INFUSE Insights Report: Voice of the Marketer 2025

Summary

Our third annual INFUSE Insights Voice of the Marketer report breaks down the key drivers of change in B2B demand-to-revenue marketing. As buyer scrutiny and defensive buying groups reshape the buyer’s journey, marketers are at the forefront of crafting innovative buyer-led strategies that break through the noise by adding value to their buying process.

While marketers are generally aligned with B2B buyers and buying groups on their priorities and tactics, our research highlights clear instances of misalignment. These critical points of disconnect pose the greatest risk to the success of their 2025 strategies.

This year’s Voice of the Marketer research covers:

Top marketing challenges for 2025
How marketers are activating data across their strategies
The return of brand-to-demand
The state of buyer-led content
Technology investments defining 2025
The key to channel-led growth

Operational efficiency becomes the new driver of innovation

2025 is poised to be shaped by the following trends:

B2B buyers look for innovation through operational efficiency to deliver better outcomes
Shift to compelling brand-to-demand experiences to create preference, engage, and serve buying groups throughout their journey
Unprecedented investments in data and AI in pursuit of bottom-line returns

“We are witnessing the end of the growth-at-all-costs model. Organizations are redirecting resources to improve operational efficiency and streamline business and client engagement models. This is more important than ever as we approach one of the most significant tech upgrade cycles in a generation with Cloud and AI. Looking forward, innovation will be defined by operational efficiency and delivering results.”

Alexander Kesler

Founder & CEO
INFUSE

Audience overview

Audience profile

Industry

Seniority

Annual revenue

Alexander Kesler

Founder & CEO
INFUSE

Top marketing challenges for 2025 and beyond

Marketers are under immense pressure to adapt to the latest shifts in B2B buyer behavior, enable buyers, and empower their sales teams.

This is the driving force behind measuring and communicating the value of marketing efforts, which remains a significant challenge for today’s marketers.

Growing focus on brand awareness; aligning with pipeline and revenue still critical

Top 3 marketing performance KPIs in 2024 were:

58%

Pipeline/opportunities created

58%

Revenue generated

46%

Marketing Qualified Leads delivered

KEY FINDINGS

Marketing measurement and impact remain a challenge and a key priority. There is a significant focus on maximizing impact, proving value, and aligning directly with pipeline and revenue goals.
A high percentage of GTM teams focus on lead and contact quotas (75%) and driving conversions to sales (32%)—in stark contrast to the low ranking of marketing’s contribution to client retention, expansion, and advocacy (38%).
A notable shift, however, is the growing focus on brand awareness. Although still trailing behind traditional measurement methods, this underscores the increasing recognition of branding's role in driving awareness and preference.
GTM teams must strive to rebalance how marketing performance is quantified by re-focusing on client-centric strategies that contribute to a seamless brand-to-demand buyer experience.

After all, “the majority of the time, the winning and losing of a deal happens before a salesperson ever gets involved.”

Source: 2024 Global B2B Buyer Experience Report, 6sense.

“The alignment between marketing performance and sales goals continues a trend as long as time, driven by the increasing pressure on marketers to attribute and demonstrate value. However, shifting focus away from this transactional approach offers a potential competitive advantage for those who prioritize creating impactful brand experiences and client-focused strategies."