Marketing strategist Elliot Ambalo urges B2B companies to stop chasing every new tech trend and instead focus on solving real, daily challenges. Instead of pouring time and money into vague “digital transformations,” he encourages leaders to improve what already exists. This could mean adding smarter search features to online stores or using automated systems to speed up order processing.
This advice is especially relevant to businesses offering PPC services for small businesses or lead generation with Google Ads. Choosing tools that cut waste and boost performance, like better campaign tracking or improved site navigation, can lead to better results with less effort. In 2025, success will come from working smarter, not jumping on every new software trend.
Focus on relevant, personal content
Ambalo believes content is still king, but it has to feel personal and timely. B2B marketers can no longer rely on generic newsletters or one-size-fits-all product pages. The goal is to speak directly to the reader’s needs, right place, right time, right message. That kind of precision earns attention and builds trust.
This applies directly to anyone running a PPC agency for SaaS campaigns. If a customer clicks an ad, what they find should feel made for them. A landing page that mirrors the ad’s message and solves a specific problem will always perform better than a generic page. Personalised content can turn interest into action and make ad budgets go further.
Content strategy that gets attention
While trends like short-form video and influencer marketing continue to grow, the foundation of good content hasn’t changed. Businesses still need to explain their services clearly, answer common questions, and offer helpful advice. Ambalo emphasises that trust is built through useful content, blogs, FAQs, and smart product descriptions still matter.
Values influence buying decisions
Ambalo closes by reinforcing that trust is the core of modern branding. It takes time to build and seconds to lose. For B2B marketers, this means showing up with consistent service, delivering on promises, and owning mistakes when they happen.
Branding through trust
It also means being human. Whether you’re offering software, shipping products, or managing PPC services for B2B, trust grows when your message is clear and your actions match your words. In 2025, branding won’t be about slogans, it’ll be about showing up, doing the work, and staying honest.
