
B2B Marketing Trends Report 2025
What are the B2B marketing trends for 2025?
B2B marketing in 2025 is shaped by challenges like economic uncertainty, budget constraints, and the need for authenticity. Success hinges on adaptability, efficiency, and leveraging technology such as AI. Building strong brands, producing proof-driven content, embracing personalization, and utilizing video are key strategies. Social media, experiential marketing, and balancing AI with human creativity offer opportunities to engage audiences and drive growth. For a more in-depth exploration of these trends, you can read the full article.
B2B marketing in 2025 is shaped by challenges like economic uncertainty, budget constraints, and the need for authenticity. Success hinges on adaptability, efficiency, and leveraging technology such as AI. Building strong brands, producing proof-driven content, embracing personalization, and utilizing video are key strategies. Social media, experiential marketing, and balancing AI with human creativity offer opportunities to engage audiences and drive growth. For a more in-depth exploration of these trends, you can read the full article.
The challenges that define 2025
B2B marketing is rapidly evolving, and Norvell Jefferson's 2025 B2B Marketing Trends Report highlights the transformative opportunities ahead. To succeed in today's evolving B2B landscape, businesses need to be adaptable. This means embracing bold strategies, leveraging new technologies, and putting people at the heart of their marketing efforts. These changes are driven by new tech, shifting customer needs, and a demand for authenticity. This article will explore the report's key trends, offering insights to help you navigate this changing landscape.
Navigating global economic uncertainty
Global economic headwinds are significantly impacting B2B marketing. While the U.S. shows resilience, Europe and China face economic slowdowns. Uncertainty surrounding the policies of the incoming U.S. administration is impacting trade and global markets, raising concerns about escalating trade wars and a potential global recession. Businesses are forced to prepare for a period of turbulence.
The era of efficiency
Budget constraints are a pressing challenge in 2025, with many organizations facing reduced marketing resources. This new reality demands a laser focus on efficiency, prioritization, and maximizing ROI. Every marketing investment must contribute to long-term goals, often requiring a shift to quality over quantity in campaigns. Marketers need to focus on what works best and show how marketing helps the company.
Despite the constraints, there is plenty of room for opportunity. Changes in the economy are pushing businesses to innovate and find new ways to differentiate themselves. Automation and AI can play a crucial role, enhancing efficiency and freeing teams to focus on strategic or creative tasks.

Companies also need to make sure their marketing and sales teams are on the same page. Sharing information and using data helps. It is also essential to be flexible, experiment, and learn quickly to handle changes and succeed. A significant portion of marketers (50% of survey respondents) anticipate a future where sales and marketing functions are fully integrated, suggesting this long-standing issue may finally be addressed.
2025 will bring both challenges and opportunities. Businesses that adapt quickly, use data wisely, stay creative, focus on customers and build strong teams that are constantly learning will be the ones that succeed.

The B2B imperative: What's the deal beyond your product?
The rising importance of brand in B2B Marketing
In an age of commoditization, a strong brand is often a business's most valuable asset. More than just a logo, a brand represents trust, loyalty, and a company's ability to deliver on its promises. In 2025, the importance of brand building in B2B marketing has never been more pronounced.
This year's survey reveals a shift in how B2B marketers are balancing brand building with performance marketing. While performance marketing remains crucial for generating leads and driving conversions, there's a clear trend toward allocating more resources to brand-focused activities.

Our findings show a notable increase in marketers dedicating a significant portion of their budget (40% or more) to building their brand. This suggests a growing recognition of a strong brand's long-term value, even while striving for immediate performance results like lead generation and sales.
B2B marketers are realizing that brand building isn't just a "nice-to-have"; it's a crucial component of a holistic marketing strategy that drives both short-term performance and sustainable growth. This is especially important as reaching audiences with solely sales-driven performance campaigns becomes increasingly difficult.
The symbiotic relationship of brand and performance
The balance between brand building and performance marketing is evolving into a more symbiotic relationship. This dual focus enables companies to achieve immediate results while building resilience for the future.

This balanced approach reflects a more mature and strategic mindset, where brand and performance work in harmony to achieve business objectives. By investing in brand building, marketers can cultivate deeper customer relationships, foster trust and loyalty, and ultimately drive long-term success in an increasingly competitive B2B landscape. A strong brand is a key driver of revenue growth, customer retention, and overall business success.

Proof is power: B2B content that delivers
In today's B2B marketing landscape, trust is paramount. Buyers are no longer swayed by unsubstantiated claims; they demand proof. This shift has placed content marketing at the heart of effective B2B strategies. Case studies, testimonials, and data-driven insights are now indispensable tools for building credibility and influencing purchasing decisions.
Our survey reveals that 60% of B2B marketers believe case studies and testimonials will be the most effective content for driving campaigns in 2025, highlighting the critical role of real-world success stories in building buyer trust.

