As we move further into 2025, the B2B marketing landscape is evolving faster than ever. From rapid advancements in AI to changing buyer expectations and a growing demand for personalised, value-led content — staying ahead now calls for a more agile, insight-driven approach.
At the same time, the lines between channels continue to blur. With fresh opportunities emerging across the modern search landscapespace and data playing a more central role in decision-making, businesses must be ready to test, adapt, and evolve. Those who do will not only keep pace but lead the way.
In this article, we explore the key B2B marketing trends set to shape the year ahead — from smarter content strategies to new tech-led efficiencies — and share practical insights from how we use our Everysearch™ approach to future-proof marketing plans.
Let’s dive in.
1. Hyper-personalisation through AI
One of the ways we are realising this for a B2B brand we work with is by developing a customer strategy, splitting their audience into distinct behavioural segments based on the sequence or combination of products they view on the site. In collaboration with an audience insights partner, we are using AI to identify similar patterns with previous users in order to ‘predict’ which products they are most likely to buy next. We can then pull out these audience segments and activate them in paid media platforms, with those products isolated in the feed. This improves the likelihood of the ‘next purchase’, increasing the average annualised customer lifetime value.
2. Content strategy focused on thought leadership
In an increasingly competitive market, B2B brands are prioritising thought leadership to differentiate themselves. High-value, insightful content that addresses industry challenges, trends, and solutions helps establish authority and build trust. According to Edelman’s B2B Thought Leadership Impact Study, 64% of buyers say that thought leadership content is a key factor in awarding business. As competition grows, consistent delivery of impactful content will remain vital. Thought leadership in the B2B space is continuing to evolve – it isn’t just in blog or article form in 2025, B2B influencers are also on the rise and one to watch.
3. AI-Driven chatbots and conversational marketing
Chatbots powered by AI are revolutionising B2B lead generation and customer support. By offering real-time assistance and personalised responses, chatbots enhance the customer journey while capturing valuable data. Drift’s research shows that businesses using conversational marketing generate 20% more leads. In 2025, AI chatbots will become even more sophisticated, improving conversion rates and reducing response times.
4. Increased investment in video content
Video content continues to dominate B2B marketing strategies. From explainer videos and webinars to live demos, video is an engaging format that simplifies complex ideas and increases audience retention. Wyzowl reports that 91% of businesses now use video as a marketing tool, with 88% reporting positive ROI. In 2025, video content will play a bigger role in lead nurturing and brand storytelling.
5. Rise of interactive and immersive content
Interactive content such as quizzes, surveys, and calculators is gaining traction in B2B marketing. It provides an engaging way to capture data and guide prospects through the buyer journey. Immersive experiences like augmented reality (AR) and virtual reality (VR) are also becoming part of B2B strategies, helping brands showcase products and services in innovative ways. Expect to see more brands integrating these elements to boost engagement.
6. Leveraging Everysearch™ for multichannel visibility
Search isn’t just about Google anymore. Our proprietary Everysearch™ approach helps brands optimise visibility across traditional search engines, social platforms, voice assistants, and AI-powered search tools. With 50% of younger buyers starting their research on platforms like TikTok and YouTube, brands need to adapt their strategies to be visible across diverse search channels. In 2025, B2B brands embracing multichannel search will see a notable increase in discoverability.
7. Social selling becomes essential
Social media is no longer just a branding tool — it’s a critical sales channel. Platforms like LinkedIn, X, and Instagram are being used by sales teams to engage with decision-makers, nurture relationships, and close deals. LinkedIn’s State of Sales report highlights that 78% of social sellers outperform their peers. In 2025, social selling will be an essential part of the B2B sales toolkit.
8. Focus on first-party data and privacy compliance
With increasing data privacy regulations, B2B brands are focusing on collecting and leveraging first-party data. Building trust through transparent data practices is becoming a priority. In 2025, businesses that adopt privacy-first practices will strengthen customer relationships and safeguard brand reputation.
9. Account-based marketing (ABM) expansion
Account-Based Marketing (ABM) is evolving with more sophisticated data insights and AI-driven targeting. ABM strategies now allow businesses to deliver highly personalised experiences to high-value accounts. According to ITSMA, 87% of B2B marketers report that ABM delivers higher ROI than other marketing initiatives. In 2025, ABM will continue to be a key driver of revenue growth.
10. Rise of Voice Search and Conversational AI
As voice search adoption increases, optimising content for voice assistants and conversational AI platforms will be critical. Research by Comscore predicts that 50% of all online searches will be voice-based by 2025. B2B marketers who adapt their content for voice search will capture this growing segment and stay ahead of competitors as the uptake of this type of search is more prevalent for users’ work life rather than personal life.
Bearing these trends in mind, it’s clear that the future of B2B marketing lies in embracing innovation, data-driven insights, and multichannel strategies.
By incorporating these trends, brands can strengthen their digital presence, engage effectively with decision-makers, and drive sustainable growth. To explore how our Everysearch™ approach can enhance your B2B marketing strategy, get in touch with our team today.
