The World Communications Forum Association (WCFA) successfully hosted the Davos Communications Summit & Awards 2025 on April 10–11 at the Davos Congress Centre in Switzerland. Bringing together nearly 100 senior communication professionals, CEOs, academics, and policy advisors from over 20 countries, the two-day event tackled critical challenges and future trends in public relations, political communications, and AI integration.

With keynote speeches, panel discussions, and the debut of the in-person Davos Communications Awards Gala, the summit provided a comprehensive outlook on the evolving role of communications professionals in a fast-changing world.

Themes from the Summit

1. AI and the Future of Communications

The growing integration of Artificial Intelligence (AI) into communication strategies was a dominant topic. While AI offers tools to simplify tasks, experts like Paul Holmes of PRovoke Media emphasized the need for critical thinking and ethical oversight. He warned that overreliance on AI could dull strategic thinking, which is essential for guiding leaders through turbulent times.

2. Values-Driven Leadership and Influence

Lord Evans of Sealand, former General Secretary of the UK Labour Party, explored how values and identity shape public influence. Using the “funnel of causality” framework, he emphasized the need for communicators to engage with audiences at the level of cultural alignment and belief systems, rather than just through campaign visibility.

3. Trust and Ethical Responsibility in a Polarized World

Mary Beth West, a leading ethics strategist, addressed the increasing threat of ideological echo chambers in public discourse. She stressed the importance of protecting ideological diversity to maintain public trust and warned against labeling dissent as misinformation.

Highlights from the Panel Discussions

Over six panel sessions, more than 30 experts addressed crucial industry topics:

• AI and Digital Marketing: Exploring ethical deployment and creative strategy.

• Political Messaging & Crisis Communications: Insights from Laura Baxter, Mihael Cigler, Veronique Haller, and others.

• Culturally Tailored PR Strategies: Emphasizing regional adaptation in Africa, Eastern Europe, and the Middle East.

• PR in Wartime & Social Policy: Contributions from Ukrainian communicators such as Iryna Zolotarevych and Viroslava Novosylna.

• Emerging Markets & Youth Representation: Voices from Cameroon, South Africa, the UAE, and Ghana added global perspectives.

Participants included influential professionals such as:

• Stuart Bruce (UK), Mike Southon (UK), Guntram Kaiser (Germany), Catherine Hernandez-Blades (USA)

• Thabisile Phumo (South Africa), Chetna Krishna (Switzerland), Syed Bukhari (UAE), Bärbel Hestert-Vecoli (Germany)

• Kobi H. Osisiadan-Bekoe (Ghana), Melissa Buch (Switzerland), Diego Biasi (Italy)

The event also welcomed Mina Nazari from Iran’s Tabriz Power Distribution Company, showcasing WCFA’s truly global representation.

Davos Communications Awards Gala 2025

On the evening of April 10, WCFA hosted the first in-person Davos Communications Awards Gala, recognizing excellence in 24 categories across strategic communications. Key highlights included:

• Paul Holmes and Lord Evans of Sealand inducted into the WCFA Hall of Fame for lifetime contributions.

• United PR Association of Ukraine, led by Sergii Bidenko, honored for their courageous and impactful work in wartime.

The awards underscored the profession’s ongoing evolution—highlighting innovation, resilience, and leadership in communication.

Strategic Partnerships and Sponsors

The 2025 summit was organized in cooperation with the Public Relations and Communications Association (PRCA). It was supported by:

• Gold Sponsor: The #PREthics Community

• Silver Sponsor: Brain 4 Strategy

• Media Partner: PR Newswire, a Cision Group Ltd. company

The Davos Communications Summit & Awards 2025 showcased the transformative role of communications in shaping global narratives, advancing ethics, and navigating technological disruption. With leaders and thinkers from across continents sharing insights, the event reinforced WCFA’s role as a hub for dialogue, strategy, and professional excellence. As WCFA President Maxim Behar noted, the summit not only reflected the current state of global communications—but laid the groundwork for the future.

Looking ahead to 2026, the next edition of the summit promises to push even further into the frontiers of digital transformation, PR ethics, and global communications leadership.

