CMOs are navigating a perfect storm of change. Traditional tactics are losing their edge, customers are demanding more authenticity, and new technologies are rewriting the rules in real-time.

How can marketing leaders navigate these shifts in 2025? This was the core theme of our Mavuus CMOs Tell All session, where senior marketing leaders convened to share insights on what’s working—and what’s not—in demand generation for 2025.

Here’s what we learned—and how you can apply these insights to your own marketing playbook. 

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1. The “Outdated Playbook” Needs a Refresh

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For years, the B2B marketing toolkit has centered around webinars, white papers, and thought leadership articles. While these tactics still hold some value, their ability to drive significant engagement is waning.

The question is: what comes next?

AI is one answer, and it can be used to supercharge creativity and deliver hyper-personalized experiences. One senior marketing leader shared how her company has integrated an AI-powered tool to craft pitch decks, analyze customer behavior, and even tailor messaging for specific personas. This approach allowed her team to create compelling content faster while staying relevant to their audience.

Another emerging trend is voice search optimization. With over 50% of consumers now using voice search, as Julie Stein highlighted, CMOs need to rethink SEO strategies. Unlike typed queries, spoken searches are more conversational, requiring marketers to shift how they structure keywords and content. 

For example, a typed query like “best CRM software 2025” might translate to a spoken query such as, “What’s the best software for managing customer relationships this year?” Optimizing for voice means anticipating these differences and ensuring your content remains discoverable. While still in its early days, this trend could redefine how businesses approach discoverability online.

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2. Creating Memorable Connections Through Experiences

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Amid the rise of digital fatigue, live, exclusive experiences are making a comeback. Christina Raheja Crandles explained the power of offering money-can’t-buy experiences: events that aren’t just exclusive but genuinely unforgettable. These could range from backstage passes at a major cultural event to one-on-one time with influential figures in the industry. 

“You need to know their passions and interests, then align your experiences with those,” shared Petra Adshead. For example, hosting an intimate dinner with a celebrity chef might be perfect for a group of high-profile clients in the food industry, while private golf lessons with a pro might resonate with executives who are avid golfers.

Julia Stowell also shared her success with roundtables, where senior executives share ideas in a closed, curated setting. Unlike traditional networking events, these gatherings prioritize dialogue and exchange over spectacle. They can take many forms, from in-person breakfasts to virtual think tanks. 

But skilled facilitation is key: “You need a moderator who can guide the conversation and ensure everyone feels comfortable sharing.” For industries where attendees may view each other as competitors, careful topic selection and segmentation can maintain trust while still delivering value.

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3. Community Building: A Long-Term Investment with Big Payoffs

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The term “community” is everywhere nowadays, but its power lies in execution. Communities can foster trust, spark valuable discussions, and drive business growth when done right.

As Christina Raheja Crandles shared from her experience managing Microsoft’s developer community, building a community requires focus and resources. Her team branded the initiative with a clear identity, hosted events, and encouraged members to share their experiences. This cohesive approach built loyalty and amplified engagement.

However, Ellie Ahmadi pointed out a key challenge: the saturation of communities. With so many networks vying for attention, members may feel overwhelmed. For CMOs, the answer lies in exclusivity. Smaller, niche communities often foster deeper connections and higher engagement. As Ellie put it, “The conversations get diluted in larger groups.”

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4. The Rise of Influencer 2.0

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The next era of influencer marketing isn’t about follower count—it’s about relevance. In B2B, this means finding thought leaders whose audiences overlap meaningfully with your target market.

Julia shared how her team used industry influencers to co-create webinars and e-books. These collaborations brought in new perspectives and extended reach, as influencers were eager to share content they were featured in.

However, as Ellie pointed out, it’s critical to vet influencers carefully. A large following doesn’t always translate into meaningful engagement if their audience doesn’t match your target demographic. Tools that analyze audience composition, engagement metrics, and influence quality can help ensure partnerships deliver ROI.

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5. Value-Driven Messaging: Walk the Talk

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Today’s consumers—and increasingly, B2B buyers—expect brands to demonstrate social and environmental responsibility. But, as one senior marketing leader cautioned, this messaging must be authentic and backed by action.

Some organizations have successfully integrated responsibility into their branding. Christina highlighted companies that offer clients the chance to donate to causes instead of receiving gifts. While these initiatives resonate with value-driven customers, they can backfire if perceived as inauthentic.

For CMOs, the key is alignment. Start by examining what your organization is already doing—whether in supply chain sustainability or charitable initiatives—and build messaging that reflects these efforts. As Ellie noted, procurement teams increasingly prioritize environmental credentials, making this a business imperative and a marketing opportunity.

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What Does This Mean for CMOs in 2025?

The days of one-size-fits-all marketing strategies are over. Whether adopting AI to personalize experiences, building niche communities, or redefining influencer marketing, the future demands adaptability and innovation.

As the Mavuus roundtable participants emphasized, the best strategies balance creativity with authenticity. Marketing leaders must stay curious, collaborate with peers, and embrace the tools that will shape tomorrow’s customer journey.

If you’re navigating these challenges or looking for inspiration, the Mavuus community is here to help. Explore our Mavuus Academy for on-demand sessions, or join us at our next roundtable to share your insights and learn from others.

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Join Mavuus Today!

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