The 2025 Rules of B2B Growth: Why Your Strategy Must Evolve Now

A must-watch webinar featuring Just Global CEO Brandon Friesen, and Trilliad CMO Erin Hutchinson.
Key points below. Watch it on-demand here.

In a rapidly transforming B2B landscape, the rules of growth marketing are being rewritten. Just Global CEO Brandon Friesen joined Trilliad CMO Erin Hutchinson to deliver a high-impact webinar tackling: Meeting Today’s Buyers Where They Are. This webinar kicked off a series of sessions over the 2025 Growth Imperatives guide released by Trilliad.

The webinar is a must-watch for senior marketers navigating digital disruption, AI acceleration, and shifting buyer behavior.

Here’s what was covered:

Buyers Are in Control. Are You Keeping Up?

Traditional lead-gen models aren’t cutting it anymore. “The buyer is in full control, and only gaining more,” said Friesen. AI-assisted search and zero-click content are reducing website traffic and reshaping the path to purchase. According to Gartner, traditional search volume could drop by 25% in the next year alone. That means brands need to earn attention before buyers even visit their sites.

The New Formula: Data + Creative + Measurement

The conversation outlined a modern B2B growth engine rooted in four pillars:

Marketing Intelligence – Deep insights into audience behavior, intent signals, media habits, and competitive context.
Unified Strategy – Brand and demand, global and regional, aligned through a connected GTM approach.
Experience Design – Seamless storytelling that’s creative, relevant, and data-informed across the entire funnel.
Full-Funnel Measurement – ROI modeling, audience-level performance, and real-time testing for smarter decisions.

Why Brand Matters More Than Ever

Friesen shared compelling data from Just Global’s analysis of high-growth enterprise clients: those that grow fastest allocate twice as much budget to upper-funnel brand initiatives. And the payoff? Stronger pipeline performance, better lead conversion, and long-term market leadership. If you’re only funding short-term demand, you’re leaving opportunity on the table.

AI: A Double-Edged Advantage

Generative AI isn’t just a creative accelerator, it’s disrupting how people discover and evaluate brands. The webinar showcased how Just Global uses AI to prototype campaigns, synthesize analytics, and drive automation across targeting, bidding, and creative. But caution is key. Without alignment, AI can dilute your brand just as easily as it can scale it.

Building a Connected Experience

The future is about experiences. From awareness to opportunity acceleration, the most effective B2B strategies map content, creative, and media across the full buyer journey. That means unifying siloed teams, designing campaigns with purpose, and nurturing prospects after the form fill.

The full webinar – essential watch for senior B2B marketers

This session was packed with real-world examples and strategic insights from the B2B trenches.

Give your brand a competitive advantage.

Watch the full webinar on-demand here.

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