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Tom Pepper, LinkedIn Ads: How to succeed in B2B marketing in 2025 - adtechsolutions

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Tom Pepper, LinkedIn Ads: How to succeed in B2B marketing in 2025


As with the turn of every year, 2025 will bring a number of challenges that marketers will have to deal with, as well as a number of opportunities that they can try to take advantage of.

Tom PepperLinkedIn’s senior director of marketing solutions in EMEA & LATAM is no stranger to that.

He has been at the helm of LinkedIn’s advertising business for nearly a decade and has been instrumental in growing the employment social media platform’s advertising business.

In his role, he works closely with CMOs at global B2B brands to support them with bolder B2B creativity, new strategies for building influence over the buyer group and navigating the rapidly evolving B2B marketing landscape.

As such, he is well placed to read the layman’s land in the world of marketing.

Brand trust and credibility believes that this year will be the main idea of ​​CMOs. As technologies like AI rapidly change the marketing landscape, CMOs in 2025 are doubling down on building brand trust and credibility. New technology on the Internet is making it cheaper and easier to fake credibility, as we saw with deeply fake CFO and AI clones in video calls.

“With growing concerns about misinformation in the age of artificial intelligence, authenticity will become more important than ever and there will be a significant shift towards understanding the value of placing brand messages in trusted environments,” says Pepper. “In 2025, brand leaders will prioritize building a trusted and strong reputation to cut through the noise and earn loyalty.”

B2B brands are now also read and willing invest more in influencer marketingaccording to Pepper.

B2B brands are betting big on the creator economy, which is It is projected to reach $500 billion by 2027and influencer marketing is the primary driver of this growth.

Pepper explains: “In the coming year, we will see B2B brands reallocate their budgets to influencer marketing with 61% of B2B leaders say they will increase spending on influencer content in the near future.”

B2B brands recognize that people trust people, and expert thought leadership from influencers and expert voices plays a key role in the consideration stage of the buying process – and ultimately helps drive purchases.

Pepper expects this from B2B marketers as well “bet big” on video improve return on investment. WITH 81% of B2B ads failed to get adequate attention or drive downloads, B2B marketers are now engaging buyers through video storytelling to humanize their brands, improve ROI, build authenticity and trust, and stay engaged with their buyer group, including Gen Z buyers.

“LinkedIn research reveals that 63% of B2B buyers report that short social video content helps them make purchasing decisions. 55% of B2B marketers worldwide say short social videos generate the highest ROI” says Pepper. “In the coming year, we’ll also see more B2B marketers and CMOs use video to build thought leadership, referrals and case studies, and product demonstrations.”

Pepper also urges CMOs and CROs to become what he calls change management experts.

In 2025, he believes CMOs and Chief Revenue Officers (CROs) will play a key role in leading their marketing and sales teams amid rapid AI-driven change and role shifts.

He says: “With 72% of marketers worldwide feeling how quickly their work is changing, leaders must foster adaptability by fostering a culture of resilience and continuous learning.

“CMOs and CROs will be challenged to adapt their leadership to build trust and inspire trust through consistent and authentic communication. They will need to equip teams with the right tools and prioritize the development of skills that are intrinsically human-centric, such as collaborative problem solving.”

In addition to human-centered skills, sales professionals are also investing in developing AI skills with which to gain traction 47% of salespeople take online AI courses and experimenting with AI tools independently, he explains.

And he calls time the “knowledge economy,” an economic system of consumption and production based on intellectual capital. That, as he predicts, will recede “relationship economy”.

Knowledge and information have long been the currency for career success, but Pepper feels that marketers and salespeople who demonstrate strong people skills and a focus on nurturing relationships will win this year.

LinkedIn research also found that 88% of B2B CMOs believe this building relationships is the key to success in the year ahead.

“The use of artificial intelligence will bring efficiency and help professionals use free time to innovate in a way that technology cannot,” he says. “Artificial intelligence can help free up an additional 11.5 hours per week this allows salespeople to spend more time building strong relationships and developing a deep understanding of customers and the challenges they face – both of which are critical to closing deals in B2B.”

AI will certainly continue to have a huge impact on Marketing in 2025. Pepper predicts that marketers and salespeople will use technology to define the problems they need to solve.

“In 2024, artificial intelligence entered the workplace and marketers were at the forefront of AI upskilling efforts,” he notes. “However, in the coming year, we will see marketing and sales leaders move from experimentation to using AI to solve specific business problems. They will use technology to make better decisions, optimize campaigns and uncover knowledge gaps in understanding customer needs.”

Over the past 18 months, marketing organizations have also focused on cleaning, organizing and preparing their underlying data for the next phase of their AI journey.

“As these data projects begin to materialize, expect CMOs to lead larger, more ambitious, cross-functional AI deployments in areas such as orchestration, personalization and the customer journey,” says Pepper.

“2025 will be an ambitious, strategic and extremely pivotal year for B2B marketers – preparing them for a new era of technology-driven advertising. We will see brands make big, bold bets on creativity and technology to innovate, stand out and build efficiency. But brands that prioritize building authenticity and credibility will win.

“They will use all the right brands—video, thought leadership, influencer marketing, and AI—to humanize the way they interact with their audience and transform the way their brand appears in different environments.”

Ultimately, in 2025, Pepper believes that credibility will be the driving force behind building strong reputations, winning hearts and winning brands.

Are you interested in how leading global brands can discuss similar topics in person? Learn more about Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

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