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    B2B GROUP - B2B Media in 2025_CAIG.pdf

    B2B GROUP - B2B Media in 2025_CAIG.pdf

    B
    @bbrtteee
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    5 months ago 478

    The B2B buying landscape has undergone a seismic shift. Digitally fluent buyers, accustomed to personalized, omnichannel experiences in their consumer lives, now expect the same level of sophistication in their professional interactions. This demands a fundamental transformation in B2B marketing, as buyers crave connection, authenticity, and a deep understanding of their unique challenges.

    B2B media 
in 2025
AI, trust, and the digital evolution
    1/33
    Contents
The B2B landscape: 
A digital evolution
Winning in the new 
B2B reality: Key 
budget and media 
spend trends 
Building trust and 
relevance: The new 
B2B brand imperative
Addressing 
consumer privacy: 
Future-proofing B2B 
marketing 
The re-emergence of 
traditional channels in 
the B2B space: 
A story of evolution 
and connection
Executive summary Account-based 
everything: 
From strategy 
to execution
The AI advantage: 
Leveling up B2B 
marketing
01
06
07
02
03
04
05
04
05
08
12
15
03 18
19
The B2B event 
revolution: 
Omnichannel 
engagement and 
first-party data
08 25
A wrap up and look 
ahead: 2025’s B2B 
media predictions
09 30
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    2/33
    Executive summary
The B2B buying landscape has undergone a 
seismic shift. Digitally fluent buyers, accustomed 
to personalized, omnichannel experiences in their 
consumer lives, now expect the same level of 
sophistication in their professional interactions. 
This demands a fundamental transformation 
in B2B marketing, as buyers crave connection, 
authenticity, and a deep understanding of their 
unique challenges.
This report is your guide 
to navigating this new 
landscape and emerging as 
a leader in the age of the 
digital B2B buyer.
Inside, you’ll discover:
The digital evolution: We’ll explore the seismic 
shift towards digital channels and how B2B brands 
can leverage data-driven strategies to reach their 
target audience where they are most engaged.
The power of emotion: Data alone won’t win 
hearts and minds. We’ll uncover the secrets to 
building trust, forging emotional connections, and 
crafting compelling brand stories that resonate 
with today’s discerning buyer.
Navigating the privacy paradox: In a world hungry 
for data but wary of intrusion, we’ll provide a clear 
path for B2B marketers to leverage first-party 
data ethically and build lasting relationships based 
on transparency and value.
Reimagining traditional marketing: Discover 
the rebirth of channels like audio and TV, now 
supercharged with digital precision and targeting 
capabilities. Meanwhile, live events and sports 
marketing are transforming into exclusive, 
immersive experiences that forge deeper 
connections with high-value audiences. 
Account-based everything (ABE): It’s no 
longer about chasing leads, but about building 
lasting relationships with entire accounts. We’ll 
explore how account-based strategies align your 
teams and approaches around the customer 
journey, driving sustainable growth and deeper 
engagement.
Your (not so) secret weapon, AI: Unleash the 
power of AI to hyper-personalize experiences, 
predict buyer behavior, and optimize campaigns 
for maximum impact. We’ll explore how AI is 
leveling the playing field and empowering B2B 
brands of all sizes to experiment and expand.
The B2B event revolution: Events are no longer 
just gatherings; they’re data goldmines and 
engagement powerhouses. We’ll dive into the 
rise of micro-events, hybrid formats, and the 
strategic use of technology to create personalized, 
omnichannel experiences that extend far beyond 
the event itself.
The future of B2B belongs to those who embrace 
change, prioritize human connection, and leverage 
technology to create meaningful experiences. The 
future of B2B is here. Be ready.
The state of B2B media is quickly evolving. 
Are you prepared to lead in 2025?
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    The B2B landscape: 
A digital evolution
Over the last five years, 
the B2B media landscape 
has been reshaped by 
digitization, evolving 
buyer behavior, and 
rapid technological 
advancements. 
Today’s B2B buyers, primarily millennials and 
Gen Z (75% of buying teams by 2024 according 
to Forrester), are tech-savvy, digitally native, and 
demand seamless online experiences. This digitalfirst mindset has led to a surge in self-service 
research, with 6sense revealing that 70% of the 
buying process now occurs before direct buyerseller interaction. Gartner reinforces this digital 
transformation by predicting that 80% of B2B sales 
interactions will occur digitally by 2025. 
This shift necessitates a fundamental change in 
B2B media strategies. Marketers must engage 
buyers earlier in their journey with personalized 
digital content across multiple touchpoints, 
particularly on mobile and social platforms – with 
B2B buyers 30% more likely to engage in mobile 
purchases since 2020. The global B2B e-commerce 
market is booming, worth over $26 trillion in 2023
and projected to grow to nearly $57 trillion by 
2028.
Looking ahead, the integration of AI and advanced 
analytics into digital platforms will further 
personalize the buying experience and enhance 
the efficiency of sales and marketing strategies. 
This evolution points to a more interconnected 
B2B marketplace, where strategic decisions 
are informed by first-party data strategies and 
predictive analytics.
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    B2B composite 
advertising expense 
by category
$0
-5%
0%
5%
10%
$5
$10
$15
$20
$25
YOY 
Growth
USD
Billions
2022 2023 2024 2025 Source: Company filings, GroupM. 
Consensus revenue estimate (S&P)
Advertising growth
Technology
Telecom
Professional services
Industrial
Logistics
Financial services
Winning in the new B2B 
reality: Key budget and 
media spend trends 
01. 
B2B spend growing 
– with an increasing 
skew to digital 
B2B advertising is expected to grow this year and next, following a 
decline in 2023. Our composite of B2B advertisers, comprised of 40 
companies across Technology, Telecom, Industry and Services, is 
forecast to grow advertising spend 7.5% in 2024 and a further 9.5% in 
2025, to a global total of more than $24 billion.
Heavily regulated industries like tech, finance, healthcare, and telecom, 
are poised to lead the next surge in B2B digital ad spending. Among 
these verticals, telecom and tech are projected to fuel the fastest 
growth. By 2025, GroupM forecasts the digital US Ad spend in these 
sectors to be over $7 billion.
In navigating the new B2B landscape, we examine key macro spending trends and allocations, focusing 
particularly on the US market, which often serves as a bellwether for shaping global strategies.
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    APAC NA
EMEA LATAM
Global
Lead generation
Brand building & awareness
Demand generation
Account based marketing
32%
29%
21%
18%
Source: The B2B Marketing Benchmark 
Report 2023, LinkedIn and Ipsos.
37%
32%
21%
11%
38%
26%
20%
16%
39%
31%
18%
13%
36%
30%
20%
15%
% of B2B marketing budget 
allocated to marketing 
02. 
Businesses need to 
find the right balance 
between growth and 
retention 
LinkedIn and Ipsos data reveals that globally, 60% of businesses
prioritize new customer acquisition and are pouring resources into lead 
generation (36%) and pipeline building (20%). While global trends provide 
direction, smart budget allocation requires granular data. Analyze 
customer acquisition costs, lifetime value, and regional market dynamics 
to maximize ROI. True growth comes from balancing acquisition with 
retention. Loyal customers are not only more cost-effective but also 
form the bedrock of sustainable success.
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    B2B marketing budgets
Increased 
substantially 
(25%+)
Past year 2023
Next year 2024
Increased 
somewhat 
(1-24%)
Stayed the 
same
Decreased 
somewhat 
(1-24%)
Decreased 
substantially 
(25%+)
17%
51%
20%
8%
2%
18%
54%
21%
5%
1%
03. 
A positive outlook for 
marketing budgets in 
2025
Despite current economic uncertainties, the overall outlook for B2B 
marketing budgets remains positive. A majority (68%) of global B2B 
marketers report budget increases, with nearly 20% experiencing growth 
of 25% or more. This optimistic outlook reflects the growing recognition 
of marketing’s critical role in driving business growth in an increasingly 
competitive landscape.
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    Rational Emotional
0.0
0.6
1.2
1.8
0.2
1.4
Emotional ads deliver more revenue, 
profit, and market share growth than 
rational ads
Emotional strategies outperform in B2B
Source: The B2B Institute at LinkedIn
Building trust and relevance: 
The new B2B brand 
imperative
B2B brands face a very specific challenge, communicating often complex products and solutions in manner 
consistent with digital platforms and self-service - engaging, authentic, and moment-relevant, delivering 
brand trust and relevance ahead of product belief. 
Beyond logic to the heart of the matter: While data 
and logic remain important, B2B brands recognize the 
power of emotion in driving decision-making. Research 
by Google and CEB’s Marketing Leadership Council
reveals that B2B buyers are eight times more likely to 
pay a premium for products and services that resonate 
on a personal level. lt further validates this by proving 
that emotional ads also deliver more revenue, profit 
and market share growth than rational ads.
Providing a sense of safety and peace of mind: 40% 
of deals often stall due to a lack of consensus within 
the buying committee, driven by a FOMU, the “Fear 
Of Messing Up” (as Bain & Co and LinkedIn discussed 
at the 2024 Cannes Lions International Festival of 
Creativity). While big brands often have the luxury of 
leveraging their reputation as a safe choice, smaller 
brands must work harder to build trust and mitigate 
perceived risks. 
Showcasing the “why” behind the “what”: Buyers 
want to understand the purpose and passion that 
drives a brand. Communicating the “why” behind your 
products or services, beyond just the features and 
benefits, builds trust and fosters a sense of shared 
values.
Embracing the 
power of emotion
01.
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    0
50
100
150
200
Increased 
awareness of 
brand
Increased 
sales or ROI
Increased new 
client leads
Increased 
engagement 
from target 
customers
Better 
quality / 
warmer 
leads
Improved 
our product 
or business 
through...
Increased 
reputation 
through 
credible 
influencers... 
Increased 
size of 
order value
Increased 
engagement 
through likes, 
mentions...
Increased 
engagement 
with other 
industry...
