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B2B Marketing is going through a MASSIVE shift
Published 12 days ago • 2 min read
B2B Marketing is Going Through a Massive Shift.
Here's what 2025 will look like.
Devin Reed
Inside today's episode
Massive change in B2B marketing — and what's next
POV: You're a SoCal marketer
LinkedIn growth tips every B2B exec needs to know
Together with AudioEye
96% of Websites Are Inaccessible To People with Disabilities.
My cousin is legally blind and partially deaf. Growing up, I saw him struggle with everyday tasks—reading menus, crossing the street. But I never connected that to the online world—until recently. 96% of websites today are still inaccessible. That’s nearly the entire internet—including SaaS websites. I talked about this on the HearSay podcast: Where Marketing Meets Accessibility.
Here’s what 2025 will look like: 1) 3,000+ person conferences will fade out No one wants to put on jeans for shitty food and boring keynotes. Dinners, Meetups, and “micro-events” will rise and dominate. 2) We’ll see the return of (some) Brand campaigns Smart execs will accept that product differentiation isn’t enough. They’ll invest in their brand image to earn mindshare. I just hope it’s more than billboards. 3) 2025 is the year of B2B influencers. The time has come. It’s a race for reach and credibility. Well thought out campaigns (not one offs) will make a huge impact. 4) We’ll also see the rise of internal influencers. Building up internal voices is going to become mainstream. Expect employees to put no-name companies on your feed. 5) Marketing teams will stay small. It sucks, but true. So we’ll have to find ways to be mighty. Mostly through agencies, consultants, and tech (AI). 6) “With AI” will remain an overused (and terrible) value prop Investors and exec are all in the AI gold rush. But buyers are still skeptical and tired of over-promises. We need to use street level marketing to help them make the leap. 7) Unrealistic expectations will continue to rise Another crappy thing to say. But we’re all feeling it. Treating marketing like the company punching bag won’t help hit pipeline goals. Shared accountability across GTM is the only way to win. Next year won’t be easy. We can’t keyword research our way to growth. We gotta play the new game. What would you add to the list? 👉🏻 Add it here (and see other hot takes)
Holler at you later, Devin
PS: If you liked today's edition, you can help me grow by sharing it with one person in your network.
POV: You're a SoCal Marketer
I teamed up with the great Heike Young to show you what it's really like living in SoCal.
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LinkedIn Growth Tips Every B2B Exec Needs to Know
In September, I shared my LinkedIn Strategy for Execs playbook at Dave Gerhardt's event, Drive. It was well received, and now the Exit Five team published it on their podcast. Now you can get free access and hear how I help execs build their LinkedIn strategy step-by-step.
