Digital marketing in B2B "raised the bar" in 2024. What was once considered almost enough (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 differential when digital communication has becomecommodity?
The trends for 2025 in digital marketing are not very different compared to last year, except for Artificial Intelligence (AI), which should accelerate a series of changes in terms of productivity.
Still, it's possible to keep betting that everything starts at the foundation: the business. Few companies are able 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.
- Lots of investment in paid media, but almost nothing 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 resulting ininsightsdistorted.
- Press office (PR) underutilized in digital strategy.
- Brandingplaced in the background.
According to the research "The State of Marketing in Brazil," conducted by Hubspot, the collaboration 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 essential on the path 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 operation: Regular campaigns, paid ads and contentevergreen. Here the Return on Investment (ROI) tends to show signs of life.
- Creative exploration opens the door to new ideas, like personalized Account Based Marketing (ABM) and AI for lead nurturing: This is what builds long-term differentiation.
Therefore, achieving success requires:
- Further align the marketing area with the business area: Communication strategies are tools, not the end in themselves.
- Investing in both sides: Execution without innovation is predictable; innovation without execution is unsustainable.
- Always ask yourself: When was the last time your team proposed something disruptive?
- Test, adjust and learn: Consistency is where results come from.
Communication in B2B is not a cost, it's an investment. Yields better results when aligned with the business and guided by an ambidextrous strategy.
And you? Are you exploring new possibilities while mastering execution or stuck with tactics that no longer deliver results? The future belongs to those who combine mastery and boldness, focusing on what truly matters: the business.
