Tackling 2025 Challenges: What Marketers Are Facing The Rest Of The Way

As we near the halfway point of 2025, a new survey of global B2B marketers is making it clear what the challenges have been so far.

According to Pipeline360’s 2025 State of B2B Pipeline Growth report, nearly half (45%) say economic uncertainty is the biggest challenge. Getting past that surely-universal concern, the next biggest were unrealistic expectations and engagement challenges.

(Source: Pipeline360)

“33% struggle with declining engagement metrics, including declining email open rates and form fills,” says the report, which found that more than half (55%) of companies weren’t satisfied with their “ability to target and engage key audiences and buying groups.”

The top areas for improvement were:

• Gathering customer insights (55%)
• Audience segmentation (46%)
• Developing buyer personas (43%)

“Marketers see a need to develop a richer and more granular understanding of the customer or potential customer, based on industry and buyer personas,” the report says, “which … today tend to include new personas and customer profiles that marketers must quickly familiarize themselves with.”

It wouldn’t be a 2025 report without mention of AI, and Pipeline360’s report points to the “emerging interest” in AI applications such as predictive analytics (valued by 28%), sales forecasting (19%), and dynamic pricing (14%) as part of the AI evolution beyond mere content creation.

“Successful AI implementation will focus on solving specific business problems rather than implementing technology for its own sake,” the report says.

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: