The 10 Best B2B Marketing Trends of 2025 and Beyond

2024 would have been a wild ride if you were involved in marketing or sales.

AI went mainstream, the ranking of many well-known brands went downhill on Google SERP, and LinkedIn redefined B2B interactions completely.

Now, again, in 2025, things have started to change, so it’s safe to say that what worked last year may not work again this year.

This raises the question – What will work in 2025? And what can you do to establish a clear-cut B2B marketing playbook?

I, too, had this question, which is why I had been keeping my eyes and ears open for a couple of months. What I found is quite interesting!

In this blog, I’m going to share with you the latest B2B marketing trends that will define 2025 and beyond…

Dive in, and let’s explore these trends together.

The Latest B2B Marketing Trends of 2025

B2B marketing trends are of two types.

The first type is already mainstream. It means if you’ve not adopted this set of trends, you should start right away.

The second type is an emerging trend. It means you probably have some time to develop a response.

In my list, you’ll find both kinds of trends so you can focus on creating a strategy that works for today as well as tomorrow.

Here’s how my list stacks up:

1. Hyper-Personalization Is the New Normal
2. LinkedIn Marketing Is More Important Than Ever
3. Email Marketing Retains Its Spot
4. Video Marketing Is on the Rise
5. The B2B Podcast Is Going Viral
6. B2B Content Marketing Is Making a Comeback
7. AI/ML Is Improving PPC ROI
8. AI Is Taking Over Lead Generation
9. Influencer Marketing Is Now a B2B Marketing Method
10. Employees Are The Best B2B Influencers

1. Hyper-Personalization is the New Normal

Did you know that 71% of B2B customers expect personalized sales interactions?

And they don’t just expect personalization: they even get frustrated when interactions are not customized to their needs!

So how can you tackle this?

Is it even remotely possible to personalize at scale?

Yes, you can, and here’s how:

• You can see company updates through corporate websites. 
• You can also get a lot of relevant and recent information about your prospects from their social media activity on LinkedIn.
• Plus, you can use B2B data vendors to get intent data that can help you understand the right time to pitch your products/services.

Moreover, in 2025, even your marketing and sales pitch should be dynamically personalized.

For example, if you’re pitching a SaaS product to a CFO, you need to show how you can deliver ROI.

But if you’re presenting the same product to a CTO, your goal should be to pitch a technical upgrade that offers the company a competitive advantage.

I strongly recommend you switch to hyper-personalized B2B marketing or risk losing more than half of our prospective customers to competitors who can!

2. LinkedIn Marketing Is More Important Than Ever

Speaking of hyperpersonalization, I noticed that LinkedIn marketing has become more important now than it ever has been in the past.

Why?

Well, it’s true that LinkedIn has over a billion active decision-makers making professional connections every day. 

But that’s old news, right?

What is new, however, is LinkedIn’s transformation from a professional website to a corporate social media!

No longer do you see boring, text-based posts of people sharing their professional updates…

Users have gone from posting about new jobs, promotions, and skills they’ve acquired to:

• Sharing cutting-edge ideas
• Discussing their motivations
• Explaining their approach to their jobs

And LinkedIn has played a huge role in this change by providing us with new ways of posting.

For instance, you can post:

• Small videos like Instagram Reels
• Photo stories conveying new updates
• Documents such as white papers and case studies

In short, LinkedIn is not just keeping pace with the new market conditions.

Rather, it is actively bringing buyers and sellers closer together through visually appealing media and new forms of advertisements.

3. Email Marketing Retains its Spot

According to Forbes’ research, B2B email marketing is still one of the most profitable marketing investments you can make, with an ROI of 340%!

So, why is this the case? And is this trend of high ROIs on cold emails set to continue?

Well, outbound email marketing has a lot of advantages over other forms of B2B marketing:

• You can efficiently scale and reach thousands of prospects with a single click
• AI can help you create hyper-personal email copies at scale.
• Even if you cannot convert your prospects to customers, you will be able to build a good relationship with them.

There are more benefits than this, but in short, email marketing is still relevant in 2025

4. Video Marketing Is On the Rise

You might have frequently come across a statistic about how people learn much faster through visuals than through text.

Think about it: what would you prefer:

• A paragraph that discusses how to use cold emails for B2B marketing?
• An infographic that shows the high ROI of cold emails compared to other B2B marketing strategies?
• Or a video that shows you both of these facts and also tells you how to set up a cold email campaign?

