B2B营销现状（2025年第一版）：前瞻型 B2B 营销重塑增长模式，探索未来方向

1ST EDITION Future-ready B2B marketing has a newgrowth equation. It’s time to rethink andexplore what’s coming next. The new growth paradigm:getting real about insight B2B marketing is at a breaking point. The tools are there—and 96% of marketers already run emerging or advancedgo-to-market strategies—yet fewer than half feel equippedfor the demands they face. The problem isn’t technology. It’sactivation. It’s measurement. It’s connection. Marketers areswimming in data they can’t use, chasing metrics that don’tprove impact, and running workflows that don’t scale. Our research with over 500 U.S. B2B decision makers revealsa new reality: growth in 2026 won’t come from addingmore tools to the tech stack. It will come from integratingtherightrighttools that will eliminate friction, activate insights,automate what slows you down, and orchestrate AI in a waythat feels more human than ever. Key Takeaways 1. Disconnected Data Kills Momentum Next Best Action:Consistency starts with clarity. Marketers needto decide who owns each type of data, standardize entry andformatting, and set the stage for cleaning and enriching that dataover time. They also need to make sure their tools are connected sodata streams easily between systems. The result? Smarter, strongerinsights that scale. Teams need unified data to scale. Only 45% of B2Bmarketers feel very confident in their ability to connectdata across their teams. Even fewer are very confidentin the accuracy and reliability of their data. Gettingaccurate and reliable data is really about making sure theinformation in your stack is clean, but also connected. 2. Measuring What Matters Next Best Action:To get more accurate results, you need ameasurement approach that aligns marketing, sales, and customersuccess data. This means first defining success metrics on both a leadlevel (e.g., conversion rate, email engagement, time to qualification)as well as an account level (e.g., attributed pipeline, close rate,renewal rates). Then, implement a system that connect leads withtheir accounts, so every activity rolls into a single, unified accountview. When you can see the full picture, you can prove impact. Teams need better ways to measure success. 65%run hybrid GTM targeting, leveraging both lead andaccount-based plays. But, less than 40% frequently trackqualified accounts or individual leads. Without consistentmeasurement, success becomes guesswork, and guessworkdoesn’t drive revenue. 3. Activating Insights Next Best Action:B2B marketers can get more insights out of theirtech stack by moving from “collecting “ to actually “activating” data.This means unifying data, using predictive AI, and automating reportsand processes to be more insightful. When your stack doesn’t justmeasure performance, but actively points you toward the next bestmove, every decision gets faster, sharper, and more impactful. Teams want insights, not more tools. 96% of B2B marketershave some type of emerging or advanced GTM strategy,yet fewer than half feel equipped for the demands theyface. The disconnect? Tools aren’t the problem. The realchallenge is extracting usable insights from them and actingbefore the moment passes. Key Takeaways (continued) 4. Craving Automated Workflows Next Best Action:Setting up the right automated workflows meanschoosing the right automation tools. Focusing on the highest-impact, lowest complexity automation first will result in quick winsthat will build excitement and momentum internally. Once thebasics work, adding in advanced logic and smarter automation willtake things to the next level. And, test small before you go big. Runautomation on a tight test segment to catch misfires early, then rollit out confidently. Automation is the ultimate unlock. Teams struggle withautomating several aspects of their campaign workflow.About half struggle specifically with optimizing theperformance of their campaigns. Smart workflows andoptimizations are the key to driving better go-to-market(GTM) performance. 5. Transforming Through OrchestratedAnd Authentic AI Next Best Action:Right now, AI is mostly being used as anaccelerator in existing workflows (write faster, score faster, segmentfaster). The next wave is more orchestrated and personalized,using AI tools to manage entire campaigns end-to-end, but alsoto personalize outreach at scale. This means making data-drivenadjustments without waiting for a marketer to step in. It’s smarterand transformative, now with a more “human” touch. AI isn’t just the next big thing, it’s reshaping the very coreof B2B marketing. 95% of marketers in our study say theircompany is already comfortable with AI-driven tools. Whiletoday’s top priorities are boosting efficiency and reducingmanual tasks, the real promise lies in AI’s ability to powergreater personalization, sharper targeting, and moreauthentic human connections. TAKEAWAY 1: DISCONNECTED DATAKILLS MOMENTUM Crisis Of Confidence Connecting Data:% Very Confident Data integration,tr