B2B marketing is facing specific challenges in 2025. Technological advancements, economic shifts, and evolving expectations from professional buyers are forcing companies to refine their marketing strategies.
In this article, we present 11 effective B2B marketing strategies for 2025, along with key trends. We'll cover AI, Account-Based Marketing (ABM), new technologies, and ways to create content that helps you stand out in a competitive market.
Don’t feel like reading the whole thing? Here’s the TL;DR:
According to McKinsey's 2024 B2B Pulse Survey, professional buyer behavior has changed dramatically. Buyers now use around 10 different channels to gather information before a purchase—compared to only 5 in 2016. Nearly two-thirds of this research happens online before speaking to a salesperson.
AI helps you analyze customer data to deliver tailored experiences—like having a consultant who knows each client intimately.
It also predicts which leads are most likely to convert based on behavior on your website. McKinsey reports that companies using AI effectively in their marketing strategy are 1.7x more likely to increase market share.
Marketing automation maintains contact with leads during long B2B sales cycles without manual effort.
Example: If a company downloads a guide from your site, automation can send a follow-up email sequence and alert the sales team when the lead is ready to move forward.
Benefits:
Often, marketing brings in leads and sales closes deals—but if the two teams aren’t aligned, results suffer. Sales complain of low-quality leads, while marketing wonders why good prospects don't convert. Alignment is essential.
Lead scoring ranks contacts based on their interest in your offerings.
If marketing and sales use different systems, data gets lost or distorted. CRMs like HubSpot unify everything:
If you're looking to set up HubSpot to align your marketing and sales teams, our certified agency can support you with implementation and team training.
It’s not about producing more content—it’s about producing better content that answers real business challenges.
Useful content answers precise questions. For example:
Best formats:
Podcasts are on the rise in B2B. They allow professionals to listen while commuting or multitasking and create a personal connection via voice.
You don’t need fancy equipment—just a good mic and relevant topics. A consulting firm, for example, could host a podcast on best practices in their industry.
Having a clear website is crucial—but it’s useless if no one finds it.
SEO ensures visibility on Google. But in 2025, users are increasingly turning to generative AIs like ChatGPT and Perplexity, which summarize content rather than list links.
That’s where GEO comes in. GEO = Generative Engine Optimization. To appear in AI-generated answers:
Indeed, search engines favor publications that demonstrate your expertise. Video production reinforces your E.E.A.T. (Experience, Expertise, Authority, Reliability). By showing who you are, how you work and the results you've achieved, you gain credibility.
Videos increase time spent on site, improve engagement, and enhance visibility.
Influencer marketing isn’t just for fashion or B2C. In B2B, trusted expert endorsements can be game-changers.
7.1. Collaborations Build Trust
Partner with industry experts—not for popularity, but credibility. Example: If you sell HR software, co-host a webinar with a well-known talent consultant.
7.2. Thought Leadership from Within
Your company can become a trusted voice. How?
Thought leadership improves visibility on search engines, generative AIs, and social platforms.
It’s where your clients go to find solutions, follow trends, and engage with serious companies. Best practices:
Don’t be everywhere—just where it counts.
Email remains a direct channel in B2B. Nurturing is about maintaining meaningful connections over time.
Don’t send the same message to everyone. Adapt based on where the prospect is in their journey:
Make emails relevant by leveraging behavioral data:
Use that data to:
ABM focuses on your most valuable accounts. Unlike nurturing (which targets all leads), ABM zooms in on a shortlist and coordinates actions across multiple channels.
How it works :
Running campaigns without data is like flying blind. Analytics let you:
Key KPIs include:
Tools like Google Analytics 4 and HubSpot simplify tracking and show how marketing drives sales. A clear dashboard helps optimize for better outcomes.
B2B marketing in 2025 is about combining technology, relevance, and human connection. By embracing these strategies, you’ll be better equipped to generate leads, earn trust, and drive long-term growth.
All these tactics only have an impact if they are well ordered and followed up over time. That's what our B2B marketing department is all about: structuring actions, activating the right channels and maintaining a clear link between marketing and sales.