Visual storytelling and interactive content: engaging modern buyers
Visual storytelling is changing the game in B2B marketing, making complex ideas easier to grasp. As our survey confirms, infographics and data visualizations are highly valued, with 41% of marketers seeing them as key for 2025 campaigns.
These, along with interactive content, cater to how modern buyers prefer to consume information. Video marketing is also a powerful tool, whether it's showcasing data-driven results or giving a behind-the-scenes look at a company's operations. Personalized videos, tailored to individual buyer needs, are especially effective in building trust and connecting with potential customers on a more human level.

Personalization: relevant content that resonates
Personalization is no longer a nice-to-have, it's a must-have for any effective B2B content strategy. Using tools like AI-powered analytics and CRM data, marketers can tailor their messaging to specific audience segments, hitting the mark every time.
By crafting content that speaks directly to the unique needs and goals of their target clients, businesses show they truly understand their customers. This builds trust, boosts engagement, and ultimately leads to higher conversion rates. In short, personalization is key to making your content stand out and deliver real results.
Thought leadership and education
Content marketing isn't just about generating leads; it's about educating potential clients and guiding them through the buyer's journey. By creating valuable resources like thought leadership articles, in-depth white papers, and how-to webinars, companies establish themselves as trusted experts. This builds credibility and positions the brand as a go-to resource for industry insights.
It's also crucial to maintain a consistent brand voice across all content and channels, reinforcing authority and trust. More and more, we're seeing successful content creation involve collaboration.
Partnering with influencers, clients, and internal experts helps create content that truly resonates with the target audience. Joint efforts, like co-authored white papers or webinars with respected industry leaders, not only boost a brand's authority but also expand its reach by tapping into new audiences and perspectives.

Interactive and dynamic experiences
Our survey also highlighted that more than 70% of B2B marketers plan to increase their investment in interactive content such as calculators, quizzes, and configurators in 2024. This shift is driven by the desire to make content more engaging while providing actionable value to buyers. Tools like ROI calculators or diagnostic quizzes enable buyers to directly relate the solution to their specific needs, offering a deeper level of engagement and facilitating informed decision-making.
As competition for buyer attention intensifies, marketers are innovating to keep their content strategies fresh and relevant. Dynamic content—tailored based on user behavior—is emerging as a game-changer. By using real-time data to adjust messaging, businesses can create a more personalized experience that aligns with the buyer’s journey, leading to increased customer satisfaction and loyalty.
The content creation challenges
Creating content for B2B marketing is tough in 2025. Marketers need to make content that is both personalized for different audiences and shows deep knowledge in their field. Our survey shows it's also hard to stand out from the crowd when there's so much content already out there.
Marketers need to be creative and really understand what their audience wants. Getting support from within their own companies is another big challenge, making it difficult to get the resources and teamwork needed to create and share content effectively. To succeed, B2B marketers need a good plan, a willingness to try new things, and a desire to connect with their audience.

Proof-driven content is essential in today's B2B market. Because trust is paramount, businesses in 2025 need to deliver credible, engaging, and educational content and utilize interactive and personalized formats to succeed.

The 2025 B2B Marketing Trends Report

Beyond the sale: Keep it real (and fun!)
Video marketing has become a powerhouse in B2B, and it's easy to see why. It grabs attention, sparks emotion, and builds connections like no other format. Whether it's a product demo or a behind-the-scenes look, video lets businesses showcase their authentic selves and expertise, forging stronger bonds with their audience.
Buyers clearly value video, too. Surveys show that 66% of B2B buyers find video the most engaging content format, and 59% of senior executives would rather watch a video than read text about a product or service. And, keeping videos short and sweet (under three minutes) is key, boosting completion rates by 75%.

Of course, creating great video content isn't always easy. Budget limitations, lack of resources, and getting everyone on the same page strategically can be real hurdles. But the potential payoff is huge. Businesses that invest in creative, well-made videos see major boosts in engagement and results. A smart strategy is to repurpose video content across different platforms, making sure the message connects with as many people as possible, maximizing the impact.

