2024 was a transformative year for marketing at Axelerant. As we look ahead to 2025, marketing agencies, including ours, are undergoing rapid evolution driven by AI-powered automation, strategic partnerships, and shifts in content creation. These trends bring both opportunities and challenges, reshaping how marketing teams function, how content is generated, and how authenticity is maintained.
Here’s a deep dive into what worked, what we learned, and how we plan to refine our approach moving forward.
As we reflect on 2024, Axelerant’s marketing strategy provided key insights into what worked, where we saw success, and where we can improve.
Despite industry-wide shifts, we saw organic growth, an increase in referral traffic, and a stronger focus on thought leadership, reinforcing our position as a trusted digital partner.
"Social is no longer just about broadcasting—it’s about conversation. The best engagement comes when we listen, not just when we speak." – Nathan, Marketing Director
As we step into 2025, the marketing landscape continues to evolve at an accelerated pace. AI-driven strategies, automation, and structural shifts are redefining how marketing teams operate and deliver value. While these advancements present unprecedented opportunities, they also bring new challenges in maintaining quality, authenticity, and the essence of creative marketing.
The evolution of marketing teams isn't just about AI and automation—it’s also about structuring teams for maximum impact. At Axelerant, our GTM-focused marketing reorganization reflects this shift.
By integrating platform-specific and agency-specific marketing functions, streamlining content and campaigns, and ensuring that marketing directly drives revenue, we are building a model that aligns with the future of marketing organizations.
Moving beyond custom GPTs optimized per account, agencies are now building and integrating AI-driven marketing agents that can function independently as builders, managers, and strategists within hybrid teams.
This shift isn’t just a step forward; it’s a necessity. Getting this right means unlocking growth at scale, enabling smaller agencies to compete effectively against industry giants. It’s never been easier to be David in David vs. Goliath.
Despite the advancements, one truth remains: Good marketing will always be about telling the truth well—and that is becoming more complex.
"AI can generate content, but it can't generate trust. The challenge for marketers is not just accuracy but authenticity—ensuring that AI-driven messaging still reflects a brand's values and unique voice. The future of marketing depends on how well we guide AI to tell the right story, not just any story."
– Nathan, Marketing Director
As AI-driven content and multimedia generation become more prevalent, the real challenge will be ensuring authenticity, accuracy, and human creativity in marketing.
For agencies marketing on behalf of others, the need for a new model of SME engagement and collaboration has never been greater. Success will hinge on agencies’ ability to:
Those who master this balance will lead the industry. Those who ignore it risk creating shallow, inauthentic, and ultimately ineffective content.
The fundamental roles of marketing professionals are shifting. Writers no longer just write. Designers no longer just design.
Ad campaign planners no longer just plan. Instead, marketers find themselves responsible for editing, curating, and orchestrating at scale—using AI-driven tools that fundamentally alter their roles.
This shift is leading to an existential reckoning for marketers:
Without a clear framework for maintaining authenticity and expertise, the result will be a flood of misinformed, low-quality content saturating the market—a slow, agonizing death of traditional creative marketing roles.
As Axelerant steps into 2025, focusing on ABM campaigns, refining our SEO strategy, expanding referral partnerships, doubling down on video content, and optimizing conversions will be our key focus areas.
Marketing is changing, and those who embrace the shift while prioritizing authenticity, engagement, and value-driven content will emerge as industry leaders.
This is the State of Marketing at Axelerant, setting the foundation for an even stronger year ahead!