Inside B2B – May 2025 Edition

Your secret weapon for smarter B2B moves

Welcome to the May edition of Inside B2B: your go-to source for the latest trends, data, tools, and events that help you stay ahead in the fast-evolving world of B2B marketing.

What’s Trending: May’s B2B Game-Changers

Account-Based Marketing (ABM) is Taking the Spotlight  

ABM has become a standard practice for B2B companies, focusing marketing and sales efforts on specific target accounts rather than broad leads. This strategy enhances engagement and conversion rates by delivering personalised content and aligning sales and marketing teams.

Small Videos, Huge Leads: The Short-Form Video Takeover

Short-form video content has emerged as a dominant force in B2B marketing. Platforms like LinkedIn and YouTube Shorts are being utilised for quick product demos, customer testimonials, and behind-the-scenes glimpses. These bite-sized videos capture attention and drive higher engagement rates, making them a valuable tool for lead generation.

Vibes Don’t Lie: Emotion AI in B2B

B2B buyers feel more than they admit, and Emotion AI is helping marketers tap into that. By analysing tone in calls or sentiment from content feedback, it reveals how audiences really respond.

Adjusting email sequences after a lukewarm webinar or updating ad copy based on positive trends. This is AI-powered empathy, turning touchpoints into trust.

Quick Data Hits: Numbers That Matter Now

How Top B2B Marketers Grow Pipelines Without Bigger Budgets

Top B2B marketers are winning pipeline growth despite budget challenges. With 31% facing flat budgets and 32% budget cuts, 81% prioritise data-driven services like content personalisation over new software. Plus, 75% report strong sales-marketing alignment, driving better results than their peers. (source: Pipeline360 Blog)

AI Automation Is Giving Marketers More Time to Build Real Connections

AI isn’t just tech hype, it’s freeing up 24% of marketers to spend more time building genuine customer relationships. Personalisation powered by smart data and predictive insights is shaping how B2B marketing gets done in 2025, but the magic comes from humans using these tools, not relying on them blindly.

(source: 1827 marketing)

Personalised Experiences Are Driving B2B Marketing Success in 2025

Most B2B marketers are going all in on creating personalized experiences because buyers really notice. In fact, 78% of them say that when a company makes the effort to tailor their approach, it actually affects what they buy. And the payoff? Companies that put customer experience first are seeing their revenue grow about 60% faster than those that don’t.

(source: ThinkJPC Blog)

On the Ground: ZAK's London Prospecting Adventure

This month, ZAK took to the bustling streets of Central London, turning sidewalks into strategy sessions. Armed with insights and a keen eye for opportunity, ZAK engaged with potential clients, bringing YDP Global's vision directly to the heart of the UK's business hub. This hands-on approach exemplifies our commitment to forging meaningful connections and understanding client needs firsthand.

Spotlight Event: Gartner Marketing Symposium/Xpo™ 2025

🗓 Date: June 2–4, 2025

📍Location: Gaylord Rockies Resort & Convention Center, Denver, Colorado

🌐 Website: https://www.gartner.com/en/conferences/na/marketing-symposium-us

  What to Expect:

• Hear from senior CMOs and marketing leaders across B2B and B2C.
• Explore strategies to lead high-efficiency teams and do more with fewer resources.
• Learn how to use enterprise data more effectively to drive marketing performance.
• Dive deep into customer experience techniques that improve retention and growth.
• Participate in hands-on workshops and peer-led discussions.
• Network with global marketing professionals and decision-makers.

Tools & Tactics: Boost Your Pipeline This Month

• Magical (Chrome Extension) - Say goodbye to copy-pasting. Instantly insert your top follow-up messages into LinkedIn or email with just one click.
• Lemlist - Send hyper-personalised, engaging email sequences with videos and images that actually get replies.
• Crystal - Decode your prospect’s personality to tailor emails and calls for better rapport and conversion.

🛎 Ready to supercharge your pipeline? Inside B2B is brought to you by YDP Global, a trusted demand gen partner working with agencies and aggregators across the US, UK, and Canada. Need clean lists, ABM data, webinar sign-ups, or full-funnel support? We’ve got the tools, scripts, and signals to help you win.

🔗 www.yourdataplatform.com

📩 Interested in partnering or featuring your agency?

Send us a DM or comment “Pipeline” and we’ll get in touch.