Video's power comes from its flexibility. It can be repurposed across many channels, amplifying its reach and impact. Whether it's live streams, short clips, or educational tutorials, video is a cornerstone of any strong B2B strategy. In fact, 72% of marketers plan to boost their video marketing investment in 2024, focusing on interactive formats like personalized video messages and virtual demos.
At the heart of effective video marketing is storytelling. Video lets businesses connect with their audience on an emotional level, making complex ideas easier to understand. By combining visuals, sound, and narrative, video engages both the logical and emotional sides of decision-making, leaving a lasting impression.
AR, VR, and Live: The new wave of B2B video
Businesses are also exploring new technologies like augmented reality (AR) and virtual reality (VR) to make video even more immersive. Imagine interacting with a product through a VR tour or learning through an AR-enhanced tutorial - these technologies bring solutions to life, letting buyers experience the value firsthand.
Finally, live video is on the rise. Platforms like LinkedIn and YouTube are seeing a surge in live-streaming events. And it makes sense - 80% of marketers report higher engagement with live content compared to pre-recorded videos. Live Q&As, product launches, and webinars offer a real-time connection with audiences, building trust and a sense of immediacy.
The B2B video tightrope: Balancing quality, budget, and strategy
B2B marketers face a challenging balancing act when it comes to video production, as revealed by our survey. Producing high-quality video on a tight budget and timeline is a major hurdle (54%), with many also struggling to stand out from competitors (41%). It's not just about technical skills; it's also about strategy. Marketers need to generate fresh ideas, align video content with business goals (29%), and understand where video fits into the buyer's journey.

While the survey highlights these challenges it also presents opportunities. The data suggests that by acknowledging these complexities and adopting a strategic approach that leverages both internal and external resources, marketers can harness the power of video to engage their audience, build their brand, and achieve their marketing goals.

The engaged audience: Building a community that converts
Social media has fundamentally changed, especially for B2B. It's no longer just about broadcasting messages; it's about building relationships. While LinkedIn remains a crucial platform for professional engagement and thought leadership—over 90% of B2B marketers consider it their top channel for content distribution—it is also important to diversify. Platforms like YouTube and emerging niche communities are gaining traction, particularly with younger professionals.

Prioritizing engagement and driving participation
Today, engagement is the key metric on social media. 85% of marketers now prioritize meaningful interactions over mere reach. It's about moving beyond one-way communication to create interactive dialogues that foster deeper audience connections. To truly maximize social media's potential, marketers are getting creative and using data to inform their approach. Interactive content like polls, quizzes, and live streams are proving effective, with 58% of marketers reporting higher engagement.
Gamification, through challenges and leaderboards, also boosts participation. Visuals are crucial, too. 70% of marketers emphasize the importance of high-quality visual content, like infographics and videos, which consistently outperform text-based posts. Experimenting with new formats and optimizing for each platform is essential.

Driving reach & loyalty: Employees & community
Employee advocacy is a powerful tool for expanding reach and building credibility. Content shared by employees receives eight times more engagement than content from brand accounts. Empowering employees to share brand messages on their personal networks adds authenticity and taps into new audiences.
Savvy companies are implementing training and incentives to encourage employee participation in social media advocacy. Building online communities is another powerful strategy. Over 60% of marketers report success creating exclusive spaces for their audience, like LinkedIn groups or branded online communities. These platforms foster peer-to-peer interaction, knowledge sharing, and deeper brand connections, ultimately driving long-term loyalty and brand advocacy.

Navigating the challenges of social media marketing
Despite its potential, social media marketing comes with significant challenges.
- Content creation: Over 60% of marketers report feeling overwhelmed by the demand for fresh, creative, high-quality content to maintain audience interest.
- Algorithm changes: Navigating platform algorithms and keeping up with frequent changes in social media trends adds another layer of complexity.
- Targeting the right audience: 51% of marketers struggle to reach the right decision-makers, leading to increased investment in advanced analytics and AI-driven tools for audience segmentation.
- Time and resource constraints: Managing multiple platforms simultaneously often leads to stretched resources, inconsistent posting schedules, and difficulty scaling efforts, especially with limited budgets (48% of marketers cite funding as a barrier).

The evolving social media landscape demands a strategic and nuanced approach. Brands must prioritize engagement, leverage innovative content formats, overcome production challenges, and empower employees and communities.
Doing so cultivates thriving social ecosystems that fuel conversions and advocacy. Used effectively, social media transcends simple visibility, becoming a potent catalyst for lasting relationships and business growth.

A new era of engagement: Creating memorable moments
Engaging B2B clients
Experiential marketing is changing the game for B2B companies. It's about creating interactive and immersive experiences that forge stronger emotional connections and leave lasting impressions. This approach moves beyond traditional tactics, offering a fresh way to stand out and build loyalty in a crowded market.
Whether it's exclusive networking events, hands-on product demos, or virtual reality (VR) experiences, experiential marketing blends creativity with practicality. It boosts brand visibility and offers valuable opportunities for education and relationship-building. For example, 78% of B2B buyers are more likely to engage with a brand after a meaningful in-person experience, highlighting the power of tangible interactions.

Challenges and the path forward
In our increasingly digital world, these human-centered experiences are invaluable, bridging the gap between virtual and physical. They make abstract concepts tangible, helping clients grasp a brand's value proposition. However, experiential marketing has its hurdles.
The high cost of designing and executing impactful experiences is a significant barrier, with 54% of marketers citing budget constraints. Measuring ROI is also tough, with 47% struggling to directly link revenue to these campaigns.
Ensuring inclusivity and accessibility is another challenge, especially as businesses adopt technologies like augmented reality (AR) and VR. They must consider diverse audience needs, including those who may lack access to or familiarity with advanced devices.