Gateway Funnel Pros, a leading provider of specialized payment gateway solutions, has unveiled a new suite of services tailored specifically for marketing agencies using HighLevel (also known as GoHighLevel or GHL). Designed to tackle the unique challenges these agencies face with traditional payment processors, the solution provides secure, high-risk-friendly payment processing via seamless integrations with NMI and Authorize.Net.

This launch represents a critical step for digital marketers whose services are often flagged or restricted by mainstream platforms like Stripe, Square, and PayPal—offering them a path to uninterrupted operations and scalable growth.

The Problem: Payment Restrictions in the Marketing Industry

Why Traditional Gateways Fall Short

HighLevel has become the go-to CRM, funnel builder, and automation platform for digital agencies. However, many agencies find themselves suddenly denied, restricted, or banned by mainstream payment processors due to vague “acceptable use” policies. These limitations are especially common in niches considered "high risk" by financial institutions.

Agencies often experience:

• Sudden account terminations

• Frozen client funds

• Chargeback disputes with limited support

• Revenue loss and operational disruption

Such challenges can severely impact cash flow, client trust, and long-term agency growth.

The Solution: High-Risk Payment Gateway Integration for HighLevel

Stable Alternatives via Gateway Funnel Pros

Gateway Funnel Pros’ new program provides HighLevel users with payment solutions built from the ground up to support high-risk business models. Instead of forcing agencies to navigate the uncertainty of traditional gateways, the company offers custom-underwritten merchant accounts paired with robust, proven gateway technologies.

Agency owners can choose between:

• NMI Gateway Integration

• Authorize.Net Integration

Each option is specifically optimized for compatibility with HighLevel, offering flexibility, compliance, and hands-on support.

Integration Options: NMI & Authorize.Net

NMI Gateway: Simplicity and Scalability

NMI is a powerful, agency-friendly solution designed for ease of use:

• Direct connection to HighLevel dashboards

• Support for multiple merchant accounts across multiple campaigns

• Personalized onboarding with expert support

• Seamless operation even for agencies new to high-risk processing

This option is ideal for agencies looking for flexibility, fast implementation, and scalable infrastructure.

Authorize.Net: Trusted and Compliant

For those seeking a familiar name in credit card processing, Authorize.Net remains a gold standard. With Gateway Funnel Pros’ specialized underwriting:

• Agencies get custom-fitted merchant accounts aligned with their marketing services

• Integration support includes free personalized screen-share setup

• Lower error rates and a frictionless transition from traditional processors

This option caters to agencies in highly scrutinized verticals who need long-term reliability.

Founder Perspective: Solving a Real Industry Pain Point

Alex Roy, founder of Gateway Funnel Pros, explains the motivation behind the new offering:

“We understand the frustration and uncertainty agencies feel when Stripe or PayPal suspend their accounts. Our goal is to eliminate that risk. HighLevel agencies deserve payment processing that works with them—not against them.”

By combining deep knowledge of high-risk merchant processing with a deep understanding of HighLevel’s ecosystem, Gateway Funnel Pros provides a tailored, future-proof solution.

Beyond Integration: Expert Support and Long-Term Reliability

What Sets Gateway Funnel Pros Apart

This is not a plug-and-play solution left to users to figure out. Instead, the program includes:

• Merchant account underwriting tailored to agency needs

• Step-by-step implementation support

• Live troubleshooting via screen-sharing

• Ongoing updates and integration improvements

For agency owners who rely on HighLevel’s automation and CRM features, the ability to process payments seamlessly and securely is vital to business continuity.

Gateway Funnel Pros' new HighLevel payment integration program fills a critical gap for marketing agencies navigating a restrictive payment ecosystem. Whether you're scaling lead generation services, selling digital products, or operating in a niche flagged as “high risk,” this program offers the confidence and infrastructure needed to grow sustainably.

With NMI and Authorize.Net integrations, expert support, and custom-fitted merchant accounts, agencies no longer have to worry about frozen funds, denied accounts, or compromised revenue streams. It’s a solution built not just for compatibility—but for confidence.

In a move signaling its growing dominance in the digital marketing industry, Ignite Visibility has announced the acquisition of Outliant, a web development and digital marketing agency renowned for its technical capabilities and focus on multi-location businesses. The acquisition is a strategic step to expand Ignite Visibility’s service offerings and accelerate its mission of becoming the leading ‘national-to-local’ digital marketing partner.

