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3 Marketing Priorities for Scaling B2B Companies in 2025

Writer's picture: Richard McClurgRichard McClurg

A minimalist desk setup featuring a notepad with the heading ‘Priorities’ and blank lines below. A sleek silver pen lies next to the notepad, with a white coffee cup and soft natural light in the background, creating a focused and organized atmosphere.

Scaling your company means nailing your marketing strategy—it’s what drives growth. But let’s be real—marketing isn’t about trying every tactic without a clear strategy. Random acts of marketing wastes time and money. It’s about focusing on what works, doubling down on proven strategies, and experimenting with new ideas.

 

As we step into 2025, here are three priorities to sharpen your marketing efforts, supported by real-world insights from over 100 B2B companies.


1. Do Less, but Do It Better

Scaling companies often fall into the trap of trying to do everything: email campaigns, social media, podcasts, webinars—you name it. The problem? Many of these tactics don’t move the needle.

 

A December 2024 survey of B2B companies by Insight Partners revealed that while 93% use email marketing, it’s one of the least effective tactics for generating pipeline. On the other hand, tactics like SEO, tradeshows and conferences, and paid search deliver the best results. Meanwhile, two-thirds of companies are running more than 11 different demand-generation tactics. There’s a lot of noise—and not all of it works.


Action Step:

Take a hard look at your marketing efforts and ask:

  • Which tactics drive the most pipeline?

  • Which channels consistently deliver results? Think long-term impact, not just quick wins.

  • What can we cut without losing impact?

 

In 2025, focus your limited resources on the few tactics that deliver results. For most scaling B2B companies, this means leaning into high-ROI channels. The specific tactics will differ across companies depending on their target audience. It’s not about doing more—it’s about doing what works.

 

2. Shift Marketing’s Focus to Expansion

For years, marketing has been laser-focused on acquiring new customers. It’s been all about adding new logos to the company website and pitch deck. But here’s the reality: expansion pipeline—revenue from existing customers—becomes increasingly important as companies scale. In fact, Insight Partners data showed that expansion bookings now make up around 55% of total bookings for many B2B SaaS companies (when it was around 35% a few years ago). Acquiring new customers is expensive, often costing five times more than retaining and growing existing ones. Expansion marketing not only saves money but also strengthens customer relationships.

 

Despite this shift, many marketing teams are still under-resourced in customer marketing or do not support this effort at all. If your team isn’t actively supporting sales and customer success to drive cross-sell and upsell opportunities and support customer advocacy, it’s time to rebalance priorities.


Action Step:

Make customer marketing a priority. Here’s how:

  • Create campaigns and resources that educate current customers on maximizing your product's value.

  • Develop case studies and testimonials to reinforce trust and inspire additional purchases.

  • Work closely with sales and customer success teams to identify expansion opportunities.

 

Remember, this isn’t just a responsibility of one or two people in your company—it’s a company-wide effort. When done right, it can turn your best customers into your best growth drivers.

 

3. Experiment with AI—But Keep Humans in the Loop

AI tools are transforming marketing, but let’s not get carried away. AI is already impacting content creation, SEO, and business development by automating repetitive tasks like drafting emails and personalizing outreach. However, AI can also enhance PR efforts by generating briefings or analyzing feedback from software review sites.

 

Despite these advancements, human oversight is critical. Insight Partners’ research found that even companies heavily using AI in sales and marketing aren’t cutting headcount. Why? Because humans are essential for connecting the dots, building relationships, and adding the strategic context that AI lacks.


Action Step:

Lean into AI tools, but start small and scale up:

  • Use AI to optimize repeatable tasks like performance reporting.

  • Explore tools that enhance your business development process, such as AI-powered assistants.

  • Train your team to work alongside AI, ensuring you’re leveraging its strengths without losing the human touch.

 

The goal isn’t to replace your team but to make them more efficient and effective, freeing up time for higher-value activities.

 

Final Thoughts: Less Is More in 2025

The theme for 2025 is focus. Focus on fewer, higher-impact demand-generation tactics. Focus on your existing customers to drive growth. And focus on using AI to support, not replace, your marketing efforts.

 

Scaling is hard, but marketing doesn’t have to be. By focusing on what works—targeted tactics, customer growth, and AI—you’ll create a marketing engine that drives results.

 

Ready to make 2025 your most focused (and successful) year yet? Let’s chat.

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