As we approach 2025, B2B marketers are standing at a critical juncture. The landscape has shifted dramatically over the past decade and the accelerating pace of digital transformation means that future success will depend on how well you can connect with buying committee members earlier in the sales cycle.
Gone are the days when a one-size-fits-all marketing strategy could suffice. Today’s business buyers are more discerning, digitally savvy, and expect personalized experiences that cater to their specific needs. The traditional siloed marketing approach—where sales, content, paid media, and email all operate independently—is no longer enough. To truly succeed in 2025 and beyond, you will need to offer a cohesive experience for every key account across every touchpoint.
Changing Expectations of B2B Decision-Makers
With the advent of omnichannel communication, the B2B buyer’s journey has become more complex than ever before. Modern buying groups now contain 6-11 stakeholders spanning a wider range of departments, seniorities, and even age groups. Forrester research indicates that 67% of global purchases of $1 million or greater are made by millennial and Gen-Z buyers. With increased access to extensive online information, these buyers now have more control over the decision-making process. They don’t just like personalized content, offers, and communications that directly address their specific business challenges and objectives—they demand it. McKinsey reports that 71% of B2B buyers expect personalized interactions and become frustrated when these expectations are not met.
Data and Technology Will Enable Greater Precision and Scale
Data is a crucial driver of personalization. B2B brands today have access to an abundance of customer and prospect data, including behavioral insights, purchase history, and engagement trends. This wealth of information serves as a goldmine for crafting highly targeted marketing strategies tailored to the unique needs of each member of the buying committee. To thrive in 2025, you must prioritize effective practices for gathering and leveraging buyer data to continually understand and meet the evolving needs of high-value customers. Our own recent research conducted by The Harris Poll among over 300 U.S. adults working in marketing, advertising, communications, and social media roles reveals that 49% of these marketing decision-makers plan to allocate more budget in 2025 to their personalization efforts, and 60% will do so by investing more in artificial intelligence (AI) tools in the new year.
While personalization is central to ABM, scaling it effectively remains a challenge for many. Traditionally, personalized marketing was viewed as too labor-intensive and resource-heavy to apply across a large volume of accounts. But advancements in AI, machine learning, and automation are transforming this landscape by allowing you to deliver personalized content and messaging to decision-makers across multiple channels, tailored to their stage in the buyer’s journey. This technology can now sift through the vast amount of historical customer data, including demographic data, purchase history (technographic data), browsing behavior, and interactions with customer service, to deliver highly relevant and personalized content that resonates with each committee member on a deeper level to guide them through your sales funnel faster.
However, this AI-driven personalization can only reach its full potential if you invest in the infrastructure needed to unify and normalize your data. Many organizations have data siloed across various platforms—such as customer relationship management (CRM) systems, email marketing tools, social media analytics, and sales databases—making it challenging to create a unified and actionable data set. Without substantial investment in data infrastructure and the integration of these diverse data sources, AI models will struggle to provide relevant and timely insights, resulting in less effective marketing campaigns.
For instance, while genAI can generate personalized content for a lead, it might not be aware of prior interactions or understand why it may be stuck at a specific stage in the buyer’s journey. In order to create a genuinely personalized experience, you need to align AI with other your other marketing technologies to track and respond to a buyer’s journey in real time and achieve true personalization.
Leveraging Videos for Deeper Personalization
A key advantage of video is its ability to humanize a brand. Video enables brands to put a face to their messaging, fostering trust and creating a more personal connection. By combining visual and auditory elements, video captures attention more effectively than text-based content. Research shows that people retain 95% of a message when they watch it in a video, compared to just 10% from reading text.
When personalized, video can engage prospects and customers in a way that static emails or brochures cannot, by addressing their specific situation, industry, and stage in the buyer’s journey. Beyond explaining features and benefits, video provides an opportunity to highlight customer success stories, showcase the brand’s values, and introduce the people behind the company. In fact, 58% of the B2B marketers we surveyed already incorporate customer stories or testimonials in ads, while 52% feature employees to create a more emotional and relatable experience. Those using video to personalize their approach gain a significant competitive edge—building stronger relationships, boosting conversions, and driving long-term growth.
Unlocking the Power of Personalization
The bottom line? Personalization is no longer optional; it’s a vital element of any successful marketing strategy. By harnessing data and AI to scale personalization and incorporating more engaging content formats, such as video, you can strengthen relationships with prospects and customers, boost conversions, and stand out from the competition. In 2025 and beyond, brands that embrace personalization will be best positioned to thrive in the evolving B2B landscape, driving growth and ensuring long-term success.
Looking to unlock more success from your personalization efforts? Stay ahead of your audience’s needs by ensuring you have the most up-to-date data and insights possible. As the leading global ABM activation platform, Madison Logic combines multiple data sets to provide a single score of the accounts demonstrating the highest propensity to purchase and enables marketers to activate smarter, unified multi-channel strategies. With real-time visibility into campaign performance, we empower modern marketers to make data-driven decisions and adapt quickly to always changing trends and buyer behaviors. Request a demo today to learn how we can help accelerate your pipeline with a more data-driven approach to buyer engagement.
