The B2B marketing landscape continues to evolve, and staying ahead of the curve is crucial. As we enter 2025, here are the top five trends to keep an eye on, helping you to enhance your marketing strategy and stay competitive.

1. Account-Based Marketing (ABM) 2.0

Account-Based Marketing is no longer a niche tactic; it’s mainstream. But in 2025, we’ll see a more advanced version of ABM—what many are calling ABM 2.0. This updated approach focuses on hyper-personalisation and deeper integration with sales teams. As buyers expect more tailored experiences, ABM 2.0 allows marketers to deliver personalised content and communications to key accounts with precision. Automation tools and AI will play a big role in helping marketers manage these more sophisticated ABM campaigns.

Takeaway: ABM 2.0 is about precision and personalisation. Invest in tools and strategies that help you customise your approach for high-value accounts.

2. Artificial Intelligence (AI) and Machine Learning in Marketing

AI and machine learning have been talked about for years, but in 2025, they’ll become integral parts of the B2B marketing toolkit. From predictive analytics that identify potential leads to AI-driven content creation, these technologies are revolutionising how businesses market to other businesses. AI can help streamline processes, improve targeting, and even personalise content at scale. Expect AI to assist in decision-making, creating smarter campaigns that drive better results.

Takeaway: Leverage AI to gain deeper insights into customer behaviour and optimise your campaigns for better performance.

3. Video Marketing Grows Even Bigger

Video has been a powerful tool in B2B marketing, but its significance is only set to increase in 2025. Video content will become more interactive, helping businesses engage with their audience on a deeper level. Expect to see more webinars, virtual events, and product demonstrations through video. Interactive videos that allow viewers to choose their journey or take quizzes will also gain popularity. Plus, platforms like LinkedIn are increasingly favouring video content in their algorithms, making it an essential part of your content strategy.

Takeaway: Invest in creating more interactive and engaging video content to stay relevant and capture attention in 2025.

4. Sustainability Marketing

In 2025, businesses and buyers alike are more eco-conscious than ever. B2B brands are now expected to communicate their sustainability efforts clearly. This means highlighting eco-friendly practices, supply chain transparency, and corporate social responsibility initiatives. Buyers want to know that they’re partnering with companies that prioritise the planet as well as profit. If sustainability isn’t already part of your marketing strategy, it’s time to integrate it in a way that’s authentic and meaningful to your audience.

Takeaway: Make sustainability a core part of your marketing message to appeal to modern, eco-conscious buyers.

5. The Rise of Influencer Marketing in B2B

Once seen as a B2C trend, influencer marketing is making waves in the B2B world. In 2025, expect more businesses to leverage industry experts and thought leaders to promote their products and services. Partnering with influential figures who have the trust of your target market can help amplify your brand’s reach and credibility. It’s important to choose the right influencers—those who truly align with your brand values and have an authentic connection to your industry.

Takeaway: Don’t overlook the power of influencers in B2B marketing. Collaborating with the right thought leaders can elevate your brand and build trust with your audience.

2025 is set to bring significant advancements in B2B marketing, from AI-driven strategies to sustainability-focused campaigns. By staying ahead of these trends and adapting them to your business, you can improve your reach, engage with your audience more effectively, and achieve better results.

Take a look at my related blogs

Account based marketing for B2B businesses

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a B2B Marketing and Business Development Consultant.  Please get in touch or book a free 30 min discovery call.