Insights from Salesforce’s B2B Marketers Guide to Winning Customers

In B2B marketing, success isn’t just about reach, it’s about resonance. As buyers become more informed and expectations rise, marketers must evolve their approach to lead generation, engagement, and conversion. Salesforce’s B2B Marketer’s Guide to Success (insert link) offers a powerful playbook built on data-driven strategies and proven customer-centric practices.

This guide is designed for B2B marketers, demand and lead generation managers, CRM managers, and anyone responsible for driving pipeline, engagement, and measurable results in a complex sales environment. Whether you’re dealing with multi-channel campaigns, optimising marketing automation systems, or working to demonstrate clear ROI from your marketing investments, we’ve included practical advice and straightforward frameworks you can apply immediately to work more effectively and improve your marketing outcomes below.

CRM experts at WeDoCRM share their thoughts on these B2B trends

This article dives into the guide’s biggest takeaways — from aligning sales and marketing to embracing AI and automation — with practical insights from the WeDoCRM team, from CRM managers to our technical experts. Whether you’re crafting account-based campaigns or scaling demand generation, these are the trends and tactics shaping B2B marketing in 2025! 

Segmentation: The Revenue Multiplier Hidden in Plain Sight

This Salesforce guide revealed that segmentation helps marketers deliver relevant messaging by dividing buyers into groups based on funnel stage, persona, company size, or customer status. Companies using proper segmentation see a 760% increase in revenue. Why? Because messages that match a buyer’s exact situation simply work better. Despite this clear advantage, many businesses still send the same message to everyone. We asked our CRM Specialist, Mariia, about how you can get the most out of segmentation. 

Mariia Volkova – WeDoCRM’s CRM Specialist

Question 1: From your CRM experience, what are the most effective ways to segment audiences?

“Effective CRM strategies go beyond traditional segmentation by leveraging layered data that aligns with the entire customer lifecycle. Advanced segmentation is enhanced through insights into user interests, behavioural data, interaction history, lifecycle status, and geographic factors. Additional dimensions, such as company size or purchase frequency, further refine target groups. 

Tools like Salesforce Einstein facilitate this advanced approach by incorporating predictive scoring, churn detection, and send-time optimisation based on individual time zones and behavioural patterns, enabling more precise targeting and maximising lifecycle value”.

Question 2: How do you approach re-engaging recycled leads or disqualified contacts in a smart, segmented way?

“First, it’s important to analyse why these leads were disqualified in the first place, whether it was due to timing, budget constraints, or fit, and segment them accordingly. Once segmented, we use tailored messaging that addresses the specific reason for their disqualification, while highlighting new solutions, offers, or value propositions that may now align with their needs.

We also recommend implementing a nurturing strategy that focuses on building trust and re-establishing relationships”.

How to Measure Success with CRM Reporting, Analytics & Data Strategy

The guide throws a spotlight on the critical numbers driving meaningful business directions and why you should look at your reports, analytics and your data. These data findings are what create a powerful narrative about your marketing and sales effectiveness, so it’s important to monitor for your next big data-driven decision. We asked our technical CRM specialist, John, to share his insights on this topic. 

John Mitu – WeDoCRM’s Technical CRM Specialist

Question: From a technical perspective, what challenges do clients face in integrating data across tools for clear reporting?

“Clients often wrestle with fractured data schemas, one system calls a “lead” what another calls a “prospect”, and mismatched timestamps or duplicate records. On top of that, API rate limits and different data refresh cadences can leave dashboards out of sync. To solve this, we centralise all field mappings in a master CDP or CRM schema, then apply automated deduplication rules and timestamp normalisation during ingestion”.

From Reporting to Forecasting – Unlocking Strategic Value Through Data Analytics

The guide emphasises a critical shift in how marketers should be using data, not just to measure what happened, but to predict what’s coming next. Traditional, lagging indicators like open rates or revenue can only tell you what already happened. By the time you spot a problem, it’s often too late to fix it. We asked Hayley, our CRM Executive, about the importance of data and marketing. 

Hayley Thomas – WeDoCRM’s CRM Executive

Question 1: How do you see the role of data evolving in marketing strategy over the next few years? Will forecasting become the primary way marketing teams operate?

“Data is going to be the driving force behind marketing strategy in the next few years, and forecasting is definitely going to be a big part of it. But rather than this being the only way marketing teams operate, it’ll likely be part of a bigger mix of data-driven decision-making. For example, it’s likely marketing teams will use AI and machine learning to predict trends, customer behaviour, and shifts in the market. Instead of reacting to changes, they’ll get ahead of them.”

Question 2: How do you manage real-time data analytics in campaigns, and how can marketers take immediate action based on emerging trends?”

“Keeping up with real-time data in marketing is all about staying flexible and making quick decisions. Having access to live dashboards to track campaign performance is a huge benefit because you can tweak things like messaging or budget on the spot. A/B testing is another great benefit, allowing marketers to quickly figure out what’s working and constantly improve strategy in real time.”

AI-Powered Personalisation in Email Marketing

The guide recommends how AI can save marketers time, help surface insights without manual analysis, personalise interactions with customers at scale, and even assist in copy editing. Essentially, we should think of AI as your team’s marketing assistant. We asked Lara, our CRM Executive, for her thoughts on this topic with email marketing. 

Lara Hibbert – WeDoCRM’s CRM Executive

Question 1: The guide says, “AI is your team’s marketing assistant.” In what ways has AI become part of your daily email marketing workflow?

“Based on the input I provide, such as the theme of the email or any specific offers, AI generates multiple subject line options that are tailored to the campaign’s objectives. When brainstorming subject lines, AI speeds up the process by offering creative, attention-grabbing options. This allows us to test different angles and find the most compelling way to reach our audience. AI helps ensure that the suggested subject lines match the tone and style of the campaign, whether it’s fun, formal, or somewhere in between. This keeps our messaging consistent across all emails”.

Question 2: It sounds like AI can improve segmentation. How does that compare to traditional methods?

“AI enhances segmentation by offering dynamic, real-time insights based on customer behaviour, making it far more precise and adaptive than traditional methods. While traditional segmentation typically relies on broad, static categories like age or location, AI uses data such as email interactions, browsing patterns, and purchase history to create more granular and predictive segments”.

How WeDoCRM can help you

At WeDoCRM, we’re at the forefront of these trends, helping our clients achieve outstanding results by blending creativity, data-driven insights, and strategic execution. 

Want to learn more about how we can help your business thrive? Contact us today.

You can check out another piece from our comment series, this time featuring our partner Dotdigital, right here:👉 Insights from the Dotdigital Hitting the Mark Whitepaper

What makes Hitting the Mark so compelling? It goes beyond just industry benchmarks, it breaks down real-world trends, actionable strategies, and key performance insights that help businesses boost engagement, build loyalty, and future-proof their marketing efforts. All great stuff!