less, where we’ll need to prioritize speed, precision, and measurable impact. The boldest marketers will halve execution times and double strategic output, proving ROI at every step.”
CEO & Co-Founder, ForgeX
2025 will be the year that CxO’s finally take the necessary leap to adopt a holistic Account-Based GTM strategy. The convergence of Demand Gen and ABM is inevitable, and those who are not taking steps to make the transition are already behind. Here are 5 predictions for the next twelve months:
As these predictions illustrate, 2025 is poised to be a pivotal year for B2B marketing. From leveraging AI as a strategic force to reimagining brand building and embracing holistic account-based strategies, the road ahead is full of opportunities for bold, innovative marketers. The key takeaway? Those who dare to adapt, experiment, and stand for something unique will lead the charge into the future.
Join Just Global CEO Brandon Friesen and Trilliad CMO Erin Hutchinson as they explore Growth Imperative #1 and how marketers can create connected experiences that drive real impact.
At Just Global, we’re reimagining analytics with AI—streamlining reporting, elevating insights, and empowering our team to deliver smarter, faster results. Learn how secure, strategic AI adoption is transforming the way we optimize campaigns, build trust, and drive real business impact.
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