With the integration of Outliant’s team, Ignite Visibility’s talent pool has now grown to over 350 professionals, reinforcing its ability to deliver end-to-end digital solutions to enterprise clients with complex needs.

Strategic Vision: Scaling National-to-Local Capabilities

Meeting the Needs of Multi-Location Clients

The acquisition responds directly to growing client demand for more comprehensive and technically sophisticated website management. Multi-location businesses often struggle with platforms and templates that fall short of meeting diverse regional needs, SEO performance targets, and localization standards.

By combining Ignite Visibility’s digital marketing leadership with Outliant’s deep technical acumen, the agency is now uniquely positioned to provide:

• Customized enterprise-level web development

• Scalable solutions across multiple CMS platforms

• Local SEO and discoverability enhancements

• Strategic digital asset management

This positions Ignite Visibility as a go-to agency for national brands looking to dominate local search results while managing digital assets at scale.

Leadership Commentary: A Natural Fit

CEO Perspective from Ignite Visibility

John Lincoln, CEO and co-founder of Ignite Visibility, emphasized the cultural and strategic alignment between the two companies:

"From the first day we met Outliant’s leadership, we recognized a shared commitment to excellence and innovation. Their capabilities in enterprise web and app development enhance our core strengths and will deliver greater value to every client we serve."

This alignment is expected to drive synergy across teams, accelerate integration, and unlock new growth opportunities.

Outliant’s Next Chapter

Erwan Lent, Co-founder of Outliant and now Senior Vice President of Technology at Ignite Visibility, also expressed enthusiasm about the acquisition:

"Joining Ignite gives our clients access to expanded resources and a broader suite of digital marketing services. The alignment in values and culture made this transition a natural one."

Lent’s leadership will be pivotal in scaling technical operations and bridging the transition for existing Outliant clients into the Ignite Visibility ecosystem.

Industry Implications: A Full-Spectrum Digital Partner

The Rise of National-to-Local Digital Marketing

The acquisition reflects a broader industry trend: the increasing complexity of digital marketing for multi-location businesses. These brands must manage:

• Individual location pages

• Hyper-local SEO and PPC

• Distributed reputation management

• Integrated CRM and analytics systems

Ignite Visibility’s expanded capabilities now address all these areas, making it a true full-spectrum partner for enterprise clients that require local agility with national strategy.

Enhanced Technical Infrastructure

Outliant’s legacy includes expertise in:

• Custom CMS development

• Progressive Web Apps (PWA)

• Responsive frameworks tailored to SEO

• API integrations and automation

These technical enhancements are crucial for supporting high-performing, scalable websites that meet both marketing and operational needs.

Transaction Details and Investment Backing

This is the second acquisition Ignite Visibility has completed since forming a strategic partnership with Mountaingate Capital in February 2023. The deal was supported by key legal and financial stakeholders:

• Morrison & Foerster LLP served as counsel to Mountaingate Capital

• Potomac Business Capital and Baker Donelson advised Outliant

• Capital Southwest Corporation provided financing for the transaction

The acquisition strategy reflects Mountaingate Capital’s commitment to scaling high-growth, founder-led companies in digital marketing and technology sectors.

With the acquisition of Outliant, Ignite Visibility continues to solidify its reputation as a premier digital marketing agency capable of delivering highly tailored, technically advanced solutions for enterprise and multi-location clients. By combining best-in-class web development with elite digital marketing, the agency is prepared to lead its clients through increasingly complex digital landscapes with confidence and innovation.

As the digital ecosystem evolves, the Ignite–Outliant partnership sets a new benchmark for how agencies can combine strategic marketing insight with deep technical execution to drive measurable business results.

OmniScale Media, a leading communications agency serving breakthrough technology brands, has announced the extension of its strategic partnership with the SC Conference, the world’s premier event for high-performance computing (HPC), networking, storage, and analysis. This two-year renewal affirms OmniScale’s central role in shaping the event’s narrative and amplifying its global reach, especially as the conference scales to new attendance records and technological frontiers.