Increased 
in-bound 
enquirers or 
link clicks
Other 
(please 
specify)
N/A there was 
no positive 
impact
What kind of positive impact, if any, did using a B2B 
influencer have on your brand? Select all that apply
Storytelling: The bridge to connection: Stories 
have the power to captivate, inspire, and forge 
lasting connections. B2B brands can embrace 
storytelling to showcase their values, connect with 
buyers on an emotional level, and foster a sense of 
community. This can be done through long-format 
content, articles, and video. 
• Salesforce built a community of Trailblazers, 
which plays an integral role to their 
engagement strategy by offering forums, 
events, and resources to help users maximize 
the value of Salesforce products. They feature 
stories of Trailblazers from all walks of life on 
their website and across social channels to 
inspire others. 
Influencer marketing: The power of peer-topeer: Partnering with trusted industry influencers 
allows B2B brands to tap into existing communities 
and leverage the power of peer-to-peer 
recommendations. Ogilvy reports that 75% of 
B2B companies engage in influencer marketing, 
Humanizing the 
B2B experience
02.
with the greatest impacts being increased brand 
awareness, ROI, engagement, and the generation 
of new, better-quality leads. 
Putting a face to the brand: Showcasing the 
people behind your brand – your employees, 
customers, and partners – helps humanize your 
company and build trust. People connect with 
people, and sharing authentic stories can create a 
powerful emotional connection. 
• Cisco shares #CiscoStories on their YouTube 
channel and LinkedIn page to show how their 
technology helps make their customers more 
connected, inclusive, sustainable, and secure. 
• IBM uses their own employees as influencers on 
LinkedIn to spotlight their involvement in key 
products and initiatives to create a stronger 
connection with prospective customers and 
potential talent. 
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    Client feature 
Humanizing tech: Dell’s Reddit 
strategy blends humor, 
expertise, and community
Dell joined the conversation on Reddit 
to earn the trust of IT decision makers. 
Engaging in their Reddit communities 
wasn’t enough. They created “The IT 
Squad,” a comedy series that featured 
characters that navigated relatable tech 
issues. To further the conversation, The IT 
Squad characters hosted Reddit talks with 
real influencers who were experts on the 
topics. Millions of Redditors became fans, 
turning “The I.T. Squad” into a hit series 
that led to a 1000% increase in followers 
for Dell and a 200x increase in brand 
credibility. 
10
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    Brand recall as a key driver: Nielsen research 
confirms that brand recall is a critical driver 
of brand lift, influencing 38.7% of brand lift in 
emerging media. Investing in brand building 
activities, such as thought leadership content, 
influencer partnerships, and community 
engagement, is essential for long-term success.
Measuring the impact of brand campaigns: 
Measuring the ROI of brand building can be 
challenging, but it is not impossible. As companies 
increase their investment in brand building, they 
must also be prepared to invest in measurement. 
Attention-based metrics provide insights into how 
people interact with advertising, while brand lift 
shows if the ads are resonating and changing how 
people think and feel about the brand. Together, 
they provide a complete picture of advertising 
effectiveness, indicating both engagement and 
impact.
Aligning brand and demand: Leading B2B 
brands understand that brand building fuels 
demand. It’s key to craft content and experiences 
that seamlessly blend awareness-building with 
relationship-nurturing to drive long-term results. 
In a world saturated with 
information and choices, 
trust and relevance are 
the ultimate currencies. 
By embracing emotional 
intelligence, humanizing 
the B2B experience, and 
investing in long-term brand 
building, B2B brands can 
forge lasting connections 
that drive sustainable 
growth.
Investing in brand 
building for longterm growth
03.
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    Addressing consumer privacy: 
Future-proofing B2B marketing
Transparency and value exchange: Be transparent about how you 
collect, use, and protect customer data. Clearly communicate the value 
exchange – what benefits will customers receive in exchange for sharing 
their information? Per Label Insight, 95% of consumers say they are 
more likely to be loyal to brands that are transparent about how they use 
their data. 
Content as a data magnet: B2B marketers have always built 1P data 
through content, but now the approach is shifting away from the 
traditional gated content approach to building communities, increasing 
return visitors with content series, providing interactive, personalized 
content, and offering valuable resources, such as ebooks, webinars, and 
research reports.
The consumer privacy landscape continues to 
shift, driven by stricter regulations and a growing 
desire for transparency and control over personal 
information. 
It’s now more critical than ever for B2B marketers 
to prioritize embrace a multi-signal approach, 
incorporating multi-data-source synthesis, 
AI-driven, real-time contextual targeting, 
experimenting with privacy-preserving 
technologies. 
Here’s how B2B marketers can navigate this 
evolving landscape and thrive in a privacy-first 
world:
01.
First-party data: 
The cornerstone of 
trust and relevance
GroupM estimates that 
Google’s ‘user-control’ 
approach to tracking 
has a potential
loss in third-party 
cookie signals across 
Chrome
70-80%
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    Contextual advertising: A privacy-friendly approach: AI-driven, realtime contextual advertising which places ads based on the sentiment, 
tone and contextual nuances, rather than broad keyword or topic 
buckets, is providing a much richer opportunity for personalization, 
despite being cookie-free. Contextual targeting is predicted to 
experience nearly 14% annual growth between 2022 to 2030.
Content syndication: Quality over quantity: Modern content 
syndication platforms have evolved from simple lead generation 
tools into curated networks of premium content websites, backed by 
robust first-party databases. This closed ecosystem approach ensures 
a seamless, omnichannel experience throughout the buyer’s journey, 
driving engagement from brand awareness to qualified conversions 
through targeted content and lead nurturing programs. Advertisers that 
leverage this content syndication model with partners like Madison Logic 
see 32% higher account engagement, a 28% increase in sales velocity, 
and even greater average order values.
Email marketing: The power of permission: Email marketing remains 
a powerful tool for B2B marketers, but success hinges on delivering 
personalized value. By leveraging segmentation and dynamic content, 
emails transform into cost-effective vehicles for delivering 1:1 messages 
and offers. Automation further amplifies this power by triggering sends 
based on behavior, intent, or CRM activity to ensure the right message 
reaches the right buyer at the right time.
Synthetic data: Privacy-preserving insights: Synthetic data, which 
mimics real-world data sets while preserving anonymity, is emerging 
as a revolutionary tool. Businesses can leverage it for market research, 
audience insights, and campaign optimization.
Data clean rooms: Collaboration with privacy: Data clean rooms 
empower businesses to combine their first-party data with that of 
partners in a privacy-safe environment. This collaborative approach 
yields a more comprehensive understanding of the buyer’s journey, 
enabling more accurate attribution modeling across touchpoints and 
ultimately optimizing campaigns for demonstrable ROI.
Zero-party data: The future of personalization: Zero-party data, 
which is proactively and explicitly shared by consumers, offers the 
ultimate level of personalization. Businesses should encourage customers 
to share their preferences, interests, and intentions to create hyperpersonalized experiences. 
02.
Data-compliant 
channel activations: 
Driving relevant 
engagement
03. 
Embracing emerging 
technologies and 
strategies
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    Website form 
progressive fields
Webinar or 
product training 
registration
Product login
Data enrichment
Gated content 
(paid or owned)
Website, help or 
product chat
Conferences 
and live events
Sales or customer 
success conversation
Owned contact forms 
(contacts, content gates, on-demand gates, 
newsletter sign-ups)
Lead gen activity
Events
(live or online)
Marketing automation 
functionality
(nurture, progressive forms, scoring)
Data enrichment
The data privacy evolution is not a threat to B2B 
marketing; it’s an opportunity to build stronger, 
more trusted relationships with your audience. By 
prioritizing first-party data, embracing privacyenhancing technologies, and focusing on delivering 
value at every touchpoint, B2B marketers can 
navigate this evolving landscape and thrive in a 
privacy-first world.
Collecting and updating 
contact data (PII) and 
business insight data
Use every touchpoint 
along the journey as an 
opportunity to gain new 
insight into your prospects, 
decision makers, buying 
committees and customers.
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    The re-emergence of 
traditional channels in the B2B 
space: A story of evolution 
and connection
The B2B marketing landscape is constantly adapting to new technologies and evolving audience behaviors. 
Traditional channels, once considered outdated, are experiencing a resurgence, albeit in an evolved form. 
Let’s explore a handful of channels making a comeback in a new way.
Audio has evolved beyond traditional formats, leveraging dynamic 
scripts and sequential messaging to craft personalized experiences 
through various formats, including:
Streaming audio: For Spotify listeners, ads can adapt and 
dynamically change based on time of day, industry, and 
location.
Podcasts: Platforms like iHeartRadio enhance podcast 
advertising by adding a contextual layer. For example, a CIO 
in banking and CFO in tech could be listening to the same 
business podcast but would hear different ads tailored to 
their respective roles and industries. Podcast measurement 
has also evolved beyond downloads and reach. Advanced 
attribution tracking now allows marketers to measure addriven visits to their landing pages, providing clear ROI and 
maximizing campaign effectiveness.
01.
Audio: From mass 
media broadcasting 
to highly targeted, 
relevant advertising
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    This powerful channel delivers hyper-targeted, data-driven advertising 
that delivers digital precision at scale.
With Programmatic TV (PTV), B2B marketers can maximize efficiency by 
optimizing campaigns in real-time while ensuring their message reaches 
the right audience across a variety of networks based on targeting 
criteria such as demographics, location, and viewing habits.
02.
Connected TV (CTV)/
Programmatic TV 
(PTV): Bridging the gap 
between digital and 
traditional
of B2B marketers are likely to 
implement or test CTV over the 
next one to two years
90%
knowing its potential in building brand awareness and guiding 
buyers through their entire journey. 
Experiential marketing is surging within the world of live events, 
particularly sports. B2B brands are capitalizing on this trend, recognizing 
the power of shared passions to forge deeper connections with their 
hard-to-reach, high-value audiences. These experiences offer a unique 
blend of omnichannel touchpoints, influencer marketing, and immersive 
activations to forge brand connections that are unattainable through 
traditional approaches.
By crafting bespoke micro-events within broader live experiences, 
brands create an aura of exclusivity that resonates deeply with C-suite 
executives that are looking to network and foster new relationships. 
03.
