3 Essential Under-the-Radar B2B Marketing Trends You Need to Know
June 24, 2025 · By Paula Chiocchi · 2 min read
By Paula Chiocchi · June 24, 2025
Welcome to 2025! To all of you marketing and agency leaders out there, how are you setting the tone for the New Year to best advance your organization's goals? In December, I caught an interesting article in IndustryWeek about using a one-word goal to manifest your vision. The author, Ashleigh Walters, suggests choosing one word that becomes a guidepost for your year by providing a singular focus that fosters alignment, removes chaos, and ensures that decision-making aligns with your goals.
Insight 1
I decided to try her idea, and in December our team adopted "awareness" as our one-word theme for 2025. Here's why: As a performance marketing agency, we've seen an overwhelming array of tools and solutions recently become available – many driven by AI innovation. With so many options, knowing which ones will truly move the needle for your customer acquisition campaigns is tough.
Insight 2
We advise leveraging AI innovation and use it ourselves – within our solutions, services and across our operations -- but unless you focus on marketing basics, such as the data that fuels your campaigns, you'll miss out on the results you deserve.
Insight 3
These three under-the-radar solutions and strategies – successfully used by our Fortune 2000 clients in 2024—are foundational to effective results. They can make a monumental impact on your customer acquisition marketing in 2025 and beyond (read our case studies to find out how):
Insight 4
The Evolving ICP: We are now witnessing an expansion of the B2B2C movement, where the lines between our personal and professional lives are blurring. As this occurs, today's ideal customer profiles (ICP) need to evolve. They should encompass attributes that reflect customers' and prospects' lives at work and home. Further, marketing programs should be designed to include the channels they use the most, whether personal, professional -- or both.
Outward Media is a trusted data partner to Fortune 2000 businesses and startups alike. We provide the highest quality, most accurate audience data to fuel B2B email and multichannel marketing campaigns. Contact us today to learn more.