As the new year rolls in, it’s the perfect time to hit refresh, dream big, and embrace bold moves to rise above the noise. To help you kick off 2025 with purpose, the Exact Market team is sharing their top B2B marketing resolutions. From personal goals to broader industry recommendations, these insights are designed to inspire and drive action. Curious to see what they suggest—and maybe adopt a few for yourself? Let’s dive in!
Aligning your video content with each stage of the buyer’s journey ensures your message resonates with prospects at the right time in the right way. Tailoring video formats to meet different needs helps streamline decision-making for your prospects and accelerates the sales cycle for your bottom line.
Here’s how video enhances each stage of the B2B sales funnel:
1. Tap into Personalization
Resolution: Strive to make every piece of content feel like a private conversation with the audience, making them feel truly understood.
Why it matters: Personalization builds trust and keeps audiences engaged. With capabilities such as AI and marketing automation to help, creating targeted content has never been easier or more essential in B2B marketing.
- Continuously refine audience segments to tailor messaging that resonates
- Analyze marketing performance to keep content fresh and impactful
- Try out new ways to unlock the power of AI personalization
2. Embrace AI Strategies
Resolution: Maximize the power of AI.
Why it matters: AI is transforming the tech industry, and it’s more challenging than ever for companies to stay ahead in an increasingly saturated market.
- Help clients align AI messaging with their 2025 marketing and sales goals
- Balance AI-driven strategies with the creativity only humans can deliver
- Explore new ways to boost AI branding through ecosystem and alliance activation
3. Work Smarter
Resolution: Automate repetitive tasks so you can focus more on creative strategies and big ideas.
Why it matters: Streamlined processes free up time for more impactful work while enhancing consistency and scalability—both critical for long-term success.
- Regularly adjust and optimize workflows to improve efficiency
- Dedicate more time to problem-solving and innovative thinking
- Leverage tools and technology to reduce manual effort and improve collaboration across teams
4. Prioritize Video Content
Resolution: Find more ways to use video to tell compelling stories across channels, from event keynotes and webinars to social posts and product demos.
Why it matters: Video captivates attention, simplifies complex ideas, and creates lasting impressions, making it a powerful tool for engagement and connection.
- Help clients uncover new and impactful video opportunities
- Focus on high-performing formats such as short social clips, live streams, and webinars to drive engagement
- Turn passive viewers into active participants with interactive elements such as social media polls and gamification
5. Invest in First-Party Data Collection
Resolution: Rethink and refine how to leverage the digital aspect of events to optimize engagement and maximize reach.
Why it matters: First-party data is essential for future-proofing marketing strategies, building customer trust, and maintaining a competitive edge in a privacy-focused landscape.
- Develop value-rich gated content, enhance email marketing programs, and explore newsletters to encourage data sharing
- Leverage first-party data insights to personalize campaigns, improve audience targeting, and drive measurable outcomes
- Implement interactive and dynamic content experiences (such as quizzes, surveys, or calculators) to collect first-party data while delivering value and engaging audiences
6. Strengthen Digital Event Strategies
Resolution: Rethink and refine how to leverage the digital aspect of events to optimize engagement and maximize reach.
Why it matters: Hybrid events are now the standard, offering opportunities to connect with global audiences—even for smaller businesses.
- Move beyond stale virtual components and create year-round community engagement programs
- Entice event attendance with meaningful business and personal value-adds while measuring engagement through surveys, polls, and real-time analytics
- Integrate interactive features such as live Q&A, breakout sessions, and networking opportunities to foster deeper audience participation and connection
7. Focus on Authentic Human Connection
Resolution: Keep genuine human communication and relationships front and center, with AI as a supportive tool—not a replacement.
Why it matters: While AI can enhance productivity, it’s the human touch that builds trust, fosters emotional engagement, and inspires lasting connections. To borrow from Socrates: “The unexamined prompt is not worth giving.”
- Focus on delivering real-world impact and addressing customer needs rather than relying on product hype
- Use screen breaks and pen-and-paper sessions to examine thinking and cultivate and clarify ideas
- Sustain the art of human-to-human conversation, tapping the energy of bright minds
8. Deepen Engagement with Key Accounts
Resolution: Focus on targeted, account-specific strategies to engage high-value clients and drive meaningful results.
Why it matters: Integrating account-based marketing (ABM) enables precise targeting, ensuring marketing efforts resonate with key accounts and decision-makers to deliver greater ROI.
- Develop tailored campaigns that address an account’s unique challenges and goals
- Collaborate closely with sales teams to align messaging and deliver a unified, client-centric approach
- Leverage ABM tools and data insights to track engagement, optimize campaigns, and continuously refine strategies for better results
9. Imagine New Stories
Resolution: Reimagine stories in fresh, innovative ways.
Why it matters: In a time when technology and hot-button issues saturate the businesses across the ecosystem share a challenge: standing out in crowded markets.
- Bring fresh perspectives and explore new angles to craft stories that engage and differentiate
- Experiment with creative formats such as interactive case studies, immersive videos, and dynamic customer success stories
- Highlight real-world impact and human experiences to make stories relatable, memorable, and emotionally resonant
10. Optimize Content for Buyer Journeys
Resolution: Create content tailored to every stage of the buyer’s journey, delivering the right information at the right time.
Why it matters: Buyers expect relevant, targeted content that aligns with their decision-making process. Content that doesn’t match their needs risks getting ignored or abandoned.
- Identify key touchpoints (awareness, consideration, decision) and align assets to address each stage’s needs
- Create modular content that can be easily repurposed into multiple formats, such as blog posts, short-form videos, infographics, and social snippets
- Use performance insights to refine and optimize content to ensure that it resonates and drives conversions at every step
Let’s Make 2025 a Year to Remember!
These resolutions are just the beginning. Whether you’re refining strategies, embracing new technologies, or reimagining your approach, there’s no better time to elevate your marketing impact and drive meaningful results in 2025.
Ready to get started? Connect with us, and together, we can turn these resolutions into results.
