The Evolution of B2B Marketing: 8 Trends to Watch in 2025

Business-to-business (B2B) marketing is changing in a lot of big ways. Between the advent of AI and the evolution of consumer preferences, it’s likely that your go-to marketing channels aren’t drawing in visitors the same way they used to. In 2025, the marketing game is different, and to continue expanding your reach, you have to change along with it.

Before you tear up your original marketing plan, take a look at these trends WebUp is noticing this year. These new trends are likely to continue evolving over the coming years, and they may make an excellent addition to your existing strategies. See how you can make them work, or connect with WebUp and let us take care of your revenue-driving operations.

The AI boom

Artificial intelligence — today, you can’t go anywhere online without encountering debates related to how AI should be used or AI-implemented content itself. Like it or not, AI is evolving into an essential part of internet marketing. Many B2B companies have recognized its usefulness in automating administrative tasks and compiling data, but in other areas, it may fall short of expectations.

While AI use is on the rise, it’s important to remember that these technologies are still young and learning. In its current form, AI is best used as a tool or assistant. Instead of relying on it to produce content for you, you may find it much more useful in generating ideas and automating basic processes.

Embracing the human side of connection

In direct opposition to the rise of AI, the need for human-based interactions has skyrocketed. Many people recognize when they’re receiving automated content like emails and replies, leaving them feeling as though the business they’re working with is nothing more than a machine.

Today, consumers hope to form a personal connection with the brands they buy from, and that extends into the B2B advertising world, as well. Your clients want to know they are working with a brand that cares about their goals and wants to support them in achieving them. That means more personalized emails, more one-on-one communication, and more content attached to humans, like videos, podcasts, and images.

Transparency in data collection

One of the biggest changes to internet marketing is coming this year. Come the start of Q3, Google is banning the use of third-party cookies. For years, cookies have been a staple in advertising, helping brands collect data on site visitors and connect with them off-site. Many B2B companies are concerned about how their ads and websites will perform without them.

As this new rule goes into effect, we will see a rise in first-party data collection efforts. While first-party data tends to be much more accurate in predicting sales, it also requires site visitors to “opt-in” to receive more information. It’s likely many B2B businesses will try and learn more about their clients through first-party data forms, so they continue to provide highly personalized information to everyone.

TikTok, YouTube and video marketing

YouTube has long been an avenue for digital marketing, but as TikTok and social media “reels” become a mainstay in the current culture, businesses are flocking to get involved.

Short-form video is one of the best ways to expand your reach, as it requires little of your audience and can tell them everything they need to know about your services. This is true even for B2B businesses, as it’s on these websites that you’ll find social media managers, CEOs, and marketing professionals who help make the big decisions.

B2B influencers

Similarly, influencers have been around for a while now, but it’s much more recently that they’ve started working in the B2B sphere alongside B2C sales. The decision-makers for your business partners are on Instagram, Facebook, and X, so why shouldn’t you appeal to them there?

Start by encouraging your social media team or some of your social media-friendly colleagues to post about what you’re doing. You can even offer them an incentive like extra PTO or a bonus to post and interact with followers. Whether you ultimately find other influencers to partner with or not, you’ll still benefit from reaching more audiences than the ones you target yourself.

Self-service sales

It’s no secret that the pandemic changed the way we shop. Today, more people use online shopping than ever before, and they expect every company’s technology to keep up with that demand.

If you don’t have a way for businesses to connect with you or shop your services with minimal human interaction, it’s likely you’re missing out on some deals. Investing in some web development services that streamline your buying pipeline can boost your engagement and streamline the path to creating new partnerships with other businesses.

Original content is king

Finally, a trend that will always matter in online marketing is originality. No one wants to read the same content on your website they can find elsewhere, and even putting the same content on multiple pages of your website can affect the way Google ranks you.

Every business, regardless of whether they’re B2B or B2C, should prioritize creating informative, engaging content that provides site visitors with something they won’t find anywhere else. If the process of doing so on your own is too much of a time commitment for your busy schedule, there are many digital marketing agencies that can take it on for you — in fact, you’ve already found one here!

BONUS TREND: Working with digital marketing agencies

A digital marketing agency can transform your online presence into a modern, engaging platform optimized for search engines, user intent, and much more. B2B marketing demands a high degree of proficiency in your industry, and at WebUp, we’ve learned this firsthand.

Our writers, editors, designers, and internet marketers are experts in many B2B fields, and if we aren’t already, we’ll become one so we can deliver valuable online support that drives results for your brand. Let WebUp review your website, social media, and marketing plans so we can develop a strategy that enhances your strengths and expands your reach. Connect with our specialists today to get started.

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