B2B GROUP - B2B Media in 2025_CAIG.pdf

B2B GROUP - B2B Media in 2025_CAIG.pdf

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2 days ago 76

B2B GROUP - B2B Media in 2025_CAIG.pdf

@bbrtteee2 days ago

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 …
2/33
Executive summary
The B2B buying landscape has undergone a 
seismic shift. Digitally fluent buyer…
3/33
The B2B landscape: 
A digital evolution
Over the last five years, 
the B2B media landscape 
has…
4/33
B2B composite 
advertising expense 
by category
$0
-5%
0%
5%
10%
$5
$10
$15
$20
$25
YO…
5/33
APAC NA
EMEA LATAM
Global
Lead generation
Brand building & awareness
Demand generation
Accoun…
6/33
B2B marketing budgets
Increased 
substantially 
(25%+)
Past year 2023
Next year 2024
Increase…
7/33
Rational Emotional
0.0
0.6
1.2
1.8
0.2
1.4
Emotional ads deliver more revenue, 
profit, and…
8/33
0
50
100
150
200
Increased 
awareness of 
brand
Increased 
sales or ROI
Increased new 
c…
9/33
Client feature 
Humanizing tech: Dell’s Reddit 
strategy blends humor, 
expertise, and community…
10/33
Brand recall as a key driver: Nielsen research 
confirms that brand recall is a critical driver 
…
11/33
Addressing consumer privacy: 
Future-proofing B2B marketing
Transparency and value exchange: Be t…
12/33
Contextual advertising: A privacy-friendly approach: AI-driven, realtime contextual advertising wh…
13/33
Website form 
progressive fields
Webinar or 
product training 
registration
Product login
Dat…
14/33
The re-emergence of 
traditional channels in the B2B 
space: A story of evolution 
and connectio…
15/33
This powerful channel delivers hyper-targeted, data-driven advertising 
that delivers digital prec…
16/33
The surging popularity of women’s sports presents another compelling 
opportunity for B2B brands. …
17/33
Account-based everything: 
From strategy to execution
Account-Based Everything (ABE) takes the pr…
18/33
The AI advantage: 
Leveling up B2B marketing
The age of AI is leveling the playing field as it ma…
19/33
Personalization at scale has been a significant hurdle for ABM, requiring 
immense time and resour…
20/33
Managing complex customer journeys across multiple touchpoints 
can be overwhelming, leading to di…
21/33
Data silos between marketing, sales, and customer success teams hinder 
collaboration and prevent …
22/33
Informing go-to-market plans with privacy-first data: Synthetic 
data is changing how B2B brands a…
23/33
CMOs are increasingly turning to GenAI, with 57% globally identifying 
it as the marketing technol…
24/33
The B2B event revolution: 
Omnichannel engagement 
and first-party data
B2B events are no longer…
25/33
Top channels
79%
Email 
marketing
63%
Communities
58%
Social media
47%
Paid 
promotions
…
26/33
Events are one of your richest source 
of zero, and first-party audience data
PRE-EVENT
Source: …
27/33
Seamless integration for enhanced engagement: Integrating 
event technology, such as mobile apps, …
28/33
Client feature 
Ecolab owning the moment 
through event surround 
Ecolab’s Water for Climate cam…
29/33
A wrap up and look ahead: 
2025’s B2B media predictions
The B2B media landscape 
is in constant …
30/33
First-party data reigns supreme: As thirdparty cookies fade away, first-party data will be 
param…
31/33
Authenticity and storytelling take center stage: 
While technology will play a crucial role, the h…
32/33
About EssenceMediacom
EssenceMediacom is GroupM’s largest agency, committed to delivering 
breakt…
33/33


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