Following successful collaboration on SC23 and SC24, OmniScale Media has been reaffirmed as the official communications contractor for SC25 (St. Louis, November 2025) and SC26. Backed by the IEEE Computer Society and ACM, the extension signifies a continued commitment to storytelling that captures the transformative power of supercomputing and emerging technologies like AI and quantum computing.

The Impact of a Growing Global HPC Forum

A Surge in Attendance and Global Visibility

The SC Conference has experienced exceptional growth, with SC24 drawing over 18,000 attendees—a 30% increase from SC23’s previous record. This rise reflects growing international interest in the scientific and commercial impact of high-performance computing, and underscores the importance of consistent, high-quality communications in supporting that momentum.

OmniScale Media’s renewed role positions the agency to maintain and expand this trajectory through:

• Strategic media relations

• Executive thought leadership content

• Event press support and coordination

• Media partner engagement

• Cross-functional collaboration with SC committees

These capabilities align with the SC Conference’s evolving goals of broadening accessibility and highlighting innovation across academia, industry, and government sectors.

Why OmniScale Media? A Partner with Deep Domain Expertise

Trusted Experience in Advanced Tech Communications

With years of experience representing cutting-edge HPC, AI, and quantum technologies, OmniScale Media brings unmatched understanding of the technical landscape and audience. Their ability to translate complex scientific ideas into compelling narratives makes them a uniquely qualified communications partner for the SC Conference.

As Matt Walters, CEO of OmniScale Media, explains:

“We’re honored to amplify the SC Conference’s mission through strategic storytelling and media engagement. The surge in attendance at SC23 and SC24 reflects not only interest in HPC but also in the human stories and solutions it enables. Our team is passionate about helping this community tell those stories.”

Continuity and Strategic Direction

Cristin Merritt, SC25 Communications Chair, emphasized the value of consistency:

“OmniScale’s familiarity with the SC ecosystem makes them invaluable. Their proven success and alignment with our vision ensures we continue to raise the bar in every aspect of conference communications.”

By extending the relationship, the SC Conference gains not just a vendor, but a strategic partner invested in long-term success.

The Road to SC25: "HPC Ignites"

Exploring the 2025 Theme

The theme of SC25, "HPC Ignites", reflects how high-performance computing is accelerating discoveries and revolutionizing industries—from climate science to aerospace, genomics, and AI-driven automation. Set for November 16–21, 2025, in St. Louis, Missouri, SC25 is expected to deepen its focus on how HPC fuels innovation and societal progress.

OmniScale Media’s communications strategy will aim to highlight:

• Breakthrough research and applications

• Inspirational stories from the scientific community

• Interdisciplinary advancements in AI, quantum, and exascale computing

• The growing economic and policy impact of HPC technologies

A Global Stage for Next-Gen Innovation

As HPC moves into public discourse and policy conversations, SC25 will serve as a key forum for dialogue. OmniScale’s role is to broaden reach beyond technical audiences and drive mainstream visibility for innovations unveiled at the event.

A History of Excellence and a Vision for the Future

Since its inception in 1988, the SC Conference has become the most influential gathering for the global HPC community, drawing researchers, engineers, developers, and thought leaders. From showcasing technical breakthroughs to forging public-private partnerships, the conference has consistently led the way in defining what computing can achieve.

Isaac Lopez, President of OmniScale Media, reflected on the personal and professional significance of the partnership:

“Since before I first attended in 2000, the SC Conference has represented the pinnacle of computing innovation. With this renewed partnership, we’re excited to help evangelize the community’s achievements and spotlight the technologies reshaping our world.”

The extended partnership between OmniScale Media and the SC Conference marks a significant investment in consistent, high-impact communication that supports the HPC ecosystem’s growth. As SC25 and SC26 approach, the collaboration will play a pivotal role in not only promoting the event itself, but also elevating the broader conversation around computing’s role in solving the world’s greatest challenges.

Through strategic storytelling, technical fluency, and media excellence, OmniScale Media is helping the SC Conference extend its influence far beyond the walls of its exhibition halls—igniting global curiosity and inspiring the next wave of technological advancement.

Southeastern Grocers, LLC (SEG)—the parent company of Winn-Dixie and Harveys Supermarket—has named Net Conversion as its new Media Agency of Record (AOR) following a highly competitive review process. Known for its data-first approach and media innovation, Net Conversion will now lead media planning, buying, analytics, and advanced attribution modeling for SEG.

