The new growth equation: Redefining B2B software strategy
In B2B software marketing, the term “modern” has become both ubiquitous and diluted. What exactly constitutes “modern” in 2025? Perhaps a better framing would be “contemporary,” “cutting-edge,” or simply “effective” marketing for today’s complex B2B environment.
At Knack, we refer to modern B2B marketing strategy as a “growth-driven practice that brings together brand, demand, and partner ecosystems to create measurable impact across the full buyer journey.” This holistic approach represents a shift from the fragmented tactics that once dominated the field.
What’s in and what’s out: The new B2B software marketing
Out: Isolated Lead Generation
The days of standalone lead generation campaigns focused solely on quantity are behind us. Those endless forms gating every piece of content? They too often create friction rather than high-quality pipeline. Important pivots are to how lead gen is getting done and the necessity of incorporating lead gen into larger and more integrated strategies.
In: Integrated Growth Acceleration
Today’s most effective B2B software marketing embraces a comprehensive approach that aligns strategy, creative, data, and technology. The goal isn’t just lead accumulation but creating momentum throughout the entire pipeline while building sustainable brand equity.
As we move through 2025, successful organizations have abandoned the siloed department approach. They recognize that marketing must function as an integrated ecosystem where brand awareness activities seamlessly connect to demand generation, which in turn supports partner enablement and customer advocacy. This shift is being accelerated by AI-driven personalization technologies that enable hyper-targeted campaigns and predictive analytics, fundamentally transforming how marketers engage with prospects.
A primary motivator is the dramatic shift in buying behavior, with self-serve purchasing now accounting for over 50% of large B2B transactions ($1M+), driven by Millennials and Gen Z decision-makers who prefer digital-first engagement models. In 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels, further emphasizing the need for sales and marketing teams to continually optimize and integrate their digital strategies.
The evolution of B2B marketing in 2025
Brand marketing: From logo to experience
Brand has reclaimed its rightful place at the strategic core of B2B marketing strategy. Leading companies understand that in a crowded marketplace, differentiation starts with brand clarity.
The evolution:
Then: Brand as visual identity and tagline
Now: Brand as the complete experience a customer has with your company across all touchpoints
Forward-thinking teams are investing in comprehensive brand strategies that inform everything from product design to content creation. They’re building narrative frameworks that communicate not just features but vision, values, and transformation stories. This “brand-led growth” approach is essential for standing out in increasingly crowded categories.
A renewed focus on brand is reflected in budget allocations, with leading B2B companies shifting more investment toward brand-building activities, particularly emphasizing owned media and engaged communities. Research from Ipsos indicates that companies investing in brand-building activities see a 23% increase in long-term revenue growth, emphasizing the importance of brand equity in competitive markets.
In a larger brand context, authenticity and sustainability have emerged as key differentiators, with buyers increasingly gravitating toward brands that demonstrate genuine transparency. In fact, authenticity has emerged as a top priority for 78% of B2B buyers, an upward trend we see continuing through 2025 and beyond.
Omnichannel marketing: Orchestrated customer journeys
The most effective B2B digital marketing now spans a coordinated ecosystem of channels and platforms. Unlike multichannel approaches that treat each channel independently, true omnichannel marketing creates coherent, connected experiences regardless of where prospects engage.
Today, top marketing teams are implementing:
Cross-channel campaign orchestration that maintains narrative consistency
Integrated measurement frameworks that track influence across touchpoints
Progressive profiling that builds comprehensive customer understanding
Channel-specific optimization that respects the unique context of each platform
Companies with coordinated omnichannel strategies achieve 287% higher purchase rates compared to those with disconnected approaches. That said, achieving these gains requires breaking down internal silos between SEO, paid media, social, content, and events teams to ensure campaigns function as a unified system rather than disconnected tactics.
Within this orchestrated approach, short-form video content has emerged as a particularly powerful medium, with customer testimonials and product demos becoming essential for engaging decision-makers across channels. In a recent survey, 91% of B2B marketers reported increased ROI from video campaigns. We expect sustained momentum in this content format and are recommending our clients continue investing heavily in video.
Simultaneously, integrated AI-powered search optimization is reshaping SEO strategies, moving marketers away from traditional keyword-focused approaches toward structured data and providing genuine answers to buyer questions. In this and all other aspects of omnichannel marketing, the world is changing fast. Our job is to change with it.
