As ChatGPT has no doubt told you several times this year, we live in an “ever-evolving world.” If you’re in marketing, that trope rings especially true — change comes thick and fast, it’s what makes it so fun (and occasionally exhausting).
Great B2B marketers are aware of new platforms, trends, technologies, and channels, but they choose to focus on only those they believe will help them reach company goals and personal career goals.
With this in mind, we asked a number of B2B marketers what’s important to them in 2025. Their answers revealed the biggest challenges or learnings from the past 12 months, as well as the trends we should expect to see in B2B marketing at large.
Five B2B marketing trends for 2025
Using AI for data-driven decision making
There’s no doubt data has been informing B2B marketing decisions for a long time now, but in 2024, marketers gained access to a new fleet of tools that made real-time data-led decisions possible for every type of marketer and businesses at every scale.
“Reflecting on the past year, 2024 has reiterated the dominance of data-driven decision-making in B2B marketing. We've seen data analytics play a pivotal role in understanding customer behaviors, predicting market trends, and optimizing campaigns for better results,” shared Gianluca Ferruggia, General Manager at DesignRush, continuing, “As we head into 2025, enhanced data interpretation abilities will allow me to make more strategic, evidence-based decisions.”
As Aaron Whittaker, VP of Demand Generation and Marketing at Thrive Internet Marketing Agency agrees, adding, “It's not just about understanding data anymore – it's about using AI and machine learning to forecast buyer behavior and adapt marketing strategies in real-time. For instance, we're currently working on models that can predict when a prospect is most likely to engage with specific types of content based on their past interactions and similar customer journeys. For me, developing this skill isn't just about learning tools — it's about understanding how to translate predictive insights into actionable marketing strategies that drive business growth.”
Delivering on the personalization promise
Marketers are, understandably, feeling fatigued by the pursuit of personalization. This is often a result of incomplete, inaccurate, or messy data or legacy marketing automation platforms that make accessing the right data almost impossible.
Despite the fatigue, personalization isn’t something marketers can escape. Buyers and customers demand it, especially in B2B where they are knowingly handing over their data for marketing purposes. This year might be the year we finally break the back of it.
“I believe that AI-driven personalization will hit new heights in 2025. AI will become more effective and advanced in segmenting audiences and delivering hyper-personalized marketing campaigns. Predictive analytics will be critical in refining content messaging, timing, and platform choice. B2B buyers should expect the same level of personalization they experience as consumers, and AI technology will make this highly scalable,” shared Dan Ben-Nun, CEO and Founder at Adspace.
Aaron from Thrive Marketing agrees and emphasizes the challenge this presents, “I predict B2B marketing will become even more complex as AI tools enable hyper-personalized buying journeys. We're already seeing early signs of this - buyers expect content and outreach tailored not just to their industry, but to their specific business challenges and where they are in their solution research process.”
Account-based marketing’s evolution
Account-based marketing has become a critical strategy for B2B businesses in extremely competitive environments with budget constraints and difficulties measuring ROI.
Just like personalization, new AI-powered tools have made executing a sophisticated ABM strategy easier than it once was, and buyers have come to expect the level of relevancy in messaging that ABM delivers.
Harrison Tang, Co-Founder and CEO of Spokeo, shared, “We have successfully leveraged AI-powered marketing tools to tailor our messaging and content to specific accounts and decision-makers, resulting in increased engagement and conversion rates.”
In 2025, he says, “our marketers will need to develop skills in data analysis and interpretation to stay ahead of the curve. They'll need to be able to collect, analyze, and act on data to drive business decisions and create highly targeted and effective ABM campaigns. To support their growth, I'd like to see our marketers brush up on their skills in using tools like Google Analytics, Mixpanel, and Salesforce to analyze customer data and behavior.”
Adil Advani, Associate Product Owner at Securiti points out the importance of privacy when building personalized campaigns for ABM efforts, "The shift toward account-based marketing (ABM) and privacy-first campaigns will accelerate. Regulations and evolving buyer expectations will require marketers to balance ABM efforts and personalization with robust data privacy practices.
To align with these trends, honing skills in AI-powered marketing tools and privacy-compliant data handling is essential. Mastering platforms that integrate AI-driven insights with marketing automation and deepening knowledge of global privacy frameworks (e.g., GDPR, CCPA) will be crucial."
Account-based marketing will also find its way further down the customer journey with success teams taking an ABM approach to finding, connecting with, retaining, and expanding existing customers. This will help create a more cohesive experience for accounts that enter the funnel in an ABM motion — they will receive the same personalized experience across all channels and phases of their lifecycle.
Finding your voice on LinkedIn
LinkedIn has always been the go-to for B2B marketers. It’s more effective at generating leads and has a huge audience (the platform surpassed the 1 billion user mark in 2023) of individuals seeking professional inspiration and advice.
In 2024, LinkedIn influencers and thought leaders really took a foothold. It was no longer just the CMOs of the biggest brands sharing tips and tactics, but marketers at every stage of their career journey, in every size and industry sharing their advice, experiences, and opinions.
After seeing success with EGC (employee-generated content) on LinkedIn, Jessica Andrews, VP of Marketing at Copper recommends investing in your personal brand on LinkedIn in 2025, even if it feels uncomfortable at first.
“The line between company and personal accounts is becoming increasingly blurred. Copper started using Thought Leadership Ads on LinkedIn this year, with key members of our executive team sharing insights in their own voice, and our company ad account boosted their posts to our target customers. The performance on those ads has been stellar, with one of my posts reaching a 15% engagement rate, and our LinkedIn ROAS reaching 4.5,” she shared.
“If you can find a way to blend your own experiences with what your company's ideal customers want to hear, you can become a solid spokesperson for your company. This benefits not just your company from a revenue perspective, but yourself as well, as it opens up future career opportunities and exposure.”
Showing up authentically
As AI infiltrates more of the media and advertising spaces and authenticity-craving Gen Z professionals enter more senior roles with decision-making responsibilities, showing up genuinely as a brand will be more important than ever.
This certainly doesn’t mean you can’t use AI to support your marketing efforts. It’s about reconnecting with your brand’s purpose, the problem you solve for your customers, and how your tone and visual principles communicate that to prospects and customers.
Dan from Adspace, predicts, “a major focus shift towards trust and authenticity. With consumer skepticism at an all-time high, 2025 will be a different year. Businesses will likely spend more resources on trust-building initiatives such as transparent Environmental, Social, and Governance (ESG) efforts, open communication, and customer success stories. This strategy will be critical to winning and retaining customers.”
“Humanizing brand communication is key to building long-term relationships. Decision makers responded better to authenticity, empathy, and storytelling than generic pitches. Thought leadership pieces, video content, and genuine case studies were highly effective.”
Look for the moments you can inject more person-to-person interactions through events, support team interactions, and sales communications while leaning on smart marketing automation and personalization to drive day-to-day interactions.
B2B marketing in 2025 and beyond
B2B marketing is becoming more complicated and competitive at the same time as team sizes and budgets are being slashed. This presents a huge challenge for marketers, one that can only be overcome with the right tools in place. Lean on intuitive marketing automation platforms and AI-assisted content creation now, and look out for a new wave of more reliable predictive analytics and decision-making tools in the year to come.
