There is no question that the marketing landscape continues to evolve. Today, businesses need to learn how to combine of artificial intelligence (AI) and human creativity to connect with their audiences. AI excels at automating tasks, analyzing data and identifying trends, but it’s the human element — creativity, empathy and strategy — that drives meaningful connections and long-term success. In negotiations, a human can read subtle cues like tone and body language, responding with tact to build rapport or diffuse tension — something AI struggles to replicate. For B2B marketers in 2025, the challenge will be to strike the right balance between automation and personalization.
Build data-driven relationships. AI provides powerful insights into customer behaviors and preferences, allowing businesses to tailor their outreach. However, relationships are still the cornerstone of B2B success. Businesses should use AI to identify customer needs, then rely on your team to build trust, navigate complex social interactions and establish meaningful relationships.
Adopt account-based marketing Targeting high-value accounts with personalized campaigns has proven highly effective in B2B marketing. Use AI to help identify key decision-makers and customize messaging for specific target groups. Have your marketing team combine these insights with creative strategies to develop campaigns that resonate deeply with your audience.
Establish thought leadership. Positioning your business as an industry expert builds trust and credibility. Use AI to assist in identifying trending topics and analyzing market data. Then use the human expertise of your marketing team to create blog posts, whitepapers or webinars.
Organize hybrid events. Hybrid events that combine virtual and in-person elements are becoming increasingly popular in B2B marketing. Use AI to analyze attendee engagement to recommend content or sessions. Then capitalize on your team’s interaction through live Q&A sessions or personal follow-ups to make these events memorable and effective for building relationships.
Focus on video marketing. Video continues to grow as a powerful medium for storytelling. Whether showcasing customer success stories or demonstrating products, videos capture attention and convey messages effectively. While AI tools can optimize video production and placement, human creativity ensures the content is engaging and authentic.
Personalize client engagement. AI-powered automation can streamline customer interactions by scheduling follow-ups or providing timely recommendations. However, personalized onboarding, consultations or direct support from your team ensures clients feel valued and understood, fostering stronger relationships.
Create interactive content. Interactive tools like quizzes, assessments or calculators engage prospects and provide value while capturing leads. Use AI to assist with building and optimizing such tools. Use the insight and creativity of your marketing team to develop the concepts and drive the experiences.
In 2025, successful B2B marketing will require business owners to blend the efficiency and scalability of AI with the emotional intelligence and creativity of their marketing team. While AI can simplify tasks and uncover opportunities, the human element will continue to be the driving force behind relationships, trust, and innovation. By leveraging both, businesses can create marketing strategies that are both impactful and sustainable.
Kelly Borth is CEO and chief strategy officer at GREENCREST
