As 2024 draws to a close, I find myself reflecting on what an extraordinary year it’s been for B2B Marketing. Seismic demographic shifts in global business, profound changes in the B2B buying process and the disruptive power of GenAI have combined to create one of the most dynamic periods of change for B2B Marketing in recent memory. 2024 also marked a significant milestone for our company with the official launch of Pipeline360 as a standalone business separate from the SaaS software platform Integrate.
One of our first priorities in establishing Pipeline360 has been to gain a deeper understanding of the rapidly evolving challenges, needs and opportunities for B2B Marketers. To achieve this, we conducted extensive research on the State of B2B Pipeline Growth and brought our findings directly to the market. Engaging with hundreds of customers, partners, and B2B marketers, we shared data and trends from the research and gained valuable, actionable insights. These conversations have been instrumental in shaping our roadmap and directly resulted in a series of innovative products and solutions designed to meet our customers’ needs both now and in the future.
What we learned in 2024
In 2024, our research taught us that B2B marketers face an ongoing challenge: balancing shrinking budgets while striving to meet growing targets. Not surprisingly, 50% of respondents said they fell short of their pipeline goals. Additionally, data privacy was a pressing concern, with over 90% of B2B marketers prioritising compliance and data accuracy within their organisations. To navigate this rapidly evolving landscape, the research suggested marketers adopt a more strategic, full-funnel approach like Branded Demand, which delivers nearly 40% greater performance and higher return on investment at scale.
As we turn our focus to 2025, we remain committed to deepening our understanding of the B2B market and buying process and using this knowledge to add even more innovative solutions that deliver market leading performance for our customers. We anticipate 2025 will be another year of dramatic change in B2B marketing and we anticipate a series of market transitions that will transform the industry landscape. Here are a few predictions we suggest you keep an eye on in the year ahead.
1. Growth at all costs is over
In 2025, the concept of “growth” will take on a more thoughtful and strategic meaning. The era of “growth at all costs” is fading as marketers pivot toward sustainable, long-term approaches that build momentum without compromising operational efficiency.
This shift will require a sharper focus on aligning strategies, resources, and technology to deliver measurable impact and enduring results. Marketers will prioritise smarter investments, eliminating inefficiencies, and ensuring every initiative delivers both immediate returns and long-term value. Growth will no longer be about scaling up indiscriminately; instead, it will be about scaling wisely and sustainably.
2. Branded Demand becomes the new standard
B2B marketers have been challenged with silo’ed approaches to Brand advertising and Demand marketing. While research shows that coordinated Brand and Demand programs yield powerful results, up to now it has been exceedingly difficult to automate the coordination of Brand and Demand campaigns. With recent advances in data, programmatic and marketplace-fueled content syndication, Branded-Demand is now possible. We predict that Branded-Demand will become a standard in Demand Generation.
3. Demand-as-a-Service (DaaS) will empower scale and flexibility
With over 15,000 MarTech solutions currently in the market, B2B marketers have reached a tipping point. Overwhelmed by too many incompatible point solutions and increasingly complex tech stacks, marketers are looking to strip out complexity and increase performance. Marketers are no longer looking to license another platform; they want results. Demand-as-a-Service addresses this need by delivering end-to-end demand generation strategies and programs that prioritise outcomes over tools. By offering scalable, on-demand solutions for lead generation and pipeline growth, DaaS enables marketers to achieve flexibility, efficiency, and measurable impact—all without the complexity of managing multiple technologies.
Looking ahead
B2B marketing is on the precipice of a major market transition. One that will usher in an era of transformation and opportunity. From redefining growth to integrating brand and demand to embracing service-driven demand generation, marketers must adapt to stay competitive.
As we navigate these exciting changes together, we extend our heartfelt gratitude to our customers, partners, and community. Your trust, collaboration, and insights have been instrumental in shaping our journey and driving innovation. We are excited to embark on this next chapter with you and look forward to tackling the opportunities and challenges that 2025 will bring.