Experiential marketing: 
Forging deeper 
connections through 
shared passions
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    The surging popularity of women’s sports presents another compelling 
opportunity for B2B brands. By aligning themselves with this movement, 
brands can tap into a passionate and rapidly growing audience, 
demonstrating their commitment to diversity and inclusion, while 
reaping a significant return. For instance, Sports Innovation Lab
reported that Visa experienced a 2,700% year-over-year increase in ROI 
after announcing its sponsorship of the U.S. women’s national soccer 
team, while Budweiser saw a 1,075% increase after announcing their 
NWSL sponsorship. These impressive figures are a testament to the 
power of supporting women’s sports, particularly when you consider 
Aggregate Sport’s finding that 62% of consumers feel better about 
brands that sponsor women’s sports—making it a winning strategy both 
socially and commercially.
While digital ad spend is on the rise, traditional channels and 
tactics have re-emerged and reinvented themselves so they can 
be leveraged in a more holistic and integrated approach. By 
embracing the strengths of both traditional and digital channels 
(and in some cases where traditional channels turned more digital), 
B2B marketers can create powerful, multi-faceted campaigns that 
resonate with their target audience on multiple levels.
04.
Sports sponsorships: 
The rise of women’s 
sports provides a 
powerful platform for 
connection and growth
Finding a harmonious blend 
of traditional and digital 
channels and tactics
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    Account-based everything: 
From strategy to execution
Account-Based Everything (ABE) takes the proven success of ABM—with Forrester finding that 99% of 
businesses see higher ROI with account-based approaches—and transforms it from a tactical approach 
to a strategic imperative for B2B success. By shifting the focus from individual leads to entire accounts as 
the “north star,” ABE aligns marketing, sales, product, and customer success efforts to deliver holistic value 
throughout the customer lifecycle, driving sustainable growth in today’s complex B2B landscape. 
Here’s how ABE is reshaping B2B marketing and driving exceptional results:
Breaking down departmental barriers: ABE requires a fundamental 
shift in mindset, moving away from siloed departmental goals to a 
unified focus on the customer journey. Sales, marketing, product, and 
customer success teams must work in concert to deliver a seamless and 
personalized experience.
Orchestrating a coordinated symphony: Imagine a world where 
every interaction a key account has with your brand, from the first 
marketing touchpoint to ongoing customer support, is part of a carefully 
orchestrated symphony. ABE makes this a reality, ensuring consistency 
and relevance at every stage.
Shared metrics for shared success: ABE demands a unified front, 
where sales and marketing work together, guided by shared metrics 
throughout the buyer’s journey and beyond, to achieve greater bottomline success. By focusing on key indicators like account engagement, 
pipeline growth, customer lifetime value, and advocacy, businesses can 
truly unlock the power of account-based strategies. is delivering tangible 
results, with 80% of marketers reporting improved customer lifetime 
values as a result of ABM.
Personalized content for every stakeholder: By focusing on accounts 
versus leads, you’re able to engage an entire buying group to help 
streamline consensus and accelerate the path to purchase. But each 
member of a buying group has different priorities and information 
needs. For instance, the CEO may seek brand recognition and market 
validation to support strategic decisions, while IT decision-makers skew 
more towards product functionality and the strength of the support 
system. Leveraging account-based strategies empowers marketers to 
deliver personalized content tailored to each stakeholder’s role, industry, 
and stage in the buying journey. 
01.
Aligning around the 
customer journey, 
not internal silos
02.
Engaging buying 
groups with relevant 
content
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    The AI advantage: 
Leveling up B2B marketing
The age of AI is leveling the playing field as it makes sophisticated capabilities accessible to businesses of all 
sizes. Here’s how AI is creating new opportunities:
Traditional ABM relies on manual account list creation and stakeholder 
identification, often missing crucial decision-makers and wasting 
resources on low-potential accounts. The average buying group 
comprises of 6.8 people but it’s nearly impossible to identify and reach 
them all. 
AI is transforming traditional ABM by enhancing lead scoring, 
automating customer segmentation, and personalizing marketing 
efforts for more precise and effective outreach. Demandbase’s go-tomarket platform uses AI to analyze advertising interactions, purchase 
intent, and engagement patterns, identifying buying groups, assigning 
roles, and creating personas for targeted outreach. Similarly, WPP 
and IBM’s WPP Open for B2B combines IBM’s watsonx AI and LinkedIn 
data to provide deeper insights into buyer groups, enabling more 
effective targeting, optimized campaigns, and data-driven decisions. 
These approaches showcase how AI’s ability to process large datasets 
and generate actionable insights is reshaping B2B marketing, helping 
businesses connect with their audiences and drive growth.
With Demandbase’s unified approach, they are able to boost targeting 
accuracy by 30%, ensuring marketing efforts reach the right people 
within the right organizations.
Precision targeting: Identifying the right accounts and decision 01. makers
Transforming ABE 
with AI: From targeting 
to orchestration
The challenge
The AI approach
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    Personalization at scale has been a significant hurdle for ABM, requiring 
immense time and resources to tailor content for individual accounts.
Generative AI makes personalized campaigns at scale a reality. It 
crafts tailored content, powers engaging chatbots, and fuels predictive 
product recommendations by analyzing data points like account 
firmographics, buyer roles, browsing history, past purchases, and 
content interactions to create highly relevant experiences. This ability 
to personalize at scale is driving widespread adoption, with up to 45% 
of B2B marketers worldwide now using AI for content generation, 
according to 10Fold.
Deeper, more relevant customer engagements; 75% of marketers 
reporting improved ABM results thanks to AI, according to ITSMA and 
the ABM Leadership Alliance. 
Scalable personalization: Tailoring content and experiences at scale
The challenge
The AI solution
The results
of marketers reporting 
improved ABM results 
thanks to AI
75%
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    Managing complex customer journeys across multiple touchpoints 
can be overwhelming, leading to disjointed experiences and missed 
opportunities.
AI supercharges account-based strategies, driving maximum impact 
by automating personalized engagement and optimizing spend. It 
creates a seamless customer experience (CX) across all channels – from 
social media to connected TV – by dynamically adapting the buyer 
journey based on real-time interactions. For example, if a prospect 
shows interest in a specific product feature on a brand’s website, AI can 
instantly trigger a personalized follow-up email from a sales specialist. 
By analyzing historical data and identifying patterns, AI predicts which 
channels will deliver the highest ROI for each account.
CX leaders recognize the immense potential of AI, with 60% anticipating 
a “transformative” or “significant impact” on their customer experience, 
particularly in boosting efficiency and reducing costs. By automating 
real-time bidding and budget allocation, AI empowers marketers to 
maximize efficiency and minimize wasted spend—all while resting 
assured they’re delivering the optimal customer experience.
Journey orchestration: Automating and optimizing the customer 
journey
The challenge
The AI solution
The results
anticipating a “transformative” 
or “significant impact”
60%
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    Data silos between marketing, sales, and customer success teams hinder 
collaboration and prevent a unified understanding of target accounts.
AI helps create a more unified and comprehensive view of customer 
data by integrating information from various sources to empower 
businesses to better understand customer journeys and interactions.
Improved collaboration and efficiency across departments, enabling 
teams to make informed business decisions and deliver a cohesive 
customer experience. Companies like 6sense, whose platform leverages 
AI to detect buying signals and predict in-market accounts, have 
reported a 133% increase revenue generated per day and a 39% faster 
average time to close. 
Unified insights: Breaking down data silos for a holistic view
The challenge
The AI solution
The results
The true power of AI in B2B marketing lies not just in uncovering 
hidden patterns, but in using those insights to fuel proactive, predictive 
strategies. Here are just a few examples:
Identifying high-value leads: AI analyzes website behavior, content 
consumption, and demographic data to identify patterns that indicate a 
higher likelihood of conversion. For example, it might discover that leads 
who download a specific white paper and attend webinars on project 
management methodologies are 3x more likely to convert into paying 
customers.
Predicting customer churn: By analyzing customer engagement 
metrics like product usage, support tickets, and billing history, AI can 
identify patterns that precede customer churn. This allows the company 
to proactively engage at-risk customers with personalized offers or 
support, improving retention rates.
02.
Unlocking AI’s 
predictive power: 
From insights to action
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    Informing go-to-market plans with privacy-first data: Synthetic 
data is changing how B2B brands approach their buyer personas and 
go to market. Evidenza is an example of an AI platform that analyzes 
vast data to create highly accurate buyer personas (reportedly with 
88% accuracy), allowing businesses to “interview” AI models for instant 
feedback. This eliminates the need for lengthy surveys and significantly 
reduces research costs all while preserving anonymity. Here are just a 
few uses cases:
• Hyper-targeted market segmentation: Identify niche buyer groups 
and their preferences with greater precision.
• Agile product development: Validate product-market fit and gather 
real-time feedback on features, pricing and messaging.
• Competitive intelligence: Analyze competitor positioning and 
identify market gaps.
Aiding in the buyer’s path to purchase: AI is also fundamentally 
changing how B2B buyers research and make decisions. Tools like 
ChatGPT and Google Gemini provide instant access to tailored 
information, product recommendations, and guidance based on the 
business needs they share. Instead of manually comparing options and 
weighing pros and cons, buyers can rely on these AI tools to do the heavy 
lifting, analyzing their company’s specific requirements to deliver the 
most relevant solutions.
03.
AI-powered research: 
Driving efficiencies
Optimizing marketing campaigns: The AI analyzes the performance 
of past marketing campaigns across different channels, identifying 
patterns in messaging, targeting, and timing that resonate with specific 
customer segments. This allows the company to optimize future 
campaigns for maximum impact and ROI. 
A/B testing and optimization on autopilot: AI can analyze the 
performance of different content variations and automatically optimize 
campaigns for maximum impact. This eliminates the guesswork and 
allows marketers to continuously improve their results.
Personalizing content and offers: By analyzing individual 
customer journeys and preferences, GenAI can personalize content 
recommendations, email marketing messages, and even sales outreach, 
to help drive higher engagement and conversion rates. 
