How should B2B Marketers navigate the uncertainty of US tariffs
This blog is a summary of our recent whitepaper. Please download our full whitepaper here to see the full data analysis and recommendations.
The B2B marketing landscape has become incredibly complex. At Nodal Marketing, we've observed unprecedented volatility, driven by escalating economic uncertainties like new tariffs and the relentless pace of technological progress. To help B2B marketers navigate these challenges and not just survive but thrive, we've put together a comprehensive analysis focused on strategies for smarter spending and enhanced effectiveness.
The Looming Shadow of Economic Uncertainty: Tariffs and Their Impact
The global trade environment is in flux due to recent policy shifts in the United States. In April 2025, President Trump declared a national emergency, citing concerns over trade deficits and a lack of reciprocal trade practices. This was followed by the announcement of new tariffs on imports from various countries:
A foundational tariff of 10% on all imports.
Specific tariffs on key markets: UK (10%), EU (20%), and China (145%).
These changes have significant implications for B2B marketers. The shift towards protectionism could trigger retaliatory measures, increasing costs and disrupting supply chains. B2B companies need to adapt their sourcing, pricing, and overall marketing strategies to remain competitive.
Key takeaway: B2B marketers must closely monitor the evolving trade landscape, reassess their strategies, and maintain transparent communication with customers. Agility is now a core competency.
Enhanced Account-Based Marketing (ABM): Targeting Accuracy in a Noisy World
Traditional B2B media buying often suffers from inefficiency, with significant ad waste due to broad-reach advertising and poor targeting. In an uncertain economic climate, knowing your customer is more critical than ever.
ABM offers a more targeted and effective approach by focusing marketing and sales resources on a clearly defined set of high-value accounts. Enhanced ABM takes this further, emphasising personalised, bespoke engagement.
Key benefits of ABM:
Reduced ad waste and improved ROI.
Increased pipeline opportunities.
Better alignment between sales and marketing.
To successfully implement ABM, B2B marketers need to leverage data and technology, including intent data and AI-powered automation, to deliver highly relevant and impactful campaigns.
Key takeaway: ABM is essential for B2B marketers looking to maximize their marketing spend and drive better results in an increasingly complex environment.
The Rise of the Real-Time Marketing Engine: Harnessing the Power of AI
Artificial Intelligence (AI) is revolutionizing B2B marketing, transforming how businesses engage with customers and drive growth. AI empowers B2B marketers to build real-time marketing engines that deliver personalised experiences, optimise campaigns, and improve ROI.
AI can be applied to:
Content creation and optimisation.
Marketing performance analytics.
Audience segmentation.
Personalised customer experiences.
In a world of constant change, AI helps B2B marketers:
Forecast sales more accurately.
Monitor market trends and customer sentiment.
Assess risks and mitigate potential disruptions.
Optimise marketing spend in real-time.
Key takeaway: AI is no longer a luxury but a necessity for B2B marketers who want to stay competitive, drive growth, and navigate uncertainty effectively.
Conclusion: Smarter Spending for a Complex Future
B2B marketers face a complex landscape shaped by economic uncertainty and technological advancements. To succeed, they must embrace a data-driven mindset, prioritize ABM strategies, and leverage the power of AI to create real-time marketing engines.
To find out more, download our full whitepaper here