B2B digital marketing has “raised the bar” in 2024. What was once considered almost sufficient (thinking about campaigns and generating leads) no longer works as it used to. Companies face a more complex dilemma: how to educate the market and create a real competitive advantage when digital communication has become 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 continue 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 have participated in, the error patterns are clear:
- Excessive focus on digital content and channels, without a defined strategy.
- Key Performance Indicators (KPIs) that are not sustainable.
- Heavy investment in paid media, but almost none in Ideal Customer Profile (ICP) data 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 actionable insights, distorted outcomes.
- Underutilized Public Relations (PR) in the digital strategy.
- Branding placed on the back burner.
According to the “State of Marketing in Brazil” survey, conducted by Hubspot, the alignment of teams from various specialties is vital for growth, with 59% of the professionals interviewed agreeing that working as a team to improve data quality is fundamental on the path towards a solid understanding of the customer.
Therefore, a possible solution is the practice of ambidextrous marketing, which balances efficient execution with innovative exploration:
- Efficient execution ensures daily operations: Regular campaigns, paid ads, and evergreen. content. Here, Return On Investment (ROI) tends to show signs of life.
- Creative exploration opens space for new ideas, such as personalized Account Based Marketing (ABM) and AI for lead nurturing: This is what builds long-term differentiation.
Thus, achieving success requires:
- Aligning the marketing area even more closely 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 question: When was the last time your team proposed something disruptive?
- Test, adjust, and learn: Results emerge from consistency.
Communication in B2B is not a cost, it is an investment. It generates better results when aligned with the business and guided by an ambidextrous strategy.
And you? Are you exploring new possibilities while mastering execution, or are you stuck with tactics that no longer deliver results? The future belongs to those who combine mastery and boldness, focusing on what really matters: the business.
