Marketing Fast Takes - January 2025

Keeping up with the constant stream of advancements in LLMs and GPTs, while also trying to absorb the usual marketing "do's and don'ts" for the new year, can feel overwhelming—and even repetitive. However, as you sift through countless articles, online tutorials, 2025 predictions, and content strategies, one thing is clear.

In January 2025, how you reach your consumers and integrate AI into your operations IS going to be vastly different than what your best practices will be in December 2025.

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Stagnation is Death for Your Bottom Line: Adapt and Grow or Maintain and Lose in 2025

The key to staying relevant lies in active listening, collaborating with experts, and following a strategic cycle of planning, testing, refining, and repeating.

You may hear the phrase, “in the changing B2B landscape,”? or "new updates and initiatives in AI" far too many times in 2025.?But half of your success and all of your growth will hinge on the ability to learn what you can, stay up to date, and lean on other experts when you run out of time or lack experience.

Ultimately, your B2B growth in 2025 requires a commitment to innovation, adaptability, and a customer-centric approach to remain competitive in an ever-evolving market.

We look forward to joining the journey with you in 2025.

Making Waves in 2025: Google's Strategy to Reclaim the AI Conversation

ChatGPT?“is becoming synonymous to AI the same way Google is to search,” says Sundar Pichai, Google CEO

As 谷歌 CEO Sundar Pichai boldly predicts, "Search itself will continue to change profoundly." And with that, we’re at the cusp of a seismic shift in the digital landscape—one that will redefine how B2B companies connect, engage, and thrive in an increasingly AI-driven world.

Google’s early 2024 partnership with Reddit, Inc. isn’t just a headline—it’s a strategic move to amplify authentic, human-driven conversations in the face of AI-generated content saturation. For B2B marketers, this creates a golden opportunity to position brands as trusted voices by aligning with credible, user-generated insights. Reddit is no longer just a social platform—it’s a hub for raw, unfiltered intelligence.

HubSpot is also making waves, with its acquisition of?Frame AI,?heralding a transformation in customer relationship management. As Nicholas Holland , HubSpot’s VP of product, explains, “It’s getting harder and harder every year to reach an audience.” This pivot to conversational intelligence signals the dawn of a new era where unstructured communication data becomes a vital tool for understanding and meaningfully engaging audiences.

What does this mean for B2B companies? A new game plan is non-negotiable. The days of relying solely on keyword strategies are over. High-quality, authoritative content that resonates with real people and real problems is now the ticket to standing out. Those who embrace AI tools to enhance—not replace—authentic engagement will lead the charge.

Key Takeaways for 2025:

• Leverage platforms like Reddit for real conversations and credible insights.
• Tap into conversational intelligence to decode customer needs beyond traditional data points.
• Focus on creating content that informs, inspires, and drives real connection.

The road ahead is one of both challenges and opportunities. B2B marketers who embrace these changes with agility and authenticity will emerge as leaders in this new era.

Read more: Google’s CEO warns ChatGPT may become synonymous to AI the way Google is to Search (Search Engine Land)

The C-Suite Symphony: Why Your CMO Should Orchestrate AI Strategy

"AI needs to be everywhere—like electricity. And the CMO should be the master electrician."?Steven Wolfe Pereira

As global AI spending soars to a projected $749 billion by 2028, surpassing the GDP of Sweden, companies face a critical decision in their AI strategy leadership. While many organizations default to their CTOs for AI initiatives, this approach may be missing the mark.

The real conductor of this AI symphony should be the Chief Marketing Officer (CMO). CMOs are uniquely positioned to lead AI strategy because they inherently focus on consumer behavior and customer experience. Unlike CTOs who might approach AI as an internal technical project, CMOs view AI through the lens of customer needs, preferences, and pain points. This customer-centric perspective is crucial for developing AI systems that truly enhance consumer experiences and drive business growth.

By leading AI strategy, CMOs can:

1. Align AI initiatives with customer needs and market demands
2. Ensure AI implementations improve customer experiences across all touchpoints
3. Leverage AI insights to refine marketing strategies and personalize customer interactions
4. Bridge the gap between technological capabilities and consumer expectations

For companies without a CMO, hiring a fractional CMO can be an excellent solution to guide AI strategy. These experienced professionals can bring a customer-focused approach to AI implementation, helping businesses create systems that enhance consumer experiences without the need for a full-time executive. A fractional CMO can provide the strategic vision necessary to harness AI's potential for improved customer engagement, personalization, and overall business growth.

Read more: Your CMO, Not Your CTO, Should Lead AI Strategy (Ad Week)

Cornerstone Content: A Strategic Asset for B2B Marketing ROI

"Creating cornerstone content helps establish authority and improves your site's SEO performance."?Rachael Nicholson

What is cornerstone content?

Cornerstone content, often known as pillar content, is?the most important?content on your website, and can include articles, landing pages, and other hyper-relevant content that serves as the foundation for your overall content strategy. It is designed to provide comprehensive, high-value information on key topics, helping to establish authority, improve SEO rankings, and guide visitors through their buyer's journey.

