2025 Marketing Trends: What You Need to Watch
Think B2B marketing is all about emails and cold calls? Think again. Today’s customer journey is dynamic, fast-paced, and more customer-focused than ever before. With endless options at their fingertips, customers are taking their time to research before making purchasing decisions—and they’re expecting personalized, seamless experiences at every point along the way.
So, how do you stand out from the crowd? It’s all about staying ahead of the curve and incorporating these B2B marketing trends that shape the way we connect, engage, and drive results.
1. Video Content: Your MVP for 2025
Video isn’t just here to stay; it’s taking center stage. If you’re not already using it in your digital marketing strategy, 2025 is your year to start. Here’s why: in 2024, 89% of consumers said they wanted to see more videos from brands and people are over 50% more likely to share video content than other content forms.
Whether it’s a demo, a customer testimonial, or a thought leadership video, video makes complex topics easier to understand and helps build a stronger emotional connection with your audience.
How you can get started:
- Create educational or how-to videos that showcase your expertise and how your products solve real-world problems.
- Post Q&A sessions, product launches, or behind-the-scenes looks at your company to your social media, in email campaigns, or on your website.
Video is engaging, memorable, and perfect for building brand trust—plus, it’s a great way to show off your personality!
2. AI Advancements: Work Smarter, Not Harder
Let’s talk about artificial intelligence (AI.) No, not about the robotic, “this definitely screams a bot made this" type of AI (we’ve all seen those obvious posts though, right?). We’re talking about using AI to make your life easier and your marketing sharper.
Think of it as a tool that helps you get to know your audience better, fine-tune your strategy, and deliver exactly what your customers need.
How to work smarter with AI:
- Let AI do the heavy lifting with data. Use it to spot trends and get insights about your audience that you might have missed.
- Automate repetitive tasks. Like scheduling social posts, analyzing campaign performance, or even proofreading.
- Use AI to create detailed buyer profiles so you can deliver content that feels custom-made for your audience.
By working with AI, you can focus more on creativity and strategy—while letting technology handle tedious tasks.
3. SEO: It’s All About the “Why”
We all know SEO is a must, but in 2025, it’s going to be all about search intent—understanding the why behind a person’s search, not just the what. People don’t just search for keywords; they’re looking for answers to their problems and pain points through search generative AI (SGE). If you can get in front of that intent, you’ll have a much higher chance of reaching them.
How to adapt:
- Focus on long-tail keywords that capture the specific intent of your target audience. For example, instead of just “marketing automation,” try “best marketing automation tools for small businesses.”
- Create a content strategy that answers questions. Solve problems with your blogs, videos, and resources.
By focusing on intent, you’re not just driving traffic; you’re attracting leads who are genuinely looking for what you offer.
4. Customer Expectations: Authenticity Wins
B2B buyers today are savvier than ever, and they’re prioritizing authenticity. In fact, 90% of customers say authenticity plays an important role in deciding which brands they support. Customers are looking for transparency and brands that align with their values, and if your marketing still feels distant or overly corporate, now’s the time to switch things up.
How you can stay authentic:
- Show your human side. Share behind the scenes content, customer stories, and case studies that highlight real results and true experiences.
- Be transparent with your pricing, processes, and promises. Customers appreciate honesty, and it’ll build trust in the long run.
Remember, great marketing is about helping - not just selling. When you focus on solving problems and creating value, authenticity naturally shines through.
5. Delight Your Current Customers
Want a secret for 2025? Focus on delighting the customers you already have. Keeping them happy is far more cost-effective than constantly chasing new ones. Plus, happy customers are your best advocates—hello, word-of-mouth marketing!
How to keep them coming back:
- Surprise them with value. Whether it’s a free resource, a quick check-in to see how you can better serve them, or a thoughtful thank-you.
- Go above and beyond with customer support and communication.
When you invest in authentic relationships, your customers will do the marketing for you.
Embrace Change, Stay Ahead
B2B content in 2025 is all about evolving, innovating, and connecting. So, what’s next? It’s time to put those ideas into action. Whether that means brainstorming your next video concept, diving into AI tools, or rethinking how you show up for your customers, it’s time to start now.
Need a little help navigating these changes? You don’t have to go it alone. Let’s work together to build a strategy that keeps your business ahead of the curve and your customers coming back for more.
Meet The Author
Claire Smith, Marketing Specialist
Claire is a graduate from Grand Valley State University with a Bachelor of Arts in Advertising and Public Relations with a minor in Digital Studies. Prior to joining the team at RED66, Claire worked at REI and completed internships with Pure Michigan and AgHelp. She is passionate about creating meaningful client relationships through digital marketing.
In her free time, Claire can be found outdoors either camping, backpacking, hiking, birding, mountain biking, rollerblading or reading a book. Additionally, she enjoys trying out new crafts such as learning how to crochet and creating terrariums. She is also a proud cat mom to her two rescues Bowie and Poppy.
