The Future of B2B Demand Generation: Personalization, AI, and Winning Strategies

B2B marketing is constantly evolving, and few have had a front-row seat to its transformation quite like Joan Shea. With over a decade leading global marketing for Microsoft Teams Rooms, Joan has witnessed it all: the rise of AI, the saturation of LinkedIn, and the ever-increasing expectations of modern buyers. In this conversation, she shares her insights on what’s working in B2B demand generation, what’s not, and how marketers can stay ahead in 2025 and beyond.

1. The Shift to Personalized Solutions

   
   

One of the biggest shifts in B2B demand generation has been the move away from generic messaging. Today’s buyers are savvy, expecting personalized solutions that directly address their challenges; whether it’s saving money, improving efficiency, or driving productivity.

“The old cookie-cutter approach? Gone,” Joan says. “Buyers want real numbers, real case studies, real proof.” To build trust, marketers must lean into customer testimonials, video content, and data-driven storytelling.

Personalization is a key factor in reaching these audiences, and it’s no longer just about adding a {First Name} to your email campaigns. With AI, marketers can tailor messaging based on real-time customer data, creating hyper-relevant experiences. “AI takes personalization to the next level,” Joan says. Beyond AI, she recommends creating industry-specific content hubs. For instance, if you’re targeting cybersecurity firms, having a dedicated hub filled with tailored resources can make a significant impact.

2. Refining Your Ideal Customer Profile (ICP)

   
   

Refining your Ideal Customer Profile (ICP) is crucial for gaining a competitive edge. Regularly ask yourself: Who’s buying from us? What industries do they represent, and what problems are we solving for them? The more precise your ICP, the greater your chances of success. As Joan explains, ‘Instead of targeting ‘small businesses,’ focus on specifics, like ‘female-owned tech businesses in North America.’ This level of detail shortens sales cycles and leads to larger deal sizes.

3. Exploring Demand Generation Channels

   
   

When it comes to demand generation channels, LinkedIn remains a powerhouse but is becoming increasingly crowded. Joan encourages marketers to explore alternative platforms. “Tons of brands are seeing success on TikTok - yes, even in B2B. Demo videos, behind-the-scenes content—it’s working,” she says.

Email marketing, webinars, and community-building efforts also continue to deliver strong results. Standing out on LinkedIn itself requires more than just posting content; it’s about creating genuine engagement. “Engagement is everything. It’s not just about posting; it’s about starting conversations and actually participating in them,” she notes. Building communities outside LinkedIn - through niche Slack groups, private LinkedIn groups, or in-person meetups - can also drive meaningful connections.

4. Trends for 2025

   
   

Joan predicts that AI and machine learning will continue to revolutionize personalization and efficiency. However, she warns of a growing challenge: digital fatigue. With global ad spending set to surpass $1 trillion in 2025, marketers will need to focus on quality over quantity. “It’s not about shouting the loudest…it’s about getting the right message to the right people,” she says.

In a digital-first world, in-person events are also becoming more valuable than ever. Trade shows, roundtables, and networking events offer unique opportunities to create personal connections that are difficult to replicate online. “Events let you build trust in a way that’s hard to do digitally. People remember real interactions,” Joan adds.

For marketers preparing for the future, Joan’s advice is clear: “Be precise, be data-driven, and stay adaptable.” Success will come to those who embrace AI, personalization, and community-building while staying laser-focused on their goals. “If you can combine data, creativity, and strategy, you’re going to win,” she concludes.

And with that, we leave you with a powerful reminder: the future of B2B marketing is as much about innovation as it is about connection. As 2025 approaches, the opportunities to stand out have never been greater. Connect with our team to discuss the best approach for you.