B2B marketing trends to watch in FY25
In last week's blog, I discussed why marketing is crucial for B2B companies. This week, I want to explore some of the current trends in B2B marketing. I believe that most of you reading this blog are likely implementing at least half of these trends and if you are not, it’s worth asking your marketing or leadership team why not.
A recent Gallup poll found that only 29% of B2B customers are engaged, while 60% are indifferent, and 11% are actively disengaged. This statistic highlights the importance of adopting a competitive mindset to give your company a decisive edge.
Here are some key B2B trends to watch:
Content Marketing & Thought Leadership: High-quality content is essential for B2B companies. Many are prioritising thought leadership materials—such as white papers, webinars and industry reports—to establish authority and build trust with existing and potential clients. 52% of decision makers spend an hour or more on average per week reading thought leadership content and more than 75% of decision makers and C-suite executives say that a piece of thought leadership has led them to research a product or service they were not previously considering.
Interactive Content: Interactive content, such as interactive infographics, quizzes and polls and surveys, engages users more effectively. It captures attention and provides valuable data for lead capturing.
Video Marketing: Video content is becoming a key tool for lead generation. Explainer videos, product demos and customer testimonials are being used to engage audiences more effectively across various stages of the buyer journey.
Omnichannel Marketing: B2B marketers are increasingly adopting an omnichannel approach to create a seamless experience across all touchpoints. Consistency and integration across email, social media, websites and in-person events are essential for successful campaigns.
Sustainability and Corporate Social Responsibility (CSR): Customers care more and more about a company's sustainability and ethics. B2B marketers are highlighting their commitment to social impact and environmental responsibility in their brand messaging and community involvement sharing how they are giving back.
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 is improving B2B marketing by making data analysis and customer interactions smarter. Tools using machine learning are now essential for faster, better insights for your sales and marketing teams.
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.
Here are 3 next steps for your sales and marketing team to incorporate:
Develop a content marketing strategy: Identify key topics and themes that resonate with your target audience. Create your content calendar that includes case studies, whitepapers, thought leadership content and host webinars. Think about the channels that will best reach your target customers. For some inspiration read my previous blog.
Experiment with Interactive Content: Talk to your team about 2-3 simple quick wins. Start with your social media or looking at how to make your website slightly more interactive and engaging. For some further inspiration refer to my previous blogs on what stops sales teams from selling and three reasons to get rid of your brochures.
Adopt an Omnichannel Approach: If you want to remain competitive and keep your customers engaged not only should you have consistent branding and messaging across all of your channels you should also have a unified view. This makes conversions more likely.
If you wish to wish to talk through any of these trends or next steps - book a call.