The Buyer's Guide 2025

A message from Rick Robinson

Welcome to the DemandFactor Buyer’s Guide 2025, your roadmap to navigating the future of B2B marketing. In a world where innovation is accelerating and buyer expectations are evolving, success is no longer about keeping pace — it’s about staying ahead. At DemandFactor, we’ve made it our mission to help you do exactly that.

We are on the brink of the largest technology upgrade cycle in a generation, driven by the convergence of AI, machine learning, and recent advancements in remote work, work-from-anywhere (WFA), and hybrid models accelerated by the post-COVID era. In the B2B space, this transformation is reshaping how companies engage with customers, streamline operations, and build competitive advantages. Organizations are increasingly adopting advanced platforms and capabilities to meet rising expectations for speed, personalization, and scalability. This cycle will not only accelerate innovation but also redefine supply chains, sales processes, and decision-making frameworks, fueling profound changes across industries and creating new opportunities for growth.

The insights and strategies outlined in this guide are built on a deep understanding of the trends shaping our industry, from the rise of partner ecosystems and data-driven decision-making to the increasing dominance of subscription-based models. Backed by our exclusive research and expertise, this guide offers actionable recommendations to help you adapt, innovate, and thrive in an ever-changing landscape.

2024 has taught us that agility, precision, and collaboration are more than buzzwords — they’re the foundation for sustained growth. As we move into 2025, the opportunities to build stronger partnerships, optimize marketing efforts, and unlock new levels of ROI have never been greater. Whether it’s empowering your partners, leveraging cutting-edge technologies, or adopting customer-first strategies, DemandFactor is here to support you every step of the way.

This guide is more than just a resource; it’s a call to action. The businesses that succeed tomorrow will be the ones that embrace change today. I’m excited to share these insights with you and to see how we can help you transform challenges into opportunities, and opportunities into results. Here’s to a year of growth, collaboration, and measurable success.

Rick Robinson

Senior Vice President, DemandFactor

What shaped the industry in 2024

Cautious Optimism in a Shifting Economy

2024 marked a turning point for the tech industry as companies balanced recovery with strategic growth. Stabilized interest rates brought relief to constrained budgets, fueling reinvestment in key areas like cybersecurity and partner marketing. IPO activity signaled renewed confidence, with nearly 100 companies beginning the listing process. However, lingering inflation and geopolitical uncertainty tempered enthusiasm, keeping optimism cautious but focused.

The Self-Service Revolution in B2B

B2B buyers took control of their purchasing journeys, completing up to 70% of their research independently before engaging sales teams. This trend, led by millennial decision-makers, demanded transparency, actionable content, and seamless digital experiences. Businesses that provided easy self-guided tools, e-commerce options, and AI-driven personalization stayed ahead in an increasingly buyer-led market.

ABM's Rise as the Go-To Strategy

Amid leaner budgets and reduced headcounts, Account-Based Marketing (ABM) emerged as the dominant playbook, accounting for 80% of our clients’ campaigns. With precision targeting, data-driven personalization, and close alignment between marketing and sales, ABM became essential for driving ROI. This shift highlighted a broader industry focus on measurable results over volume-driven tactics.

AI and Cloud: From Adoption to Optimization

Cloud and AI technologies became indispensable for scaling operations and enhancing efficiency. In 2024, the focus shifted from adoption to optimization, as businesses sought tailored solutions to manage costs and complexity. AI-driven predictive analytics and real-time data integration powered industries from healthcare to manufacturing, streamlining workflows and enabling innovation.

The Evolution of SaaS Models

Subscription-based SaaS models adapted to meet shifting buyer demands. Flexible pricing, feature-based tiers, and personalization became the norm, helping businesses align value with customer expectations. These changes reflect the industry's pivot from simply acquiring users to fostering long-term retention and satisfaction.

Key
Takeaway

2024 was a year of recalibration for the tech industry. As businesses adapted to new buyer behaviors, economic realities, and technological advancements, the emphasis shifted toward precision, personalization, and sustainable growth. Those who embraced these changes positioned themselves for success in the evolving landscape.

What will determine the industry in 2025

Trend #1

AI and Data Precision Are Taking Over Marketing

AI isn’t just a buzzword anymore — it’s becoming the lifeblood of competitive businesses. As adoption surges, companies are scrambling to integrate AI tools that automate workflows, crunch data, and deliver the holy grail of marketing: hyper-personalized customer experiences. In today’s world, precision isn’t optional; it’s the baseline.

The numbers don’t lie. The global AI software market is on track to hit a jaw-dropping $297.9 billion by 2027, growing at a solid CAGR of 19.1%. But here’s the kicker: this growth isn’t slowing down — it’s speeding up. Market growth is accelerating from 17.8% this year to a projected 20.4% by 2027*. Generative AI, the game-changer everyone’s talking about, is expected to jump from 8% of AI software spend in 2023 to a staggering 35% by 2027. It’s not just a trend; it’s a full-on shift away from clunky legacy systems to nimble, cost-efficient SaaS models.

