B2B marketing trends to watch in 2025
January is often a slow start, but it’s also a great time to revisit your marketing strategy and engage with key stakeholders to ensure it is still relevant.
Being proactive and capturing your customers attention early in the year positions your company for a profitable 2025.
So, use this time to review the marketing plan and incorporate any key trends so that your business is always top-of-mind with your customers.
Here are the key B2B trends to watch in 2025:
Content marketing and thought leadership:
High-quality content remains vital. Companies who prioritise thought leadership materials like white papers, webinars and industry reports will be able to build trust far quicker with their customers.
Interactive content:
Customers expect to be informed but also entertained so interactive elements—such as infographics, quizzes, and surveys are becoming crucial for engaging users. This type of content not only captures attention but also provides valuable data for lead generation, making it a powerful tool for connection.
Video marketing:
With its continued rise, video content, including explainer videos, product demos and testimonials, engages audiences throughout the buyer journey and helps to appeal to different consumer buying styles.
Omnichannel marketing:
To create a more consistent experience for customers B2B marketing will require an omnichannel marketing approach. In 2025, success will rely on consistent branding and messaging across email, social media, websites, and in-person events, ensuring that customers receive a unified experience.
Sustainability and Corporate Social Responsibility (CSR):
As companies and customers alike focus on sustainability, B2B marketers must demonstrate their commitment to social impact and environmental responsibility. Highlighting your commitment and your initiatives that give back will differentiate your brand in a competitive market and will help build trust and engagement.
Navigating economic factors:
As the economic landscape evolves, B2B marketers need to adapt strategies to account for tightening budgets and changing buyer priorities. Flexibility and responsiveness to market shifts will be key.
Enhanced focus on Customer Experience (CX):
With customer expectations rising, a strong emphasis on delivering exceptional customer experiences will be vital. Understanding the entire customer journey and enhancing touchpoints throughout can drive deeper engagement.
Other examples that marketing and sales teams should focus on:
Data-driven marketing: which means it is easier to tailor messages. This includes personalised email marketing and content that resonates with specific audience segments, moving away from generic communications.
Integration of AI: AI continues to transform B2B marketing. Advanced tools using machine learning are now essential for faster, smarter insights, aiding sales and marketing teams in understanding customer behaviours and preferences.
Influencer marketing: While more common in business to consumer (B2C), influencer marketing is growing in B2B. Companies are partnering with industry experts and thought leaders to influence buying decisions and boost credibility.
Next steps for your marketing team to kickstart 2025:
1. Refresh your teams on your FY25 marketing strategy
2. Revisit your FY25 content marketing approach
3. Experiment with interactive content
4. Ensure an Omnichannel strategy
5. Explore new AI driven marketing tools
6. Focus on sustainability and social impact initiatives
If you’d like to discuss these trends or next steps further - book a call.