"Drew, everyone's talking about emerging trends, but I'm still trying to figure out how we get organic attention on LinkedIn. Meanwhile, my CFO wants us to be 'more predictable,' my first-party data is a mess, and don't get me started on our AI strategy. How do we separate the signal from the noise?" chorused several CMOs during a recent Peer Huddle.

If this sounds familiar, take comfort. You're not alone in this swirl of shiny objects. Here's a fascinating fact: Penguins can actually see underwater better than they can on land, and they're able to spot both nearby threats and distant opportunities. That's exactly the kind of vision CMOs need right now.

So, my fellow marketing penguins here's one last post on how CMOs can cut through in 2025. Today, we're diving into emerging trends.

21. Vertical Marketing: The New Horizontal Growth

One CMO recently shared how they stopped trying to be everything to everyone and instead went deep into two verticals. The result? Their pipeline doubled while their CAC dropped faster than Nvidia's stock after DeepSeek launched. The key? They didn't just change their messaging – they rebuilt their entire GTM around vertical-specific pain points, channels, and buying cycles.

22. First-Party Data: Your New Best Friend

With privacy regulations tighter than a penguin huddle in winter, your first-party data strategy is essential for survival. But here's the twist: One CMO actually reduced their data collection by 30% and saw engagement spike. Why? Because they started collecting what mattered, not what they could.

23. Influence the Influencers

B2B influencer marketing isn't about finding someone with a zillion followers to hawk your goods. It's about building relationships with the voices your customers actually trust. One CMO scrapped their influencer budget and instead created a "wisdom network" of industry veterans. The result? More credibility than a Warren Buffett investment tip.

24. Change Management: Your Secret Weapon

How many transformation initiatives died a quiet death in your organization last year? One CMO I know now treats every new marketing initiative like a change management project. Their secret? They stopped selling the what and started with the why.

25. AI Bots: The Superhuman Touch

Before you roll your eyes at another AI mention, check out what Amanda at 1Mind.ai is doing. This isn't your standard chatbot – it's what happens when AI actually makes customer success more human, not less. It’s still early days, but the initial customer results from 1Mind’s bot are mind-blowing.

That's it. 25 ways to cut through in 2025. The common thread? They're all part of a bigger strategy to make B2B marketing more human, more effective, and maybe even a little more fun.

To all the CMOs out there swimming against the current: Keep diving deep, stay focused on what matters, and remember – even penguins look awkward on land sometimes, but they're absolutely magnificent when they're in their element.

Written by Drew Neisser