Last month, my colleague Tanya Nazarian and I had the opportunity to join the Northern Virginia Tech Council’s Marketing & Growth panel for a lively discussion on how marketers can adapt, grow, and thrive in 2025. The energy in the room was electric, with a fantastic audience of marketing leaders sharing insights, asking tough questions, and challenging the status quo.
One of the most thought-provoking segments was our “Start. Stop. Continue.” conversation, where we explored what marketers need to prioritize, eliminate, and refine for the year ahead. Here were a few ideas we advocated for:
STOP: Overcomplicating marketing
A big theme that emerged was the need to simplify and clarify marketing efforts.
đźš« Eliminate buzzwords and jargon
I’ve written about the need for a “lingua franca” before, but even now, marketing may be the most buzzword-heavy industry out there. Can you imagine if doctors had entirely different vocabularies for the same medical procedures? It would create total chaos in an operating room. Yet in marketing, we often have wildly different interpretations of terms like “tentpole event,” “tagline,” or “ad lob.” This ambiguity creates confusion, wastes time, and makes it harder to collaborate—both internally and with agencies.
So, let’s create a “buzzword swear jar” and be more intentional about using clear, precise language. The faster we align on what things actually mean, the faster we can get to solving real business problems.
đźš« Jumping on every trend without a strategy
The internet moves fast—so fast that unless you’re a B2C brand like Wendy’s or Oreo, trying to capitalize on an already trending meme can feel forced, inauthentic, or just plain awkward. (Did corporate brands really need to jump on “Brat Summer”?)
Instead of chasing every viral moment, brands should prioritize trends that are truly relevant to their audiences and fit within a long-term strategy. Social listening and cultural awareness are critical—but execution should be purposeful, not reactionary.
đźš« Spreading too thin across channels
With ongoing uncertainty around TikTok, Meta, and X, we’ll likely see a rise in new platforms tempting marketers to experiment. But history tells us that not all shiny new channels stick around (RIP, Clubhouse).
Most brands don’t have the time, budget, or resources to be everywhere, so consistency is better than chaos. Instead of chasing every new app, double down on making a few core channels really work.
That said, experimentation is still vital—just be strategic about where and how you test.
CONTINUE: People-first marketing
âś… Investing in more human storytelling
One of the most impactful marketing shifts in 2025 is the move away from product-first marketing to a people-first approach.
In B2B tech, we often talk about “users”—but why not just call them people? Buyers are humans first, decision-makers second. With 95% of potential customers not in-market at any given time, brands need to build memorable, emotional connections long before a purchase decision happens.
One of the best ways to do this? More storytelling through video. Whether it’s short-form social clips or long-form brand narratives, video has the power to connect in ways static content simply can’t.
âś… Aligning marketing and sales through ABM
ABM is no longer just a demand gen tactic—it’s a holistic strategy that integrates brand, PR, thought leadership, and even recruitment marketing.
By ensuring marketing and sales are working from the same playbook—aligned on ICPs, KPIs, and measurement frameworks—we create stronger, more effective go-to-market motions.
âś… Testing and experimenting (but with purpose)
“Set it and forget it” doesn’t work anymore. The best marketing strategies are fluid, data-driven, and adaptable.
Continuing to test new content formats, explore AI-driven optimizations, and refine brand messaging will be critical in 2025. But the key is measuring success holistically—not in isolation (no more vanity MQLs).
START: Rethinking how we work
🚀 Reframing collaboration with creatives
One of the biggest mindset shifts I’m embracing this year is rethinking how our marketing strategists work with creative teams. I recently heard another agency executive describe our most inefficient processes as a “relay race, when it really should feel more like a group run”—a collaborative process where ideas evolve together.
A few ways we can make this shift:
• Acknowledge the elephants in the room: Get the tough conversations out of the way early to avoid misalignment later.
• Define a common language: (Again, kill the buzzwords!)
• Create space for a “Hunch Dump”—daily, informal brainstorming sessions where the team can share raw, early-stage ideas before they fully form.
• Encourage constructive disagreement: A meeting where everyone just nods isn’t a productive meeting. Challenging ideas sharpens them.
• Show early ideas in “wet paint” form: Don’t wait until a concept is fully baked to share—invite collaboration earlier in the process.
🚀 Factoring AI not just into our workflows, but into our strategies
AI isn’t just changing how we generate content—it’s reshaping how our content gets found.
Search algorithms are shifting towards AI-driven query results, which means traditional SEO tactics may need an overhaul. Marketers need to optimize their content not just for Google, but for AI-powered search engines that prioritize intent and context.
🚀 Focusing on internal communications and alignment
One of the biggest challenges marketers face isn’t just reaching external audiences—it’s internal alignment.
CMOs often struggle to clearly articulate marketing’s value to the broader organization. Many CEOs, CFOs, and other execs still see marketing as an expense, rather than an investment. A great example of this is PNC’s brand refresh, where the marketing team didn’t just roll out a new look and feel—they “enrolled the entire organization” into the process through:
• Walk the Wall Sessions – interactive brand workshops
• A Brand Book – positioning their identity as a “love letter to boring” (embracing their differentiation)
• Internal Launches – securing buy-in across leadership
• Tying Brand Directly to Business Goals
The key takeaway? Marketing leaders need to proactively engage with the entire C-suite—not just the CEO, but the CIO (tech alignment), CFO (budget justification), and CHRO (talent attraction). The CMOs who thrive in 2025 will be the ones who bring the rest of the org along for the journey.
The path forward for marketing in 2025
The NVTC panel made one thing clear: 2025 will be a defining year for marketing.
• Brands that focus on clarity, authenticity, and consistency will outperform those chasing trends.
• AI will enhance human creativity, not replace it—but marketers need to get ahead of how AI-driven search and personalization will impact strategy.
• CMOs who position marketing as a growth engine (not an expense) and drive organizational alignment will have the biggest impact.
What do you think?
What’s your biggest marketing priority for 2025? Let’s keep the conversation going—feel free to connect with me on LinkedIn or join the NVTC Marketing & Growth Community of Interest to continue the discussion and stay in the loop on more events!