This strategic partnership is designed to drive customer loyalty, acquisition, and growth by utilizing advanced data capabilities and a proprietary methodology that enables SEG to "do more with less." The collaboration reflects a shift in grocery retail marketing, with a heightened focus on omnichannel experiences, personalization, and ROI-driven strategies.

Why SEG Chose Net Conversion: A Competitive Edge in Media Innovation

A Shared Vision for Digital Transformation

SEG’s appointment of Net Conversion as AOR was fueled by shared goals around innovation, efficiency, and customer-centricity. According to Adam Kirk, SEG's Chief Customer and Digital Officer:

“Net Conversion brings the digital engagement and strategic storytelling expertise needed to ensure our message reaches the right audiences. Their ability to turn first-party data into actionable, targeted campaigns gives us a measurable edge in customer engagement and acquisition.”

Net Conversion’s “MORE” Methodology

At the heart of the agency’s approach is its proprietary “MORE” methodology, a media and analytics framework designed for modern retail brands:

• Model-centric: Prioritizes predictive modeling and real-time data for smarter media decisions.

• Omnichannel: Unifies customer journeys across online and offline media.

• Results-based: Focuses on attribution, conversion tracking, and ROI.

• Experiment-driven: Tests and refines strategies based on performance insights.

This approach is tailored to optimize both reach and relevance, allowing SEG to maximize impact across its core shopper base and emerging audience segments.

Objectives of the SEG-Net Conversion Partnership

The collaboration aims to transform SEG’s media and marketing ecosystem through five key strategic pillars:

1. Growing Loyalty

• Leverage customer insights to identify and reward high-value segments.

• Personalize offers and communications to reinforce brand affinity.

• Utilize loyalty data to tailor content across touchpoints.

2. Acquiring New Customers

• Activate omnichannel campaigns that attract new demographics.

• Use geo-targeting and behavioral modeling to refine targeting.

• Increase digital discoverability through paid and organic media optimization.

3. Stimulating Demand

• Launch seasonal and promotional media campaigns.

• Align inventory with media spikes using real-time data analytics.

• Optimize media budget allocation to capitalize on high-intent windows.

4. Holistic Measurement

• Deploy full-funnel measurement strategies for complete campaign visibility.

• Use advanced attribution modeling to understand true ROI.

• Track cross-device and in-store conversion trends.

5. Innovative Integrations

• Combine retail media with e-commerce and social platforms.

• Embed first-party data into DSPs and social advertising engines.

• Integrate real-time analytics dashboards for agile decision-making.

Executive Perspectives on the Partnership

Ryan Fitzgerald, Founder & CEO of Net Conversion, emphasized the transformative potential of the partnership:

“SEG is an integral part of the communities it serves. We’re committed to delivering tailored, data-driven media solutions that enhance their market position. Our focus is on personalization at scale, driven by advanced analytics and real-time experimentation.”

Kristina Canada, CMO of Net Conversion, added:

“SEG’s forward-thinking approach to customer experience makes them an ideal partner. Our collaborative efforts will focus on turning insights into measurable business outcomes—fueling growth through meaningful customer engagement.”

The appointment of Net Conversion as Media Agency of Record for Southeastern Grocers marks a forward-thinking step in grocery retail marketing. By merging deep customer insights with advanced analytics and omnichannel media strategies, the partnership is poised to transform SEG’s customer engagement, loyalty, and acquisition strategies.

As SEG continues to serve communities with value-driven grocery experiences, this collaboration ensures its message is delivered with precision, relevance, and measurable impact—meeting the demands of today’s rapidly evolving retail landscape.

LG Ad Solutions, a global force in connected TV (CTV) and cross-screen advertising, has unveiled its latest annual insights report, “The Big Shift 2025.” Now in its fourth year, the study provides deep insights into changing viewer behaviors, platform engagement trends, and emerging opportunities for advertisers on the largest screen in the home.

The connected TV experience is no longer about passive entertainment. Consumers are now leveraging their TV's home screen for interactive content discovery, shopping, cloud gaming, and more—transforming it into a dynamic hub that blends entertainment with digital lifestyle experiences. For advertisers, this evolution signals a new frontier for meaningful engagement across entertainment, commerce, and multi-device interactions.

