Part 1: Adapting to Change — The Marketing Landscape of 2025

Welcome back to STATIC TO UNSTOPPABLE ??, a newsletter series by BREAKTHROUGH VELOCITY designed to provide you with insights that ignite marketing momentum.

In this edition, we're diving into Part 1 of our Strategies for 2025: Mastering Marketing Investments series, Adapting to Change — The Marketing Landscape of 2025. Let's explore some trends and see how you can adapt your strategies for success.

?? Key Insights from this Article ??

• Economic uncertainties in 2025 demand strategic marketing investments aligned with overall business goals and strategies.
• Smart budgeting strategies, such as the 70-20-10 rule, are essential for maximizing ROI and navigating the evolving economic landscape.
• Agility and data-driven decision-making are crucial for responding to rapid market changes and emerging trends.
• Investing in marketing technology is vital for efficiency and actionable insights.
• Focusing on customer retention and lifetime value, coupled with channel diversification, helps mitigate risks and drive sustainable growth.

?? For an in-depth exploration of this topic, read the full article on our blog.

?? Challenges and Opportunities ??

Imagine walking into a board meeting in 2025. Economic reports flash across screens, showing market volatility and increased competition. But you're confident, you've transformed your marketing budget into a strategic weapon that adapts to the changing landscape and thrives in it.

In 2025, we're facing:

• Continued global market volatility
• Ongoing supply chain recalibrations
• Accelerating impact of AI across industries
• Shifts in consumer and B2B buying patterns

These changes demand a marketing approach that's not just responsive but predictive and adaptive. For example, B2B buying processes are becoming more complex, with extended decision-making cycles and increased price sensitivity. Your marketing strategies need to account for these shifts, providing value at every stage of the buying journey.

?? Smart Budgeting - Your Key to Success ??

When it comes to allocating your marketing budget, several strategies can be considered, such as zero-based budgeting, incremental budgeting, and performance-based budgeting. However, one adaptable framework for 2025 is the 70-20-10 rule, which provides a balance between stable investments and room for innovation.

These and other budgeting strategies will be explored in more detail in future articles, but for now, let’s focus on how the 70-20-10 rule may help you successfully navigate today's environment.

The 70-20-10 rule is great because it provides a balance between stable investments and room for innovation.

• 70% to proven, high-performing channels and tactics
• 20% to emerging trends and experimental initiatives
• 10% to high-risk, high-reward innovations

This approach balances stability with the flexibility to innovate and adapt. For instance:

• 70% Core Allocation: Focus on enhancing your account-based marketing strategies or optimizing your content marketing for maximum impact.
• 20% Emerging Opportunities: Explore new digital channels or AI-powered personalization tools.
• 10% Innovation Fund: Invest in cutting-edge technologies like VR/AR product demonstrations or unconventional campaign ideas.

?? Strategic Budgeting Playbook ??

To maximize ROI, consider incorporating these key strategies into your marketing plan:

1. Data-Driven Decisioning: Use AI-powered analytics to identify and prioritize high-value accounts. This allows you to allocate your budget toward the most promising opportunities.
2. Channel Synergy: Develop cross-channel attribution models that account for both digital and traditional touchpoints. Create unified campaigns that guide target accounts from initial awareness to personalized outreach.
3. Customer Lifetime Value Optimization: Implement predictive models to identify high-potential accounts. Allocate resources to nurture these relationships, focusing on upselling and cross-selling opportunities.
4. Tech Stack Evolution: Regularly audit your marketing technology to identify gaps and redundancies. Invest in tools that enhance personalization and efficiency, such as AI-powered content optimization.
5. Agile Resource Allocation: Establish mechanisms for quick budget reallocation within your 70-20-10 framework. This enables you to respond swiftly to market changes and performance metrics.

?? Strategies for Navigating Economic Uncertainties ??

1. Embrace Agility: Be prepared to pivot quickly. Set up systems that allow for rapid reallocation of resources based on real-time performance data.
2. Invest in Data Analytics: Use real-time data for informed decisions. Implement AI-powered analytics tools that can predict market trends and customer behavior, allowing you to stay ahead of the curve.
3. Focus on Customer Retention: Strengthen existing relationships. Develop robust customer success programs and upselling strategies to maximize customer lifetime value—retaining and expanding within your current customer base can be more cost-effective than acquiring new customers.
4. Diversify Marketing Channels: Don't rely on a single channel. Create an omnichannel approach that allows you to reach your B2B audience across various touchpoints, from thought leadership content to personalized email campaigns and virtual events. (Use the 70-20-10 rule as a guide.)
5. Align with Business Objectives: Ensure every marketing initiative directly supports overarching business goals. If you're not sure, ask. This alignment improves effectiveness and strengthens marketing's strategic role within the organization.

