Digital marketing in B2B has “raised the bar” in 2024. What was once considered almost sufficient (thinking about campaigns and generating leads) no longer works as before. Companies face a more complex dilemma: how to educate the market and create a real competitive edge when digital communication has become a commodity?
The trends for 2025 in digital marketing are not very different compared to last year’s, except for Artificial Intelligence (AI), which is expected to accelerate a series of changes in terms of productivity.
Even so, it’s safe to keep betting that everything starts at the foundation: the business. Few companies manage to connect communication and marketing to the strategies that truly drive growth. This is where many fail.
In the diagnostics I’ve participated in, the error patterns are clear:
- Excessive focus on content and digital channels, with no defined strategy.
- Key Performance Indicators (KPIs) that don’t hold up.
- Too much investment in paid media, but almost none in data about the Ideal Customer Profile (ICP) and market intelligence.
- Marketing and Sales working without integration, duplicating efforts, with different messages and visions.
- Poorly managed Customer Relationship Management (CRM), with bad data that results in distorted insights.
- Underutilized Public Relations (PR) in the digital strategy.
- Branding placed on the back burner.
According to the research “The State of Marketing in Brazil,” conducted by HubSpot, bringing teams from different specialties closer is vital for growth, with 59% of professionals surveyed agreeing that teamwork to improve data quality is essential on the journey toward a solid understanding of the customer.
Therefore, a possible solution is the practice of ambidextrous marketing that balances efficient execution with innovative exploration:
- Efficient execution ensures daily operations: Regular campaigns, paid ads, and evergreen content. Here, the Return on Investment (ROI) tends to show signs of life.
- Creative exploration opens space for new ideas, like personalized Account-Based Marketing (ABM) and AI for lead nurturing: It’s what builds differentiation in the long term.
Thus, achieving success requires:
- Aligning the marketing area even more with the business area: Communication strategies are tools, not ends in themselves.
- Investing in both sides: Execution without innovation is predictable; innovation without execution is unsustainable.
- Always questioning: When was the last time your team proposed something disruptive?
- Test, adjust, and learn: Results emerge from consistency.
B2B communication is not a cost—it’s an investment. It generates better results when aligned with the business and guided by an ambidextrous strategy.
What about you? Are you exploring new possibilities while mastering execution, or stuck in tactics that no longer deliver results? The future belongs to those who combine mastery and boldness, focusing on what really matters: the business.
