This past Tuesday, we had the opportunity to attend the Technology Marketing Exchange, hosted by Anteriad in San Francisco. As a B2B marketing agency specializing in tech businesses, 42DM always seeks the latest insights and trends to help our clients stay ahead in the fast-evolving world of digital marketing. The event was a goldmine of valuable information for tech marketers planning their 2025 strategies. That’s why I went there!
Here are the most important takeaways, with actionable insights for tech companies that want to reach maximum potential in the competitive B2B space in 2025:
1. Brand is more important than ever in B2B marketing
One of the standout sessions featured Scott Stedman, Founder of The Imaginarium, who presented The State of the B2B CMO report.
His key message? Brand is your most powerful asset.
For tech businesses, branding often takes a back seat to product features and innovation. However, as B2B purchasing decisions become increasingly complex, your brand is the one thing that every stakeholder on the buying committee recognizes and trusts. Ensuring that your brand is highly visible and easily recognized at all critical touchpoints will smooth the sales journey and enhance the effectiveness of your marketing.
Actionable insight: As a tech company, invest in building a brand that evokes authenticity and emotion. Today’s B2B buyers value brands that can demonstrate not just expertise, but also values and legacy.
Looking to enhance your brand presence? Learn how our ABM solutions can help you create high-touch, personalized campaigns that position your brand front and center for key decision-makers.
Discuss your scaling with 42DM marketing advisor
This is Valeriia, 42DM’s manager. Feel free to book a call with her and get all the answers you need.
2. ABM and demand generation are the cornerstones of modern GTM strategies
Another hot topic was the blending of Account-Based Marketing (ABM) and Demand Generation. ABM is no longer a standalone tactic—it’s evolving into a core component of a comprehensive go-to-market (GTM) strategy. However, tech businesses must ensure alignment between marketing and sales to fully unlock ABM’s potential.
Without this synergy, even the best ABM strategies risk being underutilized. Breaking down silos between marketing and sales departments is essential to ensure that both teams work towards the same goals, using integrated platforms and unified data.
Actionable Insight: Tech businesses should focus on unifying their marketing and sales strategies. Aligning your tech stack and data sources will help streamline efforts and maximize the ROI of your ABM and demand gen initiatives.
Want to see the power of ABM and Demand Gen working together? Discover our ABM and Demand Generation services to streamline your go-to-market approach and drive measurable results.
3. Data is the new gold, but trust and compliance are paramount
Data privacy is increasingly becoming a make-or-break issue in B2B marketing, especially for tech companies. Lisa Abousaleh, CEO of Neutronian, delivered an eye-opening presentation on the growing importance of first-party data and the role of privacy in building customer trust.
With privacy regulations tightening and consumer skepticism growing, how tech companies handle data will be crucial to maintaining trust. Transparency is no longer optional; it’s a competitive advantage. Customers want to understand how their data is being used and need assurance that their privacy is protected.
Actionable Insight: Ensure your data privacy policies are clear, transparent, and easy for your audience to understand. Tech companies that partner with customers in this journey will not only comply with regulations but also build long-term trust.
To learn more about how to navigate the cookieless future and maintain data privacy, explore our article on How to Implement a Cookieless Tracking Solution in Your Marketing Strategy.
Struggling to manage first-party data effectively? Our MarTech solutions can help you implement tools that maintain compliance while leveraging data for growth.
4. GenAI: The game-changer for B2B tech marketing
There’s no denying it: Generative AI (GenAI) is the hottest trend in marketing right now, and it’s not going anywhere. @Brian McLeod, Head of Partnerships at AI Trailblazers, talked about how GenAI is reshaping the marketing landscape by enabling greater personalization and efficiency.
For tech companies, GenAI presents a massive opportunity to streamline content creation, personalize marketing efforts, and scale outreach like never before. However, successful GenAI implementation requires a clear framework and a culture of experimentation.
Actionable Insight: Tech businesses should consider assigning a GenAI catalyst within their teams—a top performer who is already experimenting with AI tools and can lead the charge in broader adoption. This person will help educate others, create use cases, and ensure that the technology is being used to its full potential.
Curious about how GenAI can transform your marketing? Explore our Inbound 2.0 approach to see how AI-driven personalization can elevate your tech company’s outreach.
Tech businesses know that staying on the cutting edge is a necessity, not a luxury. One of the most memorable messages from the event came from a simple fortune cookie that read: “Innovate or fall behind—the choice is yours.”
The competitive landscape in B2B marketing is tougher than ever. But for 42DM, innovation is in our DNA. Whether it’s experimenting with new platforms, adopting GenAI tools, or refining our ABM strategies, we believe that embracing change is the key to helping our clients stay ahead.
Actionable insight: Don’t be afraid to innovate. For tech companies, maintaining a competitive edge means constantly evolving your marketing approach. Whether it’s through new technologies, data-driven strategies, or bold branding initiatives, innovation is the CMO’s superpower.
Ready to innovate? Our tailored MarTech and Inbound 2.0 solutions are designed to keep your tech business ahead of the curve.
At 42DM, we’re committed to helping tech companies navigate the complex world of B2B marketing. If you’re ready to take your strategy to the next level in 2025, let’s talk about how we can help you innovate and grow. 🤝 Get in touch with our team today to start the conversation!
Discuss your scaling with 42DM marketing advisor
This is Valeriia, 42DM’s manager. Feel free to book a call with her and get all the answers you need.
I’ve been in digital marketing for over 20 years, and I’m currently diving deep into how consumer behavior and AI are changing the way we market. I love sharing practical tips and insights for B2B marketers and execs, making complex ideas simple and useful for navigating today’s fast-changing marketing world.
When I’m not leading the 42DM team or working with clients, I’m staying on top of the latest news, spotting trends that reveal shifts in market or consumer behavior, juggling life as a mom, or exploring new places across the U.S.
What sets 42DM apart is not just their expertise in strategic marketing for B2B tech but their ability to immerse themselves in the vision and mission of Payoneer.
The team at 42DM possesses a rare blend of strategic vision, operational excellence, and a results-driven approach that has consistently exceeded our expectations.
Nataliia Hordiienko
Senior Marketing Manager at Payoneer, Fintech SaaS
