B2B Marketing in 2025: What Marketing Leaders Must Know

B2B marketing is undergoing a radical transformation—buyer behaviors are evolving, AI is reshaping workflows, and businesses that fail to adapt risk being left behind. In this episode, Adam Helweh sits down with fractional CMO Rosa Lear to discuss how AI, experimentation, and strategic marketing leadership are key to success in 2025 and beyond.

Key Takeaways:

- B2B buyers are changing—why traditional sales and marketing tactics no longer work.

- AI’s role in marketing—how tools like chatbots and automation can accelerate growth.

- The power of experimentation—why setting aside time and budget for testing is essential.

- Marketing vs. Deliverables—why great marketing is about impact, not just execution.

- Lessons from startups & enterprises—insights from Rosa’s journey across Gartner, VMware & cybersecurity startups.

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