B2B organizations typically evolve at a slower pace than B2C, and for good reason. With higher risks, more stakeholders, and complex research processes, decision-making in B2B sales typically takes more time.
Many B2B companies still rely on legacy systems, which makes rapid pivots more challenging. Many organizations also offer product customization for customers, often leading to longer development cycles. Industries like finance and healthcare are also bound by strict regulations, which can further slowdown innovation.
Despite this slower pace, there are some significant changes in B2B sales trends and marketing trends in 2025, compared to 2024. Customer expectations are evolving, and businesses must adapt to stay competitive.
In this article, we’ll explore the key 2025 marketing trends B2B companies need to be aware of in the coming year.
1. Buyer journeys have become more complex
B2B buyer journeys aren’t often straightforward; they can involve a lot of messy back-and-forth. Meanwhile, heightened economic pressures are making B2B sales trends more complex and unpredictable.
According to Sopro’s The State of Prospecting 2025 report which surveyed over 400 B2B senior decision-makers to discover key marketing trends 2025, 65% of buyers have tighter budgets compared to 2024. There are also more stakeholders involved in decision making, and over one in five businesses now have six or more people involved in their buying group.
This increased complexity is likely to be one of the factors driving longer decision times. Dentsu’s 2024 Superpowers Index, which surveyed more than 3,500 buyers across Europe, North America and APAC, revealed there was an increase in average decision time of 54 days between 2021 and 2024.
These longer, more complex buyer journeys mean sales teams will need to nurture customer relationships over longer periods, and balance multiple stakeholders’ needs. They must be clear on the value they can provide, and be prepared to face increased scrutiny as budget allocations tighten.
2. Hyper-personalization is on the rise
The widespread adoption of AI has made it clear that customers now expect personalized interactions tailored to their specific needs.
By leveraging personalized sales strategies, your organization can more effectively navigate complex buyer journeys and craft targeted pitches for the right decision-makers.
For B2B companies operating across multiple countries or continents, hyper-personalization can also help adapt to evolving laws and regulations, ensuring a seamless and compliant experience.
The challenge is that while B2B companies excel at delivering personalized experiences during the purchase decision process, they often fall short in post-sale customer engagement. According to Forrester research, while 92% of companies use personalization in marketing, only 54% apply it to customer engagement.
By extending personalization beyond the purchase phase into post-sale interactions, organizations can build stronger customer loyalty and establish a foundation for long-term success. This approach enhances customer satisfaction and drives retention, paving the way for sustained growth.
3. Brands are putting more emphasis on influencer collaborations
B2B influencers have existed for a long time, but their form has evolved significantly. While they were once primarily industry experts, some of today’s biggest brand influencers also include customers and employees. Meanwhile, the short-form video boom means that the line between B2B influencer marketing and B2C influencer marketing has become incredibly blurred.
As decision time stretches out and buying groups get bigger, brands are increasingly looking for ways to influence key stakeholders. With this in mind, it’s hardly surprising that “raising brand awareness/top of funnel performance” became the most important priority influencing future brand strategy, according to Dentsu’s study.
This is a drastic jump from 2021, when it was the sixth most important factor. Meanwhile, “demand generation/driving and converting leads” dropped from the third most important factor, to the seventh.
Looking forward to marketing trends 2025, this suggests that B2B marketers will continue to place emphasis on brand building and awareness at the top of the funnel. Instead of rushing to generate and convert leads, they will lean into the slower, more deliberate sales process by establishing a strong presence throughout the buying journey.
4. The use of self-serve channels is increasing
At one point, digital interaction with sales teams was standard when making a B2B purchase. However, one of the key marketing trends 2025 is that B2B customers are more comfortable than ever when it comes to making high-value purchases through digital channels themselves.
According to Forrester’s 2025 B2B marketing and sales predictions report, more than half of large B2B transactions (US$1 million or greater) will be processed through digital self-serve channels, including the vendor’s website or marketplace, in the coming year.
This suggests that organizations will be able to divert their attention from spending time processing transactions, providing more opportunities to shift their focus to what truly matters: improving the buying experience.
5. Privacy and data security concerns must be addressed
Over the past few years, data privacy rules have been getting stricter. In most locations, organizations across all industries are now required to increase their transparency surrounding their data collection practices.
To stay competitive, businesses must demonstrate their commitment to safeguarding customer data. They must also make it clear what data they collect, and why they are collecting it.
Organizations are also facing increased scrutiny over how they store data. End-to-end encryption has become vital to reduce the risk of breaches and make sure that data is only available to those who are authorized to access it.
To prove that they meet industry standards, organizations will increasingly seek out third-party security audits and certifications such as ISO 27001 or SOC2. This will help to provide customers with peace of mind about how their data is being used and stored.
Understanding B2B Marketing Trends 2025
Although B2B sales trends may seem to evolve slowly, it’s essential to stay attuned to industry shifts and avoid complacency.
By implementing these 2025 marketing trends B2B businesses can start off 2025 on the right track, and maximize their chances of success in the year ahead.
