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B2B marketing in 2025: We ask the experts

As 2024 draws to a close, B2B marketers are looking ahead to the next year and considering how they will make their businesses stand out from the crowd.

While B2B may have a (deserved?) reputation for being slower to evolve or less innovative than B2C in the realm of marketing, there is a wealth of exciting things happening on the cutting edge of B2B. From reimagining customer experience and taking advantage of emerging technology, to communicating brand in new ways.

We spoke to four B2B experts:
  • Lucy Watson, Managing Director at B2B comms agency Nelson Bostock;
  • Matt Smith, Director of Creative and Brand at B2B creative agency Branded by Berkeley;
  • Glyn Britton, Chief Marketing Officer at SME comparison service Bionic;
  • and Fergal Reid, VP AI at customer service platform Intercom.
Here’s their take on what lies ahead for B2B branding and customer experience going into 2025, including the impact of generative AI (and AI fatigue), how brands connect with audiences, and how to get the right outcomes when budgets are squeezed.
 
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Customer engagement in 2025: Focus on LTV and data literacy

From strategic misfocus to dataops, genAI and a renewed effort in personalisation – Medialab’s Mike Hall and Dotdigital’s Juliette Aiken give us their thoughts for the year ahead.
 
ecommerce fast track
Fast Track to Ecommerce: Partners and Platforms – Register by 25 February

This Fast Track is designed specifically for organisations that sell through retail partners and third-party platforms, to upskill teams of one to one thousand.
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capability leaders forum

The Capability Leaders Forum
On 23 January in WeWork Waterloo, Econsultancy will reveal key findings from the Future of Marketing survey. Industry leaders from Reckitt, Trainline and Marketing Week will explore how the role of marketing is changing in 2025. This exclusive breakfast briefing is an opportunity for senior leaders from leading organisations to collaborate, gain actionable insights, and plan for the future. (Registrations are subject to approval).
Find out more
Featured Report
The Future of Marketing

Econsultancy’s annual Future of Marketing report brings together survey results from more than 1,000 marketing professionals and examines the key trends and challenges shaping the industry.
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