2025 is officially upon us and, as always, the new year brings new considerations for conducting business. Minus a crystal ball, we’ve leaned on our experience from last year to pinpoint three trends we think B2B business should take into account when planning marketing activities for this year and beyond.
Trend #1: Artificial Intelligence (AI)
The incorporation of AI tools in B2B marketing efforts will only increase as time goes on. Utilizing these new tools can be daunting, so it’s a-ok to start small. But how? Here are a few ways we see it manifesting in 2025…
- Advanced Account-Based Marketing (ABM)
ABM is evolving with the integration of AI and machine learning, enabling more precise targeting and personalization for high-value accounts. This approach allows businesses to focus resources effectively, enhancing engagement and conversion rates. - AI-driven personalization
Artificial intelligence will continue to transform B2B marketing by analyzing vast datasets to deliver highly personalized content and experiences. This personalization fosters stronger client relationships and improves customer satisfaction. - AI integration in marketing operations:
B2B organizations are harnessing AI to enhance marketing operations, from lead generation to content creation. This integration improves efficiency, scalability, and the ability to deliver personalized experiences at scale.
Trend #2: Emphasis on the customer experience
In 2025, we expect the emphasis on customer experience (CX) to have a significant impact on B2B businesses, transforming how they operate and engage with their clients. As digital transformation and customer expectations continue to evolve, B2B companies will need to adopt more customer-centric models to stay competitive in such ways as:
- Scaled personalization
Businesses will need to prioritize highly customized solutions, better alignment of services with client needs, and a more seamless experience across multiple touchpoints. This will help build stronger relationships and loyalty, even in traditionally less personal B2B environments. - Omnichannel engagement
The most successful B2B operations will be those that integrate their sales, support, and marketing efforts across different channels to ensure a seamless experience. This could include providing self-service portals, live chat options, AI-driven support, and in-depth knowledge bases, making it easier for customers to engage at their convenience. - Proactive customer support
Rather than waiting for customers to contact them with issues, B2B businesses may consider proactively reaching out to ensure their clients are succeeding with their products and services. B2B firms should consider shifting from reactive to proactive customer service models, which could result in faster issue resolution, increased customer satisfaction, and a focus on long-term partnerships.
Trend #3: Video
Video content has been important, and its presence will not diminish in 2025. Video marketing continues to be a valuable component of business strategy with several emerging trends shaping its evolution:
- Authentic, relatable content
Consumers are gravitating towards genuine, humanized content. The most successful brands are focusing on storytelling and showcasing real-life scenarios to build trust and foster deeper connections with their audience. This approach emphasizes transparency and relatability, aligning with consumer preferences for authenticity. - Short-form video
Platforms like TikTok, Instagram Reels, and YouTube Shorts have popularized brief, engaging videos. These formats cater to decreasing attention spans, with 50% of videos under 90 seconds watched to completion. Savvy businesses are leveraging this trend to deliver concise, impactful messages that resonate with audiences. - AI-driven video production
Artificial intelligence is revolutionizing video creation by automating editing processes and enabling the generation of content from text prompts. This advancement allows businesses to produce high-quality videos more efficiently, facilitating rapid content deployment and personalized marketing efforts.
Two other things to keep in mind – even videos that are not highly-produced can make an impact, so stretch those marketing dollars, be creative, and consider what you can do in-house. And videos that provide helpful content continue to be highly favored.
What’s on your agenda for 2025? Do you have ideas we can help you implement? Need help charting a course? We’d love to connect.
