Outlook 2025
Buyer-Centric Strategies to Drive Growth through Efficiency
Accolades
Fueled by combined insights from
2K+
revenue leaders and B2B buyers driving GTM investments
The End of The
Growth-at-all-costs Era
Hello
Innovation through Efficiency
AI, CYBERSECURITY,
and CLOUD INVESTMENTS
Driving
Bottom-Line
Impact
THE RISE
OF SERVICES-AS-A-SOFTWARE
Mitigating Buyers’ Fear of Messing Up (FOMU)
MARKETERS STRUGGLE
TO CONNECT
Winning The Buyer Enablement Mandate
Outlook 2025
Buyer Advocacy: How to Engage Your Defensive Buying Groups
Explore strategies to foster buyer advocacy through client-centric demand generation
Brand-to-Demand: The Future of B2B Growth
Bridge the gap between demand and brand, to enable predictable and scalable growth while reinforcing your brand presence
Death of the MQL? How to Qualify Prospects in 2025
Learn how to replace MQL criteria with a more effective, in-market prospect qualification process
The Future of Demand Content Is Buyer-Led
Evolve your content marketing strategies to align with buyer preferences and support greater performance
A New Era for Channel Partner Marketing
Overcome the challenges of the channel to drive qualified demand generation
The Healthcare Challenge: Balancing Security and AI in 2025
Navigate AI adoption and security priorities in healthcare’s transformative era
How to Activate Demand Strategies with AI in 2025
Explore fundamental AI strategies to meet organizational objectives and enhance the buyer experience
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Voice of the Buyer Report 2025
In-house research on the defensive stance of B2B buying groups and strategies for crafting impactful, buyer-led journeys that empower stakeholders in 2025
Voice of the Marketer Report 2025
In-house research on how marketers are navigating buyer scrutiny and crafting demand strategies to bridge gaps and deliver value in 2025
Expert voices
Alexander Kesler
Founder & CEO
The future of demand generation lies in crafting authentic experiences that deliver value in every interaction, empowering buyers to navigate their own path toward a purchase.
Scott Vaughan
GTM Executive and Advisor to CXOs & Teams
With defensive buying groups focusing on efficiency, the 'growth at all costs' era is over. Marketers must embrace a strategy that aligns with buyer priorities and their need for operational excellence. By enabling buyers we can foster lasting demand that resonates throughout the buyer's journey.
Kerry Cunningham
6sense Research & Thought Leadership
Buyers often select their preferred solution long before engaging with sellers. They control the timeline, reaching out when they're ready. To succeed, sellers must adopt a consultative approach, providing value and guiding buyers through their decision making process.
Alexi Hatch
Vice President of Global Growth Marketing
In 2025, mastering the buyer's journey to create impactful content will be crucial for enabling demand generation. Marketers must launch rich, innovative strategies centered on buyer advocacy to differentiate themselves and foster long-term growth.
Max Maurier
Vice President of Growth Marketing
Growth marketing in 2025 demands a direct approach. Sharp execution, powered by AI and cross-departmental alignment, will make marketing a true driver of scalable growth, delivering measurable outcomes by enabling stakeholders to succeed.
Matthew Mullin
Vice President Demand Generation
AI is fundamentally reshaping how we understand and engage with buyers. Success will come from creating unified AI strategies that predict buyer behavior, personalize experiences, and enable teams to focus on high-impact strategic work. It’s about building smarter, not faster.
Adam May
Director, Marketing - ABM, Field Marketing & Tradeshows
As the B2B buying process becomes increasingly self-guided, marketers must embrace a more nuanced and personalized approach. ABM is about being present at every stage, delivering relevance and value, and nurturing meaningful connections.
Further resources
Have questions about our research?
Outlook 2025 contributors
Foreword
A B2B Marketing Shift: Buyers Demand Outcomes and Efficiency
“It’s a Buyer’s World; We Are Just Living in It”
In 2025, we will see dramatic changes in buyer priorities. The defensive buyer mindset will shift to driving efficiency and outcomes, effectively ending the growth-at-all-costs model.
This, in turn, has bolstered AI purchases, shaping the buyer’s journey and further accelerating investments in Cybersecurity and Cloud.
GTM teams are under pressure to deliver innovation while reducing costs.
Hence, the services-as-software model has emerged, largely fueled by decision makers seeking to mitigate their fear of messing up (FOMU). Buyers demand more value and expertise, prompting vendors to bundle services with tech for a seamless, buyer-centric experience.
As we step into this era, marketers must bridge the gap between their strategies and buyer expectations—buyer centricity is key for engaging tech-savvy, independent buyers who are fully in command of their journeys and experience.
I am confident that this edition of the INFUSE Outlook, alongside our annual Insights research, will provide invaluable guidance for your demand strategies in 2025 and beyond.
