PLAYBOOK 2025

The Revenue Marketing Playbook: 2025 Edition

As marketers, we’ve been plopped into the middle of a rapidly changing landscape over which we assert very little control. We have to change our survival strategy to keep up. Our goal in this playbook is to demystify the most important changes to the marketing landscape and give you a clear direction to succeed in 2025 and beyond. We’ll cover the biggest threats facing marketing and break down the key strategies that marketers need to not only survive, but thrive in this new landscape.

For inspiration, we can look to the black squirrel—yes, the animal. Read on to find out more.

How this marketing playbooks works

Over the course of the next few months, we’ll release chapters around five key themes which we believe covers the breadth of everything marketers need to know to succeed in the modern landscape. Alongside these chapters, we’ll share key resources to help you operationalize these changes throughout the year, from how-to articles to webinars to interviews with practitioners who’ve successfully implemented them—and templates you can steal.

Launch
February 25, 2025
9 min read

Introduction: The Evolution of Marketing

One of the biggest risks to your brand is being poorly perceived by buyers. The old marketing playbook is built on “growth at all costs”—perpetuating poor personalization and targeting to temporarily boost conversions. While this tactic might work in the short term, in the long run, it leaves a trail of unhappy customers in its wake. If we want to build sustainable businesses, we need a different approach.

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Launch
March 3, 2025
9 min read

Chapter 1: Rethinking ICP

The old way of doing marketing is “growth at all costs” and look at where that got us. The new, black squirrel way, is focusing on sustainable growth. The way you get there is through customer retention. You can’t grow if you don’t retain your existing customer base. But how do you find the right buyers who will be easy to retain? The key is in your ideal customer profile (ICP).

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Launch
March 25, 2025
10 minute read

Chapter 2: Planning for Revenue Success

Things are changing too fast to rely on an annual plan to guide you. Instead, you need to plan for change and understand how your plan will continue to adapt throughout the year. In this chapter, we’ll cover everything you need to know about dynamic annual planning and how you can use it to achieve your revenue goals.

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Launch
April 9, 2025
9 minutes

Chapter 3: Helping Your Audience Trust You

With buyers completing 70% of their journey before talking to sales, marketing now owns the customer relationship. Building trust is essential. Focus on valuable content, meaningful personalization, your partner network and always-on campaigns that guide—never push—buyers along their journey. With this, you'll nurture these relationship "acorns" and create sustainable growth for the future.

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