The TV Home Screen as a Digital Launchpad

The TV home screen has transitioned from a static menu to an interactive engagement platform:

• Cloud Gaming: 46% of viewers engage with gaming hubs directly from their TV.

• On-Screen Shopping: 44% use the TV to browse or initiate retail interactions.

• Content Discovery: Viewers now spend nearly 10 minutes navigating from power-on to content selection—one-third of that time is spent on the LG Home Screen.

“Today’s TV home screen is a launchpad for immersive entertainment, interactive experiences, and increasingly, retail,” said Tony Marlow, CMO at LG Ad Solutions. “It’s where entertainment and commerce converge—presenting an unmatched opportunity for advertisers.”

CTV Advertising Drives Measurable Consumer Action

CTV ads are no longer just about awareness—they directly influence consumer behavior:

• 39% of viewers searched online for a product after seeing a CTV ad.

• 38% visited a brand’s website.

• 21% made a purchase.

• 19% visited a physical store.

This highlights CTV’s growing role as a performance marketing channel, capable of guiding audiences from awareness to action in a single viewing session.

Economic Pressures Drive the Shift to Ad-Supported Streaming

As subscription fatigue grows, free ad-supported TV (FAST) continues to gain traction:

• 36% of CTV viewers canceled at least one paid streaming service in the past year.

• 67% now prefer ad-supported content.

• 24% plan to add a FAST service in the next 12 months.

This shift is creating new inventory and engagement opportunities for advertisers who want to scale reach cost-effectively in an increasingly fragmented media landscape.

Multitasking & Cross-Screen Engagement: The New Normal

The living room is no longer a single-screen environment. CTV viewers are actively engaging with multiple devices while watching content:

• 95% multitask while watching TV.

• 26% are always multitasking—up 8% from the previous year.

• Activities include:

  • Messaging (62%)

  • Browsing social media (54%)

  • Gaming (47%)

  • Shopping online (44%)

  • Streaming additional content (24%)

This behavior opens the door to cross-screen advertising strategies, allowing brands to create synchronized, immersive experiences across TV, mobile, and web platforms.

Implications for Brands and Marketers

The findings from The Big Shift 2025 point to a fundamental evolution in the role of connected TV:

• CTV is no longer passive: It’s an interactive, performance-driven channel for entertainment, shopping, and brand engagement.

• Ad experiences must evolve: Creative strategies should reflect consumer behavior—blending interactivity, utility, and real-time personalization.

• Cross-screen synergy is essential: Campaigns that coordinate across TV, mobile, and web will have the greatest impact in a multitasking, multi-device world.

Advertisers who adapt to these shifts will not only capture attention but also drive action at every stage of the customer journey—from discovery to purchase.

The Big Shift 2025 confirms that the CTV landscape is undergoing a dramatic transformation, driven by consumer demand for more interactive and personalized experiences. As connected TVs become central hubs for entertainment, commerce, and multi-device interaction, the opportunities for advertisers to engage, influence, and convert are more powerful than ever.

For brands that understand and embrace this shift, CTV offers a unique advantage—one that bridges storytelling, commerce, and performance at the heart of the digital home.

10Fold, a leading B2B Deep Tech integrated PR and digital communications agency, has released its latest report, 2025 U.S. Marketing Budgets Update: The CMO Wake-Up Call. This comprehensive study, based on a survey of 125 U.S.-based B2B marketing executives, uncovers critical insights into how AI and automation are influencing marketing budgets, staffing decisions, and overall performance goals.

As AI-driven transformation accelerates across industries, CMOs are reevaluating their strategies—balancing the pressure to grow with the reality of adopting new technologies. The study highlights a shift away from blanket growth towards a more performance-based, disciplined approach, with AI playing a central role in these changes. The findings also reveal the challenges B2B marketers face as they align their budgets with ROI-driven activities.

Bigger Budgets, Lower Expectations

Despite 56% of companies reporting an increase in their marketing budgets for 2025, the growth was typically modest, often under 20%. However, this boost in budget was not accompanied by a corresponding rise in KPI expectations. In fact, only 47% of marketers raised their KPI goals, while a majority (52%) either kept expectations flat or reduced them.

