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What GTM Leaders Are Doubling-Down on in 2025: Insights from The Executive Game Changers Experience

We’re already in the thick of 2025 but still early enough to refine our strategies and turn this into the year for efficient growth. The big question is, what are the top GTM Leaders in all of B2B doubling down on and experimenting with this year?

At the recent Executive Game Changers Experience, we brought 50 game-changing GTM minds into one room to connect and share their insights on everything from the future of buyer signals to data-driven content and everything in between. 

Here’s a closer look at the 6 key themes and insights shaping the next wave of GTM strategy.

1. Building Brand Advocacy Through Customer Voice

With 92% of buyers trusting peer recommendations over vendor content, activating customer advocacy is a top priority. However, traditional case studies are losing effectiveness, making way for more dynamic and community-driven approaches.

What GTM Leaders are Saying:

  • Customer Advisory Boards: Instead of relying solely on case studies, brands are fostering ongoing engagement with customers through advisory boards where users provide direct feedback, co-create content, and influence product roadmaps.
  • The Power of Video & Customer Stories: Short-form, authentic video content featuring customers sharing real experiences is outperforming static testimonials. Brands that prioritize video-driven advocacy highlighting how solutions impact individuals’ lives are seeing higher engagement and trust levels – whether that be through snackable clips or actionable Masterclasses.
  • Leveraging Customer-Led Communities: Brands are increasingly fostering communities where customers can engage with a wider audience to share best practices and co-create content. By providing a platform for meaningful peer-to-peer interactions, companies can build trust and encourage organic brand advocacy.
  • Award-Based Advocacy: Applying for joint industry awards with customers not only boosts credibility but also strengthens relationships. Brands are working closely with top customers to co-submit for accolades that highlight mutual success stories rather than purely focusing on their own product message.

Example: Snowflake’s billboard campaign in San Francisco is a standout example of customer-centric marketing done right. Instead of generic brand messages, their billboards spotlight real customers, showing the impact of their product across industries.

Tip: Featuring customers in live Masterclasses to share their strategies is a great way to showcase their successes, have them tell their unique stories, and help your audience learn how to replicate these results while naturally incorporating your solution into the storyline. 

2. The Power of Data-Driven Content & Storytelling

Content consumption habits are shifting, with 73% of B2B buyers preferring to consume short-form content before engaging with long-form assets. GTM leaders are adopting more agile, data-driven content strategies to capture and retain audience attention.

What GTM Leaders are Saying:

  • Micro-Learning & Snackable Content: To meet buyers where they are, brands are breaking down complex ideas into bite-sized formats such as carousel posts, <60-second videos, and interactive decision trees to simplify engagement. People consume information in short bursts, making micro-learning an effective way to engage and educate.
  • Collecting Actionable Audience Insights: Many companies are still struggling to fully understand their audience making it a competitive advantage for those that do. Having clear audience insights, doubling down on owned channels, and collecting more first-party data from every interaction is what will set companies apart in 2025.
  • Optimizing for AI Search & Google AI Overviews: As AI-generated search experiences reshape discovery, brands are shifting focus from keyword stuffing to creating authoritative, high-quality content that AI algorithms favor in search rankings.

Example: Use ChatGPT to optimize your existing content for Google’s AI Overview. Analyze how Google’s AI Overview is structuring results for important searches related to your brand, competitors, and industry topics. Then have ChatGPT rewrite existing content specifically tailored to rank in that section of Google’s results. Test and iterate frequently, making small content adjustments based on how Google’s AI Overview responds to improvement visibility.

3. Turning Buyer Signals into Actionable Insights

With over 75% of B2B buyers preferring a self-directed research process before engaging with sales, understanding and acting on buyer signals has never been more critical. GTM teams are leveraging AI-driven insights to align sales and marketing, ensuring that high-intent buyers receive personalized engagement at the right moment.

