Thriving in 2025: Smart Marketing Strategies for CMOs in a Lean Economy

As we kick off 2025, the expectations on marketing continue to grow – and with them, the pressure to deliver on brand and business goals. In a tight economy, every dollar spent on marketing must count. For today’s CMOs, this means finding reliable ways to build a strong brand and hit business goals – all while operating on a trimmed-down budget.

Performance marketing, a typical go-to, isn’t delivering the way it used to. In a saturated market, performance marketing’s auction-based systems make customer acquisition ultra-competitive, unpredictable, and expensive. The average U.S. cost per click hovers between $4 and $5 with wide variances in click-through rates. Precise impact measurement is elusive, and targeting can feel like a crapshoot.

To achieve short-term wins while nurturing long-term success, many B2B teams will need to expand their approach.

Work with sales to prioritize a cohesive, integrated omnichannel experience

B2B buyers use an average of 10 sales channels along the buying journey, according to a recent McKinsey survey. Not surprisingly, websites rank among the 3 most-used touchpoints. Work with sales on a data-driven approach that uses conversions and ROI as the barometer for choosing where to focus marketing investments.

Optimize campaigns with tech-forward team skills

AI platforms like Performance Max and Advantage Plus are quickly evolving from a nice-to-have to a necessity as they build needed momentum and results by automating campaign optimization. But they also require additional skills.

Your team may already be well versed in marketing automation, strategy, and creative. Take those skills a step further by developing or outsourcing for the following:

• Data analytics and interpretation. KPIs, Excel proficiency and A/B testing are essential for making informed decisions.
• AI and machine learning. Be sure your team has a general understanding of algorithms, AI models, and AI’s capabilities and limitations.
• Operational efficiency. Streamline internal processes for maximum efficiency.

Stretch dollars and boost effectiveness through outsourcing

Budgets may be lower, but the stakes for B2B remain high: The McKinsey survey revealed that 65% of buyers are willing to switch to another supplier if they run into digital hiccups.

Consider how your organization can use external resources to tap into specialized expertise without long-term financial commitments. For example, instead of committing to two-year contracts, consider ad hoc, one-off projects that align with specific business objectives. Strategic partnerships with agencies can help you navigate the complexities of performance marketing and AI and reach your goals faster.

Meeting high customer expectations in a leaner economy requires a multifaceted approach. By collaborating with sales, embracing AI and automation, and focusing on targeted creative, you can achieve high performance despite the economic constraints.