Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
The first article in the series is with Daniel Prindii, Content & Marketing Strategist focused on Information Architecture, Community Design, and Data Governance.
In the conversation below, Daniel shares what actually worked last year, this year's surprises, and how he navigates the economic uncertainty of 2025 and beyond.
When it comes to tactics that performed best last year, Daniel is clear:
This perspective highlights a significant shift in B2B audience preferences. While many companies focus on automation and scalability, Daniel demonstrates that the human element remains crucial for engagement.
We’ve seen this before, in our report “B2B Marketing in 2025: How do experts see it?” where one respondent said that for them, the best performers were “long, text-heavy newsletters or e-blasts that had little to no design elements.”
Daniel's experience with micro-influencers in the productivity and note-taking app niche was a pleasant surprise:
This insight is valuable for B2B companies still doubting the effectiveness of influencer marketing in professional spaces. Daniel demonstrates that in specific, relevant niches, micro-influencers can generate concrete results.
When asked about marketing budget evolution, Daniel describes a pragmatic approach:
This strategy reflects 2025's trend toward more targeted and cost-effective tactics, in the context of more prudent budget planning.
One of Daniel's most relevant observations concerns changes in client behavior:
This reality affects business decisions and strategic planning, forcing marketers to be more flexible in their approaches.
Daniel's approach to artificial intelligence is refreshingly pragmatic. His concrete recommendations include Mistral AI and TextCortex, tools he has actually tested in daily use.
When it comes to the most important skill for a B2B marketing leader, Daniel surprised us with his simple answer:
For the common challenge of demonstrating quick results while maintaining strategic focus, Daniel proposes a direct solution:
Daniel's final recommendation for industry experts resonates strongly in the current context:
Share it with other marketers on the front lines so they can learn from these insights , or at least breathe a sigh of relief, knowing they're not the only ones navigating this chaos.
If you want to contribute and share your own insights, reach out to us here or on LinkedIn.