Remember, aligning marketing objectives with business goals isn't just beneficial — it's mission-critical. As the CMO Survey highlights:

"Companies are increasingly recognizing the importance of having the right talent for their strategy, with 44.4% of companies focusing on changing partners to better align with their strategic goals."

Source: The CMO Survey. (2024). The CMO Survey: Firm and Industry Breakout Report, Spring 2024. Duke University’s Fuqua School of Business.

?? The Ripple Effect of Misalignment ??

Failing to align marketing strategies with business objectives can lead to severe consequences:

• Market Position Vulnerability: Rapid market share erosion and diminished ability to shape industry standards.
• Missed Strategic Inflection Points: Overlooked opportunities for game-changing partnerships or capitalizing on emerging trends.
• Organizational Friction: Difficulty in attracting and retaining top talent due to perceived lack of strategic direction.
• Brand and Financial Fallout: Accelerated brand erosion and direct financial losses.
• Competitive Disadvantage: Competitors leveraging your missteps to gain market advantage.

As Gartner reported:

"Budgets fall by 15% as marketing's No. 1 era of less takes hold."

Source: Gartner, Inc. (2024). The Chief Marketing Officer 3Q24. Gartner, Inc.

In an era where marketing budgets are under scrutiny, every dollar must count. Strategic alignment ensures that your marketing investments drive tangible business results.

?? Authoritative Insights ??

According to Forrester's Budget Planning Guide for 2025:

"Move budget away from initiatives that slow marketing down or perpetuate silos and get people working together. Focus on what makes your team nimbler so that you can pivot quickly in response to rapid changes or turmoil."

Source: Arnold, J., et al. (2024). Budget Planning Guide 2025: B2B Marketing Executives. Forrester Research.

?? What's Next? ??

Stay tuned for Part 2, where we'll explore "Smart Budgeting — Allocating Marketing Funds for Maximum Impact." We'll delve into practical approaches for ensuring your marketing investments deliver measurable returns and align perfectly with your business goals.

Thank you for joining us on this journey from static to unstoppable. Let's transform those marketing challenges into growth opportunities!

Ready to take your marketing strategy to the next level? Visit our blog for a deeper dive into Adapting to Change — The Marketing Landscape of 2025.

???? Hello, and thank you! ????

Hi, I'm Jodi, Founder and Chief Marketing Officer at BREAKTHROUGH VELOCITY

Thank you for reading STATIC TO UNSTOPPABLE ??. I am excited to be on this journey with you (if you haven't yet, please subscribe)!

And, if you know someone who could benefit from these insights, please pass it along —share with your network or tag someone who might find it helpful!

If you have any ideas or topics you'd like to see featured in future newsletters, I'd love to hear from you.

Let's stay in touch:

• Follow us on LinkedIn for updates, practical tips, and insights. Don't forget to click the ?? on my profile to get notified whenever I post new content!
• Connect with me if we aren't already connected. I believe in the power of professional networks to drive innovation and growth.

Let's do this!

Jodi M. Swartz - Founder & Chief Marketing Officer, BREAKTHROUGH VELOCITY

STATIC TO UNSTOPPABLE ?? is a newsletter series by BREAKTHROUGH VELOCITY designed to provide you with insights that ignite your B2B marketing momentum.

Jodi M. Swartz is the Founder and Chief Marketing Officer at BREAKTHROUGH VELOCITY . From startups to Fortune 500 companies, and with over 20 years of experience leading both in-house and agency teams, Jodi provides strategic B2B marketing leadership through Fractional CMO, Interim CMO, and Advisory services. Her expertise spans diverse B2B sectors, including but not limited to SaaS, manufacturing, energy, insurance, financial services, technology, and professional services.

Expect practical tips, strategic advice, and fresh perspectives from someone who's been in the trenches, done that, and got the (trade show) t-shirts — and maybe a few battle scars — to prove it. Join her as she approaches marketing challenges with a deep breath, a clear head, and a healthy dose of humor (trust her, you'll need it).