Go-to-market strategies: Collaborative and data-informed
Modern GTM strategies have evolved from static, template-driven launches to dynamic, cross-functional growth engines. Successful B2B growth marketing teams are:
Building collaborative GTM frameworks that align product, sales, marketing, and customer success
Implementing flexible models that adapt to different buyer personas and segments
Leveraging intent data to prioritize markets and personas showing purchase signals
Creating comprehensive enablement packages for internal teams and external partners
This evolution represents a shift from marketing “doing GTM” to marketing orchestrating a company-wide GTM motion that delivers consistent messaging and experiences.
One of the most significant developments in this space is the emergence of hybrid approaches, with product-led growth combined with outbound strategies becoming standard practice for targeting SMBs and enterprises simultaneously. These sophisticated tactics are increasingly powered by intent data integration that enables real-time prioritization of high-value accounts and markets showing genuine purchase signals. Intent data has been shown to improve conversion rates by up to 70% and enable real-time prioritization of high-value accounts. If you’re not leveraging intent data, your results will soon show it. And if you are, then by all means continue.
Account-based marketing: Precision at scale
ABM has matured from a buzzword to a sophisticated strategy that combines precision targeting with scalable execution. The most innovative B2B lead generation strategy approaches now include:
AI-powered account selection based on fit, intent, and behavioral signals
Dynamic content personalization at account and individual levels
Multichannel orchestration across paid, owned, and earned touchpoints
Closed-loop measurement that connects marketing activities to revenue outcomes
Advanced teams are moving beyond the traditional “tiers” approach to implement dynamic account prioritization that shifts resources based on real-time engagement and buying signals. With ABM programs delivering an estimated 208% higher ROI compared to traditional approaches, the financial incentives to remaining current on ABM tech are clear.
The impact of AI on account selection has been particularly transformative, with algorithms analyzing fit and behavioral signals to substantially enhance ABM precision and targeting accuracy. Complementing this precision targeting, multichannel orchestration across paid, owned, and earned touchpoints has proven essential for maximizing ABM program impact throughout the full buying journey.
Intent data: From signal to action
Intent data has transformed from a novel input to an essential component of effective B2B demand generation. Forward-looking marketing teams are:
Integrating first-party, third-party, and partner intent signals for comprehensive visibility
Using AI to identify buying committee formation and engagement patterns
Implementing automated programs that respond to intent signals in real time
Connecting intent data directly to sales enablement and outreach prioritization
This represents an evolution from using intent data primarily for targeting to leveraging it throughout the entire customer journey.
The integration of AI has been particularly influential in this domain, transforming how intent data is utilized by identifying buying committee formation patterns and enabling automated responses to signals in real time. Equally important is the direct connection of intent signals to sales enablement, with leading organizations creating seamless handoffs that optimize outreach prioritization and messaging.
Co-marketing and co-selling: Ecosystem leverage
The most sophisticated B2B SaaS marketing programs now recognize that partners represent more than a channel—they’re a strategic growth multiplier. Leading organizations are:
Building formalized co-marketing programs with complementary solutions
Creating shared pipeline goals and joint campaign calendars with key partners
Developing seamless co-selling motions that leverage mutual customer relationships
Implementing partner-specific attribution models to properly value ecosystem impact
The impact of these ecosystem approaches is measurable, with co-sell programs alongside hyperscalers like AWS and Azure demonstrating the ability to accelerate deal velocity by 2 to 3x compared with traditional sales motions. Supporting these programs, partner-specific attribution models have become critical infrastructure for accurately valuing ecosystem contributions and optimizing resource allocation.
The AI revolution has arrived
Artificial intelligence, especially generative AI, has fundamentally transformed what’s possible in personalization and performance optimization. The impact spans every aspect of B2B content marketing.
In 2025, leading B2B marketers are leveraging AI not just for efficiency but for true experience transformation:
Creating dynamic content experiences that adapt in real time to engagement patterns
Implementing predictive journey orchestration that anticipates next steps
Deploying conversational interfaces that provide personalized guidance at scale
Building recommendation engines that surface the most relevant resources based on behavioral patterns
The most advanced teams have moved beyond using AI simply for content creation or data analysis. They’re implementing comprehensive AI strategies that span the entire marketing stack, from campaign planning to execution to optimization.
This AI-powered approach enables the personalization at scale that Knack Collective identifies as a key trend, creating those “choose-your-own-adventure” experiences that today’s buyers expect.