For marketers, this is a watershed moment. AI-powered tools are no longer “nice-to-have” but essential to staying in the game. They help brands go beyond generic campaigns, turning raw data into actionable insights and aligning every engagement to the buyer’s journey. The result? Experiences so personalized they feel like magic.

* Source: Gartner

If businesses want to thrive in this data-first world, they need to embrace AI solutions that deliver real results. Precision, personalization, and measurable impact aren’t just buzzwords — they’re the new rules of survival.

Trend #2

Ecosystem Expansion is the New Growth Playbook

The age of the lone wolf vendor is over. By 2025, an estimated 60%** of B2B channel sales will flow through multi-partner ecosystems — think Independent Software Vendors, integrators, and other collaborative networks. Why? Buyers are gravitating toward solutions that integrate seamlessly, supported by trusted partner relationships. For companies willing to lean into this ecosystem-first approach, the payoff is massive: enhanced market reach, operational efficiency, and access to pre-established trust networks.

Channel marketing is evolving just as rapidly. A whopping 70%*** of channel leaders are gearing up to invest more in data-driven marketing strategies, signaling a shift toward accountability and measurable results. Market Development Funds (MDF) are no longer being spent on vague branding initiatives but are laser-focused on demand generation campaigns that deliver real ROI. Ecosystems aren’t just about expanding your reach — they’re about doing it smarter.

The numbers tell a clear story: ecosystems accelerate growth. Vendors leveraging these partnerships can tap into a diverse array of resources and talent, rapidly innovate, and respond to customer demands with precision. The shift from siloed operations to interconnected networks means every player in the ecosystem contributes to shared success, making the pie bigger for everyone involved.

** Source: Gartner
*** Source: Forrester

Here’s the takeaway:

If you’re not building strong partnerships within these ecosystems, you’re already behind. In a market driven by integration and collaboration, long-term growth will belong to the companies that prioritize ecosystem relationships, invest in partner enablement, and measure their impact with precision. The future is ecosystem-driven — are you ready to play?

Trend #3

The Largest Tech Upgrade Cycle in a Generation

We’re in the middle of the biggest tech upgrade since the dawn of the internet, and the ripple effects are everywhere. From how businesses operate to how data flows, this fourth wave of transformation is changing the game. Think of it as the next evolutionary leap following mainframes, personal computing, and the internet — but this time, the impacts are stacking up faster and hitting harder. Unlike its predecessors, this cycle is cumulative, building on the advancements of past revolutions while driving widespread transformation across industries.

The acceleration of this cycle is also challenging organizations to rethink their technology stacks, moving away from outdated legacy systems in favor of flexible, future-ready platforms.

Here’s What’s Driving the Revolution:

1

Cloud Everything: Forget clunky on-prem systems. Cloud platforms are scaling businesses faster and cheaper, making agility a default feature, not a luxury.

2

Cybersecurity as a Priority: With breaches making headlines weekly, companies are doubling down on privacy and security tech to protect their data and their reputations.

3

ERP Overhauls: Legacy systems are out. Flexible, modern ERP platforms are the new backbone of efficiency and growth.

4

Data as the New Oil: Analytics isn’t just a buzzword — it’s the fuel powering smarter, faster decision-making across industries.

5

Wireless Tech on the Rise: Interconnectivity is taking over. Advanced wireless networks are enabling real-time processing and IoT applications that would’ve been sci-fi just a few years ago.

Why Does It Matter?

This isn’t just a tech upgrade; it’s a foundational shift. Companies that embrace these innovations are setting themselves up for market dominance, while those that hesitate risk falling off the map. The future is faster, smarter, and more connected — and it’s happening now.

Trend #4

Millennials Are Taking Over B2B Buying—and Changing the Rules

Millennials have officially moved from buzzword to boardroom.
As they step into leadership roles and take charge of B2B buying committees, they’re reshaping how businesses make purchasing decisions — and your sales tactics need to keep up. Forget cold emails and hard sells. This new generation of buyers demands transparency, proof, and self-service.

Here’s what millennial buyers expect:

Self-Service Research:

They don’t want to wait for your sales pitch. They’re doing their homework on their own time, on their own terms, and they expect you to have the resources ready when they need them.

Cold Emails Are Out:

Disruptive outreach isn’t just ineffective — it’s a turnoff. Millennials are tuning out the noise, forcing sellers to rethink their approach to engagement.

Your Brand’s Purpose Matters:

This group wants to know what you stand for. Authenticity and values-driven messaging are no longer optional — they’re a key part of why they’ll even consider engaging with you.

