B2B Marketing 2025 and Beyond

Marketers have had a lot to contend with in recent years: COVID, geopolitical instability, cost of living crises, political uncertainty to name a few. They have also had to grapple with the emergence of new working practices and technology such as Artificial Intelligence (AI).

The cost of doing business is rising and budgets are under pressure. In fact, a recent report from Gartner highlights average marketing budgets, as a percentage of total revenue, falling by 15% to a post-pandemic low of 7.7%.* However, it raises the advent of AI as an opportunity to ‘do more with less’.

What does this mean for B2B marketing?

At Altair, we wanted to hear directly from the people at the heart of the industry, so we talked to a group of senior marketing professionals from a variety of sectors to understand where they see challenges but also where the opportunities lie. Interviews were conducted with each participant, some of whom gave their views anonymously. We would like to thank all the following participants for giving their opinions on these important and highly relevant topics