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    CMOs are increasingly turning to GenAI, with 57% globally identifying 
it as the marketing technology most likely to deliver the highest value 
and ROI in 2024. The surge in interest is fueled by GenAI’s ability to 
transform key areas of marketing, including: 
Crafting relevant generative experiences: SJR, a WPP content 
agency, partnered with Satalia to revolutionize B2B marketing with 
GXM (Generative Experience Manager). This dynamic web solution 
leverages proprietary machine learning to deliver personalized content 
experiences by actively engaging users and adapting to their needs in 
real-time. Satalia’s AI expertise ensures intelligent content delivery, while 
SJR’s human oversight guarantees brand safety and a tailored, human 
touch. This powerful combination empowers B2B marketers to deliver 
the right content to the right audience at the right time, maximizing 
engagement and ultimately, ROI.
Elevating conversational marketing with AI: AI-powered chatbots 
are becoming more sophisticated, engaging site visitors in real-time, 
qualifying leads, and capturing valuable information at peak interest to 
enhance conversion rates. Offerings like Drift (now Salesloft), use NLP 
and report a 75-100% increase in conversations converted to MQLs and 
a 20% increase in overall sales win rate. 
Unlocking scalable content creation and automation: : At the 2024 
Cannes Lions International Festival of Creativity, TikTok unveiled 
a game-changing tool for businesses: generative AI actors. This 
technology allows brands and influencers to create video content 
featuring AI-generated people, eliminating the traditional costs 
associated with actors and production. With AI voice support in 10 
languages, this innovation makes high-quality video content significantly 
more accessible. 
By embracing AI and integrating it strategically into their marketing 
strategies, B2B brands will gain a significant competitive advantage and 
drive sustainable growth in the years to come.
04.
Improving the digital 
experience: Generating 
engaging experiences
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    The B2B event revolution: 
Omnichannel engagement 
and first-party data
B2B events are no longer one-size-fits-all gatherings. Instead, they are becoming highly personalized 
omnichannel experiences often driven by media. In turn, companies are in search of cost-effective event 
solutions that ensure maximum ROI without compromising quality. Here’s how the B2B events are evolving:
The rise of intimacy: The rise of micro-events, with their intimate scale 
and targeted focus, reflects a growing preference for personalized 
experiences. These gatherings cater to specific audience segments and 
interests, fostering stronger relationships through customized content 
and focused networking opportunities. This intimate environment leads 
to more impactful engagement and higher value interactions.
Hybrid as the new normal: Hybrid events, seamlessly blending in-person 
and virtual elements, are becoming the standard. This format offers 
flexibility and accessibility, allowing attendees to participate in a way 
that suits their preferences and schedules. Per Forrester, 49% of CMOs 
believe events are now more important than pre-pandemic, with large 
enterprises favoring a hybrid-first approach.
01.
Micro-events and 
hybrid formats take 
center stage
of CMOs believe events 
are now more important 
than pre-pandemic
49%
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    Top channels
79%
Email 
marketing
63%
Communities
58%
Social media
47%
Paid 
promotions
37%
Speaking 
promotions
12%
Other
Importance of digital advertising: Paid media is a crucial driver 
of attendance and engagement for larger, engagement-focused 
conferences. B2B brands leverage a range of digital advertising tactics, 
from pay-per-click campaigns to targeted social media marketing. 
Tried and true outreach tactics: Email marketing remains a dominant 
force, with 79% of companies predicting its continued effectiveness for 
conference outreach. 
Supplemental channels: Platforms like Reddit (63%) and paid 
promotions (47%) are also gaining traction. Strategic utilization across 
all channels significantly elevates event visibility, boosts registration 
rates, and enhances attendee engagement throughout the entire event 
lifecycle. 
02.
Driving attendance 
and engagement
Zero-party data is the holy grail: Events provide a unique opportunity 
to capture valuable zero-party data – information that attendees 
willingly and proactively share. This includes preferences, interests, 
challenges, and purchase intentions.
Building trust through transparency: The key to unlocking this data 
goldmine is transparency. Brands need to clearly communicate how 
attendee data will be used and provide value in exchange for their 
information. Forrester found that 95% of decision-makers are willing to 
share contact information to register for a provider’s event, highlighting 
the trust associated with these gatherings.
03.
Events as data 
goldmines
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    Events are one of your richest source 
of zero, and first-party audience data
PRE-EVENT
Source: B2B events could be your best source of audience data
Click on 
social media 
event ad
Zero party First party D Demographic F Firmographic B Behavioural
F
F
D B
F
D B
F
D B B B B
B
B
F B
B B B B B B
B B B
B
B
B
B
B
B
AT EVEN
T
POST
EVENT
Visit(s) to 
event landing 
page
Chatbot 
interaction 
captured
Pre-event 
virtual 
content 
engagement
Event app 
download & 
interactions
Day 1 event check 
in using app
Event session 
check-ins via 
app
Time in 
session for 
virtual 
attendees
Event session 
question 
asked via app
Stand 
demos
Meeting with salesperson 
captured via event app
Post-session 
surveys via 
app
Venue traffic 
via RFID 
beacon
Attendance at 
VIP dinner 
captured via 
badge scan
Scavenger hunt 
using event app
Post-event 
survey 
completed 
via event 
app
Click on email 
promoting on 
demand 
content
Question 
posed to 
event 
community 
via app
Comment 
added to 
event 
community 
conversation 
via app
Click on event 
email 
promoting 
follow-up 
webinar
On demand 
session views
On demand 
question 
asked
Amend interest 
areas in event app
Registration 
form 
completed 
including 
interest areas
Event 
agenda 
building
Fueling personalized experiences: This zero-party-data empowers 
B2B marketers to create highly personalized event experiences, from 
tailored content recommendations and networking opportunities to 
customized follow-up communications—via email nurture, paid social or 
programmatic.
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    Seamless integration for enhanced engagement: Integrating 
event technology, such as mobile apps, CRM systems, and marketing 
automation platforms, is crucial for creating seamless omnichannel 
experiences. This allows for real-time data capture, personalized 
messaging, and a unified view of attendee engagement across all 
touchpoints.
AI-powered personalization: AI is playing an increasingly important 
role in event personalization, analyzing attendee data to deliver tailored 
recommendations, suggest relevant connections, and optimize the 
overall event experience.
Extending the event lifecycle: Technology enables B2B marketers 
to extend the event lifecycle beyond the physical or virtual gathering. 
On-demand content, online communities, and personalized follow-up 
communications keep attendees engaged and nurture relationships long 
after the event concludes.
04.
Technology as the 
bridge between online 
and offline
Moving beyond vanity metrics: Measuring event ROI in the omnichannel 
age requires a shift from vanity metrics like attendance numbers to more 
meaningful indicators such as leads generated, pipeline influenced, and 
deals closed.
Connecting events to business outcomes: B2B marketers need to 
establish clear objectives for their events and track how these events 
contribute to broader business goals. This requires integrating event 
data with CRM and marketing automation systems to measure the longterm impact on sales and customer relationships.
05.
Measuring ROI in the 
omnichannel age
By embracing omnichannel strategies and leveraging technology 
to enhance engagement and capture valuable first-party data, 
B2B marketers can transform events into powerful engines for 
growth and customer loyalty.
B2B events will continue to evolve and 
be highly personalized, data-driven 
and seamlessly integrated into the 
broader marketing mix.
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    Client feature 
Ecolab owning the moment 
through event surround 
Ecolab’s Water for Climate campaign 
harnessed the power of integrated 
marketing to ignite a corporate movement 
during tentpole events such as UN Water 
Conference and NYC Climate Week. 
With strategic media placements, they 
dominated the event radius with highimpact digital out-of-home boards and 
geo-targeted ads on street furniture and 
taxi tops. Journey Ads in premium Uber 
vehicles ensured continuous engagement, 
while a water drop garden installation 
at Bryant Park served as a captivating 
centerpiece. Custom content and hosted 
panels supplemented the events, serving as 
a comprehensive approach to effectively 
engage their C-suite target audience. 
This holistic approach not only amplified 
their message but also sparked significant 
conversation around water conservation 
with the upper echelons.
29
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    A wrap up and look ahead: 
2025’s B2B media predictions
The B2B media landscape 
is in constant flux, driven by 
transforming technologies, 
shifting buyer behaviors, 
and a relentless focus on 
data privacy. Based on the 
trends discussed, here are 
our predictions for what to 
expect in 2025:
Beyond buzzword to business impact: AI will 
transition from a “nice-to-have” to a “must-have” 
for B2B marketers. Expect to see widespread 
adoption of AI-powered tools for everything from 
content creation and personalization to predictive 
analytics and campaign optimization.
The rise of AI-powered buying assistants: AI 
will play a more prominent role in the B2B buying 
process, with AI-powered assistants guiding buyers 
through product research, vendor comparisons, 
and even purchase recommendations.
Hyper-personalization at scale: AI will enable 
marketers to deliver hyper-personalized 
experiences across every touchpoint, tailoring 
content, messaging, and offers to individual buyer 
preferences and behaviors.
01. 
AI becomes mission critical
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    First-party data reigns supreme: As thirdparty cookies fade away, first-party data will be 
paramount. B2B brands will prioritize building 
direct relationships with their audiences and 
leveraging consent-based data strategies.
Transparency and trust as differentiators: B2B 
buyers will demand transparency and control 
over their data. Brands that prioritize ethical data 
practices and build trust will have a significant 
competitive advantage.
Synthetic data fuels innovation: Synthetic data 
will gain traction as a privacy-preserving solution 
for market research, audience insights, and 
campaign optimization.
02. 
The rise of the ethical data economy
Events as data and engagement powerhouses: 
B2B events will become even more data-driven and 
personalized, seamlessly blending online and offline 
experiences. Expect to see a rise in micro-events, 
hybrid formats, and interactive technologies that 
enhance engagement and capture valuable firstparty data.
Content that adapts to the channel: B2B 
marketers will need to create content that 
seamlessly adapts to different channels and 
formats, from short-form videos and interactive 
infographics to long-form articles and AI-powered 
chatbots.
03. 
Omnichannel experiences redefined
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    Authenticity and storytelling take center stage: 
While technology will play a crucial role, the human 
element will remain paramount. B2B brands will 
need to focus on authentic storytelling, emotional 
connections, and building genuine relationships with 
their audiences.
