Welcome to another episode of CMOs Off Script! In today’s season finale, we ditch the formal scripts and raise a glass to a year of navigating health tech marketing together. In this candid and insight-packed session, our panel reflects on what’s out and what’s in for 2025—from the death of generic content to the rise of raw creativity. With perspectives grounded in practice (and a few hot takes), this episode is part celebration, part forecast, and all real.

Key Topics Discussed:

What’s OUT in 2025:

Generic Email Blasts & Broad Messaging:
The panel unanimously agrees—spray-and-pray marketing is over. Unpersonalized emails, wide-net campaigns, and vague messaging have lost their effectiveness in today’s high-noise B2B world.

Bad AI & Robotic Content:
While AI has utility, “bad AI” is firmly out. The group critiques content that reads like ChatGPT wrote it—dull, lifeless, and instantly forgettable. Delve? Delete.

Hyper-Personalized Outreach That Feels Fake:
Using scraped personal data to create forced familiarity backfires. Audiences can smell inauthenticity—and they don’t like it.

Over-Reliance on SEO:
Focusing solely on traditional SEO is now a dead-end strategy. With the shift toward AI-assisted search, the playbook must evolve. Content needs to be LLM-friendly, structured with metadata, and rooted in value—not just keywords.

Corporate Responsibility Posturing:
Companies are pulling back from performative DE&I messaging. While the panel hopes true change continues internally, the era of surface-level social responsibility campaigns appears to be waning.

What’s IN for 2025:

Authentic, Raw Video Content:
Unpolished interview snippets from clients and thought leaders are gaining traction. Real voices > staged polish. Audiences crave truth over gloss.

B2B Influencer Marketing & Review Sites:
From YouTube creators in health tech to platforms like G2, Capterra, and Class, influencer-style content and trusted peer reviews are carving out new lanes in the buying journey.

Creativity as a Business Driver:
B2B does not stand for “boring-to-boring.” The team celebrates the growing role of creativity in driving real business outcomes—and encourages marketers to see themselves as creatives, not just operators.

Humanized Content & Personalized Relevance:
Whether it’s humor, storytelling, or tone—content that feels human, tailored, and bold wins in 2025. The goal? Make people feel something. And maybe even laugh.

Stock Image Reinvention (with AI help):
Stock photography isn’t dead—it just needs a refresh. Tools exist to remix and elevate stock assets into something fresh and on-brand without blowing the budget.

Takeaways:

• Ditch the Lazy AI. Don’t outsource your brand voice to a bot—elevate it with intention.

• Quality Wins. Substance, originality, and structure are the new SEO.

• B2B = Creative Opportunity. If you think B2B marketing is boring, you’re doing it wrong.

• Review Sites & Real Voices Matter. Influence is shifting from the polished brand to the trusted peer.

• Be Human. Audiences want to connect—not be sold to by an algorithm.

Closing Note:
As we head into 2025, the message is clear: boring is out, bold is in. From all of us at CMOs Off Script—cheers to a new year of smarter strategies, bolder content, and more human connection. See you next season!