What GTM Leaders are Saying:

    • Beyond Basic Intent Data: Traditional lead scoring models often miss critical behavioral nuances. Advanced behavioral analysis, such as tracking content engagement patterns, time spent on product pages, and repeat visits, enables GTM teams to refine their outreach strategies and prioritize high-value leads more effectively.
    • Automated Signal Activation: AI-driven tools are helping teams identify crucial touchpoints—such as content downloads, webinar attendance, or pricing page visits—to automatically trigger targeted actions, including personalized email sequences and retargeting ads.
    • AI-Powered Sales & Marketing Sync: Real-time data integration between marketing automation platforms and CRM systems ensures that sales teams receive timely, relevant insights, reducing lag time in engagement and improving conversion rates.
  • Rethinking Audience Targeting & Buyer Journeys: Instead of thinking in terms of “top, middle, and bottom of funnel,” consider: What problem is the audience trying to solve right now and what level of urgency or curiosity do they have? From there, brands are building intent-based content that aligns with real-time challenges rather than a pre-defined funnel stage.

4. Rethinking Attribution Models for Sustainable Growth

Attribution remains a major challenge, with 70% of marketers stating they struggle to prove marketing ROI. The traditional first-touch or last-touch models fail to capture the complexity of modern buyer journeys. Leaders are shifting toward holistic attribution that factors in brand awareness, community engagement, and dark social.

What GTM Leaders are Saying:

  • Moving Beyond First/Last Touch: Single-touch attribution models are often misleading. Multi-touch attribution models, which account for every touchpoint across the buyer’s journey, help marketers better allocate resources to the most impactful channels.
  • Educating Leadership on Marketing Impact: GTM leaders are shifting the conversation with board members and other executives from “what channel gets credit?” to “what strategies are driving revenue?” Implementing data-backed storytelling is helping marketing teams secure more budget and alignment.
  • Dark Social & Community Influence: Much of today’s buyer engagement happens in “untrackable” channels like Slack communities, social media, direct messages, and word-of-mouth referrals. Brands are investing more in influencer partnerships, community-building, and shareable content to capture this impact.

5. Driving Engagement Through GTM Experimentation

Many high-growth companies attribute their success to a culture of rapid experimentation. In 2025, leaders are doubling down on structured testing methodologies to optimize every aspect of the GTM motion.

What GTM Leaders are Saying:

  • AI-Assisted Outreach: AI isn’t replacing GTM teams, but it’s streamlining outreach by automating research, drafting email sequences, and prioritizing leads based on behavioral scoring. Teams that integrate AI into their prospecting workflows are seeing faster response times and higher engagement rates.
  • Testing Before Scaling: Before investing significant budget in a new channel or campaign, leading brands are constantly running micro-experiments (A/B tests, pilot programs, small ad spends) to validate effectiveness and optimize performance before full-scale deployment. Being intentional and having a framework that the entire team is on board with will be essential in 2025.
  • Brand Investment for Long-Term Trust: While short-term demand gen campaigns drive immediate pipeline, long-term brand marketing investments (such as podcasting, thought leadership, and media partnerships) are proving essential for sustained trust-building across multiple buying groups.

6. AI & Automation: The Future of GTM Efficiency

AI-driven automation is projected to save enterprise marketing teams over 30% in operational costs by 2026. GTM teams are using AI to streamline workflows, optimize targeting, and drive efficiency across GTM functions.

What GTM Leaders are Saying:

  • AI-Generated Personas: Instead of manually building ICP profiles, AI tools should eliminate this tedious task and analyze LinkedIn profiles, firmographic data, and customer interactions to create dynamic buyer personas that evolve over time based on real engagement data.
  • Automating Repetitive GTM Tasks: AI-powered solutions are taking over data entry, lead enrichment, email personalization, and even basic content creation, allowing sales and marketing teams to focus on strategic decision-making.
  • Dynamic Content Personalization: Real-time behavioral tracking enables marketers to tailor messaging dynamically, adjusting or repurposing content formats and offers based on how each prospect engages with previous touchpoints. The customer journey isn’t static so brands need to be activating strategies and tools that help deliver value across chaotic journeys.

Example: You can use Gumloop to scrape and analyze Reddit conversations related to your industry to help you identify trending discussions, customer pain points, and new go-to-market opportunities.

The GTM Strategies That Will Win in 2025

As we move into 2025, the focus is clear:

  • Double down on brand advocacy and authentic storytelling
  • Lean into video and micro-content as the new frontier of engagement
  • Turn buyer signals into insights that your team can easily put into action
  • Build attribution models that truly reflect modern buyer behavior
  • Stay agile with experimentation and iterative testing
  • Harness AI and automation for GTM precision and efficiency

The companies that execute on these strategies will set the pace for next-generation GTM success. Which strategies and experiments are you prioritizing for 2025?