Cornerstone content represents a critical strategy for B2B companies looking to establish digital authority and drive meaningful engagement. This comprehensive content approach serves as the foundation of a robust digital marketing strategy, offering multiple benefits that directly impact a company's return on investment.

Key Benefits of Cornerstone Content:

• Establishes Thought Leadership: By creating in-depth, authoritative content on core industry topics, companies position themselves as experts in their field.
• Improves SEO Performance: Comprehensive, well-structured content helps websites rank higher in search engine results, driving organic traffic.
• Enhances User Experience: Serves as a central hub that guides visitors through related content, increasing site engagement and time on page.
• Generates Long-Term Value: Unlike short-form content, cornerstone pieces continue to attract and engage audiences over extended periods.

For B2B companies without dedicated marketing resources, several cost-effective implementation options exist:

1. Freelance Content Strategists: Hire experienced professionals to develop cornerstone content on a project basis.
2. Fractional CMO Services: Build a partnership with fractional B2B marketing executives to oversee content strategy without full-time overhead.
3. Specialized Fractional Marketing Agencies: Partner with experts who can handle strategy, creation, and implementation.

The investment in cornerstone content pays dividends by creating a sustainable, authoritative online presence that attracts and converts high-quality leads. B2B companies that prioritize this approach can significantly improve their marketing efficiency and ROI without breaking the bank.

Read more: Building the Right Foundation for Cornerstone Content — Here's Everything I Know (Hubspot)

Marketri is proud to be a?Platinum HubSpot Solutions Partner—a testament to our expertise in leveraging HubSpot’s cutting-edge tools to drive meaningful results for B2B companies.

Conversations with Circuits: How B2B Brands Will Survive the Bot Revolution

“Stop thinking about AI as a technology issue. It’s a leadership issue. The tools will only get faster, better and cheaper. Your job is to lead your teams through this transformation. Innovate your workflows. Super-automate everything. And for the love of all things creative, stop conflating creativity with execution.” Shelly Palmer

Shelly Palmer 's keynote at CES 2025 has sent shockwaves through the B2B world, heralding a paradigm shift in marketing that demands immediate attention and action. The message is clear: the era of marketing to humans is over, replaced by what Palmer calls "the era of marketing to bots."

Palmer emphasizes, "Stop thinking about AI as a technology issue. It's a leadership issue." Success in this new era depends on leaders who can guide their teams through this transformation, innovating workflows and embracing automation while preserving uniquely human elements.

The future of B2B success lies not in resisting this transformation, but in embracing it. As Palmer exhorts, "Innovate your workflows. Super-automate everything." B2B companies must view AI adoption as a leadership imperative, restructuring their organizations to thrive in this brave new world of marketing to bots.

Read more: From AI to ROI: lessons from 2024 that will set marketers up for success in 2025 (The Drum)

From Data to Decisions: Harnessing Gemini Advanced 1.5 Pro for Smarter Business Strategies?

"This online tool is absolutely game-changing for anyone that uses the internet on a day-to-day basis."

谷歌 's Gemini Advanced 1.5 Pro deep research tool represents a significant leap forward in AI-assisted research capabilities, with profound implications for B2B companies. This powerful tool, described as "perplexity but on steroids," offers several key features that can revolutionize how B2B firms conduct research and make decisions:

1. Comprehensive Research Automation: Gemini can autonomously create step-by-step research plans, scan up to 48 websites simultaneously, and generate detailed reports with cited sources. For B2B companies, this means drastically reduced time and resources spent on market research, competitor analysis, and industry trend identification.
2. Customizable Research Parameters: Users can edit and refine research plans, allowing B2B firms to tailor investigations to their specific needs. This flexibility enables companies to dive deep into niche markets or emerging technologies relevant to their industry.
3. Multi-Source Integration: The tool's ability to incorporate data from various sources, including academic papers, news articles, and even social media platforms like Reddit, provides B2B companies with a holistic view of their industry landscape.
4. Advanced Stock Analysis: For B2B companies involved in financial services or those seeking investment opportunities, Gemini's capability to analyze stocks based on unusual mentions, patent activity, and institutional buying patterns offers a competitive edge in market intelligence.
5. Time and Resource Efficiency: By automating complex research tasks, Gemini allows B2B professionals to focus on strategy and decision-making rather than time-consuming data gathering.
6. Continuous Learning and Adaptation: The tool's AI-driven nature suggests it will continue to improve, potentially offering even more sophisticated analysis in the future.

For B2B companies, Gemini's deep research capabilities can enhance various aspects of operations, from product development and market entry strategies to investment decisions and competitive analysis. However, it's crucial for users to verify the information and use precise prompts to ensure accuracy and relevance of the generated reports.

Watch now: How To Use Gemini Deep Research (BEATS Perplexity!) Google Gemini Deep Research Tutorial (TheAIGRID, YouTube)