Unlocking sustainable ROI in B2B marketing: key insights from industry leaders

Curious about how to achieve sustainable ROI in B2B marketing? We are too! That’s why we gathered some of the brightest minds in the industry for a panel discussion during our recent webinar, B2B Marketing for Sustainable ROI.

Leading the conversation was Eboni Ryan, VP of Marketing at Digitalzone, who was joined by Kevin Driscoll, Head of ABM at Datadog, and Stephanie Almeida, Senior Marketing Manager at Avalara. Together, they shared their expertise and insights on the strategies shaping B2B marketing in 2025 and beyond. Here’s a sneak peek of what they discussed:

1. What channels are you doubling down on in 2025?
2. How are you maturing your ABM strategy in 2025?
3. How is brand influencing your demand strategy in 2025?
4. What are you doing in 2025 to streamline lead qualification or lead handoff to sales?

If you weren’t able to join us live or if you don’t have time to watch the full recording, don’t worry! We’ve summarized the key takeaways and actionable insights for you here. With these strategies, you’ll be ready to enhance your B2B marketing efforts and drive meaningful, sustainable ROI.

1. What channels are you doubling down on in 2025?

As marketing strategies evolve, it’s clear that there’s no one-size-fits-all solution. Our experts talked about how they’re adjusting their channel strategy to maximize efficiency. 

Kevin shared his thoughts on how LinkedIn’s rising costs, particularly around cost-per-thousand impressions (CPM), have forced a shift in priorities. While LinkedIn still plays a crucial role in B2B marketing, especially for account-level targeting, the team decided to pivot towards more cost-effective channels. Facebook and the Google Display Network emerged as strong contenders, providing more volume at a better cost-per-lead ratio. Similarly, paid content syndication became a powerful tool for building a strong prospect database, even if the leads were initially at the top of the funnel. 

The consensus here was that a multi-channel approach is essential. Not every buyer persona is the same, and targeting IT managers will look very different from engaging marketing directors. The key is adaptability—adjusting your strategy based on where your audience spends their time and continuously optimizing for better results.

2. How are you maturing your ABM strategy in 2025?

Kevin’s expertise in ABM (Account-Based Marketing) shone through when discussing the evolution of ABM strategies. In the past, the focus was on marketing-qualified accounts (MQAs) and marketing-qualified leads (MQLs), but Kevin noted that these metrics have lost some of their value. Instead, the team is moving toward person-based and buying group-based strategies. After all, it’s individuals who make purchasing decisions, not entire companies. Tactics like person-based advertising and direct mail are helping to engage specific champions within accounts. 

Another shift was in webinars, despite the ongoing issue of “webinar fatigue.” Webinars that feature case studies and expert discussions are still resonating, even though traditional in-person events don’t have the same novelty they once did. 

But what stood out most was the command center Kevin’s team has developed. This centralized dashboard aggregates lead data, intent signals from various platforms, and website engagement metrics, giving sales teams comprehensive insights for better follow-ups and prospecting. Kevin highly recommended this initiative, noting it significantly boosts efficiency and quality. 

Stephanie also shared her approach, which aligns with Kevin’s in many ways. She emphasized personalization in ABM outreach—using insights on prospects’ pain points, research, and personal history to make interactions more relevant. Additionally, their team is focusing on targeting all stakeholders in the buying committee (which has grown to include 10+ decision-makers, rather than just 5-6). 

Key takeaway: A deep understanding of your target buyers and personalized outreach will always outperform a one-size-fits-all approach.

3. How is brand influencing your demand strategy in 2025?

Branding and demand generation are increasingly intertwined, especially when targeting upper mid-market and enterprise-level customers. Stephanie discussed how her company learned that to win over these larger companies, they first had to establish themselves as a trusted, well-known brand. These companies won’t even consider a brand they don’t recognize. 

In the past, they invested heavily in large-scale branding campaigns—think commercials and airport ads—but this year, they’ve shifted to focusing on thought leadership. One of their standout initiatives is the annual Avalara Tax Changes Report, which provides valuable, timely insights into tax compliance. Not only does this establish them as experts in their space, but it also reinforces credibility and positions them as a trusted resource. 

Kevin added that his team is focusing more on earned media like PR and analyst relations to build brand credibility. They’re not relying solely on big-budget ad campaigns anymore but instead getting creative with smaller-scale efforts that highlight their innovation and R&D investments. 

Stephanie agreed that aligning brand messaging with demand generation efforts is key. Whether it’s emphasizing trustworthiness or innovation, every interaction with prospects should be consistent in its core message.

4. What are you doing in 2025 to streamline lead qualification or lead handoff to sales?

Both experts touched on the importance of alignment between marketing and sales. Gone are the days when sales teams didn’t want to be involved in the tech-heavy side of marketing. Now, modern sales teams are data-driven and want to work with marketing to get the right leads—not just more leads. 

Stephanie shared that her team’s approach to lead qualification has shifted. They now use ZoomInfo’s Data-as-a-Service to gain a deeper understanding of their target market, helping them reduce unqualified leads and focus on the most relevant ones. 

Kevin explained how his team has embraced a more data-driven approach to lead qualification. The definition of a “lead” has evolved beyond simple form submissions. Now, any strong intent signal—like a relevant LinkedIn profile or behavioral engagement data—is enough to classify someone as a lead. This shift is designed to optimize lead qualification, ensuring that sales teams can prioritize their outreach efficiently. 

Both experts agreed that technology and data are at the heart of improving lead hand-offs. At this point, Eboni offers a solution to these pain points: Programmatic Nurture. A focus on contact-level insights  allows teams to track engagement across multiple touchpoints. This leads to zero waste—no more passing irrelevant leads to sales. 

The takeaways 

The insights shared by our expert panelists during the webinar provide valuable guidance for navigating the complexities of B2B marketing in 2025. From refining multi-channel strategies to evolving ABM tactics, and strengthening brand credibility, it’s clear that adapting to change and embracing data-driven decision-making are key to achieving sustainable ROI.  

As marketing landscapes continue to shift, staying ahead of the curve with personalized outreach, innovative branding, and streamlined lead qualification will be essential for success. 

We hope these key takeaways help you elevate your B2B marketing efforts and drive impactful results. You can find the full webinar segments here.

For more expert insights and resources on B2B marketing, be sure to check out Digitalzone’s resource center, where we continue to share the latest reports, blogs, and on-demand webinars. Here’s to a successful and ROI-driven 2025!