12 B2B Digital Marketing Trends To Follow for 2025

Did you know that 75% of the business-to-business (B2B) buyer’s journey is now done digitally?

Having a strong online presence is crucial in 2025 if you want to earn qualified leads and drive revenue for your B2B business. By looking at B2B digital marketing trends, you’ll get an idea of where you should spend your time, money, and energy in 2025.

On this page, we’ll cover the top trends in B2B marketing, which includes:

1. 1. Taking advantage of artificial intelligence (AI)
   2. Leaning into video marketing, especially short-form videos
   3. Take an OmniSEO™ approach
   4.  Create immersive content
   5. Personalizing the audience’s experience
   6. Focusing on sustainability marketing
   7. Expanding on account-based marketing (ABM)
   8. Improve digital customer experience
   9. Putting data privacy first
   10. Use integrated marketing strategies
   11. Leverage influencer marketing
   12. Stay flexible with your marketing

Discover Now: Top Digital Marketing Trends for 2025

1. Taking advantage of AI

First up on this list of B2B digital marketing trends, let’s talk about artificial intelligence. AI is taking the world by storm and continues to integrate into various aspects of business operations. Marketing is no exception.

If you want your B2B business to stay current through 2025, you’ll want to start exploring AI.

There are numerous popular tools you can start using to help enhance your marketing efforts:

• ChatGPT: This generative AI tool can help you create content clusters, code elements for your website, and more.

• Microsoft Bing AI: Use this AI chatbot to help generate fun social media captions, get content ideas, and more.
• TeamAI: Leverage TeamAI’s pre-made prompts to simplify marketing tasks and get more done.
• Drag: This email marketing tool uses artificial intelligence to help you create email templates, track email performance, and more!

Taking advantage of AI tools can help you speed up your marketing processes and create more effective campaigns that spark growth for your business!

Check out our blog post on the top AI tools to learn about more artificial intelligence tools you can invest in!

Explore: Top AI Tools for Marketers

2. Leaning into video marketing, especially short-form videos

Trends in B2B marketing will change over time, but they often still involve strategies you know (and likely already invest in). For 2025, focus on your video marketing efforts.

Video content continues to dominate with its versatility and ability to present users with a lot of information in a short period. Here are some stats that show the power of videos:

• The average adult consumes 38 hours of video content each month
• 60% of social video viewers watch short videos on Facebook
• 167 million TikTok videos are watched in one minute
• Users spend 88% more time on pages with videos

As you can see, video content is what users want — a powerful way to catch their attention.

For 2025, focus on short-form videos for your video marketing strategies. With platforms like Instagram and TikTok continuing to rise in popularity, short-form videos are the way to go.

🎥Video: How to Create Short-Form Videos

Not to mention, videos under two minutes long generate the most engagement, so these videos are a great edition for nurturing leads in your marketing and sales pipeline.

Here are some tips to help you get started:

• Shoot your videos vertically: Short-form videos are designed for mobile devices. Make sure you shoot your videos vertically so mobile users have a great experience.
• Catch your audience’s attention from the beginning: Social media platforms are designed for users to continuously scroll through video content. You must catch your audience’s attention immediately to get them to stop scrolling and watch your content.
• Post content regularly: Posting short videos regularly will help you engage your audience and help your brand get recognized by more decision-makers.

3. Taking an OmniSEO™ approach

People aren’t searching for information just on search engines anymore. They’re searching on social media, generative AI platforms, and more. That means your search engine optimization (SEO) strategy can’t be linear in 2025 — you need to take an OmniSEO™ approach.

🎥 Video: How to Take an OmniSEO™ approach

OmniSEO™ involves optimizing your search strategy for platforms like:

• Search engines (Google, Bing, etc.)
• Social media platforms (Facebook, Instagram, TikTok, etc.)
• Video platforms (YouTube)
• Generative engines (ChatGPT, Gemini, etc.)
• User-generated content (UGC) websites (Reddit, Quora, etc.)

Think of it like this: Imagine you’re a financial company that offers accounting and tax software for mid-sized businesses.

Someone looking into getting accounting software like yours may do an initial search on Google to get ideas of what software they need. Then, they may go to a UGC site like Reddit to see what others recommend. A decision-maker at that company may then use a generative AI platform to learn what they should look for in accounting software. Then, they may find your business fits their needs and contact you.

