Top Experts Share B2B Marketing Trends for 2025
December 18, 2024
While 2024 has brought new challenges and opportunities for marketers, the next year promises to be no less interesting. As we stand on the threshold of 2025, we’ve gathered insights from top industry experts who share their predictions and trends that will shape B2B marketing in the coming year.
Whether you're a seasoned marketer or just starting your journey, understanding these trends will give you a deeper understand of the B2B sphere and how to craft a masterful strategy.
David Teicher, CEO & Founder, Qru Media Ventures
Here are my 5 trends and predictions for the marketing and media industry:
1. The Era of Niche Content: niche media outlets and publishers, micro-influencers, and even events and experiential opportunities that allow brands to connect with smaller, but more loyal and engaged audiences. If your goal is in actual sales and bottom line impact, as opposed to just high level ‘awareness’ leveraging outlets and creators that have expertise and a real connection to their audience is going to be much more effective, every single time.
2. Impact Marketing: I think (hope) we finally move on from “Brand vs Performance” into “Impact Marketing” looking, as the name implies, simultaneously more holistically and more granularly, at the ways in which various marketing efforts work in concert to impact everything from brand equity to customer loyalty to social sentiment to awareness and sales.
3. A New CMO Archetype Emerges: CMO’s who automate and outsource the data and measurement to AI tools will free themselves up to focus more on the human side of the business: reinforcing their connections to the consumers, to culture, and to their teams. I think the biggest impact of AI in marketing will be in allowing humans to focus on the human.
4. Social Media at the Adults Table: the time has come in which Social Media Leaders are recognized internally – not just within the marketing org, but in respect to the broader business and its leadership.
5. Self-Assembled Agency Networks: this prediction is based solely on anecdotal insight and conversations I’ve had with many marketers in my network and community. The once-alluring scale and efficiencies offered by the big agency/holding company model is less compelling and less valuable than it used to be, and as such, when marketers reach out to me in search of new agencies, they are increasingly looking at small, independent, and specialist agencies, and prefer to self-assemble their own network.
Note: this is a shortened version of David’s full article, posted with his permission. You can access the full piece here.
Nicola Martin, Marketing Strategist, Intentus
In 2025, marketing is taking a bold step forward… and a step back. While AI and automation continue to dominate conversations, the true standout trend is the shift toward a more human touch in both B2C and B2B marketing. Authenticity and personalisation have been buzzwords for years, but the over-reliance on AI tools has left many campaigns feeling hollow. Consumers and businesses alike are craving real connection.
The rise of true personalisation
In 2025, successful marketing will focus on true personalisation, which goes beyond surface-level data. We don’t just mean addressing someone by their first name in an email; it’s about understanding their pain points, needs, and preferences at a deeper level.
For SMEs to large corporates: True personalisation requires refining how you use your data. It’s about blending AI’s insights with human intuition to create campaigns that feel authentic. This could look like segmenting audiences based on behaviour rather than demographics or using AI to gather insights but leaving the final creative decisions to your team.
The balancing act: AI vs. human touch
AI isn’t going anywhere. It’s an incredible tool. It can analyse data, predict trends, and automate time-consuming tasks, but it can’t replace human connection. The key to marketing in 2025 is using AI to enhance, not replace, the human element.
For B2B markets: The human touch matters even more. B2B buyers are just as influenced by emotions as B2C customers. They want to know they’re working with people who understand their challenges and can offer real solutions, not just another algorithm-driven pitch.
Sebastián Ocampo Munar, Marketing Manager, Supplier Shield
Here’s what’s IN and OUT for B2B marketing next year:
OUT:
- Generic outreach: "Hi, we offer a great product!"—the least engaging sentence in the world.
- Overused sales tactics: If you're still sending “limited-time offers” without context, it's time to rethink.
- One-size-fits-all campaigns: Personalization isn’t a buzzword anymore, it's a necessity. Stop treating all your prospects the same.
- Vanity metrics: Forget counting likes and shares—focus on the metrics that actually move the needle, like sales-qualified leads (SQLs).
IN:
- Data-driven outreach: Know who your prospects are, what their pain points are, and what content they’ll find useful—then speak their language.
- Intent-based marketing: Don't wait for prospects to come to you. Leverage intent data (thanks, tools like Cognism!) to find the right person at the right time.
- Interactive content: Make your audience work for the information. Quizzes, surveys, polls—engage them in a way that’s fun but purposeful.
- Account-based marketing (ABM): Personalize your approach at the account level, not just the individual—this is how you stand out.
- Authenticity & transparency: From your product to your messaging—let your true personality shine through. Don’t hide behind jargon.
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Get In TouchWill Yates, Group Director, Novacom
The biggest marketing trend for 2025? It’s not what you think.
Yes, AI for lead gen, shoppable video, social ecommerce, advanced app marketing, AR, and predictive analytics are no doubt going to play a role (although we've all been saying some of this for years already!)
But here’s the problem, and we see it all too often — businesses, sometimes very big ones, trying to build new systems on top of old systems and processes that just don’t work.
What really matters is getting the basics right:
- The marketing mix—remember the four Ps?
- MarTech that works for you, not against you.
- Accurate, actionable CRM and marketing data.
- Consistent branding and messaging across channels and markets.
