Take Advantage of AI and Personalization

Gartner forecasts that 40% of generative AI (GenAI) solutions will be multimodal (this includes text, image, audio, and video) by 2027.

The firm also notes that moving to multimodal models improves human-AI interaction and gives GenAI solutions a chance to stand out.

For example, recent results from Bain & Company show how generative AI is transforming content creation, customer insights, and decision-making, enabling brands to operate faster, smarter, and more efficiently through:

• On-demand content creation: Generative AI helps create emails, graphics, and ads faster, reducing content creation time from weeks to hours.

• 360-degree customer insights: AI improves data analysis and deepens customer profiles by tracking behaviors like browsing, purchases, and social media activity.

• Real-time decision engines: Generative AI turns data into action, helping retailers test ads and personalize content based on customer behavior and timing.

The takeaway here is that B2B brands can use AI to identify which content resonates with individual buyers, personalize it in real-time across channels, and maintain ongoing engagement with tools like chatbots and virtual assistants.

Use Short-Form, Snackable Content as the New Standard

AI-generated content is everywhere, even though executives still heavily trust traditional media (about 88% of Greentarget’s survey respondents see it as valuable). 

This is why it is so important to produce high-quality, consistent content. 

It's equally important to build a strong, consistent brand to establish trust and recognition. This can ultimately lead to more loyal customers and higher sales.

Being consistent with your brand on all platforms helps build trust, makes you recognizable, and can ultimately lead to more loyal customers and higher sales.

In fact, businesses that have a cohesive and recognizable brand identity across channels experience a 23% increase in revenue. 

Greentarget’s 2025 Outlook emphasizes the value of owned content as a key differentiator, helping professional services firms showcase their expertise and unique perspective.

Explore “Phygital” Marketing

To stand out, brands need to go beyond consistency and create experiences that blend digital and real-world interactions. That’s where “phygital marketing” comes in.

In an interview with DesignRush, co-founders of social-commerce platform Stored, Danny Howe and Lee Hart, described “phygital” as “the frictionless integration of physical and digital shopping channels”.

Brands can connect with audiences in more engaging ways through hybrid events, AR, and live digital experiences.

However, phygital marketing is just one part of the equation. To keep up with changing buyer expectations and business needs, sales teams need to work smarter, not harder. 

Gartner stresses the need for AI, automation, and digital tools if businesses want to create a smoother, more efficient buying experience and meet customers where they already are.

Vice President Analyst Tad Travis predicts that people, processes, and technology will become more connected as suppliers and buyers interact more. 

According to him, traditional sales models will become less dependable over time, and most sales teams aren’t ready for that change.

“Embracing this change means sales leaders must adopt the principles of hyperautomation — accept they have to meet customers where they already are and bring B2B digital commerce into the fold.”

Getting attention isn’t just about being noticed; it’s about keeping people interested. 

With so much competition for attention, those who focus on relevance, speed, and personalization will stand out and turn short-term interest into lasting loyalty.