To overcome these challenges, collaboration is key. Joint events and co-branded initiatives with industry partners allow businesses to share resources and expand their reach - 65% of marketers believe such collaborations amplify impact.
Integrating digital tools is also crucial. Platforms that collect real-time feedback or track attendee engagement are essential for refining strategies and demonstrating value.Think QR codes and interactive apps that enhance the experience while providing valuable data.

Ultimately, experiential marketing is becoming a key differentiator for B2B brands. By addressing challenges, embracing inclusivity, and leveraging strategic partnerships, businesses can unlock its full potential, creating immediate impact and fostering lasting connections that drive sustained success in an experience-driven world.

Humans + Machine: The new era of intelligent marketing
Artificial intelligence (AI) is no longer a futuristic concept; it's reshaping B2B marketing. From automating tasks to delivering hyper-personalized content, AI empowers marketers to work smarter. However, its integration isn't without challenges.
Concerns about data privacy, accuracy, and ethical use are paramount. 57% of marketers cite data privacy as their top concern, reflecting the need for robust protection protocols. 48% find integrating AI into existing systems difficult, highlighting technical and operational hurdles. Ensuring the accuracy of AI-driven outputs is also critical, with 51% of marketers emphasizing the importance of rigorous validation.

Opportunities, ethical considerations, and human creativity
The rise of generative AI brings new opportunities and challenges. While 72% of marketers plan to increase their AI investment, many struggle to balance efficiency and originality. Generative AI can produce content quickly, but there's a risk of homogenization, lacking the unique nuances of human creativity.
Our survey reveals the diverse applications of AI in this area, with copywriting leading the charge. Marketers are increasingly turning to AI tools to generate compelling marketing copy, streamline content creation, and personalize messaging at scale. Brainstorming also emerges as a key area for AI adoption, suggesting that marketers are leveraging AI’s analytical capabilities to generate fresh ideas and explore new creative avenues. This highlights the growing recognition of AI’s ability to enhance efficiency and creativity in the B2B space.

Businesses must blend AI capabilities with human oversight to maintain authenticity. The ethical implications of AI use also demand attention. Transparency about how AI-generated content is created and used is vital for building trust. 71% of consumers demand greater transparency regarding AI's role in marketing. Businesses that openly communicate their AI practices are more likely to gain audience confidence.
The AI illusion: Navigating the risks of AI-generated content
While AI offers undeniable potential for B2B marketers, particularly in areas like copywriting and brainstorming, it's crucial to approach its use with a discerning eye. AI-generated content, though seemingly efficient, comes with its own set of pitfalls. One major concern is the potential for homogeneity.
As AI models are trained on vast datasets of existing content, they can sometimes produce outputs that lack originality and feel generic. This can be detrimental in a landscape where, as our survey shows, 60% of marketers believe unique and authentic content like case studies and testimonials will be most effective in 2025. Similarly, relying solely on AI to generate the data visualizations favored by 41% of marketers could lead to a sea of sameness, hindering your brand's ability to stand out and connect with your audience on a unique level.

Another pitfall is the risk of bias and inaccuracy. AI models are only as good as the data they are trained on. If that data contains biases or inaccuracies, those will be reflected in the AI's output, potentially leading to content that is ineffective or even harmful.
Furthermore, while AI can assist with brainstorming and ideation, it cannot fully replace human creativity and strategic thinking. Over-reliance on AI for creative and strategic direction can lead to a lack of originality and a disconnect from the nuances of your brand and target audience.

AI is a powerful tool, but it's not a magic bullet. To truly unlock its potential, B2B marketers must use AI strategically, leveraging its strengths while being mindful of its limitations. For example, AI excels at tasks like research, data analysis, and automation, freeing up human talent for more strategic thinking and creative exploration, the kind of thinking needed to craft compelling case studies, engaging infographics, or effective webinars and virtual events (cited by 38% of marketers).
Ultimately, the key is to ensure that AI complements human creativity and judgment, rather than replacing it. With this balanced approach, marketers can harness the power of AI while mitigating risks and maintaining the authenticity and integrity of their work, ensuring their content remains impactful and resonates with their target audience.

Thank you for joining us on a journey into marketing's next chapter!
We’re thrilled that we could share the key insights that hopefully inspires your next strategic steps.
Think of innovation, personalization, and collaboration not just as buzzwords, but as your tools in the dynamic realm of marketing.
We hope that this report can guide you to captivating your audience, sparking growth, and leaving a memorable mark.
If you want to get access to more insights and tips to get you started you can download our full 2025 B2B marketing trends report.

The 2025 B2B Marketing Trends Report
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