If you’re like me, you’ll probably prefer the third one. After all, it can include both words and images!

And this isn’t just a theory: As of 2024, a mind-boggling 96% of B2B organizations are using video content to market their products and services!

So, I highly recommend that you jump on this trend.

5. The B2B Podcast is Going Viral

In addition to video, B2B podcasting has also taken off a lot!

Here’s why you should start podcasting 👇

A lot of B2B decision-makers might only watch videos when they’re already on the lookout for a specific solution.

That means your videos will be directly competing against your competitors.

On the other hand, B2B decision-makers listen to podcasts to unwind and gain insights into the latest trends in their industry. 

This is where you can come in and showcase your expertise in the industry.

This will help improve your brand awareness and credibility.

2 birds in one stone!!

6. B2B Content Marketing is Making a Comeback

Content: still remains king of organic B2B marketing.

In 2024, there was a lot of noise that content marketing died. 

That content marketing would be either replaced by AI or become useless due to Google’s silly updated and experiment with AI overview.

Well, it’s safe to say that these claims were just overreactions.

AI is here to stay, and so is AI-generated content.

That said, if you’re creating content purely from AI, you’re bound to get penalized by Google.

What you should be doing is using AI to research, optimize, and enhance your content—not to replace human creativity.

So it’s safe to say that in 2025, B2B content marketing is making an AI-assisted, human-written comeback.

7. AI/ML is Improving PPC ROI

Another significant impact of AI and ML I’ve personally noticed is in the huge improvement in the performance of PPC ads.

An important reason behind this is smart customer clustering.

Google and other search engines are using this technique of smart clustering on a macro level for billions of decision-makers!

From my recent experience with PPC ads, clustering and smart bidding have radically changed PPC advertising.

I recommend that you explore buying ad spaces on keyword SERPs for which your competitors are ranking to break their monopoly.

I also think that these recent developments in PPC ads will affect LinkedIn marketing.

So, it might be a good idea to diversify your ad portfolio across LinkedIn and Search Engines and adapt to the emerging B2B marketing trend of hyper-targeted PPC ads.

8. AI Is Taking Over Lead Generation

Another area where I noticed AI is in lead generation.

In the prospecting stage, you can use AI’s help to identify the most qualified prospects and personalize your outreach with high relevancy.

If you go down the sales funnel, you can see AI being used to prioritize leads based on their engagement level and likelihood to convert.

2025 will be the year when AI-powered lead gen. will become a standard for sales and marketing.

9. Influencer Marketing Is Now a B2B Marketing Method

Recently, I have noticed that more and more B2B decision-makers are turning to influencers for insights and recommendations for making purchasing decisions.

This is something that has been happening for a long time in B2C, and frankly, it’s not new for B2B; it’s just that it’s taking off in a big way.

B2B influencers are not seen as thought leaders and trailblazers, making their voice carry a lot of weight.

But, this trend doesn’t come cheap!!

So, if you’re going to experiment with influencers, choose wisely and strategically

10. Employees Are The Best B2B Influencers

Okay, so you might agree that B2B influencer marketing is important.

But, as I said above, B2B influencers are not cheap.

So, what can you do?

Turn your employees into influencers

You work with your employees for a reason: they’re experts at what they do. But not all of them perform client-facing functions, right?

I mean, who can speak about your product or service better than your employee, right?

Here’s how you can start: record short-form videos with your employees sharing their expertise, experiences, and insights.

Apart from video, you can also use them for podcasts.

By empowering employees to share their knowledge and experiences, you’re creating a powerful network of trusted influencers who genuinely believe in your product or service.

How Will Emerging B2B Trends Change Sales and Marketing in 2025?

Okay, so we’ve explored the 10 best and emerging B2B marketing trends in 2025.

But most of these focus on how marketing will change rather than how marketing efforts will be received.

Well, let’s solve that problem right away and discuss the impact of B2B marketing trends on our prospects:

1. B2B Buyers Will Use AI for Research
2. Self-Serve Selling Will Dominate
3. Account-Based Marketing Will Retain Its Edge
4. Content Marketing Will Get More Competitive

1. B2B Buyers Will Use AI for Research

Remember when you had to hop onto different websites to compare the solutions offered by different B2B enterprises?

Well, you can forget all about that, at least at the TOFU stage of your buying journey.

