As we look toward 2025, it’s clear that marketing must evolve to stay relevant and impactful. Businesses face a rapidly changing landscape where generic approaches no longer cut it.
Here’s my marketing wish list (some of it is wishful thinking!) that addresses key areas where companies can do better to engage audiences, differentiate their brands, and drive meaningful results.
1. Move Beyond Cut-and-Paste AI Content
In recent years, many companies have rushed to use AI for content creation, relying on it to churn out blog posts, social media updates, and even email campaigns. But here’s the harsh reality: much of this content is generic, uninspired, and does more harm than good. Prospects can spot cookie-cutter content a mile away, and it doesn’t take long for them to disengage.
In 2025, the hope is that companies will use AI as a resource to amplify human creativity rather than replace it. AI can support marketers by generating ideas, summarizing data, and even providing frameworks—but the magic happens when humans take the reins.
Unique perspectives, compelling storytelling, and authentic voices can’t be replicated by algorithms. By leaning into human-powered content creation, companies can ensure their messaging resonates and builds trust with their audiences.
2. Brand Positioning Becomes a Non-Negotiable
For years, brand positioning has been an underappreciated aspect of marketing. Many companies fail to articulate what they do, who they serve, and what makes them different. But with markets becoming more crowded and fiercely competitive, this is a recipe for failure.
In 2025, companies will recognize the critical importance of brand positioning. It’s not just about having a catchy tagline or a flashy website; it’s about presenting a cohesive narrative that communicates your value proposition and differentiates you from competitors.
Businesses that invest in positioning will find themselves better equipped to attract the right customers, build loyalty, and weather market disruptions.
As part of this shift, companies will also focus on clarity and consistency. The days of vague, jargon-filled messaging will give way to straightforward, customer-focused communication that tells the world exactly who you are and why you matter.
3. CEOs Embrace LinkedIn as a Strategic Platform
Senior executives often dismiss LinkedIn as a platform for recruiters or job-seekers. But in 2025, that perception will change. CEOs will finally understand LinkedIn’s power as a tool for building personal brands, fostering thought leadership, and amplifying their company’s visibility.
When CEOs actively engage on LinkedIn, they bring authenticity and credibility to their brand. Sharing insights, engaging with their audience, and participating in conversations allows them to humanize their companies and create a direct connection with customers, employees, and stakeholders.
CEOs who lead by example on LinkedIn inspire their teams to follow suit, creating a ripple effect of engagement and advocacy. In the year ahead, the most forward-thinking leaders will become LinkedIn evangelists, using the platform to drive meaningful connections and amplify their company’s mission.
4. B2B Marketing Gets Bold, Creative, and Entertaining
B2B has a reputation for being boring and uninspired. Too often, campaigns focus on technical specs or ROI, leaving little room for creativity or emotional resonance. But as the digital space becomes more noisy, companies will realize that they need to captivate their audiences in new ways.
In 2025, expect to see more B2B marketers embracing bold, creative, and even funny campaigns to stand out. Storytelling will take center stage, as companies recognize the power of narratives to connect with prospects on a deeper level. Humor, visual storytelling, and interactive content will become tools of the trade for brands that want to cut through the clutter and make a lasting impression.
By blending entertainment with education, B2B marketers can create campaigns that not only inform but also delight their audiences. And in an era where attention is the ultimate currency, that’s a winning strategy.
5. Smarter, More Empathetic Email Marketing
Email marketing remains one of the best ways to reach prospects. But let’s be honest: most email campaigns today leave much to be desired. Automated drip sequences and generic messaging have turned many inboxes into digital dumping grounds, with recipients quick to hit the delete button.
The wish for 2025 is for email marketing to become smarter and more purposeful. This means moving away from quantity-driven strategies and focusing on quality. Creative, empathetic messaging that speaks to the recipient’s needs and challenges will replace generic blasts. Segmentation and personalization will take center stage, ensuring that every email feels relevant and valuable.
Companies will also experiment with innovative formats, such as interactive emails and video embeds, to keep their audiences engaged. By respecting their prospects’ time and intelligence, businesses can transform email marketing from a dreaded chore into a welcome experience.
6. Engaging Prospects with Creativity and Value
For years, the go-to marketing CTA has been “Ask for a Demo.” While demos have their place, they’re often not the most enticing or effective way to engage prospects. In 2025, companies will adopt more creative approaches to draw prospects into their funnels.
Free tools, such as calculators, checklists, and templates, will offer immediate value and build goodwill. Self-guided demos will allow prospects to explore products at their own pace, creating a frictionless experience. Quizzes and assessments will not only engage audiences but also provide personalized insights that deepen their connection to the brand.
These approaches put the prospect in the driver’s seat, empowering them to explore and discover value on their terms. By prioritizing creativity and utility over hard-sell tactics, companies can foster stronger relationships and move prospects closer to conversion.
What’s on Your Marketing Wish List?
As we move into 2025, these six suggestions represent opportunities for companies to elevate their strategies and stand out in a crowded marketplace. What changes do you hope to see in marketing next year? Drop your thoughts in the comments.
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