What the future of demand gen looks like in 2025

Curious about what’s next in B2B marketing for the upcoming year? Us too! That’s why we brought together some of our top experts at Digitalzone for a panel discussion during our recent webinar, 2025 Demand Gen Predictions. 

Leading the conversation was Eboni Ryan, Digitalzone’s VP of Marketing, joined by Tom Koletas, Chief Revenue Officer, and Sonjoy Ganguly, Chief Product Officer. Together, they shared their unique perspectives on the trends and strategies shaping demand generation in 2025. Here’s an overview of the topics they explored:  

• The impact of Gen AI on data 
• Predictions on the evolution of ABM intent data 
• The new possibilities of personalization 

If you couldn’t join us live or if you don’t have time to watch the full webinar recording, we’ve got you covered. Check out all the highlights and key takeaways in this article. With these actionable insights, you have everything you need to redefine your approach to demand generation in 2025. 

First, a look back at 2024 

Before diving into the 2025 predictions, our panel of experts took a moment to reflect on 2024, dubbing it the year of “AI normalization.”  

What once felt like a novelty, tools like ChatGPT have quickly become indispensable in marketing. They’ve seamlessly integrated into daily workflows, transforming how we manage data, craft content, and analyze performance.  

More specifically, marketers have embraced generative even though the technology is still evolving. As for its full potential? The panel predicts we’re only beginning to uncover it. 

Managing the data explosion 

Let’s face it, data is more than a trend—it’s everywhere. From social media likes to CRM stats, businesses today are swimming in a sea of information. But here’s the kicker: having tons of data isn’t the flex it used to be. What really matters is making it actionable. 

Here’s a stat that puts things into perspective: according to the 2024 Dimensions of Demand Gen Report by Digitalzone, 91% of B2B marketers say the use of data in their marketing efforts is very important.  

The report also revealed that marketers are using data from a wide range of sources to inform their strategy. 

With so many data points flying around from different channels and technologies, the real challenge is keeping things organized and making sure your insights actually align with your goals. No one’s got time for messy spreadsheets that go nowhere. 

The takeaway? According to the panel, it’s all about focusing on the data that brings you closer to your audience. Know what matters, cut through the noise, and make it work for you. Because in 2025, it’s not about having more data—it’s about doing more with the data you already have. 

More learning with Gen AI 

Generative AI stole the spotlight in the discussion, being both a fascinating trend and a hot topic. The conversation of Gen AI started with a data point from a Salesforce report indicating that 60% of users think they’re on track to mastering this tech, which caught some panelists off guard since it’s only been widely available for a few years. 

Overall, Gen AI is definitely trending, but the panelists believe the learning curve is steep and won’t be mastered anytime soon. Here are a few other insights from the panel about its potential and pitfalls. 

• Opportunities: AI can enhance personalization, simplify data analysis, and streamline creative processes. For example, it can turn a lengthy eBook into bite-sized, persona-specific content or serve as a starting point for ad concepts. 

• Challenges: Generative AI is exciting, but has quirks like AI hallucinations, inconsistent data integration, outdated data, and mistakes due to over-reliance on automation. A good balance between technology and human oversight is key for optimal performance. 

To move forward with generative AI, marketers must strike a careful balance—leveraging its power to innovate while staying true to authentic, meaningful connections with their audience. 

The optimization of ABM 

ABM is trending because it can really sharpen how we target and engage with accounts. But when people dive into it, there is still a lot of focus on the hurdles marketers are facing with being successful with it. For instance, according to a Gartner survey, the top three pain points for ABM marketers are:  

• Measuring attribution: 39%  

• Measuring overall ABM success (e.g., ROI): 36%  

• A lack of resources (e.g., people): 36% 

Sonjoy and Tom shared their thoughts on how ABM has come a long way over the past decade while agreeing that the next frontier lies in making it go further by bridging account-level intent with individual buyer behavior. 

Tom pointed out, “The tools tell you the account is interested, but not who to call or what to say.” Sonjoy suggested integrating emerging channels and strategies to refine ABM. The goal? Getting marketing and sales teams on the same page—not just about accounts but about the key decision-makers within them. 

Balancing personalization and privacy 

Consumers expect highly personalized experiences and expect to see personalized content when interacting with a brand. However, according to a recent Prosper Insights & Analytics survey, most consumers are very or somewhat concerned about the privacy of their personal identity when shopping online. That’s when the speakers addressed a pressing issue: delivering personalization in an era of heightened data privacy concerns.  

Plus, with the deprecation of third-party cookies looming, owning and securing first-party data will be crucial. 

Sonjoy emphasized the need to balance personalization with ethical data use, while Tom advocated using AI to create tailored website experiences rather than relying on hyper-targeted ads. The key takeaway? Focus on building trust and using personalization to offer value, rather than taking it too far and crossing boundaries. 

Practical next steps for 2025 

As we head into the upcoming year, considering changing technology and consumer tastes, marketers need to rethink their strategies and focus on what really works.  

Check out these high-level tips from our panelists on what to stop and start in 2025: 

What to Stop Doing:

• Relying too much on job titles in demand gen campaigns. 

• Overloading ads with personalization (nobody likes intrusive marketing). 

• Only churning out long-form content like eBooks and not exploring other mediums. 

What to Start Doing:

• Taking time to understand the generational differences in your audience to inform your marketing strategy (for example, Millennials and Gen Z prefer video content considerably more than Boomers). 

• Using AI as a creative sidekick for brainstorming and tweaking content, but don’t let it take over your process completely. 

• Embracing attribution models that capture the complexity of today’s buyer’s journey. 

A note on attribution 

Attribution has always been one of marketing’s toughest challenges, and 2025 will be no different. First-touch and last-touch models are no longer relevant—they’re relics of a simpler time. Today’s buyer journeys are far more intricate, with prospects navigating dozens of touchpoints before making a decision. Success means looking past surface-level metrics like views and focusing on what truly matters: real engagement and measurable conversions. 

Marketers also need to educate internal teams about the complexity of attribution. It’s about moving past rigid numbers to show how every effort contributes to the big picture. Additionally, ABM strategies must go deeper, focusing on key demographics like Millennials and Gen Z, who are increasingly influential in purchasing decisions. 

Embrace the future with confidence 

If 2024 was all about AI normalization, the webinar panel believes 2025 is shaping up to be the year of micro journeys and macroeconomic shifts. Micro journeys are all about reaching the right people at the right time with the right message—think personalized engagement across multiple channels.  

On the flip side, 2025 also looks like the year businesses will ramp up tech spending and investments, with B2B markets growing and competition heating up. Companies will need to outsmart rivals to stay on those coveted approved brand lists.  

Plus, with renewed market growth, we might see a wave of mergers and acquisitions. 

Overall, the trends and predictions discussed in the webinar mapped out a solid foundation for marketers who want to tackle the B2B marketing scene in 2025. From diving into AI and personalization to optimizing ABM strategies and handling privacy changes, next year is full of curveballs and possibilities. 

Looking for more timely insights on B2B marketing? Explore our resource center for the latest blogs, reports, on-demand webinars, and other content from Digitalzone.