What are evolving B2B Businesses doing to be ready for the evolution of demand generation in 2025 and beyond?
In 2024, executives experiencing headwinds all seemed to be asking, “What impact are we making as a business, and how is the team amplifying it (or not)?” Conversations with industry leaders, such as Jeffrey Marchesiani of TruNorth Advisors, highlight the challenges and opportunities faced by IT service providers, value-added resellers, and independent software vendors (ISVs) as they adapt to new methods in go-to-market strategies and consumer engagement.
From Referrals to Resonance: The End of “Friends and Family” Pipelines
One of the clear observations from 2024 is the drying up of traditional referral pipelines that many IT service providers relied on for decades. Businesses started in the late 1990s and early 2000s often thrived on word-of-mouth and personal relationships. However, as those networks fade—with peers retiring or transitioning out of the industry—companies must now cultivate brands that resonate with a broader, often unfamiliar audience.
This shift demands that organizations rethink their digital presence. Websites that were once mere placeholders must now serve as hubs of communication. Beyond the website, companies must expand their digital footprint to “rented spaces,” such as listing sites and social platforms, where potential clients experience their brand indirectly. As Greg Bond, Vice president of Client Strategy at TruNorth Advisors, aptly noted, these spaces—governed by algorithms and external control—require businesses to maintain an authentic and consistent message.
The Rise of “Value-Led” Strategies
The evolution of leadership in B2B tech can be framed through a historical lens, and the future of your business rests on progressing through to the leadership that drives the most impact:
Technology-Led:
In the early stages of the tech revolution, innovation was the primary driver. Companies focused on developing cutting-edge technology without necessarily considering its practical application. This era was marked by a “build it, and they will come” mentality, where the allure of new advancements often outpaced the identification of specific problems to solve. While this approach led to groundbreaking inventions, it also created a disconnect between technological capability and user needs.
Problem-Led:
As the market matured, the focus shifted to identifying specific issues that technology could address. Companies began to match their innovations with real-world problems, creating solutions that were directly tied to user pain points. This phase emphasized practicality, ensuring that products and services were purpose-built to address clear challenges. It was a more targeted approach that aligned technology development with customer demands.
Product-Led:
With problems clearly identified, businesses started to standardize their offerings into products. This era saw the rise of packaged solutions that could be easily marketed and sold. The emphasis was on scalability and repeatability, allowing companies to broaden their reach. However, this focus on productization sometimes led to a “one-size-fits-all” mentality, where customization and user-specific nuances were overlooked.
Service-Led:
The next phase focused on services, as companies recognized the limitations of standardized products. Companies sought to differentiate themselves by tailoring their offerings to meet unique customer needs. This approach emphasized collaboration and customization, fostering stronger relationships and delivering more personalized solutions. Service-led strategies also prioritized long-term engagement over one-time transactions, creating a foundation for trust and loyalty.
Value-Led:
The current phase is a culmination of the previous stages, with a focus on delivering holistic value. This approach transcends transactional relationships and emphasizes the entire user experience. Companies operating in this model strive to understand not just their immediate customers but also the needs of their customers’ customers. By aligning people, processes, and technology to create meaningful impact, value-led strategies foster deeper connections and drive sustainable success.
Starting hugging your customer’s customer
Each stage reflects a critical mindset shift, but the “value-led” approach marks a departure from transactional thinking to a more holistic, human-focused philosophy. Here is an expanded look at what it means to lead with value in 2025:
Understanding the Customer’s Customer:
A value-led approach prioritizes the needs of the end user. For instance, IT providers serving an insurance company must consider how their solutions impact policyholders. By improving the claims process or enhancing user interfaces, these providers create ripple effects that benefit the insurer and its customers alike.
Specialization Over Generalization:
The era of “we do everything for everyone” is over. Narrowing focus allows businesses to become true experts in specific industries or use cases. This focus not only deepens their knowledge but also increases their credibility and ability to solve nuanced problems effectively.
Elevating Human Experience:
At its core, being value-led means ensuring that people—whether employees, clients, or the client’s customers—have a positive experience. Creating positive customer experiences requires aligning technology, processes, and human effort to reduce friction, improve outcomes, and foster satisfaction at every touchpoint.
Continuous Adaptation:
The value-led strategy is not static. Companies must listen closely to changing needs and adapt quickly. This includes leveraging feedback from clients and end users to refine services and offerings. Flexibility becomes a competitive advantage.
Creating Long-Term Impact:
Businesses that operate with a value-led mindset focus on sustainability and the long-term benefits of their services. This involves consistently delivering meaningful results, which builds trust, loyalty, and lasting partnerships.
According to Jeffrey, “It’s no longer about selling servers or software licenses. It’s about harmonizing people, processes, and technology to wow and delight the end user.” This philosophy transforms the role of B2B tech companies from service providers to strategic partners deeply invested in their client’s success.
Authenticity and Human-Centric Connections
In a world inundated with AI-generated content and automated interactions, authenticity has become a differentiator. B2B companies that succeed in 2025 and beyond will prioritize genuine connections, both within their organizations and with their clients. This entails:
- Humanizing Digital Presence: Translating the trust and rapport of in-person relationships into digital interactions.
- Empowering Employees: Encouraging creativity and personal engagement to extend the brand’s reach into white space markets.
- Listening Before Speaking: Using tools to gather insights and aligning messaging with the actual needs of the audience.
As Bond succinctly puts it, the key questions are: “Who cares? Why do they care? How do they care? And what do they care about?” Answering these questions allows businesses to align their resources effectively and authentically broadcast their value.
Operationalizing for the Future
To operationalize a value-led strategy, businesses must:
- Define Their Swim Lane: Focus narrowly on industries or use cases where they can deliver unparalleled value.
- Build Integrated Tech Stacks: Develop systems that capture insights across digital and offline touchpoints, enabling iterative improvements.
- Celebrate Human Experiences: Create environments—both internally and externally—that prioritize user experience, empathy, and genuine care.
The convergence of people, processes, and technology forms the cornerstone of success. Jeffrey envisions a future where IT providers act as strategic partners, helping clients’ businesses align their operations to meet the nuanced needs of their end users. “We’re no longer just keeping servers running,” he explains. “We’re creating ecosystems that enable businesses to thrive by caring deeply about the human experience.”
The Path Ahead: 2025 and Beyond
As we move into 2025, the noise generated by new technologies like AI will only increase. While these innovations offer immense potential, businesses must avoid being swept up in the frenzy of “technology for technology’s sake.” Instead, they should focus on listening, understanding, and delivering meaningful value.
B2B tech companies that embrace this human-centric, value-led approach will not only navigate the complexities of the digital age but also set new standards for what it means to connect, serve, and succeed in a world where technology is increasingly mediating relationships.