The user journey isn’t linear — these B2B prospects may engage with multiple search options before determining you’re the right fit. That’s why taking an OmniSEO™ approach is best for reaching them at all these search touchpoints.

Here’s how you can start taking an OmniSEO™ approach:

1. Understand your audience and the platforms they use: Knowing where you audience spends their time is key. You need to know what platforms they use regularly, so you can reach them on them.
2. Create platform-specific content: Create content that’s appropriate for the platform you’re putting it on. Videos make sense on YouTube and social media platforms, while blog posts make sense for traditional search engines and generative AI platforms.
3.  Engage with your audience across channels: When able, engage with your audience across these different channels. Interact with them in the comments on social media or reply to their questions on UGC sites.
4. Leverage unique features of each platform: Every search platform offers different features, like hashtags on social media or timestamps on YouTube. Leverage these unique features to get the most from these platforms.

4. Create immersive content

Up next on this list of B2B marketing trends, let’s talk about immerseive content. In 2025, you can’t just rely on standard content to appeal to your audience. While traditional content like blog posts and articles will reign supreme, you still need to offer opportunities unique to your business to stand out from competition.

That’s where immersive content can help.

Immersive content helps you create an experience, rather than just delivering the information. It enables your audience to interact with your content — not just consume it. And with 90% of B2B buyers saying that online content has a moderate to major effect on purchasing decisions, interactive content can be that push they need to choose your business over the competition.

So, what counts as immersive content? Some popular examples include:

• Augmented reality (AR) experiences
• Video storytelling
• 360 images or videos
• Gamified experiences
• Interactive product demonstrations
• Interactive calculators
• And more!

Take a look at your website and see if there are opportunities where you can incorporate the above immersive content for your business!

Explore More: 5 Tips for Creating Immersive Content

5. Personalizing the audience’s experience

One of the B2B digital marketing trends that continues to persist through the years is personalization. Decision-makers have more options than ever, so they don’t have to settle for companies that deliver generic advertising materials.

Personalization catches the attention of decision-makers and keeps them interested.

You can personalize numerous aspects of the marketing process, including:

• Advertisements and landing pages
• Website greetings
• Email subject lines
• Website search results
• Product recommendations

Personalization will help you engage your audience and pique interest in what you offer.

6. Focusing on sustainability marketing

A big B2B marketing trend is focusing on sustainability. At least 71% of Millennials and over 67% of Gen Zers believe that focusing on sustainability should be a top priority.

Considering that Millennials alone will represent 75% of the global workforce by 2025, there will be a shift in priorities for companies –– namely, a focus on sustainability.

So, it’s crucial that, when marketing your company, you highlight the aspects that surround sustainability. Do you use eco-friendly packaging or clean energy? Highlight those aspects of your business as a selling point to decision-makers who find that information valuable.

7. Expanding on ABM

To continue this list of B2B digital marketing trends, let’s talk about account-based marketing. ABM involves creating highly-personalized campaigns targeted at specific clients or accounts.

In 2025, more companies will invest in ABM because of its effectiveness –– you’re targeting specific accounts that you know are interested in your products. It also enables you to deliver a personal experience that nudges those leads towards conversion.

So, if you don’t have an ABM strategy, you’ll want to create one. If you do, you’ll want to start spending more time developing your strategy and identifying new accounts to target.

Here are some tips for doing ABM successfully:

• Create focused content: A big part of ABM is personalization, including the content you create. Create custom content for your accounts to grab their interest and engage them.
• Check your funnel: Your sales funnel plays a crucial role in turning a lead into a sale. Take time to analyze your sales funnel and make sure it works for the accounts you’re targeting. If you need to adjust it for specific accounts, do it!
• Share client testimonials and case studies: Client testimonials are powerful for helping targeted accounts see what you can do to help them. You can share case studies and testimonials to help prospects better understand what it’s like to partner with your business.

💡Pro Tip: MarketingCloudFX, our client-exclusive software, can help you create ads targeted at specific accounts, as well as leverage prospecting to identify new high value accounts to target.

8. Improving the digital customer experience

One of the biggest B2B digital marketing trends for 2025 is improving the digital customer experience. Did you know that B2B buyers are nearly 70% through their buying research before contacting sales? Most decision-makers do a lot of research before contacting companies to learn more about what they offer.

