As B2B buyer behavior continues to evolve rapidly, marketers are under pressure to rethink traditional engagement strategies and embrace a more data-driven, buyer-centric approach.
In this Q&A excerpt from the recently released Rethinking Buyer Engagement in Modern B2B Marketing from Demand Gen Report, Anna Eliot, CMO of pharosIQ and a seasoned marketing leader, detailed the top trends shaping B2B buyer engagement in 2025 and beyond. From the rise of intent-driven targeting and AI-powered orchestration to the tactical shift toward coordinated, multichannel campaigns, Eliot shares insights into what’s working now, what to avoid, and how to measure success in a complex, stakeholder-driven sales landscape.
Demand Gen Report: What trends do you think will shape B2B buyer engagement in the next 1–2 years?
Anna Eliot: In the next 1-2 years, we’ll see a strategic pivot from legacy demographic-, firmographic- or title-based targeting toward a more nuanced approach leveraging comprehensive behavioral data, decision signals, and intent markers. Teams must reimagine their engagement frameworks to determine not just what content to deliver, but optimize the critical elements of how, when, and where engagement occurs for maximum resonance and impact.
DGR: What engagement tactics are working best right now?
Eliot: The most effective engagement strategies aren’t just about selecting individual high performing tactics; it’s about sophisticated orchestration of complementary approaches aligned to the buyer profile and journey. Our highest impact programs integrate tactics across four goals: Build the marketable database, identify and accelerate interest, align with sales, and convert to meetings.
