Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the 2025 Marketing Playbook

OnBase: Smashing Sales and Marketing Misalignments

Episode summary:

In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.

You’ll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.

Key Takeaways

• Optimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year.

• Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing.

• ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems.

• Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals.

• Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals.

• Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy.

• Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels.

Best Moments

• (00:35) - Trent Talbert's career journey in B2B tech.

• (02:39) - The relationship between growth and marketing challenges.

• (03:54) - Obstacles to fully leveraging ABM and personalization.

• (06:51) - Strategies for brands to stand out.

• (10:05) - Budget trends and strategic recommendations.

• (14:05) - The importance of strategic focus.

• (16:54) - Recommended tools in the intent and personalization space.

• (18:05) - Trent's favorite reads and the importance of brand building.

Tech Recommendations

• Demandbase – ABM + intent tools

• Mutiny – Website personalization

Books:

• The Four Conversations by Blair Enns

Podcasts:

• Two Bobs Podcast with Blair Enns & David C. Baker

Reports:

• April Six Marketing Pulse 2025

• Blair Enns, Founder, Win Without Pitching

• April Dunford, Founder, Ambient Strategy, and positioning expert for tech companies

• Bob Wright, Founder, Firebrick

• Anna Powell, RevOps influencer in the B2B space

About the guest:

Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry.

Connect with Trent.