At the Business Intelligence Group, we keep an eye on how market forces shake companies of every size. Tariffs in 2025 are doing more than raising prices. They’re forcing marketing leaders to rethink how they communicate value, shift messaging, and adapt their outreach. In short, tariffs aren’t just an economic problem—they’re a branding and trust problem too.
Tariffs as a marketing challenge
This year’s tariff increases are steep:
- Steel and aluminum duties now sit at 50 percent, with ripple effects across manufacturing and consumer goods.
- Copper imports carry a new tariff starting August 1, 2025.
- Cars and auto parts from non-USMCA regions face 25 percent.
- “Reciprocal tariffs” are hitting a broad range of products with hikes up to 50 percent.
Tariff stacking makes it worse. Companies are paying far more once multiple duties pile up. For marketing teams, that means explaining higher prices, shifting brand promises, and proving stability in unstable times.
For background on the economic side, this Axios analysis shows just how much mid-size firms are carrying. For insight into why recognition and trust-building matter now more than ever, you can see our own Business Intelligence Group awards programs.
How mid-size B2B firms are responding
Mid-size B2B firms are hit hardest. Analysts put their total tariff burden at $82 billion this year. With thinner margins than enterprise giants, they’re making hard trade-offs. Marketing spend is often trimmed, hiring slowed, and campaigns restructured. Yet AI and digital tools usually stay funded because they’re seen as investments in long-term growth.
For marketers, the pressure is real: do more with less, stay visible, and keep customer trust while budgets shrink.
B2B marketing strategies that work under tariff stress
From our vantage point running awards programs, we see the companies who adapt well. Their leaders aren’t frozen—they pivot their marketing strategy to match the new environment.
Reframe value
Instead of focusing on specs or features, they talk about reliability, supply assurance, and long-term partnership. That message lands better when buyers are nervous about cost shifts.
Build transparency into campaigns
When prices rise, silence makes customers uneasy. Companies doing best are leaning into transparency—clear communication in content, PR, and sales messaging about why things cost more.
Protect marketing signals
Even when budgets tighten, they keep at least a steady drumbeat of organic marketing. LinkedIn thought leadership, PR wins, and industry recognition through awards keep their reputation strong without big ad spends.
Scenario-based storytelling
Smart marketers use blogs, webinars, and case studies to show “what if” situations. For example, how a supply chain partner handled tariff costs and still delivered. This makes the company a trusted advisor, not just a vendor.
The legal story and why marketing should care
Tariffs are not fixed. Courts have paused some measures. A US-China 90-day truce is in place, but it could vanish quickly. For marketing leaders, that means staying agile. Campaigns must be flexible enough to change tone if relief arrives—or if costs spike again.
What resilience looks like to us
At the BIG Awards, the companies standing out are those showing marketing resilience under pressure. They tell their story honestly, support customers with useful insights, and keep their brand voice consistent. Recognition isn’t for the smooth ride—it’s for steering steady through bumps.
That’s why we encourage firms to explore how awards and recognition can be a marketing asset during times like this. Showcasing resilience through third-party validation is itself a B2B marketing strategy that pays off.