Why?

You can save time and energy by asking an AI assistant to find you a list of companies that offer the solutions you need!

How to Brace for It?

In my opinion, the best way to brace for this change is by optimizing our content to make it AI-friendly.

That means:

• Using long-tail keywords that directly address user intent
• Deploying sitemaps to make our websites crawler-friendly
• Address user queries through FAQs
• Using bullet points to break down information so that AI can pick it up easily

2. Self-Serve Selling Will Dominate

Just like AI can help us conduct company research, it can also help us place orders, raise customer queries, and get in touch with a company’s stakeholders.

For instance, do you need to know who to get in touch with to get a quote on a CRM software for your 50-employee company?

Don’t worry: an AI Chatbot is at your service!

This means that sales cycles will have no fixed hours or timelines. And customers will expect you to be active via your AI agent at all times!

How to Brace for It?

I think the best way to brace for self-serve in the B2B market is to:

• Publish a clear pricing page
• Deploy chatbots for instant query-solving
• Use call-back forms so that you can generate leads through website visits

3. Account-Based Marketing Will Retain Its Edge

Account-based marketing has been one of the most important B2B marketing strategies of the last decade.

And it will retain its advantage in 2025, especially if you’re an enterprise or entrepreneur looking for high-value clients.

The reason behind this is simple: High-ticket clients look for clear value propositions and a personal touch. Both of these are covered comprehensively through ABM marketing.

How to Brace for It?

I think there are two good ways of bracing yourself for the continued importance of ABM:

• First, I suggest using a good CRM and intent data provider so you can keep track of high-value clients.
• Second, I recommend using LinkedIn to place In-Mail ads or sponsored messages to convert high-value accounts.

4. Content Marketing Will Get More Competitive

As I mentioned in the “B2B Content Marketing is Making a Comeback” Content Marketing is far from done.

But it’s going to get more competitive as your competitors learn how to use AI to scale their human efforts.

You should also make a smart move by embracing AI (the right way) to scale your content and make it impactful.

How to Brace For It?

Here’s what you should do to keep your edge in the market:

• You SHOULD use AI to speed up your research and scaling, but make sure not to sacrifice the human aspect.
• Another thing you can do is use AI to help repurpose your content for other channels like YouTube, Reddit, LinkedIn, etc.

Build Your B2B Marketing Strategy for 2025 and Beyond!

Through our discussion, we’ve explored how B2B marketing is undergoing massive changes. 

One side, AI, intent-based lead generation, and podcasting are entirely new trends.

On the other hand, video content, email marketing, and hyper-personalization have been redefined by a more competitive marketing landscape.

So, which trends should you focus on catching up with? Which ones can you safely ignore?

In my experience, the answer always lies in diversification!

If you’re looking for some inspiration to build your strategy, I suggest checking out our detailed blog on B2B marketing strategies.

It will help you understand how you can use the latest trends to fulfill your growth and your ROI-proven marketing strategies…

Good luck!

B2B Marketing Trends in 2025: FAQs

1. What is the future of B2B marketing?

From what I’ve observed in the last year, I think the future of B2B marketing is headed toward AI adoption and hyper-personalization. I suggest you start using AI to improve the quality of your content and conduct prospect research. I also recommend leveraging high-ROI marketing strategies like email outreach and ABM for a hyper-personalized approach.

2. What are the best “emerging trends” in B2B marketing?

From my research, I’ve found that the best emerging trends in B2B marketing are:

• Hyper-personalization of marketing and sales content
• Rise of Video Content
• Mainstreaming of podcasts
• Use of AI in increasing the performance of PPC ads
• An uptick in B2B influencer marketing

3. How will the latest trends in B2B marketing shape the sales process?

As someone who has worked for 10+ years in the marketing segment, I think B2B marketing trends will have a significant impact on the sales process:

• B2B buyers will use AI to research products and services.
• Self-serve will increase, resulting in uneven sales cycles.
• B2B decision-makers will expect personalized sales pitches that address their pain points.

4. How can you prepare for the upcoming trends in B2B marketing?

In my opinion, your strategy to prepare for upcoming B2B marketing trends should depend on your marketing goal. For instance, if ROI is your main concern, I suggest going all-in on hyper-personalization through ABM and cold email outreach. If brand awareness and customer education are your main areas of focus, I suggest experimenting with employee-generated video content and podcasts featuring industry experts.