Anteriad’s Latest Report Spotlights the Next Era of B2B Marketing—And the Data-Powered Leaders Fueling It

In an industry where results speak louder than channels, Anteriad has released its newest research report, The 2025 B2B Marketing Edge, in partnership with Ascend2—offering a detailed look at the evolving role of marketing leaders in B2B. Based on a survey of 466 senior marketers across North America, Europe, and APAC, the study unpacks how data fluency, AI adoption, and organizational agility are reshaping marketing’s impact on revenue.

The big headline? Data-savvy marketers are winning.

“Successful marketers today combine precise data strategies with agility to fuel revenue growth and strengthen brand positioning,” said Lynn Tornabene, CMPO at Anteriad. “This report offers a roadmap for how to do both.”

Marketers Are Taking On More—and Driving Revenue with It

The study reveals that 79% of B2B marketers expanded their responsibilities in the past year—not just as a response to leaner teams, but as a strategic shift. These expanded roles increasingly include revenue growth ownership, customer acquisition, and brand-building:

• 64% are now directly driving revenue growth through marketing initiatives

• 56% prioritize customer acquisition strategies

• 55% are responsible for brand awareness efforts

Interestingly, these added responsibilities correlate with better performance—a sign that marketing's remit is no longer just about support; it's about strategy and ROI.

Enter the Growth Gurus—and the Data Heroes

Top-performing marketers in the study—dubbed "Growth Gurus"—share a few defining traits:

• They use intent data at a significantly higher rate (52% vs. 32%)

• They launch campaigns 3x faster

• 73% see meaningful efficiency gains from AI use (vs. just 41% of their peers)

Perhaps more compelling is the rise of the "Data Hero"—a persona representing marketers with high confidence in using varied data sources to drive engagement. This group has grown dramatically—from 27% in 2022 to 44% in 2025—and they’re 3x more likely to generate significant revenue growth.

From Insight to Action: What the Best Are Doing Differently

The report dives into how today’s most effective marketers are transforming their orgs:

• Data Strategy: Prioritizing clean, integrated, and predictive data

• AI Optimization: Using AI for targeting, content creation, and campaign management

• Campaign Velocity: Focusing on tools and org structures that support rapid execution

• Cross-Functional Alignment: Collaborating more tightly with sales and ops to close the loop

This marks a move away from marketing as a silo and toward marketing as a growth engine—enabled by technology and empowered by leadership.

Anteriad’s findings are a clear signal: B2B marketing is no longer just about pipeline—it’s about precision, performance, and partnership. As companies face mounting pressure to do more with less, data confidence isn’t a luxury—it’s a competitive edge.

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