Influencer marketing matures: B2B influencer 
marketing will continue to grow in sophistication, 
with a focus on long-term partnerships, 
measurable results, and integrated campaigns that 
span multiple channels.
Building community and fostering dialogue: B2B 
brands will prioritize building online communities 
and fostering two-way dialogue with their 
audiences, creating spaces for knowledge sharing, 
thought leadership, and authentic engagement.
04. 
The human element remains essential
B2B marketers who 
thrive in 2025 will be 
those who embrace AI, 
prioritize ethical data 
practices, create seamless 
omnichannel experiences, 
and never lose sight of the 
human element at the heart 
of every connection.
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    About EssenceMediacom
EssenceMediacom is GroupM’s largest agency, committed to delivering 
breakthroughs for brands in the New Communications Economy. It has 
disrupted the old models across media, creative, innovation and analytics 
to find new opportunities for advertisers and deliver truly integrated media 
solutions. 
Born out of two pioneering agencies, EssenceMediacom fuses Essence’s 
performance, data, analytics and creative technology DNA with 
MediaCom’s scaled multichannel audience planning and strategic media 
expertise.
As part of WPP, the world’s largest marketing communications services 
group, and GroupM, WPP’s consolidated media investment management 
arm, we have access to the richest data, most robust benchmarks and most 
advanced capabilities in the market. This helps us provide comprehensive 
solutions to all marketing challenges.
Our ‘breakthrough’ ambition is underpinned by our commitment to 
‘continuous learning’. We aim to ensure our people fulfil their potential by 
investing their whole-person wellbeing, careers and capabilities, which in 
turn helps grow our clients’ businesses.
EssenceMediacom, with 10,000 people across 120 offices in 96 markets, is 
one of the world’s leading communications specialists, with billings of more 
than $21 billion (Source: COMvergence). Its global client roster includes 
adidas, Google, Dell, Coca-Cola (TCCC), Hasbro, Mars, NBC Universal, 
P&G, Richemont and Sony.
For more information about the report or new business inquiries, please 
contact Tara Fusco, EssenceMediacom’s Global B2B Practice Lead, at 
tara.fusco@essencemediacom.com.
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    B2B GROUP - B2B Media in 2025_CAIG.pdf

    • 1. B2B media in 2025 AI, trust, and the digital evolution
    • 2. Contents The B2B landscape: A digital evolution Winning in the new B2B reality: Key budget and media spend trends Building trust and relevance: The new B2B brand imperative Addressing consumer privacy: Future-proofing B2B marketing The re-emergence of traditional channels in the B2B space: A story of evolution and connection Executive summary Account-based everything: From strategy to execution The AI advantage: Leveling up B2B marketing 01 06 07 02 03 04 05 04 05 08 12 15 03 18 19 The B2B event revolution: Omnichannel engagement and first-party data 08 25 A wrap up and look ahead: 2025’s B2B media predictions 09 30 B2B media in 2025 02
    • 3. Executive summary The B2B buying landscape has undergone a seismic shift. Digitally fluent buyers, accustomed to personalized, omnichannel experiences in their consumer lives, now expect the same level of sophistication in their professional interactions. This demands a fundamental transformation in B2B marketing, as buyers crave connection, authenticity, and a deep understanding of their unique challenges. This report is your guide to navigating this new landscape and emerging as a leader in the age of the digital B2B buyer. Inside, you’ll discover: The digital evolution: We’ll explore the seismic shift towards digital channels and how B2B brands can leverage data-driven strategies to reach their target audience where they are most engaged. The power of emotion: Data alone won’t win hearts and minds. We’ll uncover the secrets to building trust, forging emotional connections, and crafting compelling brand stories that resonate with today’s discerning buyer. Navigating the privacy paradox: In a world hungry for data but wary of intrusion, we’ll provide a clear path for B2B marketers to leverage first-party data ethically and build lasting relationships based on transparency and value. Reimagining traditional marketing: Discover the rebirth of channels like audio and TV, now supercharged with digital precision and targeting capabilities. Meanwhile, live events and sports marketing are transforming into exclusive, immersive experiences that forge deeper connections with high-value audiences. Account-based everything (ABE): It’s no longer about chasing leads, but about building lasting relationships with entire accounts. We’ll explore how account-based strategies align your teams and approaches around the customer journey, driving sustainable growth and deeper engagement. Your (not so) secret weapon, AI: Unleash the power of AI to hyper-personalize experiences, predict buyer behavior, and optimize campaigns for maximum impact. We’ll explore how AI is leveling the playing field and empowering B2B brands of all sizes to experiment and expand. The B2B event revolution: Events are no longer just gatherings; they’re data goldmines and engagement powerhouses. We’ll dive into the rise of micro-events, hybrid formats, and the strategic use of technology to create personalized, omnichannel experiences that extend far beyond the event itself. The future of B2B belongs to those who embrace change, prioritize human connection, and leverage technology to create meaningful experiences. The future of B2B is here. Be ready. The state of B2B media is quickly evolving. Are you prepared to lead in 2025? B2B media in 2025 03 Contents
    • 4. The B2B landscape: A digital evolution Over the last five years, the B2B media landscape has been reshaped by digitization, evolving buyer behavior, and rapid technological advancements. Today’s B2B buyers, primarily millennials and Gen Z (75% of buying teams by 2024 according to Forrester), are tech-savvy, digitally native, and demand seamless online experiences. This digitalfirst mindset has led to a surge in self-service research, with 6sense revealing that 70% of the buying process now occurs before direct buyerseller interaction. Gartner reinforces this digital transformation by predicting that 80% of B2B sales interactions will occur digitally by 2025. This shift necessitates a fundamental change in B2B media strategies. Marketers must engage buyers earlier in their journey with personalized digital content across multiple touchpoints, particularly on mobile and social platforms – with B2B buyers 30% more likely to engage in mobile purchases since 2020. The global B2B e-commerce market is booming, worth over $26 trillion in 2023 and projected to grow to nearly $57 trillion by 2028. Looking ahead, the integration of AI and advanced analytics into digital platforms will further personalize the buying experience and enhance the efficiency of sales and marketing strategies. This evolution points to a more interconnected B2B marketplace, where strategic decisions are informed by first-party data strategies and predictive analytics. B2B media in 2025 04 Contents
    • 5. B2B composite advertising expense by category $0 -5% 0% 5% 10% $5 $10 $15 $20 $25 YOY Growth USD Billions 2022 2023 2024 2025 Source: Company filings, GroupM. Consensus revenue estimate (S&P) Advertising growth Technology Telecom Professional services Industrial Logistics Financial services Winning in the new B2B reality: Key budget and media spend trends 01. B2B spend growing – with an increasing skew to digital B2B advertising is expected to grow this year and next, following a decline in 2023. Our composite of B2B advertisers, comprised of 40 companies across Technology, Telecom, Industry and Services, is forecast to grow advertising spend 7.5% in 2024 and a further 9.5% in 2025, to a global total of more than $24 billion. Heavily regulated industries like tech, finance, healthcare, and telecom, are poised to lead the next surge in B2B digital ad spending. Among these verticals, telecom and tech are projected to fuel the fastest growth. By 2025, GroupM forecasts the digital US Ad spend in these sectors to be over $7 billion. In navigating the new B2B landscape, we examine key macro spending trends and allocations, focusing particularly on the US market, which often serves as a bellwether for shaping global strategies. B2B media in 2025 05 Contents
    • 6. APAC NA EMEA LATAM Global Lead generation Brand building & awareness Demand generation Account based marketing 32% 29% 21% 18% Source: The B2B Marketing Benchmark Report 2023, LinkedIn and Ipsos. 37% 32% 21% 11% 38% 26% 20% 16% 39% 31% 18% 13% 36% 30% 20% 15% % of B2B marketing budget allocated to marketing 02. Businesses need to find the right balance between growth and retention LinkedIn and Ipsos data reveals that globally, 60% of businesses prioritize new customer acquisition and are pouring resources into lead generation (36%) and pipeline building (20%). While global trends provide direction, smart budget allocation requires granular data. Analyze customer acquisition costs, lifetime value, and regional market dynamics to maximize ROI. True growth comes from balancing acquisition with retention. Loyal customers are not only more cost-effective but also form the bedrock of sustainable success. B2B media in 2025 06 Contents
    • 7. B2B marketing budgets Increased substantially (25%+) Past year 2023 Next year 2024 Increased somewhat (1-24%) Stayed the same Decreased somewhat (1-24%) Decreased substantially (25%+) 17% 51% 20% 8% 2% 18% 54% 21% 5% 1% 03. A positive outlook for marketing budgets in 2025 Despite current economic uncertainties, the overall outlook for B2B marketing budgets remains positive. A majority (68%) of global B2B marketers report budget increases, with nearly 20% experiencing growth of 25% or more. This optimistic outlook reflects the growing recognition of marketing’s critical role in driving business growth in an increasingly competitive landscape. B2B media in 2025 07 Contents
    • 8. Rational Emotional 0.0 0.6 1.2 1.8 0.2 1.4 Emotional ads deliver more revenue, profit, and market share growth than rational ads Emotional strategies outperform in B2B Source: The B2B Institute at LinkedIn Building trust and relevance: The new B2B brand imperative B2B brands face a very specific challenge, communicating often complex products and solutions in manner consistent with digital platforms and self-service - engaging, authentic, and moment-relevant, delivering brand trust and relevance ahead of product belief. Beyond logic to the heart of the matter: While data and logic remain important, B2B brands recognize the power of emotion in driving decision-making. Research by Google and CEB’s Marketing Leadership Council reveals that B2B buyers are eight times more likely to pay a premium for products and services that resonate on a personal level. lt further validates this by proving that emotional ads also deliver more revenue, profit and market share growth than rational ads. Providing a sense of safety and peace of mind: 40% of deals often stall due to a lack of consensus within the buying committee, driven by a FOMU, the “Fear Of Messing Up” (as Bain & Co and LinkedIn discussed at the 2024 Cannes Lions International Festival of Creativity). While big brands often have the luxury of leveraging their reputation as a safe choice, smaller brands must work harder to build trust and mitigate perceived risks. Showcasing the “why” behind the “what”: Buyers want to understand the purpose and passion that drives a brand. Communicating the “why” behind your products or services, beyond just the features and benefits, builds trust and fosters a sense of shared values. Embracing the power of emotion 01. B2B media in 2025 08 Contents
