At the 2025 EMEA Informa TechTarget ROI Summit in London, industry experts presented a series of bold predictions that hint at what lies ahead for marketing leaders. These aren’t just speculative ideas—they’re emerging realities. Here’s a closer look at five of the most compelling predictions and what they mean for the future of B2B marketing.

Prediction 1: The Line Between Marketing and Customer Success Will Disappear

The traditional model that separates marketing from customer success is breaking down. AI-driven tools like chatbots, automated onboarding, and resource hubs are already blurring the lines. From first touchpoint through post-sale engagement, marketing now extends across the full customer journey.

In practical terms, this means that customer success functions will increasingly adopt marketing strategies—personalized communications, lifecycle campaigns, and proactive content delivery—while marketers will need to own post-purchase engagement metrics. The organizations that succeed will be those that build integrated growth teams focused on the complete buyer and customer experience.

Prediction 2: B2B Marketing As We Know It May Not Exist by 2028

The corporate marketing model we’ve relied on for decades is reaching its limits. With the rising cost of acquisition, take app downloads as an example, which have jumped from a cost point of $1.50 to $15 in just a few years, what are now considered digital traditional approaches are becoming economically unsustainable.

As AI enables deeply personalized, person-based marketing (PBM), B2B is starting to resemble B2C. Rather than marketing to accounts or job titles, we now target individual behaviors, preferences, and signals in real-time. This shift toward hyper-personalized, intent-driven outreach is poised to redefine marketing functions entirely.

The winners will be the companies that abandon outdated funnel models and embrace fluid, human-centric buyer journeys.

Prediction 3: Large Legacy Companies Will Struggle to Survive

Agility, not scale, will define success in the coming years. Young, digital-native entrepreneurs from Gen Z are questioning old systems and building AI-native companies that can scale rapidly with minimal overhead. A one-person AI startup can now secure multi-million dollar valuations—disrupting not just the tech landscape, but the entire VC funding model.

Meanwhile, traditional enterprises are buckling under the weight of legacy systems, bureaucratic processes, and outdated valuation metrics. For example, Wall Street no longer rewards tech companies solely for hypergrowth—it demands profitability and sustainable business models.

Even tech giants like Google are facing existential threats as alternative platforms like ChatGPT erode their core search engine dominance. The takeaway: adaptability will trump size every time.

Prediction 4: AI Skillsets Must Be Upskilled—Strategically

It’s no longer enough to have AI prompt engineers on staff. What businesses truly need are AI strategists who understand business goals and can operationalize AI to meet those objectives. This includes automating buyer readiness, surfacing behavioral triggers, and personalizing content across the full sales funnel.

With big data and AI working hand-in-hand, marketers can finally close the gap between buyer research and sales readiness. Tools can now detect early-stage intent and deliver targeted content to warm prospects before they ever speak to sales. The result? Shorter sales cycles, higher conversion rates, and smarter go-to-market strategies.

Organizations that invest in AI education and experimentation today will lead the pack tomorrow.

Prediction 5: Fractional Experts Will Replace Core Headcount in Marketing

As budgets tighten and workloads increase, companies are rethinking how they build marketing teams. Rather than relying solely on full-time headcount, forward-thinking organizations will prioritize hiring fractional experts—freelancers and consultants who bring specialized skills for short-term, high-impact initiatives.

The shift is already underway. It’s estimated that over 50 % shared services roles, including marketing, will be filled by external talent in the next few years. These experts can provide strategic direction, pilot new technologies, and drive experimentation without adding long-term cost or strain to existing teams. For overloaded in-house marketers, it’s a much-needed relief valve. For companies, it’s a smarter, more flexible model for staying competitive.

Fast Forward To The Future

The future of B2B tech marketing isn’t just about adapting to AI or changing buyer behavior. It’s about rethinking how marketing integrates across the organization, how we define value, and how we build teams that can keep up with the pace of innovation.

To thrive between now and 2028, CMOs and marketing leaders will need to:

• Abandon outdated funnel models in favor of personalized customer lifetime value models
• Break down silos between marketing, customer success, and sales
• Invest in AI literacy and experimentation
• Embrace flexibility through fractional talent and expertise

The playbook is changing—and those who pivot early will reap the rewards of a smarter, more human, and more impactful marketing future.

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Want help preparing your marketing team for what’s next? Momentum Marketing can help you build the strategy and processes to thrive in the new B2B landscape. Book a call today and let’s talk about what your next big momentum moment will be.