B2B Research & Insights

What market forces are driving change today? Ironpaper shares stats, insights, analysis, and survey reports that help guide B2B marketing and sales strategy for an ever-changing world.

Interested in a deep dive into marketing and sales strategies? Our B2B Glossary is a great resource for discovering how tactics and strategies stack up against each other.

Vantage Point

2025: Growth with conflict

2025 offers a mix of opportunities and challenges for businesses navigating a rapidly evolving environment. U.S. growth is projected at 2.5%, supported by strong consumer spending, capital investment, and slowing inflation, which provides stability for planning. Key sectors like healthcare, information technology, infrastructure, renewable energy, and manufacturing are poised for expansion, driven by investments in electrification, data infrastructure, and automation. B2B markets are accelerating the adoption of Industry 4.0 and AI solutions to enhance efficiency and resilience.

However, challenges remain. Political uncertainty and trade disruptions add volatility, while workforce engagement struggles and skills shortages limit productivity. Many businesses continue to face hurdles in fully leveraging advanced technologies. Additionally, infrastructure funding gaps, political volatility, and housing affordability may constrain broader economic benefits.

To succeed, companies must adopt agile strategies, prioritize targeted investments, revisit value propositions, and innovate to thrive amidst uncertainty.

Market forces at play

U.S. economy projects 2.5% growth
Healthcare and IT sectors expanding
Automation drives industry-wide efficiencies
Political volatility disrupts global operations
Workforce struggles with engagement gaps
AI adoption faces implementation hurdles
Agile strategies essential for resilience

SIGNIFICANT INFLUENCERS

8.1%

Only 8.1% of B2B leaders felt their messaging was ”very effective.”

43%

B2B companies said the fact that the needs of buyers are evolving, forcing us to change the way we communicate is impacting their ability to generate revenue.

56%

B2B companies report they generate enough qualified leads. A need to engage and nurture leads is a greater concern.

For a collection of trends and stats based on Ironpaper's recent research, see: B2B marketing statistics page.

Resources

Research Report Cold Email Cover Stacked

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Ironpaper is a growth agency. We build marketing and sales programs for B2B companies. We improve how companies attract, convert, educate, and inspire ideal buyers.

We bring an integrated set of capabilities to accelerate growth.

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B2B Research & Insights

Vantage Point

2025: Growth with conflict

Resources

Survey: 250 B2B Leaders on The State of Cold Email in 2023

Survey: Lead Nurturing in 2023: How B2B Leaders Make Revenue Gains

Survey: 358 B2B Leaders on What a CRM Does For Your Business

Survey: The Digital Buyers Journey is a B2B Challenge - And an Opportunity

Survey: How to Communicate With B2B Buyers in a Hybrid Customer Journey

What is the single biggest challenge with nurturing leads?

Successful lead generation strategies according to B2B decision-makers

Where U.S. B2B decision-makers reallocated their in-person event budget in March 2021

What changes are impacting your company’s ability to generate revenue?

What Challenges Do You Face as a People Manager? (Respondents could select up to three responses).

What is your company's commitment to evolving the marketing and sales process to incorporate advanced digital tools?

When you set goals with/for direct reports, what is the biggest challenge?

Largest challenges in nurturing leads according to B2B decision-makers

Successful lead generation strategies according to B2B decision-makers

Where U.S. B2B decision-makers reallocated their in-person event budget in March 2021

B2B decision-makers relying on in-person events to drive demand before March 2020

What changes are impacting your company’s ability to generate revenue?

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Only 8.2% of B2B Leaders Feel They Have Very Effective Messaging