Proof or It Didn’t Happen:

Forget promises; millennials need proof. Case studies, testimonials, and demos are essential to get past their “show me” mentality.

Why Does It Matter?

This shift is more than just a generational change — it’s a complete overhaul of the buying journey. Sellers that adapt to these new expectations will build trust and win deals. Those who stick to old-school methods risk being left behind. It’s time to meet millennial buyers where they are — on their terms, with their priorities in mind.

2025

Channel Marketing in 2024:
ready for a revolution

The state of Channel Marketing report - 2024

Channel marketing in 2024 is at a turning point. With tech innovation surging, budgets under scrutiny, and buyer expectations evolving, businesses are rethinking how they empower and engage their channel partners. The playbook has shifted to prioritize collaboration, advanced technology, and data-driven strategies to stay ahead in a hyper-competitive market.

In partnership with the Channel Marketing Association, DemandFactor sponsored a comprehensive survey uncovering the challenges and opportunities defining this fast-evolving space. The findings are clear: businesses that double down on innovation and strategic partnerships will dominate.

What the Data Says

1. Budget Efficiency is the New Normal

With 38% of companies increasing budgets but nearly half holding steady, it’s clear that efficiency is everything. Businesses are prioritizing high-impact investments like Partner Relationship Management (PRM) systems, Account-Based Marketing (ABM), and AI-powered tools to stretch every dollar.

Breakdown of the budget plans for FY25

  • 38% Increasing
  • 49% About the same
  • 13% Decreasing
Increasing
0 %
0 %
0 %

2. Collaboration is King

“To” and “through” marketing strategies are no longer buzzwords — they’re necessities. A quarter of channel budgets are now dedicated to co-branded campaigns and enablement programs that directly empower partners. Trust and collaboration are driving results, proving that partners want more than just tools — they want shared success.

Needs improvement
0 %
0 %
0 %
0 %

3. Data Needs to Work Harder

Measurement remains a pain point for 74% of respondents. The problem? Disconnected systems, siloed data, and misaligned KPIs. To tackle this, companies are investing in integrated reporting tools that turn raw data into actionable insights. Because if you can’t measure it, you can’t optimize it.

Organization's measurement of channel marketing activities

  • 74% Needs improvement
  • 13% Poor/inadequate
  • 10% Excellent
  • 3% Not currently measuring and analyzing

4. Partner Enablement
is Non-Negotiable

87% of businesses are leaning into enablement, providing sales training, certifications, and marketing resources to keep partners ahead of the curve. This isn’t just nice to have — it’s a key to unlocking stronger, more productive relationships.

of respondents offer enablement programs for their partners.
------------- 0 %
of respondents do not offer enablement programs.
--------------- 0 %
are uncertain or did not provide a clear answer regarding whether they offer enablement programs.
----------------- 0 %

5. Digital Channels Dominate

Email campaigns? Still effective. Paid search and social ads? Amplifying reach like never before. But the real game-changer? Personalized, multi-channel approaches that engage today’s buyers where they are—on their terms. Platforms like Google, LinkedIn, and Facebook continue to lead the charge.

Key Channel Marketing
Trends for 2025

1. Subscription Spending Takes Over

By 2025, 80% of new IT spending will be subscription-based.

What It Means: The shift to recurring revenue models is unstoppable. Partners need to pivot now, aligning their offerings with SaaS solutions to deliver the flexibility and value customers demand. The playbook is clear: subscriptions equal stickier relationships and predictable growth.


2. Partner Ecosystems Go Big

60% of B2B channel sales will flow through multi-partner ecosystems.

What It Means: Ecosystems aren’t just a buzzword — they’re a game-changer. Companies that lean into these networks will unlock broader market reach, deeper collaboration, and happier customers. Integrated, multi-partner strategies are the secret weapon for scaling success in 2025.


3. Data-Driven or Left Behind

70% of channel leaders plan to supercharge investments in data analytics by 2025.

What It Means: Performance and ROI tracking are no longer optional. To stay competitive, businesses need systems that turn raw data into actionable insights. Knowing what’s working (and what isn’t) will separate the winners from the rest. 

Why Channel Marketing is Non-Negotiable

The channel marketing landscape is evolving fast, and partners expect more than transactions.

Businesses that embrace innovation and collaboration will unlock massive opportunities:

Faster Growth:

Trusted partnerships fuel revenue and expand market reach.

Stronger Loyalty:

Collaboration and tailored support deepen relationships and retention.

Competitive Edge:

Staying ahead means adopting SaaS models, leveraging data, and tapping into ecosystem power.

The Takeaway

Channel marketing in 2024 is all about adaptability, innovation, and delivering measurable results.
Companies that double down on partner collaboration, smart tech investments, and data-driven strategies are setting the stage for long-term success. But let’s not sugarcoat it: challenges around alignment, reporting, and resource allocation remain — and cracking these is key to unlocking ROI.