Among the most impressive applications has been predictive journey orchestration, with AI systems now capable of anticipating customer next steps with remarkable accuracy, enabling proactive rather than reactive engagement. Similarly transformative has been the evolution of AI-driven conversational interfaces that provide personalized guidance at scale, fundamentally changing how buyers discover and evaluate solutions.
Focus on marketplace optimization
Cloud marketplaces have evolved from transactional listing platforms to essential go-to-market channels for B2B software companies.
Marketplace strategy is in the spotlight
For B2B software companies in 2025, marketplace strategy has become central to distribution and growth:
Major cloud marketplaces (AWS, Azure, Google Cloud) now account for significant portions of enterprise software procurement.
Co-sell programs with hyperscalers provide access to massive enterprise customer bases.
Marketplace listing optimization has become a specialized discipline combining product marketing, SEO, and conversion optimization.
The most sophisticated teams are building integrated marketplace programs that combine marketplace presence with complementary demand generation activities, creating a flywheel effect for visibility and conversion.
This trend aligns with our observation that “marketplace marketing” is maturing, with dedicated strategies required to drive transactions through these increasingly important channels.
The strategic importance of marketplaces is also underscored by their growing financial impact, with major cloud marketplaces now accounting for significant portions of enterprise software procurement and becoming central to distribution strategy rather than supplementary channels. Supporting this shift, marketplace listing optimization has emerged as a specialized discipline that blends product marketing, SEO, and conversion tactics to drive visibility and transactions in increasingly competitive environments.
Content and formats are evolving
Content remains the backbone of effective B2B content marketing strategy, but formats and distribution approaches continue to evolve:
Interactive experiences have largely replaced static content, with buyers expecting tools, calculators, and assessments.
B2B video marketing has moved from a nice-to-have to a central component of content strategy.
Micro-content optimized for specific channels and consumption contexts has supplemented comprehensive pieces.
Customer-generated content has gained prominence, with case studies evolving into peer testimonials and communities.
Leading teams are implementing customer-centric content strategies that map specific formats and messages to each stage of the buyer journey, creating that relevance that Knack Collective highlights as essential.
The shift toward interactive engagement is particularly notable, with formats like calculators, polls, and assessments increasingly replacing static materials to foster meaningful engagement throughout the buyer journey. Complementing this trend, customer-generated content such as peer testimonials and community discussions has gained substantial prominence as buyers increasingly seek authentic narratives rather than polished marketing messages.
Channels: Integration and optimization
Channel strategy has evolved from platform-specific tactics to integrated B2B digital marketing approaches:
B2B event marketing has settled into hybrid models that blend virtual and in-person experiences.
Social platforms have stratified based on buying stage and persona, with platform-specific strategies.
Email has been reinvented with AI-driven personalization and dynamic content systems.
Community platforms have emerged as central to engagement and advocacy strategies.
The most successful marketing teams are not only active across these channels but have built sophisticated content distribution and optimization systems that ensure consistency while respecting the unique attributes of each platform.
The path forward: Integrated marketing for today’s B2B opportunities
As we navigate through 2025, the most successful B2B SaaS marketing agency partnerships and in-house teams will be those that embrace this integrated, ecosystem-driven approach to marketing. They’ll develop frameworks that connect brand, demand, and partner strategies into coherent systems rather than disconnected initiatives.
This comprehensive approach means:
Aligning measurement frameworks to business outcomes rather than channel-specific metrics
Building cross-functional teams that can execute integrated campaigns across touchpoints
Developing content systems that balance efficiency with context-specific personalization
Implementing technology stacks that connect data across the entire customer journey
Creating flexible governance models that maintain brand consistency while enabling agility
For senior marketing leaders, the challenge isn’t just adopting individual tactics but orchestrating them into coherent growth systems that deliver measurable business impact. The organizations that master this integration will be those that consistently outperform. We want yours to be on the list.
Knack is a full-service B2B marketing agency purpose-built for technology brands and their partner ecosystems. We specialize in helping clients engage today’s complex buyer networks—across every stage of the purchase process, from initial awareness through demand generation to high-converting lead strategies. With a deep understanding of how business and technology decision-makers collaborate, research, and buy, Knack combines strategy, creative, and execution to deliver campaigns that influence every stakeholder in the journey. Whether you’re selling direct or through partners, we help you build lasting value across your channels. Contact us to learn more or visit www.knackcollective.com.