Lee Chapman
The marketing world is evolving rapidly, with AI at the center of change. Since ChatGPT’s launch two years ago, our approach to inbound marketing has undergone a significant transformation.
In 2024, marketers embraced the philosophy of “Be Everywhere,” expanding their reach across platforms and channels. You may even remember us talking about engineering a multichannel marketing strategy.
Now, in 2025, marketers face a new challenge—breaking through the noise created by a flood of AI-generated content.
As AI tools have become indispensable for ideation, automation, and experimentation, they still struggle to create unique, differentiated content that captures what makes your brand truly special. As AI-powered search tools like ChatGPT, Perplexity, and Microsoft Bing reshape how audiences discover information, marketers must pivot their strategies.
Let’s explore the critical trends and actionable insights shaping B2B marketing in 2025.
Brand Authority Takes Center Stage
As AI-driven search grows, brand authority is just as important as domain authority. With organic search declining, marketers must focus on elevating their thought leadership through:
- Contributed articles
- Podcast appearances
- Third-party webinars
- Guest blog posts
- Paid placements
Your audience wants expertise that stands out—not generic answers from AI.
The Human Element in Content
Audiences are craving authentic, human-driven content in a sea of robotic AI-generated output. Here’s how to bring a personal touch:
- Create unique perspectives with case studies and how-to articles.
- Highlight authors, show faces, and feature real people in your content.
- On LinkedIn, emphasize posts by individuals rather than corporate pages.
Remember: people trust people more than faceless brands.
Navigating Email Fatigue
As inboxes fill with AI-generated emails, open rates are declining. To break through the noise:
- Segment your audience and deliver personalized, relevant content.
- Focus on quality over quantity to ensure your emails resonate.
- Balance automation with authenticity for better engagement.
The Continued Rise of Video
Video continues to dominate, especially among younger engineers who rely on video search to find solutions. To capitalize:
- Invest in creating short, engaging videos for YouTube.
- Optimize video content for SEO and visibility.
- Consolidate your video efforts by canceling underused platforms like Vimeo.
Continually Shifting Search Traffic
AI-powered search engines like ChatGPT and Perplexity are reshaping how users find information. While organic search continues to decline, referral traffic from AI platforms is growing. To adapt:
- Monitor AI-driven referral traffic.
- Shift focus to middle- and bottom-of-the-funnel content that drives conversions.
- Experiment with tactics beyond traditional SEO to capture new leads.
Combatting Lead-Form Hesitancy for Long-Form Content
While audiences are less likely to fill out forms for long-form content, webinars remain a trusted format. To strike a balance:
- Design longer-form landing pages with clear, compelling information.
- Highlight the value of your white papers and reports.
- Continue investing in webinars to generate leads.
How TREW Can Help You Thrive in 2025
At TREW Marketing, we’re committed to helping you navigate these shifts with services tailored to your needs:
- Scaling With AI: Experiment with custom GPTs that align with your brand message, tone, and customer journey.
- Elevating Your Differentiators: Leverage our expertise in brand messaging and voice-of-customer research to make your brand stand out.
- Maximizing High-Performing Content: Transform your top content into videos, webinars, and optimized assets for better results.
This year, focus is everything. By aligning your strategy with these trends, you can turn challenges into opportunities and position your brand for success. Let’s tackle 2025 together!
TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives. Contact us today to learn more about the services we offer.
Lee Chapman
Lee guides agency strategy and performance, and she champions the ongoing pursuit of building a great marketing team. She has extensive B2B technical marketing experience across a spectrum of industries and application areas including test and measurement, control and automation, and industrial manufacturing. Her focus has always been on building lasting partnerships that connect marketing strategy to bottom line-business results. Lee lives in Austin, Texas where she is passionate about supporting organizations working to end homelessness and provide affordable housing in Central Texas.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.