The trend points to a cautious and disciplined approach in marketing, with CMOs focusing on more targeted, measurable investments, particularly in AI and automation.

“The 2025 findings reveal a more cautious, disciplined approach to growth,” said Susan Thomas, CEO of 10Fold. “Organizations are investing in AI, but there’s a clear understanding that the systems need time to produce measurable results.”

AI's Dual Role: Growth Enabler vs. Cost Cutter

AI continues to disrupt the B2B marketing landscape, but CMOs are divided on how it affects their budgets. According to the report:

• 46% of companies cited AI as a reason for increasing their marketing budgets.

• 30% of companies pointed to AI as a reason for reducing budgets.

The impact of AI on internal staffing and agency relationships is also mixed. Among organizations using AI:

• 42% expanded internal teams due to AI-driven efficiencies.

• 27% reduced staff as a result of automation.

Additionally, 42% of CMOs reported an increase in agency spending due to AI-driven needs, signaling a growing reliance on external expertise to integrate AI solutions.

Notably, enterprise software companies and the cybersecurity sector led the charge in AI investments, with 65% increasing internal teams and 61% raising agency budgets.

Sales Tools: Top Priority but Low ROI

When it comes to sales enablement tools, they were the top investment priority for 77% of marketers. However, despite the high investment:

• Only 7% of respondents reported high ROI from these tools.

This disconnect between budget allocation and tangible business results is evident, leading many marketers to reconsider their strategies.

In contrast, smaller, targeted efforts like website predictive tools, social influencer programs, and content development were seen to offer higher ROI:

• 20% of respondents saw high ROI from predictive website tools.

• 17% found social influencer programs to be highly effective.

• 16% saw strong results from content development for ideal customer profiles (ICPs).

This highlights a shift towards more personalized, ROI-driven initiatives rather than broad sales-enablement programs.

Rebalancing Marketing Spend: Analyst Services Decline, Regional Events Rise

Another significant finding in the report is the decline of traditional brand awareness strategies:

• 46% of marketers reported zero spend on analyst programs.

• 42% cut back on thought leadership programs.

In place of these initiatives, CMOs are doubling down on measurable, ROI-driven activities, such as:

• Regional events (58%).

• Automation tools (56%).

• Organic social media (56%).

This trend suggests a shift away from traditional, awareness-based marketing and towards activities that offer more immediate and measurable engagement.

LinkedIn Dominates and Smaller Companies Take Bigger Risks

In the B2B marketing world, LinkedIn remains the dominant platform, with 83% of respondents naming it as their top platform. In contrast, only 17% favored X (formerly Twitter).

Additionally, smaller companies are increasingly taking bolder marketing risks:

• 59% of businesses with less than $10 million in revenue increased their marketing spend in 2025.

Regional events have gained significant traction, with 58% of respondents prioritizing smaller, targeted events over large-scale trade shows (48%). This signals a trend towards more focused, community-building engagements.

The 2025 U.S. Marketing Budgets Update from 10Fold underscores a pivotal moment for B2B marketers as they navigate the challenges and opportunities presented by AI, automation, and shifting customer expectations. While marketing budgets are increasing for many, the focus is on performance-driven investments that promise more immediate, quantifiable outcomes.

With AI continuing to disrupt operations, marketers are balancing the need for growth with the understanding that new technologies take time to yield results. The report also reveals a shift away from traditional marketing tactics towards data-driven activities, including regional events, social media, and predictive tools—all in pursuit of stronger customer engagement and higher ROI.

As B2B marketers continue to adapt to these changes, embracing a more disciplined and targeted approach will be key to staying competitive in the evolving landscape of 2025.

RRD, a leader in marketing and communication solutions, has introduced Iridio, a unified marketing solutions partner designed to address the increasingly complex and fragmented marketing landscape. As brands and CMOs face mounting pressure to streamline their efforts, Iridio offers a composable service stack that ranges from single-channel support to fully integrated marketing campaigns. This innovative platform aims to simplify the marketing execution process and drive meaningful, measurable outcomes.