So, that means you need to provide the best digital customer experience when they’re doing their research, so your company makes the shortlist.

How can you accomplish that? Here are a few ways to improve customer experience on your website:

• Provide a chatbot to answer common questions quickly
• Make sure content is easily readable
• Ensure your navigation is organized so users can easily find information
• Address customer pain points throughout your website

Basically, the goal is to create the best online experience, so decision-makers can seamlessly research and get to know your company.

9. Putting data privacy first

Next on this list of trends in B2B marketing, let’s talk about data privacy. People are becoming more concerned about data privacy, with companies like Meta under scrutiny for how they handle their data protection. The desire to protect data doesn’t stop at consumers –– it goes for businesses, too.

So, for 2025, focus on protecting your clients’ data. One great way to do this is to secure your website. Securing your website helps protect potential clients’ data from hackers and people with malicious intent.

You can secure your website by:

• Using a Secure Sockets Layer (SSL) certificate on your website
• Updating your website’s security software regularly
• Using strong passwords to protect important documents and information
• Continuously scanning your website for security issues

By protecting your website, you’ll help protect consumer data and make clients feel comfortable sharing their data with you.

10. Create an integrated marketing strategy

This B2B digital marketing trend is an important one — you need to create an integrated marketing strategy if you want to stay competitive in 2025.

An integrated marketing strategy involves delivering consistent and cohesive campaigns across your tactics. So, whether you invest in search, social, content marketing, email marketing, or any other strategy, the goal is to send the same message across all these platforms.

Creating an integrated marketing strategy helps you send the same message, no matter where your audience finds you. Whether they’re scrolling through social media after work or researching online during the day, the message and motivation will stay the same from your company.

So, to help you create an integrated marketing strategy, think about what you’re trying to achieve — what’s the ultimate goal of your current campaign? How can you shape your strategies to help you work towards that common goal and send the same message?

11. Leverage influencers in your niche

That’s right — influencer marketing isn’t just for B2C companies! Influencer marketing is actually a valuable strategy for B2B companies looking to expand their reach and build trust with their brand.

Many decision-makers turn to experts to help them make the right decision. If someone’s looking for accounting software, for example, they may check out a financial expert’s social media to see if they can learn how to choose the right software.

So, how can you get started?

The first step to influencer marketing is finding the right influencers. Look for people who create content in your sector and see if they’d be a good fit for spreading information about your company’s products or services.

Before you start making deals, spend some time interacting with the influencer to get a sense of who they are. Engaging with the influencer also helps them recognize your company, so that when you do contact them, they have some familiarity with your brand.

After contacting them, you can work together to figure out what you want them to promote, how to promote it, and more.

Keep Exploring: 8 Tips for Doing B2B Influencer Marketing

12. Staying flexible with your marketing

To wrap up this list of B2B marketing trends, let’s talk about staying flexible with your marketing. If there’s one thing to know, it’s that things constantly change. From business priorities to budgets to marketing strategies, it’s rare that things stay the same.

With things constantly changing, it’s crucial that you stay flexible with your B2B marketing. You need to be open to adapting your strategies to meet the needs of your potential clients. Remember –– no two clients are alike, which means you need to keep your options open and adjust your marketing strategy as needed.

Additionally, don’t be afraid to take advantage of changes in the marketing space as they arise. Companies like Google and Meta are constantly adapting their offerings to deliver better products –– taking advantage of those improvements can be what gives you an edge over competitors that don’t want to change their approach.

Remaining flexible with your marketing ensures that you keep your strategy current and maximize results for your business.

Take advantage of these B2B digital marketing trends today

Now that you’ve seen the top B2B marketing trends for 2024, it’s time to start adjusting your marketing strategy to account for these trends. If you feel unsure about how to incorporate these B2B digital marketing trends, let the experts at WebFX help. We’re an award-winning tech-enabled digital marketing agency and a top Fort Myers digital marketing agency.

We have a team of over 500 marketing pros who stay on top of the latest marketing trends and help B2B businesses like yours maximize results from marketing. In fact, we’ve driven over $10 billion in revenue and 24 million leads for our clients in the past five years alone.

If you’re ready to earn more clients and grow your bottom line, contact us online or call us today at 888-601-5359 to speak with a strategist about our digital marketing services!