Take the Lead in 2025: ROI-Focused Digital Marketing Strategies for Midmarket B2B Companies

2025 isn’t off to the easiest start. Economic signals are mixed, and industrial and B2B marketers are once again being asked to do more with less. Fears of recession or downturn abound, despite economic forecasts that indicate the opposite, but the undercurrent of hesitation is real—and marketing budgets are often among the first to feel it.

Here’s the thing: pulling back may feel safe, but history shows it’s rarely the smart move. The companies that come out ahead during times like these are the ones that stay visible, double down on what’s working, and invest (wisely) in marketing. That doesn’t mean jumping on the latest trend or chasing every channel. It means making sure your website is really and truly helping your sales team, your SEO and paid efforts are attracting the right kind of leads, and your messaging speaks directly to your best-fit customers.

Some of your competitors are already scaling back. That’s your window to move ahead—if you focus on ROI-driven initiatives. Whether you’re already leading in digital or trying to make up ground, this article outlines how to sharpen your marketing strategy, stay visible, and keep momentum through 2025 and beyond.

The Case for Investing in Marketing—Even When Budgets Are Tight

Research studies of business investment decisions during downturns demonstrate that maintaining or increasing marketing budgets during this period leads to stronger recovery and long-term growth:

A Harvard Business Review study of 4,700 companies across three recessions found that firms investing in marketing and innovation during downturns dominated the post-recession period (HBR Study, 2010).

Firms that increased advertising during recessions saw higher sales, market share, and earnings both during and after recession (Wharton Study).

Numerous other studies show that B2B companies that judiciously maintained or increased advertising during the 1981-82 recession and others, grew more than those that cut back (Marketing profs).

B2B and industrial marketing has historically lagged behind other sectors in digital adoption. Many companies modernized out of necessity during the pandemic and are now reaping the benefits, with better tools, data, and performance. If you’re ahead, keep pushing. If you’re behind, it’s not too late—but you’ll need to focus.

Wherever you fall on that spectrum, now’s not the time to keep calm and double down on what works: a website that supports your sales team, digital marketing including focused SEO and PPC, and pragmatic experimentation backed by data. Measure what matters—especially lead quality—and refine from there.

Here’s a checklist to get started on what matters most:

1. Look at your website homepage. The first headline that prospects see on your website should be a clear positioning statement that explains who you are and what you do—within seconds. This means replacing vague statements like “Your Innovation Solutions Partner” with something clear and specific, like “Custom Air Filtration Systems for Regulated Industries.” The rest of the homepage should outline what your best prospects want to know about your offerings, with links to get deeper information, as they scroll down the homepage.
2. Define your ideal customer profile (ICP) and key personas if you haven’t already. Ensure that the homepage and prominent pages on your website are written specifically with this audience or audiences in mind. No ICP or persona definitions yet? Take one of your best salespeople out for lunch and take notes. Orient all of your marketing efforts around attracting and engaging your ideal future best customers.
3. Engineers and technical buyers prefer finding online information independently before engaging with your sales team. Ask your sales team what questions they hear the most, and make sure you’re answering those questions in your website content.
4. Commit to regularly writing quality case studies, which gives prospects trust and confidence you’ve solved similar complex problems before and will be able to help them solve whatever their unique situation brings. If you’re unable to write compelling case studies due to the nature of your projects and contracts, generate use cases instead.
5. Invest in SEO. Industrial SEO is unique; be strategic about attracting quality traffic over quantity; this means being highly specific about the keywords you target, and ensuring that your content is written to attract, engage, and inspire trust with the specific niche technical audiences that represent your ideal clients, rather than trying to cast too wide of a net and competing in the wrong places, or turning off engineers with marketing fluff that provides little value.
6. For any business critical keywords that you haven’t yet achieved a page 1 ranking for organically, invest in tightly structured and highly specific paid advertising to improve your search visibility for those terms, while you make efforts to improve organic rankings. Audit any existing campaigns to ensure that you’re putting ad spend toward the highest ROI campaigns and keywords, and that you’re measuring lead quality and quantity, not just conversions.
7. Optimize Your Website for Conversions. Your website is your most powerful marketing tool. Ensure it delivers a seamless user experience (UX) by simplifying navigation and reducing friction in the buyer journey. Create high-converting landing pages for any paid advertising campaigns, with clear calls-to-action (CTAs). Provide avenues for conversion as a marketing qualified lead (MQL) for those not ready to talk to your sales team just yet.
8. Focus on Value-Based Messaging. If you haven’t already, shift your marketing narrative from product features to customer outcomes. Engineers and technical buyers need clear paths to find specs and technical information, but your messaging also needs to highlight how your solutions address pain points such as cost savings, operational efficiency, or durability. Clearly delineating how you solve the customer’s problems becomes paramount when times are slimmer.
9. Leverage Account-Based Marketing (ABM). ABM allows you to target high-value accounts with personalized campaigns and tailored messaging that resonates with specific industries or individual decision-makers. Use tailored landing pages, personalized email sequences, and content that speaks to each account’s specific situation and priorities. The 1:1 outreach that ABM facilitates can be particularly effective during downturns.
10. Invest in Marketing Automation Tools. B2B and industrial marketers have always been asked to do more with less. Adopting the use of marketing automation tools, even those included in the free version of HubSpot, will help increase your efficiency, improve targeting and streamline the administrative components of lead generation and nurturing. CRM and marketing automation tools are critical for measuring lead quality, creating a feedback loop that continually improves your ability to attract and convert high-quality leads.
11. Measure and Improve Lead Quality. Work closely with sales to establish a consistent rubric to measure and improve lead quality (ask us how we do this with our clients). Collaborate closely with your sales team to ensure consistent messaging across all touchpoints. Now more than ever, sales and marketing can’t afford to operate in silos.

Positioning for Growth in the Near- and Far-Term

These strategies help midmarket B2B industrial companies capitalize on current opportunities and accelerate growth as the business landscape evolves. Remember, the marketing that we do during challenging times is not just about survival—it’s about thriving in the long term.

An Actionable Digital Marketing Strategy that Delivers an ROI

Many of the B2B and industrial marketers we work with are feeling the pressure to see digital marketing results in the near term—and may not be ready for the cost, scope, or timeline of a full website redesign. The tips above can be implemented by your team if you have the bandwidth, but if you need more support and a more deeply targeted and tailored strategy, this is why we developed the Digital Marketing Strategy Quick Start: a focused, fast-moving engagement that gives you access to senior strategists, actionable insights, and a clear, ROI-driven roadmap.

We understand the realities of small marketing teams in technical industries—limited time, limited resources, high expectations. That’s why this process is built around practical, no-fluff recommendations you can act on immediately.

You can choose to implement the plan on your own or partner with us for expert execution. We’re currently offering our Digital Marketing Strategy Quick Start for only $4500 ($7000 value). You’ll get:

• Strategic recommendations focused on the highest near- and long-term priorities and KPIs.
• A three-month roadmap with the option for execution by you, us, or a combination
• Tactics to improve your website and marketing without the timeline or cost of a full website redesign
• A holistic view that includes the website UX and performance, SEO, PPC, content strategy, email marketing, and more.
• Access to senior digital marketing and website specialists without a long-term commitment or contract.
• Advanced analytics
• Quick turnaround

Gain Traction Without a Time-Consuming Web Redesign or Months of Audits

Timing is critical to your business, and there’s a way to begin gaining traction in the near term. Learn more about the Digital Marketing Strategy Quick Start, and how you can improve your marketing, starting today.