- Truly understanding your audience and their needs.
It's that last one that really makes a difference. Everything else will follow if you're adding value for your customers.
These new tools are great, but they’re not a sticking plaster for weak foundations. Solid basics always outperform shiny distractions.
Oren Greenberg, Growth Marketing Advisor for B2B SaaS, Fractional CMO
My top 5 2025 marketing predictions (B2B centric):
1. AI abuse will continue
Businesses will continue to abuse AI to generate regurgitated low-value content rather than invest in unique research. Missing an opportunity to build a sustainable brand and become a thought leader in their category.
The only upside is that with fine-tuning and additional development in LLMs (in Claude, you can now customise the tone of voice for desired output) AI will sound less generic and more human. Even now, it’s a 50/50 guess, with AI detectors and humans struggling to discern what’s what.
2. Companies will experiment with new pricing models
Because AI is shifting inputs & outputs, pricing will need to adapt to reflect these new outcomes.
3. Video will grow
Because AI content will continue to proliferate, uniqueness will increase in value. Video does this where written form doesn’t anymore - we can’t tell if a ghostwriter or AI is producing what we’re reading. And since AI is so fallible, this erodes trust.
4. Tech obsession will continue
Companies will continue to over-invest in tech and under-invest in Brand. Although CMOs are shifting more to brand over performance marketing, it’ll still be a struggle to get other CXOs & the board to take a punt on future investment with limited short-term measurable return.
5. CEOs will invest less in SEO
Although the risk posed by AI large language models to Google is still tiny, they will shake things up. In this state of volatility and uncertainty, I expect CMOs will invest less in SEO, shifting to more predictable channels like social. But will still invest in AI-based search (which is essentially the same in terms of content production but excludes on-page optimisation & backlink acquisition).
Some other interesting trends still in infancy:
- Influencer marketing in B2B will grow, SaaS too.
- Some CEOs will bite the bullet and go full-on with thought leadership on LinkedIn.
- Folk will use AI to shape strategic decisions, resulting in catastrophic consequences for their business. Due to poor quality thinking + low quality inputs.
Trevor Robinson, Founder at Industry Sage Media
My 9 bold predictions for B2B Marketing in 2025:
1. Communities Will Continue to Decline
The dream of building thriving communities is fading. Users are tired of juggling multiple platforms, leading to declining engagement and less activity across B2B communities.
2. The Rise of B2B Influencer Marketing
Despite the challenges above, influencer marketing will explode as companies realize it’s one of the fastest ways to reach their audience. More brands will prioritize working with B2B influencers and creators as a core strategy.
3. The Over saturation of The Current B2B Creators
We’re already seeing the signs: the same 10–15 “B2B influencers” pushing a new brand partnership every other post. While opportunities flood in due to more B2B companies realizing they need to leverage B2B creators/influencers, the creators risk burning out their audiences by over-commercializing their content. Over time, this diminishes their authenticity and turns them into glorified product pushers.
4. Curators Over Thought Leaders
In a world saturated with AI-generated content, original ideas are harder to come by. The true leaders in 2025 will be curators — those who package and deliver valuable, curated content that educates and resonates with their audience.
5. Storytelling and Unique Styles Will Win
B2B content is often repetitive and uninspired. Brands and creators who lean into storytelling and craft their own unique style will have a massive edge in standing out.
6. Raw, Unfiltered Content Will Reign Supreme
Raw, behind-the-scenes content and daily vlogs will dominate. While harder to produce, this format creates a barrier to entry, allowing standout creators and companies to shine.
7. The Rise of Employee Advocacy
More companies will invest in building their employees’ personal brands, encouraging them to become thought leaders and content creators. This will diversify their reach and create more authentic connections across platforms.
8. YouTube Will Finally Get the Spotlight
Despite its immense long-term value, most B2B companies still underutilize YouTube. In 2025, I predict we’ll see more brands prioritize a robust YouTube strategy as part of their content flywheel.
9. The Rise of Engagement / Growth “Pods” on LinkedIn
Vanity metrics are still all the rage. Engagement pods are when people join a group to like and comment on each other’s posts to increase the vanity metrics. These are easy to spot (look for same people commenting every post). The usage of these will continue to rise until LinkedIn does something about it.
Takeaways
As we look forward to 2025, it’s clear that B2B marketing is entering an exciting phase, fueled by new technologies and a fresh emphasis on building real human connections.
Experts are noticing a trend toward creating niche content and focusing on impact marketing — approaches that center on engaging targeted audiences more deeply instead of just aiming for broad visibility.
Marketers are figuring out how to strike the right balance between automation and human touch. There’s a growing belief that AI should be used to strengthen, not replace, those authentic connections we all value.
We’re also seeing a rise in the importance of video content and the emergence of B2B influencer marketing, which marks a shift away from traditional strategies as brands explore creative ways to connect with their audiences.
In essence, the B2B marketing landscape in 2025 is set to be shaped by a strong commitment to authenticity, thoughtful use of technology, and a dedicated effort to foster genuine engagement.
Would you like us to help you reach your marketing goals in 2025? Drop us a line to have a quick video call with our team. It will include a free audit of your advertising accounts and possible strategies for achieving the outcomes that you want.
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.