B2B marketing is undergoing a metamorphosis. Too much content, too many requests, too much noise. And yet, the audience hasn't grown. As a result, companies and content creators need to rethink their approach. That's what we shared at our Brainy Breakfast, with a mix of observations, concrete practices and ways forward.
Old recipes no longer work
Let's cut to the chase: untargeted cold reach, self-centered content and bland webinars no longer have their place. What no longer works, we discard.
What works? Authenticity.
Expert, nested, embodied content. The kind that deals with real problems. The kind that AI can't yet copy. We're also seeing a strong return to physical events, and a growing interest in “long-form” content such as podcasts.
In short: 2025 is a return to basics.
But the main challenge remains: to publish content on a regular basis. We're talking about 2 publications a week, on 3 different networks. Over a total of 45 weeks per year, this represents 270 publications. That's around 1,000 hours of work.
So how do you go about it?
AI + human expertise = winning combo
AI is a powerful ally. To go faster, to produce in volume, to structure information, to summarize, to take notes. But it's our point of view, our ability to tell the story, to nuance, that makes all the difference.
Should we use AI?
Yes. But we use it to initiate, to challenge ourselves, to develop our point of view, but never to replace writing.
Our predictions for the months ahead
In summary, our predictions revolve around the following points:
1. The return of phygital events and content
In 2025, live events will once again become central. Trade shows, conferences, themed breakfasts: all opportunities to humanize the relationship. And if you add a well thought-out digital layer (nurturing, hot content, online interactions), you maximize the impact.
2. The partnership era
Partnerships are becoming a major strategic lever. They enable us to cross-fertilize audiences, share costs and create richer, more credible content with two voices.
3. "Real" content
Content creation will be reinvented. AI has standardized creation, and networks are awash with it. To stand out from the crowd, our prediction is to move towards real content, bringing in expertise, even if it means sharing less polished content.
Things to remember
In 2025, the winner is not the one who shouts the loudest, nor the one who publishes the most. It's the most relevant, the most strategic. The one who knows how to marry technology, emotion and storytelling. The one who understands that true value comes from connection, meaning and perspective.
Article author