    • 9. 0 50 100 150 200 Increased awareness of brand Increased sales or ROI Increased new client leads Increased engagement from target customers Better quality / warmer leads Improved our product or business through... Increased reputation through credible influencers... Increased size of order value Increased engagement through likes, mentions... Increased engagement with other industry... Increased in-bound enquirers or link clicks Other (please specify) N/A there was no positive impact What kind of positive impact, if any, did using a B2B influencer have on your brand? Select all that apply Storytelling: The bridge to connection: Stories have the power to captivate, inspire, and forge lasting connections. B2B brands can embrace storytelling to showcase their values, connect with buyers on an emotional level, and foster a sense of community. This can be done through long-format content, articles, and video. • Salesforce built a community of Trailblazers, which plays an integral role to their engagement strategy by offering forums, events, and resources to help users maximize the value of Salesforce products. They feature stories of Trailblazers from all walks of life on their website and across social channels to inspire others. Influencer marketing: The power of peer-topeer: Partnering with trusted industry influencers allows B2B brands to tap into existing communities and leverage the power of peer-to-peer recommendations. Ogilvy reports that 75% of B2B companies engage in influencer marketing, Humanizing the B2B experience 02. with the greatest impacts being increased brand awareness, ROI, engagement, and the generation of new, better-quality leads. Putting a face to the brand: Showcasing the people behind your brand – your employees, customers, and partners – helps humanize your company and build trust. People connect with people, and sharing authentic stories can create a powerful emotional connection. • Cisco shares #CiscoStories on their YouTube channel and LinkedIn page to show how their technology helps make their customers more connected, inclusive, sustainable, and secure. • IBM uses their own employees as influencers on LinkedIn to spotlight their involvement in key products and initiatives to create a stronger connection with prospective customers and potential talent. B2B media in 2025 09 Contents
    • 10. Client feature Humanizing tech: Dell’s Reddit strategy blends humor, expertise, and community Dell joined the conversation on Reddit to earn the trust of IT decision makers. Engaging in their Reddit communities wasn’t enough. They created “The IT Squad,” a comedy series that featured characters that navigated relatable tech issues. To further the conversation, The IT Squad characters hosted Reddit talks with real influencers who were experts on the topics. Millions of Redditors became fans, turning “The I.T. Squad” into a hit series that led to a 1000% increase in followers for Dell and a 200x increase in brand credibility. 10 B2B media in 2025 Contents
    • 11. Brand recall as a key driver: Nielsen research confirms that brand recall is a critical driver of brand lift, influencing 38.7% of brand lift in emerging media. Investing in brand building activities, such as thought leadership content, influencer partnerships, and community engagement, is essential for long-term success. Measuring the impact of brand campaigns: Measuring the ROI of brand building can be challenging, but it is not impossible. As companies increase their investment in brand building, they must also be prepared to invest in measurement. Attention-based metrics provide insights into how people interact with advertising, while brand lift shows if the ads are resonating and changing how people think and feel about the brand. Together, they provide a complete picture of advertising effectiveness, indicating both engagement and impact. Aligning brand and demand: Leading B2B brands understand that brand building fuels demand. It’s key to craft content and experiences that seamlessly blend awareness-building with relationship-nurturing to drive long-term results. In a world saturated with information and choices, trust and relevance are the ultimate currencies. By embracing emotional intelligence, humanizing the B2B experience, and investing in long-term brand building, B2B brands can forge lasting connections that drive sustainable growth. Investing in brand building for longterm growth 03. B2B media in 2025 11 Contents
    • 12. Addressing consumer privacy: Future-proofing B2B marketing Transparency and value exchange: Be transparent about how you collect, use, and protect customer data. Clearly communicate the value exchange – what benefits will customers receive in exchange for sharing their information? Per Label Insight, 95% of consumers say they are more likely to be loyal to brands that are transparent about how they use their data. Content as a data magnet: B2B marketers have always built 1P data through content, but now the approach is shifting away from the traditional gated content approach to building communities, increasing return visitors with content series, providing interactive, personalized content, and offering valuable resources, such as ebooks, webinars, and research reports. The consumer privacy landscape continues to shift, driven by stricter regulations and a growing desire for transparency and control over personal information. It’s now more critical than ever for B2B marketers to prioritize embrace a multi-signal approach, incorporating multi-data-source synthesis, AI-driven, real-time contextual targeting, experimenting with privacy-preserving technologies. Here’s how B2B marketers can navigate this evolving landscape and thrive in a privacy-first world: 01. First-party data: The cornerstone of trust and relevance GroupM estimates that Google’s ‘user-control’ approach to tracking has a potential loss in third-party cookie signals across Chrome 70-80% B2B media in 2025 12 Contents
    • 13. Contextual advertising: A privacy-friendly approach: AI-driven, realtime contextual advertising which places ads based on the sentiment, tone and contextual nuances, rather than broad keyword or topic buckets, is providing a much richer opportunity for personalization, despite being cookie-free. Contextual targeting is predicted to experience nearly 14% annual growth between 2022 to 2030. Content syndication: Quality over quantity: Modern content syndication platforms have evolved from simple lead generation tools into curated networks of premium content websites, backed by robust first-party databases. This closed ecosystem approach ensures a seamless, omnichannel experience throughout the buyer’s journey, driving engagement from brand awareness to qualified conversions through targeted content and lead nurturing programs. Advertisers that leverage this content syndication model with partners like Madison Logic see 32% higher account engagement, a 28% increase in sales velocity, and even greater average order values. Email marketing: The power of permission: Email marketing remains a powerful tool for B2B marketers, but success hinges on delivering personalized value. By leveraging segmentation and dynamic content, emails transform into cost-effective vehicles for delivering 1:1 messages and offers. Automation further amplifies this power by triggering sends based on behavior, intent, or CRM activity to ensure the right message reaches the right buyer at the right time. Synthetic data: Privacy-preserving insights: Synthetic data, which mimics real-world data sets while preserving anonymity, is emerging as a revolutionary tool. Businesses can leverage it for market research, audience insights, and campaign optimization. Data clean rooms: Collaboration with privacy: Data clean rooms empower businesses to combine their first-party data with that of partners in a privacy-safe environment. This collaborative approach yields a more comprehensive understanding of the buyer’s journey, enabling more accurate attribution modeling across touchpoints and ultimately optimizing campaigns for demonstrable ROI. Zero-party data: The future of personalization: Zero-party data, which is proactively and explicitly shared by consumers, offers the ultimate level of personalization. Businesses should encourage customers to share their preferences, interests, and intentions to create hyperpersonalized experiences. 02. Data-compliant channel activations: Driving relevant engagement 03. Embracing emerging technologies and strategies B2B media in 2025 13 Contents
    • 14. Website form progressive fields Webinar or product training registration Product login Data enrichment Gated content (paid or owned) Website, help or product chat Conferences and live events Sales or customer success conversation Owned contact forms (contacts, content gates, on-demand gates, newsletter sign-ups) Lead gen activity Events (live or online) Marketing automation functionality (nurture, progressive forms, scoring) Data enrichment The data privacy evolution is not a threat to B2B marketing; it’s an opportunity to build stronger, more trusted relationships with your audience. By prioritizing first-party data, embracing privacyenhancing technologies, and focusing on delivering value at every touchpoint, B2B marketers can navigate this evolving landscape and thrive in a privacy-first world. Collecting and updating contact data (PII) and business insight data Use every touchpoint along the journey as an opportunity to gain new insight into your prospects, decision makers, buying committees and customers. B2B media in 2025 Contents 14
    • 15. The re-emergence of traditional channels in the B2B space: A story of evolution and connection The B2B marketing landscape is constantly adapting to new technologies and evolving audience behaviors. Traditional channels, once considered outdated, are experiencing a resurgence, albeit in an evolved form. Let’s explore a handful of channels making a comeback in a new way. Audio has evolved beyond traditional formats, leveraging dynamic scripts and sequential messaging to craft personalized experiences through various formats, including: Streaming audio: For Spotify listeners, ads can adapt and dynamically change based on time of day, industry, and location. Podcasts: Platforms like iHeartRadio enhance podcast advertising by adding a contextual layer. For example, a CIO in banking and CFO in tech could be listening to the same business podcast but would hear different ads tailored to their respective roles and industries. Podcast measurement has also evolved beyond downloads and reach. Advanced attribution tracking now allows marketers to measure addriven visits to their landing pages, providing clear ROI and maximizing campaign effectiveness. 01. Audio: From mass media broadcasting to highly targeted, relevant advertising B2B media in 2025 15 Contents
    • 16. This powerful channel delivers hyper-targeted, data-driven advertising that delivers digital precision at scale. With Programmatic TV (PTV), B2B marketers can maximize efficiency by optimizing campaigns in real-time while ensuring their message reaches the right audience across a variety of networks based on targeting criteria such as demographics, location, and viewing habits. 02. Connected TV (CTV)/ Programmatic TV (PTV): Bridging the gap between digital and traditional of B2B marketers are likely to implement or test CTV over the next one to two years 90% knowing its potential in building brand awareness and guiding buyers through their entire journey. Experiential marketing is surging within the world of live events, particularly sports. B2B brands are capitalizing on this trend, recognizing the power of shared passions to forge deeper connections with their hard-to-reach, high-value audiences. These experiences offer a unique blend of omnichannel touchpoints, influencer marketing, and immersive activations to forge brand connections that are unattainable through traditional approaches. By crafting bespoke micro-events within broader live experiences, brands create an aura of exclusivity that resonates deeply with C-suite executives that are looking to network and foster new relationships. 03. Experiential marketing: Forging deeper connections through shared passions B2B media in 2025 Contents 16
    • 17. The surging popularity of women’s sports presents another compelling opportunity for B2B brands. By aligning themselves with this movement, brands can tap into a passionate and rapidly growing audience, demonstrating their commitment to diversity and inclusion, while reaping a significant return. For instance, Sports Innovation Lab reported that Visa experienced a 2,700% year-over-year increase in ROI after announcing its sponsorship of the U.S. women’s national soccer team, while Budweiser saw a 1,075% increase after announcing their NWSL sponsorship. These impressive figures are a testament to the power of supporting women’s sports, particularly when you consider Aggregate Sport’s finding that 62% of consumers feel better about brands that sponsor women’s sports—making it a winning strategy both socially and commercially. While digital ad spend is on the rise, traditional channels and tactics have re-emerged and reinvented themselves so they can be leveraged in a more holistic and integrated approach. By embracing the strengths of both traditional and digital channels (and in some cases where traditional channels turned more digital), B2B marketers can create powerful, multi-faceted campaigns that resonate with their target audience on multiple levels. 04. Sports sponsorships: The rise of women’s sports provides a powerful platform for connection and growth Finding a harmonious blend of traditional and digital channels and tactics B2B media in 2025 17 Contents