Iridio's solution comes at a time when 96% of Chief Marketing Officers (CMOs) report managing up to 20 fragmented vendors, leading to inefficiencies and complexities in their marketing workflows. By bringing together strategy, creative services, technology, data analytics, and media execution under one roof, Iridio enables marketers to focus on driving impactful campaigns without the chaos of coordinating multiple agencies and platforms.

Addressing the Complexities of Modern Marketing

The role of the modern CMO is rapidly evolving. Today’s CMO must be not only a marketer but also a brand builder, technologist, and data expert. The growing complexity of the marketing ecosystem, with its need for sophisticated technologies and multiple vendor relationships, often leaves CMOs overwhelmed. Iridio aims to solve this issue by consolidating key marketing functions into a single unified service provider.

“The modern CMO wears many hats — marketer, brand builder, technologist and data expert," said Andy Johnson, Senior Vice President and Head of Iridio. "They also juggle siloed agencies and vendors. Iridio cuts through the complexity and chaos, bringing together all the core elements under one unified team.”

Iridio is designed to address this need for simplicity and efficiency by acting as a one-stop solution for CMOs, empowering them to move faster, scale smarter, and create high-impact campaigns with a seamless experience.

Iridio's Composable Service Stack

Iridio’s composable service stack is the core of its solution, providing flexibility for businesses of all sizes. The service stack is designed to support everything from individual marketing functions to end-to-end integrated campaigns. Here’s a breakdown of the key components of Iridio’s service offering:

1. Strategy: Business-Driven Marketing Consulting

Iridio starts with a comprehensive strategy that focuses on aligning marketing efforts with business objectives. This includes consulting services to help brands refine their marketing strategies, prioritize goals, and maximize ROI. Iridio’s strategic approach ensures that every campaign has a clear purpose and measurable goals.

2. Creative Services: Personalized, High-Impact Content

Creative services are at the heart of Iridio’s offerings. The platform delivers highly personalized marketing content and creative assets that resonate with audiences. This includes branding, user interface (UI) and user experience (UX) design, video production, photography, and editorial services. Iridio’s team works to produce engaging content that reflects the brand’s identity while driving consumer engagement.

3. Technology: Cutting-Edge, Proprietary Solutions

Iridio harnesses patented and proprietary technologies that span digital advertising, one-to-one marketing, data management, and creative development. Leveraging cloud-native architectures, AI, and automation, Iridio’s technology stack is designed to help brands run more efficient and scalable campaigns, providing actionable insights in real time and enabling smarter decision-making.

4. Data and Analytics: Real-Time Insights and Actionable Recommendations

Data and analytics are key to Iridio’s effectiveness. The platform offers real-time insights that allow brands to measure the performance of their marketing efforts and make data-driven decisions. Iridio’s analytics capabilities help brands enhance customer engagement and optimize their strategies based on measurable results.

5. Media Execution: Omnichannel Activation and Measurement

Iridio’s media execution services cover media strategy, planning, buying, placement, and measurement. These services support content distribution across omnichannel platforms and ensure that marketing messages reach the right audience at the right time. Iridio helps brands track performance and make adjustments to improve campaign effectiveness.

Serving Diverse Industries and Global Reach

Iridio supports clients across various industries, including retail, healthcare, and financial services. With a diverse portfolio of clients, Iridio brings its expertise to organizations looking to streamline their marketing efforts and amplify their brand impact.

In addition to its industry-specific services, Iridio is backed by RRD’s global expertise and resources. With a team of over 3,000 members spread across North America, Europe, the Middle East, Africa, and Asia-Pacific, Iridio has the reach and capabilities to support brands on a global scale. Whether businesses are looking to enhance localized efforts or scale campaigns globally, Iridio provides the support needed to drive success.

Iridio from RRD represents a game-changing solution for marketers seeking to simplify their marketing operations while maximizing impact. By offering a flexible, composable service stack that integrates strategy, creative services, technology, data, and media execution, Iridio allows CMOs to focus on the outcomes that matter most—delivering meaningful results without the complexity of managing multiple vendors.

In an increasingly fragmented marketing landscape, Iridio’s unified approach offers a streamlined and efficient alternative, helping brands to navigate challenges and unlock new opportunities for growth. With its global reach, deep expertise, and cutting-edge technology, Iridio is well-positioned to empower brands to scale smarter and perform faster.