By Ambika Sharma, Founder & Chief Strategist, Pulp Strategy
B2B marketing has undergone a significant transformation. Once characterised by transactional, rational communication, it is now evolving into a more dynamic and emotionally intelligent discipline. In 2025, enterprise audiences expect the same level of relevance, speed, and personalisation that define best-in-class consumer experiences, and marketing leaders are taking note.
Enabled by advancements in MarTech and AI, CMOs can now deliver measurable impact through tailored, insight-led campaigns. From AI personalized content strategies to account-based marketing that targets individuals within buying committees, the modern enterprise marketing model is shifting from static messaging to responsive, multi-dimensional engagement.
This article outlines how CMOs can lead that evolution, bridging data and creativity, accelerating outcomes, and redefining what effective B2B engagement looks like today.
From Static Segments to Living Personas
Forget generic drip emails and cold outreach. The new B2B buyer journey is long, complex and deeply personal. They don’t want content; they want context. They don’t want noise; they want narratives.
That’s where AI driven multichannel marketing steps in. With behavioural signals from CRM, web, social, and email, marketers can now tailor messaging to where a buyer is in their decision cycle, and how they feel about it. From predictive subject lines to dynamic landing pages, AI helps create micro moments of relevance at scale.
CMO Takeaway :
If your funnel is still one-size-fits-all, you’re selling short. Personalisation isn’t a feature, it’s the future.
ABM Meets AI: The Precision Era
Account-based marketing strategy for enterprises has always promised focus. But with AI and predictive analytics, it now delivers foresight. CMOs can prioritise accounts by buying intent, automate outreach by persona clusters, and personalise content journeys in real time.
MarTech platforms are now embedding AI into ABM tools to recommend next best actions, automate content versions, and sync with sales intelligence platforms.
Case Study: Barco
Tasked with engaging a B2B audience across varied decision-maker profiles, the campaign used content intelligence to translate technical complexity into accessible narratives. By simplifying visual data and personalising content journeys, Barco drove 3.8M+ impressions, 370K+ engagements, and generated over 1,500 qualified leads in just six months.
CMO Takeaway :
ABM is no longer just a list. It’s a living strategy. Use AI to turn static targeting into dynamic conversations.
From Data-Rich to Insight-Ready
B2B brands are swimming in data yet starving for insight. The real challenge isn’t collection, it’s connection.
Data-driven marketing insights must now do more than populate dashboards. They must inform content formats, audience strategy, and messaging tone. That’s where MarTech consulting for CMOs becomes crucial. The right partner bridges your tech stack with creative execution, turning scatter into structure.
CMO Takeaway :
Don’t just collect data. Ask what it’s teaching you. Insight is only valuable when it drives decisions.
Automate the Mundane, Personalise the Memorable
Automation isn’t the enemy of emotion. When done right, it scales empathy.
Think: AI-written follow-ups that adjust tone by persona. Resource hubs that serve curated journeys. B2B marketing automation tools that create modular persona-based content tracks, from awareness to advocacy.
Case Study: C2FO
To address working capital constraints within India’s MSME ecosystem, Pulp Strategy crafted a multi-touch campaign for C2FO. Combining a white paper, a LinkedIn first strategy, targeted email marketing, and sector-specific case studies, the campaign delivered personalised, insight-rich content across multiple touchpoints. What began as a vertical-led approach in the automotive sector scaled across FMCG, cement, and infrastructure, reinforcing leadership and proving the impact of multichannel marketing done right.
CMO Takeaway :
Let AI handle the logistics. Your team should focus on resonance. That’s how automation becomes relationship building.
The Funnel is Now a Flywheel
B2B doesn’t end at lead capture, it starts there. In the modern funnel, podcasts convert to pipeline. Blogs feed remarketing. Webinars drive ABM ads. Content is no longer linear; it’s a loop of engagement and education.
AI-driven multichannel marketing ensures every touchpoint, email, social, content, events, is orchestrated. Think nurture tracks that shift based on user behaviour, or sales enablement content triggered by a prospect’s site activity.
CMO Takeaway :
Design your funnel for velocity and longevity. Content should circulate, not just convert.
Common Mistakes CMOs Make
Over-indexing on tech, underestimating creative: No platform will fix a weak narrative.
Treating ABM like a campaign, not a capability: ABM should be a strategic foundation.
Forgetting regional nuance in multichannel campaigns: Personalisation fails if it lacks cultural context.
Failing to attribute results to the right touchpoints: AI can help, but only if properly configured.
CMO Takeaway :
Audit your Martech stack and execution for friction, fatigue, and false positives. Optimise accordingly.
Final Thought: B2B Has a Soul. It’s Time to Show It.
B2B marketing isn’t boring. It’s just been boxed in.
CMOs now have the toolkit to break the mould. From AI personalized content strategy to MarTech consulting for CMOs, it’s time to humanise the enterprise experience at scale.
Because behind every business decision is a person. And behind every person is a feeling, a need, a hesitation. AI and MarTech don’t replace human insight, they supercharge it.
CMO Takeaway :
The future of B2B is personal. Your message should feel like it was made for one, yet scale to thousands.