    • 18. Account-based everything: From strategy to execution Account-Based Everything (ABE) takes the proven success of ABM—with Forrester finding that 99% of businesses see higher ROI with account-based approaches—and transforms it from a tactical approach to a strategic imperative for B2B success. By shifting the focus from individual leads to entire accounts as the “north star,” ABE aligns marketing, sales, product, and customer success efforts to deliver holistic value throughout the customer lifecycle, driving sustainable growth in today’s complex B2B landscape. Here’s how ABE is reshaping B2B marketing and driving exceptional results: Breaking down departmental barriers: ABE requires a fundamental shift in mindset, moving away from siloed departmental goals to a unified focus on the customer journey. Sales, marketing, product, and customer success teams must work in concert to deliver a seamless and personalized experience. Orchestrating a coordinated symphony: Imagine a world where every interaction a key account has with your brand, from the first marketing touchpoint to ongoing customer support, is part of a carefully orchestrated symphony. ABE makes this a reality, ensuring consistency and relevance at every stage. Shared metrics for shared success: ABE demands a unified front, where sales and marketing work together, guided by shared metrics throughout the buyer’s journey and beyond, to achieve greater bottomline success. By focusing on key indicators like account engagement, pipeline growth, customer lifetime value, and advocacy, businesses can truly unlock the power of account-based strategies. is delivering tangible results, with 80% of marketers reporting improved customer lifetime values as a result of ABM. Personalized content for every stakeholder: By focusing on accounts versus leads, you’re able to engage an entire buying group to help streamline consensus and accelerate the path to purchase. But each member of a buying group has different priorities and information needs. For instance, the CEO may seek brand recognition and market validation to support strategic decisions, while IT decision-makers skew more towards product functionality and the strength of the support system. Leveraging account-based strategies empowers marketers to deliver personalized content tailored to each stakeholder’s role, industry, and stage in the buying journey. 01. Aligning around the customer journey, not internal silos 02. Engaging buying groups with relevant content B2B media in 2025 18 Contents
    • 19. The AI advantage: Leveling up B2B marketing The age of AI is leveling the playing field as it makes sophisticated capabilities accessible to businesses of all sizes. Here’s how AI is creating new opportunities: Traditional ABM relies on manual account list creation and stakeholder identification, often missing crucial decision-makers and wasting resources on low-potential accounts. The average buying group comprises of 6.8 people but it’s nearly impossible to identify and reach them all. AI is transforming traditional ABM by enhancing lead scoring, automating customer segmentation, and personalizing marketing efforts for more precise and effective outreach. Demandbase’s go-tomarket platform uses AI to analyze advertising interactions, purchase intent, and engagement patterns, identifying buying groups, assigning roles, and creating personas for targeted outreach. Similarly, WPP and IBM’s WPP Open for B2B combines IBM’s watsonx AI and LinkedIn data to provide deeper insights into buyer groups, enabling more effective targeting, optimized campaigns, and data-driven decisions. These approaches showcase how AI’s ability to process large datasets and generate actionable insights is reshaping B2B marketing, helping businesses connect with their audiences and drive growth. With Demandbase’s unified approach, they are able to boost targeting accuracy by 30%, ensuring marketing efforts reach the right people within the right organizations. Precision targeting: Identifying the right accounts and decision 01. makers Transforming ABE with AI: From targeting to orchestration The challenge The AI approach B2B media in 2025 19 Contents
    • 20. Personalization at scale has been a significant hurdle for ABM, requiring immense time and resources to tailor content for individual accounts. Generative AI makes personalized campaigns at scale a reality. It crafts tailored content, powers engaging chatbots, and fuels predictive product recommendations by analyzing data points like account firmographics, buyer roles, browsing history, past purchases, and content interactions to create highly relevant experiences. This ability to personalize at scale is driving widespread adoption, with up to 45% of B2B marketers worldwide now using AI for content generation, according to 10Fold. Deeper, more relevant customer engagements; 75% of marketers reporting improved ABM results thanks to AI, according to ITSMA and the ABM Leadership Alliance. Scalable personalization: Tailoring content and experiences at scale The challenge The AI solution The results of marketers reporting improved ABM results thanks to AI 75% B2B media in 2025 20 Contents
    • 21. Managing complex customer journeys across multiple touchpoints can be overwhelming, leading to disjointed experiences and missed opportunities. AI supercharges account-based strategies, driving maximum impact by automating personalized engagement and optimizing spend. It creates a seamless customer experience (CX) across all channels – from social media to connected TV – by dynamically adapting the buyer journey based on real-time interactions. For example, if a prospect shows interest in a specific product feature on a brand’s website, AI can instantly trigger a personalized follow-up email from a sales specialist. By analyzing historical data and identifying patterns, AI predicts which channels will deliver the highest ROI for each account. CX leaders recognize the immense potential of AI, with 60% anticipating a “transformative” or “significant impact” on their customer experience, particularly in boosting efficiency and reducing costs. By automating real-time bidding and budget allocation, AI empowers marketers to maximize efficiency and minimize wasted spend—all while resting assured they’re delivering the optimal customer experience. Journey orchestration: Automating and optimizing the customer journey The challenge The AI solution The results anticipating a “transformative” or “significant impact” 60% B2B media in 2025 21 Contents
    • 22. Data silos between marketing, sales, and customer success teams hinder collaboration and prevent a unified understanding of target accounts. AI helps create a more unified and comprehensive view of customer data by integrating information from various sources to empower businesses to better understand customer journeys and interactions. Improved collaboration and efficiency across departments, enabling teams to make informed business decisions and deliver a cohesive customer experience. Companies like 6sense, whose platform leverages AI to detect buying signals and predict in-market accounts, have reported a 133% increase revenue generated per day and a 39% faster average time to close. Unified insights: Breaking down data silos for a holistic view The challenge The AI solution The results The true power of AI in B2B marketing lies not just in uncovering hidden patterns, but in using those insights to fuel proactive, predictive strategies. Here are just a few examples: Identifying high-value leads: AI analyzes website behavior, content consumption, and demographic data to identify patterns that indicate a higher likelihood of conversion. For example, it might discover that leads who download a specific white paper and attend webinars on project management methodologies are 3x more likely to convert into paying customers. Predicting customer churn: By analyzing customer engagement metrics like product usage, support tickets, and billing history, AI can identify patterns that precede customer churn. This allows the company to proactively engage at-risk customers with personalized offers or support, improving retention rates. 02. Unlocking AI’s predictive power: From insights to action B2B media in 2025 22 Contents
    • 23. Informing go-to-market plans with privacy-first data: Synthetic data is changing how B2B brands approach their buyer personas and go to market. Evidenza is an example of an AI platform that analyzes vast data to create highly accurate buyer personas (reportedly with 88% accuracy), allowing businesses to “interview” AI models for instant feedback. This eliminates the need for lengthy surveys and significantly reduces research costs all while preserving anonymity. Here are just a few uses cases: • Hyper-targeted market segmentation: Identify niche buyer groups and their preferences with greater precision. • Agile product development: Validate product-market fit and gather real-time feedback on features, pricing and messaging. • Competitive intelligence: Analyze competitor positioning and identify market gaps. Aiding in the buyer’s path to purchase: AI is also fundamentally changing how B2B buyers research and make decisions. Tools like ChatGPT and Google Gemini provide instant access to tailored information, product recommendations, and guidance based on the business needs they share. Instead of manually comparing options and weighing pros and cons, buyers can rely on these AI tools to do the heavy lifting, analyzing their company’s specific requirements to deliver the most relevant solutions. 03. AI-powered research: Driving efficiencies Optimizing marketing campaigns: The AI analyzes the performance of past marketing campaigns across different channels, identifying patterns in messaging, targeting, and timing that resonate with specific customer segments. This allows the company to optimize future campaigns for maximum impact and ROI. A/B testing and optimization on autopilot: AI can analyze the performance of different content variations and automatically optimize campaigns for maximum impact. This eliminates the guesswork and allows marketers to continuously improve their results. Personalizing content and offers: By analyzing individual customer journeys and preferences, GenAI can personalize content recommendations, email marketing messages, and even sales outreach, to help drive higher engagement and conversion rates. B2B media in 2025 23 Contents
    • 24. CMOs are increasingly turning to GenAI, with 57% globally identifying it as the marketing technology most likely to deliver the highest value and ROI in 2024. The surge in interest is fueled by GenAI’s ability to transform key areas of marketing, including: Crafting relevant generative experiences: SJR, a WPP content agency, partnered with Satalia to revolutionize B2B marketing with GXM (Generative Experience Manager). This dynamic web solution leverages proprietary machine learning to deliver personalized content experiences by actively engaging users and adapting to their needs in real-time. Satalia’s AI expertise ensures intelligent content delivery, while SJR’s human oversight guarantees brand safety and a tailored, human touch. This powerful combination empowers B2B marketers to deliver the right content to the right audience at the right time, maximizing engagement and ultimately, ROI. Elevating conversational marketing with AI: AI-powered chatbots are becoming more sophisticated, engaging site visitors in real-time, qualifying leads, and capturing valuable information at peak interest to enhance conversion rates. Offerings like Drift (now Salesloft), use NLP and report a 75-100% increase in conversations converted to MQLs and a 20% increase in overall sales win rate. Unlocking scalable content creation and automation: : At the 2024 Cannes Lions International Festival of Creativity, TikTok unveiled a game-changing tool for businesses: generative AI actors. This technology allows brands and influencers to create video content featuring AI-generated people, eliminating the traditional costs associated with actors and production. With AI voice support in 10 languages, this innovation makes high-quality video content significantly more accessible. By embracing AI and integrating it strategically into their marketing strategies, B2B brands will gain a significant competitive advantage and drive sustainable growth in the years to come. 04. Improving the digital experience: Generating engaging experiences B2B media in 2025 24 Contents
