If the past few years have taught us anything, it’s that, instead of weathering the storm, you’ve got to read the skies early. For those under the vast B2B business umbrella - whether you’re a strategist, marketing analyst, or sales pro - it seems that 2025 is shaping up to be a year that rewards those who can translate economic signals into timely action.

So, let’s start with the broader strokes: the economic outlook is cautiously optimistic, but far from stable. Inflation, while cooling in many regions, continues to exert pressure on everyone. Businesses are still navigating the aftershocks of rising interest rates and a wary investment environment. Because of this, we’re living in a moment of recalibration.

The turbulence of the pandemic era has given way to more nuanced challenges, like shifting client expectations, tighter budgets, a rise in hybrid working, and a growing demand for ethical responsibility. These are the things that are shaping what an effective business, marketing, or sales strategy looks like. And instead of asking “What’s happening in the economy?” decision-makers need to be asking, “How do we evolve our approach based on where the market is heading?”

Media Buyers: Navigating a fragmented ad spend landscape

With the economy shifting, brands are scrutinising every penny they spend on advertising. Gone are the days of broad-spectrum campaigns; today, it’s all about precision. Media buyers are under pressure to identify which companies are increasing their budgets and which ones are cutting back. That means not only understanding the broader economic landscape but also anticipating when brands are ready to go big with their advertising spend.

But that’s easier said than done. A company scaling fast may be in the market for more visibility, while one cutting costs could be focusing on efficiency rather than brand awareness. The challenge is knowing when and where to act. Timing is everything, and spotting the right opportunity amidst market noise is no simple task.

That’s why ALF can help you track the ad spend of your next business opportunity and see if it’s trending upwards.

Agencies: Balancing creativity with ROI demands

Creativity is the lifeblood of any successful agency, but in 2025, that alone isn’t enough. With budgeting as a Sword of Damocles hanging over everyone’s heads, clients are more demanding than ever; every campaign must prove it will have an immediate, tangible business impact. It’s not just about delivering a killer ad anymore - it’s about showing clients how that ad will directly influence their bottom line.

Add to that the constant shifting of client priorities. A brand may go from aggressively pushing products to easing off in response to market shifts. Understanding when a company is ready to invest, reassessing its approach, or pulling back helps you stay in touch with their needs and adapt accordingly. And with competition being as fierce as it is, successful agencies can no longer wait for clients to come to them. They must be proactive, anticipating needs before they arise and positioning themselves as indispensable partners in the process.

If a company has been with the same agency for many years, that longevity can sometimes lead to stagnation. Agencies can use ALF to spot when a relationship might be up for review and get their foot in the door before their competitors do.

Marketing Service Providers: Delivering value in a tight and oversaturated market

Marketing services companies have always had to prove their worth, but in an increasingly cautious economic environment, that burden has only intensified. Companies are cutting back, and marketing spend is under the microscope. For SaaS businesses, branded merchandise suppliers, or tech companies offering marketing tools, it’s no longer enough to be "nice to have" - they need to be essential.

In order to win their business, you need to understand your buyer. What pressures are they facing? Are they expanding, consolidating, or preparing for investment? Are they aiming to improve efficiency as they shift to a remote-first model? A CTO at a scaling fintech will have very different priorities from an ops manager at a heritage retailer. There are so many factors at play - it’s hard to keep on top of all of them.

Also, strategic timing is everything. If a company’s marketing team has just doubled in size, or a new CMO has been appointed (information you can find on ALF), it’s a strong signal that new tools for collaboration, automation, or CRM are likely to be on the cards. You need to be on it, knowing who’s at the table, what their responsibilities are, and how you can be of service. When buyers are more discerning than ever, you need to show how your product or service directly impacts their business outcomes. If you can’t demonstrate value, you’ll get left behind.

Partnerships: Identifying the right connections in tumultuous times

Partnerships are a delicate dance, especially in an economic climate where brands are more selective with their investments. Brands aren’t just throwing money at partnerships for the sake of visibility - they’re looking for connections that align with their strategic goals, whether that’s increasing brand awareness, reaching a new audience, or demonstrating their values through corporate social responsibility.

The challenge here is not just finding the right partner - it’s timing. Whether it’s a sports team seeking a new sponsor or a charity looking for brand alignment, the key is understanding when and why a brand would be ready to invest in such partnerships. As companies are under pressure to align their marketing strategies with broader economic trends, the right partnership at the right moment can unlock massive potential for all parties involved.

One signal that a brand might be looking for a new partnership is if they’ve recently appointed someone with a focus on partnerships in their role. Or perhaps the company’s contract with an existing partner is due to expire soon and may not be renewed, meaning they could be seeking a change. All of this information is readily available on ALF.

The solution? Moving away from guesswork

‘Spray and pray’ is no longer viable and needs to be off the table entirely. Nowadays, a more sophisticated, evidence-and-insight-led approach is how you’re going to win new business and move forward.

But that doesn’t mean turning everything into a spreadsheet. Yes, data is important, but only in the service of better storytelling and deeper human connection. You need to understand the market on both a macro and micro level, and you need to know where the economy is heading and how individual businesses are likely to respond.

It’s also about spotting patterns others might miss. For instance, when a brand secures new investment, it’s often followed by an uptick in ad spend or platform adoption. These patterns aren’t always obvious unless you know where to look. Subtle shifts, like personnel changes, acquisitions, or strategic pivots, can be early indicators of opportunity. Market intelligence platforms that track these signals can offer a strategic edge when trying to win your next client.

This edge - this strategic advantage - is what you’ll find with ALF Insight. With ALF, you’re the first to hear about job moves, can track brand–agency relationships, monitor ad spending across multiple mediums, and access the contact details for thousands of decision-makers at the UK’s top companies and brands.

The bottom line is: intelligence matters. And not just the kind you find in reports, but the kind that’s actionable, timely, and aligned with the real world.

Economic trends may shift. But the need for meaningful, responsive strategy? That’s a constant.

Book a demo with ALF Insight today to give your business the advantage it needs.