Digital marketing in B2B "raised the bar" in 2024. What was once considered almost sufficient (thinking about campaigns and generating leads), today doesn't work like it used to. Companies face a more complex dilemma: how to educate the market and create a real competitive advantage when digital communication has becomecommodity?
The trends for 2025 in digital marketing are not very different compared to last year, unless by Artificial Intelligence (AI), that should accelerate a series of changes in terms of productivity
Even so, it is possible to continue betting that everything starts at the base: the business. Few companies manage to connect communication and marketing to the strategies that truly drive growth. This is where many fail
In the diagnoses 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 do not hold up
- A lot 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, doubling efforts, with different messages and visions
- Poorly managed Customer Relationship Management (CRM), with bad data that results ininsightsdistorted
- Public relations (PR) underutilized in the digital strategy
- Brandingput in the background
According to the research "The State of Marketing in Brazil", driven by Hubspot, the approach of teams from various specialties is vital for growth, given that 59% of the professionals interviewed agree that working in a team to improve data quality is essential in the journey towards 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 up space for new ideas, how personalized Account Based Marketing (ABM) and AI to nurture leads: It is what builds long-term differentiation
In this way, achieving success requires
- Align even more the marketing area with the business area: Communication strategies are tools, not the end in themselves
- Investing on 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: It is in consistency that results arise
Communication in B2B is not a cost, it is investment. 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 stuck in tactics that no longer deliver results? The future belongs to those who combine mastery and boldness, focused on what really matters: the business
