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Explore these 11 key B2B marketing trends for 2025 that can drive business growth and keep you competitive. Learn how to prepare for trends like account-based marketing (ABM), AI, automation, and content marketing.
As we move into 2025, B2B marketing continues to evolve rapidly, with new strategies, technologies, and trends shaping how businesses engage their target audiences. Whether you're revamping your marketing plan or building a new strategy from scratch, staying ahead of these trends will help support your growth and long-term success.
Here are 11 B2B marketing trends to watch for in 2025 and how you can incorporate them into your strategy:
ABM is no longer just a buzzword but a staple of B2B marketing. By focusing your efforts on high-value accounts, you can create more personalized experiences that drive stronger engagement and conversions. In 2025, ABM will evolve to include hyper-personalized content, tighter integration with sales and services or product teams, plus better analytics tools to track success.
How to Prepare: Develop a comprehensive ABM strategy that aligns marketing and sales efforts. Identify key accounts and personalize your messaging for each one. Invest in tools that support ABM, such as CRM and marketing automation platforms, to track and measure the effectiveness of your campaigns.
Content will remain king in 2025, but the focus will increasingly shift to quality over quantity. Search engine algorithms continue to prioritize well-researched, authoritative content that addresses user intent. Creating SEO-driven, high-quality content will help you rank higher and attract the right audience.
How to Prepare: Conduct a content strategy workshop including keyword research to understand your audience’s search behavior, and optimize your content for search engines. Develop a content calendar that balances educational articles, whitepapers, and videos. Consistently update older content to keep it relevant and improve its ranking.
Video continues to dominate as one of the most engaging forms of content. In B2B, video can be used for product demos, customer testimonials, and even thought leadership. With the growing accessibility of inexpensive video production tools, it’s easier than ever to integrate this format into your marketing strategy.
How to Prepare: Start by creating short, educational videos that highlight the benefits of your products or services. Use platforms like YouTube and LinkedIn to distribute this content and track performance. Consider live streaming for webinars or product launches to engage directly with your audience in real-time.
Customer testimonials and case studies will continue to play a crucial role in B2B buying decisions. In Demand Generation’s 2024 B2B Buyer Behaviour Benchmark Survey, 33% of respondents noted that they rely more on peer recommendations and reviews to influence their buying decision. Buyers are looking for proof that your solution works, and case studies provide that evidence.
How to Prepare: Gather testimonials from satisfied clients and develop detailed case studies that demonstrate measurable results. Encourage customers to share their experiences through online reviews, social media, or industry forums.
B2B buyers value insights from industry leaders. Thought leadership content—such as blogs, whitepapers, webinars, podcasts and speaking engagements—positions your company as an expert in your field, building trust and credibility.
How to Prepare: Invest in creating high-value, expert content that addresses industry challenges and offers innovative solutions. Consider participating in industry panels, webinars, or podcasts to broaden your reach and establish authority.
While influencer marketing is typically associated with B2C, its value in B2B is growing. Collaborating with industry experts and influencers can help your brand reach a more targeted and engaged audience.
How to Prepare: Identify influencers in your industry who resonate with your audience. Build partnerships where these influencers can create content or advocate for your brand. Measure the impact of these partnerships through engagement metrics and lead generation.BuzzSumo, Upfluence and Mavrck are tools that can help you find the right B2B influencer for your brand.
Retaining existing customers is just as important as acquiring new ones. With longer sales cycles and more decision-makers involved, building strong relationships with current clients can lead to upsell opportunities and increased customer lifetime value.
How to Prepare: Implement loyalty programs, exclusive events and content for existing customers. Use personalized email marketing to maintain engagement post-purchase, and ensure your customer success team is actively involved in nurturing relationships.
Artificial intelligence is transforming B2B marketing by automating tasks, analyzing vast amounts of data, and delivering personalized experiences at scale. In 2025, expect more businesses to adopt AI for predictive analytics, smarter segmentation, and tailored customer journeys.
How to Prepare: Explore AI-driven tools that help you automate repetitive tasks, such as lead scoring, email segmentation, and customer support. Use AI to gather data insights and refine your targeting efforts, ensuring personalized experiences for your audience.HubSpot AI (processes automation), ChatGPT (ideation), Jasper.ai (content creation), AdCreative.ai (ad creative) and HoppyCopy (email copy) are all tools that can help you improve efficiencies.
While digital marketing channels are expanding, in-person interactions remain critical in B2B sales. Trade shows, conferences, exclusive roundtables, and networking events offer opportunities to build trust and nurture relationships in a way that online interactions can’t always replicate.
How to Prepare: Make room in your 2025 budget for key industry events and integrate these within your ABM campaign plans. Focus on blending online and offline strategies by using digital tools to follow up with leads you meet in person.
Data privacy regulations are tightening, and third-party cookies could soon become a thing of the past (even though Google has delayed their plans to deprecate third party cookies). Protecting and leveraging first-party data—information you collect directly from your audience—will be essential for maintaining personalization and targeting capabilities.
How to Prepare: Focus on building and maintaining a robust first-party data strategy. Implement transparent data collection practices and ensure compliance with privacy regulations. Prioritize building email lists, gated content downloads, and other methods to gather first-party data.
As cookie tracking diminishes, contextual advertising will become much more prominent. Contextual ads display based on the content users are viewing, ensuring relevance without the need for invasive tracking. It also tells the user why they’re seeing a specific ad.
How to Prepare: Ensure your ad content is adaptable across various platforms and aligns seamlessly with the context in which it appears. Invest in tools and time to optimize ad placement and continuously monitor performance to fine-tune your strategy.
A recent Gartner Study showed that 65% of B2B buyers leverage YouTube to inform their decision. The study also shows that buyers value third-party interactions 1.4x more than digital supplier interactions.
How to Prepare: Prioritize relevant social channels in your social media and content strategy. Develop a consistent posting schedule for both organic content and paid campaigns. Leverage each platforms targeting options to reach key decision-makers in your industry.
B2B buyers are taking longer to make purchasing decisions due to more people involved in the decision-making process (26%), budget freezes (34%) and conducting more detailed ROI analysis (41%), according to Demand Generations 2024 B2B Buyer Behaviour Benchmark Survey. Be prepared to adapt your marketing and sales strategies to accommodate longer cycles.
How to Prepare: Implement nurturing campaigns that focus on building long-term relationships. Create a series of touchpoints, such as emails, webinars, and gated content, to keep prospects engaged throughout the extended buying process.
In 2025, precise attribution will be key for understanding which marketing efforts drive conversions. Tracking each stage of the funnel—from awareness to purchase—will allow for smarter decisions and better resource allocation.
How to Prepare: Invest time to map your analytics and attribution tracking to the buyer journey. Ensure your CRM and marketing platforms are fully integrated to give you a clear view of each lead's progress through the funnel.
If you're unsure how to best incorporate these trends into your marketing strategy, partnering with a marketing expert or fractional CMO can give you the expertise and resources needed to stay competitive in 2025. Reach out today to ensure your marketing efforts are aligned with the latest trends and set up for success.