The winning formula? Efficiency meets innovation. Businesses that harness data, strengthen their partner ecosystems, and prioritize transparency will stay ahead of the pack. The future of channel marketing isn’t just about doing more — it’s about doing it smarter. Collaborative, customer-first, and relentlessly measurable — that’s where the game is heading.

How can DemandFactor help you succeed?

At DemandFactor, we don’t just generate leads — we help businesses find their next customers and drive measurable growth. With access to a global audience of over 220 million B2B decision-makers, we specialize in delivering high-quality, first-party leads through cutting-edge, data-driven demand generation and performance marketing strategies.

Our mission is simple: to align with your goals and deliver results you can count on. By eliminating guesswork and focusing on predictable success, we’re here to ensure every campaign drives real, measurable outcomes.

So, what makes us so confident in our promises?

First-Party Data
Done Right:

Unlike others relying on patchy third-party aggregators, we own our database. That means our leads are accurate, transparent, and compliant — no guessing, no gaps, no shortcuts.

Full-Funnel Solutions That Work:

Whether you’re building awareness at the top of the funnel or converting prospects at the bottom, we tailor programs to meet your needs at every stage of the buyer's journey. From first touch to closed deals, we’ve got you covered.

Results That Speak for Themselves:

With a 99.9% lead acceptance rate, we’re not just promising results — we’re delivering them. Our results-driven model ensures your ROI is front and center, making us the partner you can trust to maximize growth.

DemandFactor isn’t just a service — it’s your competitive edge. By focusing on precision, personalization, and proven strategies, we help businesses turn opportunities into success stories. Ready to find your next customers? Let’s grow together.

How DemandFactor Helps You Crush the Next Wave of Trends

B2B marketing is in the middle of a major shake-up, and staying ahead of the curve isn’t just an advantage — it’s survival. At DemandFactor, we’re not here to play catch-up; we’re here to help you dominate the future. Here’s how we can get your business ready for what’s coming:

Own Your Data or
Get Left Behind

Third-party data is on its way out. Privacy regulations and outdated datasets are making it harder than ever to rely on someone else’s numbers. That’s why the future belongs to businesses that own their data. We’ll help you double down on first-party insights, giving you better targeting, clearer compliance, and the kind of precision that wins deals.

Stop Selling,
Start Helping

Millennials are now running the show on B2B buying committees, and guess what? They don’t want your cold emails. They’re all about brands they trust, self-service research, and real proof before making a decision. We help you meet them on their terms with authentic, value-driven experiences that make you their top choice — no hard sell required.

Full-Funnel
or Bust

Forget single-touch campaigns; modern buyers are taking their time, looping in six or more people on committees, and engaging at every stage of the funnel. We help you stay visible from awareness to decision-making, building campaigns that don’t just get clicks — they close deals. Because if you’re not in their inbox or feed at every stage, someone else will be.

Precision Marketing,
No Waste

Spray-and-pray marketing is dead. The next big wins come from laser-focused targeting. We help you zero in on buyer intent, using data to spot the accounts that are ready to move and delivering the exact messaging they need to say yes. Say goodbye to wasted spend and hello to maximum ROI.

Ride the
Ecosystem Wave

The future of B2B sales is multi-partner ecosystems — ISVs, integrators, and channel partners all working together. We make sure you’re not just in the game but winning it. From co-marketing strategies to scalable reach, we know your job is hard and we are here to help you turn your ecosystem into a growth engine.

Data That Works
Harder for You

Data is everywhere, but actionable insights? That’s where the magic happens. We’ll help you make sense of performance metrics, refine campaigns in real time, and show your team exactly where the ROI lives. When your data works smarter, you can do the same.

Stay Ahead of
the Curve

Let’s be real: keeping up isn’t enough anymore. You need to innovate to win. We help you experiment with modern bold strategies, optimize your channels, and stay one step ahead of the competition. The trends of tomorrow are the ones we’re getting you ready for today.

The Bottom Line:

Win or Be Forgotten
The game is changing, fast. But with the right playbook, you can go from just surviving to thriving. DemandFactor helps you build smarter strategies, reach the right buyers, and dominate every stage of the funnel. The future isn’t waiting — and neither should you.

Let’s build the future together

As the B2B landscape evolves, staying ahead requires bold strategies, innovative tools,
and trusted partnerships. At DemandFactor, we’re committed to helping you achieve measurable results, strengthen your relationships, and transform opportunities into lasting success.

Whether you’re looking to optimize your channel marketing efforts, deepen partner engagement, or leverage data to unlock new possibilities, we’re here to guide you every step of the way.

Ready to take the next step?
Connect with us to explore how DemandFactor can help you thrive in 2025 and beyond.
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