    • 25. The B2B event revolution: Omnichannel engagement and first-party data B2B events are no longer one-size-fits-all gatherings. Instead, they are becoming highly personalized omnichannel experiences often driven by media. In turn, companies are in search of cost-effective event solutions that ensure maximum ROI without compromising quality. Here’s how the B2B events are evolving: The rise of intimacy: The rise of micro-events, with their intimate scale and targeted focus, reflects a growing preference for personalized experiences. These gatherings cater to specific audience segments and interests, fostering stronger relationships through customized content and focused networking opportunities. This intimate environment leads to more impactful engagement and higher value interactions. Hybrid as the new normal: Hybrid events, seamlessly blending in-person and virtual elements, are becoming the standard. This format offers flexibility and accessibility, allowing attendees to participate in a way that suits their preferences and schedules. Per Forrester, 49% of CMOs believe events are now more important than pre-pandemic, with large enterprises favoring a hybrid-first approach. 01. Micro-events and hybrid formats take center stage of CMOs believe events are now more important than pre-pandemic 49% B2B media in 2025 25 Contents
    • 26. Top channels 79% Email marketing 63% Communities 58% Social media 47% Paid promotions 37% Speaking promotions 12% Other Importance of digital advertising: Paid media is a crucial driver of attendance and engagement for larger, engagement-focused conferences. B2B brands leverage a range of digital advertising tactics, from pay-per-click campaigns to targeted social media marketing. Tried and true outreach tactics: Email marketing remains a dominant force, with 79% of companies predicting its continued effectiveness for conference outreach. Supplemental channels: Platforms like Reddit (63%) and paid promotions (47%) are also gaining traction. Strategic utilization across all channels significantly elevates event visibility, boosts registration rates, and enhances attendee engagement throughout the entire event lifecycle. 02. Driving attendance and engagement Zero-party data is the holy grail: Events provide a unique opportunity to capture valuable zero-party data – information that attendees willingly and proactively share. This includes preferences, interests, challenges, and purchase intentions. Building trust through transparency: The key to unlocking this data goldmine is transparency. Brands need to clearly communicate how attendee data will be used and provide value in exchange for their information. Forrester found that 95% of decision-makers are willing to share contact information to register for a provider’s event, highlighting the trust associated with these gatherings. 03. Events as data goldmines B2B media in 2025 26 Contents
    • 27. Events are one of your richest source of zero, and first-party audience data PRE-EVENT Source: B2B events could be your best source of audience data Click on social media event ad Zero party First party D Demographic F Firmographic B Behavioural F F D B F D B F D B B B B B B F B B B B B B B B B B B B B B B B AT EVEN T POST EVENT Visit(s) to event landing page Chatbot interaction captured Pre-event virtual content engagement Event app download & interactions Day 1 event check in using app Event session check-ins via app Time in session for virtual attendees Event session question asked via app Stand demos Meeting with salesperson captured via event app Post-session surveys via app Venue traffic via RFID beacon Attendance at VIP dinner captured via badge scan Scavenger hunt using event app Post-event survey completed via event app Click on email promoting on demand content Question posed to event community via app Comment added to event community conversation via app Click on event email promoting follow-up webinar On demand session views On demand question asked Amend interest areas in event app Registration form completed including interest areas Event agenda building Fueling personalized experiences: This zero-party-data empowers B2B marketers to create highly personalized event experiences, from tailored content recommendations and networking opportunities to customized follow-up communications—via email nurture, paid social or programmatic. B2B media in 2025 27 Contents
    • 28. Seamless integration for enhanced engagement: Integrating event technology, such as mobile apps, CRM systems, and marketing automation platforms, is crucial for creating seamless omnichannel experiences. This allows for real-time data capture, personalized messaging, and a unified view of attendee engagement across all touchpoints. AI-powered personalization: AI is playing an increasingly important role in event personalization, analyzing attendee data to deliver tailored recommendations, suggest relevant connections, and optimize the overall event experience. Extending the event lifecycle: Technology enables B2B marketers to extend the event lifecycle beyond the physical or virtual gathering. On-demand content, online communities, and personalized follow-up communications keep attendees engaged and nurture relationships long after the event concludes. 04. Technology as the bridge between online and offline Moving beyond vanity metrics: Measuring event ROI in the omnichannel age requires a shift from vanity metrics like attendance numbers to more meaningful indicators such as leads generated, pipeline influenced, and deals closed. Connecting events to business outcomes: B2B marketers need to establish clear objectives for their events and track how these events contribute to broader business goals. This requires integrating event data with CRM and marketing automation systems to measure the longterm impact on sales and customer relationships. 05. Measuring ROI in the omnichannel age By embracing omnichannel strategies and leveraging technology to enhance engagement and capture valuable first-party data, B2B marketers can transform events into powerful engines for growth and customer loyalty. B2B events will continue to evolve and be highly personalized, data-driven and seamlessly integrated into the broader marketing mix. B2B media in 2025 28 Contents
    • 29. Client feature Ecolab owning the moment through event surround Ecolab’s Water for Climate campaign harnessed the power of integrated marketing to ignite a corporate movement during tentpole events such as UN Water Conference and NYC Climate Week. With strategic media placements, they dominated the event radius with highimpact digital out-of-home boards and geo-targeted ads on street furniture and taxi tops. Journey Ads in premium Uber vehicles ensured continuous engagement, while a water drop garden installation at Bryant Park served as a captivating centerpiece. Custom content and hosted panels supplemented the events, serving as a comprehensive approach to effectively engage their C-suite target audience. This holistic approach not only amplified their message but also sparked significant conversation around water conservation with the upper echelons. 29 B2B media in 2025 Contents
    • 30. A wrap up and look ahead: 2025’s B2B media predictions The B2B media landscape is in constant flux, driven by transforming technologies, shifting buyer behaviors, and a relentless focus on data privacy. Based on the trends discussed, here are our predictions for what to expect in 2025: Beyond buzzword to business impact: AI will transition from a “nice-to-have” to a “must-have” for B2B marketers. Expect to see widespread adoption of AI-powered tools for everything from content creation and personalization to predictive analytics and campaign optimization. The rise of AI-powered buying assistants: AI will play a more prominent role in the B2B buying process, with AI-powered assistants guiding buyers through product research, vendor comparisons, and even purchase recommendations. Hyper-personalization at scale: AI will enable marketers to deliver hyper-personalized experiences across every touchpoint, tailoring content, messaging, and offers to individual buyer preferences and behaviors. 01. AI becomes mission critical B2B media in 2025 30 Contents
    • 31. First-party data reigns supreme: As thirdparty cookies fade away, first-party data will be paramount. B2B brands will prioritize building direct relationships with their audiences and leveraging consent-based data strategies. Transparency and trust as differentiators: B2B buyers will demand transparency and control over their data. Brands that prioritize ethical data practices and build trust will have a significant competitive advantage. Synthetic data fuels innovation: Synthetic data will gain traction as a privacy-preserving solution for market research, audience insights, and campaign optimization. 02. The rise of the ethical data economy Events as data and engagement powerhouses: B2B events will become even more data-driven and personalized, seamlessly blending online and offline experiences. Expect to see a rise in micro-events, hybrid formats, and interactive technologies that enhance engagement and capture valuable firstparty data. Content that adapts to the channel: B2B marketers will need to create content that seamlessly adapts to different channels and formats, from short-form videos and interactive infographics to long-form articles and AI-powered chatbots. 03. Omnichannel experiences redefined B2B media in 2025 31 Contents
    • 32. Authenticity and storytelling take center stage: While technology will play a crucial role, the human element will remain paramount. B2B brands will need to focus on authentic storytelling, emotional connections, and building genuine relationships with their audiences. Influencer marketing matures: B2B influencer marketing will continue to grow in sophistication, with a focus on long-term partnerships, measurable results, and integrated campaigns that span multiple channels. Building community and fostering dialogue: B2B brands will prioritize building online communities and fostering two-way dialogue with their audiences, creating spaces for knowledge sharing, thought leadership, and authentic engagement. 04. The human element remains essential B2B marketers who thrive in 2025 will be those who embrace AI, prioritize ethical data practices, create seamless omnichannel experiences, and never lose sight of the human element at the heart of every connection. B2B media in 2025 32 Contents
    • 33. About EssenceMediacom EssenceMediacom is GroupM’s largest agency, committed to delivering breakthroughs for brands in the New Communications Economy. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions. Born out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. As part of WPP, the world’s largest marketing communications services group, and GroupM, WPP’s consolidated media investment management arm, we have access to the richest data, most robust benchmarks and most advanced capabilities in the market. This helps us provide comprehensive solutions to all marketing challenges. Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning’. We aim to ensure our people fulfil their potential by investing their whole-person wellbeing, careers and capabilities, which in turn helps grow our clients’ businesses. EssenceMediacom, with 10,000 people across 120 offices in 96 markets, is one of the world’s leading communications specialists, with billings of more than $21 billion (Source: COMvergence). Its global client roster includes adidas, Google, Dell, Coca-Cola (TCCC), Hasbro, Mars, NBC Universal, P&G, Richemont and Sony. For more information about the report or new business inquiries, please contact Tara Fusco, EssenceMediacom’s Global B2B Practice Lead, at tara.fusco@essencemediacom.com. B2B media in 2025 33 Contents


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