B2B marketing is at a turning point. The old playbook of marketing automation, endless MQL chasing, and click tracking is crumbling under the weight of buyer burnout and dwindling trust. It's clear that the "gumball machine" approach—put budget in, get leads out—is no longer sustainable. The path forward? Reframe marketing’s role in revenue and prioritize long-term brand-building as a true differentiator. Meanwhile, AI is transforming how we work and buy, delivering on promises of automation that free marketers from tactical drudgery. AI agents are qualifying leads, building campaigns, and streamlining purchasing decisions. The result? Marketers can focus on what truly matters: understanding buyer behavior, creating compelling narratives, and designing standout experiences. In this new landscape, experiences and relationships—not just metrics—will define success. The future demands a balanced approach. Marketers must embrace AI as an enabler, not a replacement, while doubling down on creativity and strategy to stand out in an AI-filtered world. The big takeaway? Marketing’s value isn’t just in generating leads—it’s in shaping trust, creating connections, and driving sustainable growth. It’s time to shift from "marketing automation" to market evolution. Let AI handle the “-ing” in marketing, while savvy marketers redefine what it means to truly “go to market.” Jon Miller | Adobe Marketo | #B2BMarketing #MarketingAI #Martech #CMO #MOps #SalesAI #MarketingAutomation #Predictions #Marketing2025 #Activate_ms
Two forces are colliding in B2B go-to-market: the decline of the traditional playbook and the meteoric rise of AI. In 2006, we founded Marketo and I helped create that traditional playbook — the one built on MQLs, marketing automation, and tracking every click. For years, it worked brilliantly… until it didn't. Now, the “gum ball machine” approach to marketing (“budget in, MQLs out”) has become unsustainable. Buyers are burned out by relentless outreach, and trust is at an all-time low. It’s time to reframe marketing’s role in revenue and lean into brand-building as a long-term differentiator. At the same time, AI agents are reshaping how we work and buy. They’re handling repetitive tasks like qualifying leads and building campaigns, and helping us make purchases by filtering and summarizing information. In this world, experiences that can't be filtered or summarized will become marketing's new currency. These two trends are driving the most profound transformation in B2B marketing since the advent of marketing automation. And they work together. As AI finally delivers on the promise of “automation” in marketing automation, it will free us to focus on the strategic, creative work that truly moves the needle. Put another way, if AI can handle the "-ing" in marketing, then we can focus on the "market": understanding our buyers, crafting compelling narratives, and building memorable experiences. This shift is at the heart of my 11 predictions for how B2B will evolve in 2025 and beyond. Here's a sneak peek: 1. Companies will slowly break from their "gumball machine" MQL addiction 🍬 2. CMOs will work to reframe marketing's role in revenue 📈 3. Marketers will rebalance budgets toward brand 🌟 4. AI agents will gain early real traction in the enterprise 🤖 5. MOps teams will use AI to trade tactical tasks for strategic impact 👩💻 6. AI will start to replace junior sales roles but augment strategic sellers 🤝 7. Companies will adopt AI SDR agents — but automated cold prospecting will fall flat ❄️ 8. Seat-based pricing will give way to value-based models 💺 9. Agents will begin to transform how we buy — and how we go-to-market 🛍️ 10. Experiences, relationships, and original content will stand out as AI filters out traditional marketing 🎉 11. Marketing automation will be reimagined for the AI era 🚀 The full definitive article, shared in comments, dives into each prediction and what it means for you. Found this valuable? Please leave a comment or repost to let me know what you think and help drive visibility for these ideas! Do you agree or disagree? What are you seeing in your own business? 🙏 #B2BMarketing #MarketingAI #MarTech #CMO #MOps #SalesAI #MarketingAutomation #Predictions #Marketing2025
