8 Marketing Changes You Need to Master
Marketing gets harder every year. More noise. Fewer eyeballs.
Here are my thoughts on how you stay relevant, stand out and get ahead.
Breakdown
| Strategy | Why It Matters | What to Do |
|---|---|---|
| AI-Powered Personalization | Personalization isn’t a luxury—it’s the standard. Without it, you’re invisible. | Invest in AI tools for hyper-targeted campaigns. |
| Short-Form Video Domination | Video gets better reach than anything else. LinkedIn can’t keep up, but TikTok can. | Create short, snappy videos for TikTok and Instagram Reels. |
| First-Party Data | The cookie-pocalypse is real. First-party data is survival. | Build email lists, loyalty programs and direct customer pipelines. |
| Community-Led Growth | People trust people. Build a movement, not just an audience. | Launch a Slack or Discord group to nurture your community. |
| Micro Events | People buy from people. Small, personal events convert better than big conferences. | Host intimate dinners or panels for real connections. |
| Advisory Boards | They’re your strategic edge for insight and networking. | Build boards of customers or experts for feedback and intros. |
| Voice and Visual Search | Search isn’t just typing anymore. It’s talking and snapping. | Optimize for voice search and visual discovery tools. |
| TikTok for B2B | TikTok isn’t just Gen Z. It’s the real deal for raw, human connection. | Post unpolished, authentic insights and thought leadership. |
Deeper Dive into What Works
1. AI-Powered Personalization
If you’re not using AI to tailor your messaging, you’re losing relevance. Personalization drives results. AI makes it scalable. This isn’t new, but in 2025, it’s everything.
2. Short-Form Video—The King of Content
Video isn’t just outperforming other formats; it’s leaving them in the dust. The problem? LinkedIn’s algorithm still treats video like an afterthought. Enter TikTok and Instagram Reels. Short-form video is where professionals connect as humans.
3. First-Party Data Rules
With third-party cookies crumbling, your data strategy will make or break you. Email lists, loyalty programs and interactive surveys aren’t optional anymore. They’re your golden ticket to personalized, compliant marketing.
4. Community-Led Growth
Mass digital marketing is fading. People want connection. Communities—whether Slack, Discord, or niche groups—are your new growth engine. Build spaces where customers can engage and advocate for you.
5. Micro Events > Mega Conferences
Mega events get buzz, but micro events drive business. Smaller gatherings foster trust and lead to deeper relationships. People want face-to-face, but they don’t want the fluff.
6. Advisory Boards as a Secret Weapon
Advisory boards aren’t just about feedback. They’re a multi-tool: insight, validation and connections to your next big deal. Use them to refine your strategy and expand your network. The right board member could open doors you didn’t even know existed.
7. Voice and Visual Search Are Growing
Consumers are talking to Alexa and using Pinterest Lens. If your brand isn’t optimized for conversational search or image discovery, you’re leaving money on the table.
8. TikTok for B2B
TikTok’s not just dancing teens anymore. It’s raw, authentic and packed with decision-makers. If your B2B brand isn’t on TikTok yet, you’re already late.
Don't believe me?
- TikTok: Average engagement rate per post is 2.34%. Source: Socialinsider
- 86% of marketers recognize the importance of first-party data for their marketing efforts. Source: Nielsen
- Companies that link all of their first-party data sources can generate double the incremental revenue from a single ad placement, communication or outreach. Source: Boston Consulting Group
- Companies with active advisory boards report higher revenue growth. Source: Harvard Business Review
Get out of Covid Marketing mode. Stop relying on text-based funnels. Get into AI, video, communities, relationship-led marketing and...
Brand story, brothers and sisters.
Have great weekend
Dan
