Why B2B marketers are failing in 2025

B2B marketing is stuck in the past. While consumers engage with creators and short-form videos, most brands still rely on outdated tactics in 2025.

Last week, I walked into a room with senior B2B marketers at LinkedIn’s APAC office. I have spent years moderating panels, but this time was different.

This was my first of three back-to-back speaking engagements where I was invited to share my insights, not as a journalist but as a creator.

Then came a moment that surprised me.