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How To Thrive In 2025
🤩 Marketing Unfiltered #9 - 8 Marketing Leaders Guide To Improving 2025 🤩

Happy Friday you made it. As it’s the last Friday for many people before they have the well-deserved break over Christmas & New Year, we have something extra special for Marketing Unfiltered newsletter #9
We asked our contributors and friends of Marketing Unfiltered to answer a handful of questions to help you thrive in 25.
It’s more than the average prediction piece, it’s an actionable guide for B2C, B2B & DTC Marketing leaders.
So this week we have a free download of the Thrive In 2025 guide. If you want a teaser keep reading on below.
We have one quick simple request: If you find the newsletter useful, please consider sharing https://marketingunfiltered.co/ on your social network of choice or into your favourite Marketing Group or hitting forward on this email to your team members 🙏
The Free Guide ⬇️
Our Great Contributors

The Questions We Asked
What is your confidence level for 2025?
Which 3 channels do you believe are essential to every Marketing plan/strategy in 2025?
Are the 4 Ps still accurate and relevant for the scope of a modern CMO/Marketing Leader?
What are your top 3 tips for Marketing Leaders to thrive in 2025?
What do you see as your biggest challenges in 2025 and how do you plan on tackling them?
If you had to choose between just brand or just performance, which would you choose in 2025?
Do you believe the future of Marketing is AI or do you see it as a trend that will end up a fad?
What is one controversial opinion you hold on Marketing that will help set others up for success in the coming months?
Which channel do you believe is undervalued and should be invested in by other Marketing Leaders?
Here are a few teasers:


From Harry Lang
If you had to choose between just brand or just performance, which would you choose in 2025?
Both. BOTH. BOTH!!! It's not a choice - it's like having to choose your favourite Siamese twin.

From Oren Greenberg
What is one controversial opinion you hold on Marketing that will help to set others up for success in months coming?
Too many marketers hold precious what they believe is the right way to do things. With a certain quality standard. Like brand guidelines. But real growth stems from learning, which is only possible by increasing testing velocity. Which means being more scrappy. Larger businesses are allergic to this concept.

From Simon Swan
What are your top 3 tips for Marketing Leaders to thrive in 2025?
Momentum: keep moving forward, test and learn don’t worry if it’s not perfect to start with.
Clarity with Communications: be clear and simple in what you’re looking to achieve that you get the buy in and make sure marketing is connected back to the business objectives
Remove the ego: don’t let it get in the way of decision making and who takes the credit

From John Lyons
Do you believe the future of Marketing is AI or do you see it as a trend that will end up a fad?
AI is last generation’s software, is a much earlier generation’s printing press. It’s here to stay but it is merely a tool.

From Nicola Anderson
What do you see as your biggest challenges in 2025 and how do you plan on tackling them?
Hiring and building out the right team - make sure you are really clear on the roles you need, what's needed to be successful and how you will measure it and then find the right person. I've seen too many people be fired or made redundant as the business hadn't properly thought it through
Lots of AI noise which is hugely distracting and me too companies jumping in. Tech will not fix problems - it can just help you be better at what you do but you need to use it in the right way.
Leadership - ensuring you've got really clear direction with the business and everyone is aligned behind that north star. Too much panic pivoting going on which means nothing has a chance to really work and is a huge distraction
Not being allowed to properly test and learn - under pressure to deliver results too quickly which means they don't have an opporunity to really land
Delayed/reduced investment in brand this year which means you are having to do more work next year

From Roxanne Nejad
Which channel do you believe is undervalued and should be invested in by other Marketing Leaders?
The new channel, or the existing channel with a new piece of technology being used by consumers in a different way. Eg Reddit is untapped for so many brands right now.

From Nick Bottai
Which channel do you believe is undervalued and should be invested in by other Marketing Leaders?
Communities, such as Reddit, Quora, or even build our own branded club

From Chris Rushe
What do you see as your biggest challenges in 2025 and how do you plan on tackling them?
Many marketing teams are stuck in an efficiency trap. Since 2022, they've focused on optimising costs, squeezing growth from saturated channels, and fighting rising media costs - while their competitors do exactly the same. The result is a marketing landscape where everyone is getting more efficient at being average.
The opportunity in 2025 is clear. A three-year focus on efficiency has created space for confident investors to break away from the pack. The companies who make smart brand and customer experience investments now will dominate their categories, while competitors remain trapped in the efficiency cycle.
The biggest challenge will be for marketing leaders to have the conviction to seize this opportunity when everyone else is playing safe.
Here’s the download link again ⬇️
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If you prefer a Notebook LM take (aka an audio version) enjoy it here (be warned it’s a little off on some of the authors predictions and their sentiment)
Have a great festive period and we will land in your inbox on the 27th with a short read.
Thanks and Happy Holidays,
PS. Remember if you’ve missed any previous newsletters you can enjoy ↓
John’s take on - Brand Investment Your CFO Cannot Reject
My takes on - Political Intelligence The Game To Be Won For Marketing & Growth Leaders & 10 Questions To Improve Your Leadership & Relationships
Simon’s take on - Organisational Cultures Is The Critical Component To Marketing Success
Mila’s take on - Selling the Marketing Dream to Non-Marketers
Harry’s take on - If Marketing Dies, It’ll Be Assisted Suicide
Nick’s take on - Account Board Management To Win Brand Vs Performance
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