Getting in Front of What’s Next: Insights from Get in Front, Milwaukee 2025

Two weeks ago, Anteriad welcomed marketing leaders from across industries to Get in Front Milwaukee 2025—a day of collaboration, candid discussion, and practical insight into how B2B marketers are navigating a fast-changing landscape. 

Throughout the event, one message stood out: while technology and tactics evolve, marketing fundamentals and data discipline remain the foundation for growth. 

Enduring Fundamentals in a Shifting Market 

The day opened with a story that perfectly captured the spirit of adaptation—how Play-Doh began as a coal-soot cleaner before becoming one of the most beloved children’s toys. It set the stage for an engaging panel on how today’s marketing leaders are evolving with their markets while holding true to the principles that drive performance. 

Our speakers reminded us that growth requires full-funnel discipline, not just bottom-of-funnel optimization. Clean data definitions, flexible channel strategies, and pragmatic uses of AI are fueling smarter marketing today—especially in areas like personalization, creative production, and developer productivity. 

As one panelist put it, “enduring fundamentals plus disciplined data and flexible channels win—every time.” 

Building Data Confidence Through Patience and Persistence 

In our Beyond the Buzz: How AI and Analytics Are Reshaping B2B Data discussion, attendees shared how teams are balancing the ongoing work of data cleanup and governance with the need to activate insights in real time. 

Several leaders demonstrated that systematic data refreshes—though difficult to prioritize—can deliver double-digit growth in the following year. The takeaway: data quality is the ultimate growth driver, and patience pays off. 

Participants also cautioned against “reactive thrash” when leadership demands immediate results. Instead, they encouraged building dual-track plans: one for durable data and governance, and another for always-on prospecting and customer health programs. 

Collaboration, AI, and Accountability 

The day’s roundtables highlighted that true marketing and sales alignment begins with a shared source of truth. Marketing, sales, and merchandising must operate from the same definitions of customers, contacts, and sites to fully understand performance and scale success. 

AI was another hot topic—and the consensus was clear: it’s an accelerator, not an autopilot. Teams are using AI to move faster—creating first drafts, optimizing SEO content, producing quick-turn video, and supporting developers—while keeping strategy, voice, and brand integrity firmly human. 

Participants also emphasized the importance of proving incrementality, not just attribution, across channels. Coordinating direct mail, email, and paid programs against unified audiences remains one of the most effective ways to reach hybrid and distributed B2B buyers. 

Smarter Planning for 2026 

The closing session, Smarter Planning, Bigger Wins, focused on how to navigate uncertainty—from tariffs and pricing pressure to fluctuating demand—without sacrificing long-term growth. 

Leaders agreed that holding the line on prospecting spend, codifying promotional guardrails, and simplifying creative can help teams protect both revenue and brand equity. Short, clear messaging proved most effective, and slimmer catalogs delivered results without diminishing discovery. 

Perhaps the most important lesson of the day: cutting new-customer marketing often slows repeat velocity too. Maintaining a consistent full-funnel investment keeps the pipeline—and performance—strong. 

Thank You to Our Presenters 

A huge thank you to all of our Get in Front Milwaukee 2025 presenters and panelists for sharing their expertise and perspectives. Your insights made the day both thought-provoking and actionable for every marketer in the room. 

At Anteriad, we’re proud to bring together the leaders who are driving what’s next in B2B marketing—grounded in data, powered by technology, and inspired by collaboration. 

We look forward to continuing the conversation as we plan future Get in Front events in 2025 and beyond.