Written by Nikki Guevarra
Director & Head of Strategy
Three things B2B marketers should care more about in 2025
(This is not a predictions blog)
You’ve probably read ten predictions posts already. We’ve read a fair few ourselves. And, of course, there’s not a single ‘2025 trends’ piece that doesn’t mention artificial intelligence (AI).
With that in mind, this blog is not a trends piece. It’s a wish list.
And although we can do more things now in the era of AI, there are other things we should put more time into – and care more about. In this artificial era, more than ever.
1. Purpose with personality
B2B businesses will continue to integrate ESG and diversity in their brand values. The social and sustainable impact of brands will be integral to their positioning. According to Kantar, legislation will only advance corporate environmental policies. This means company-wide sustainability and marketing agendas must merge.
The challenge for marketers is to merge these agendas well – and success so far has been varied.
We think there’s a gap for B2B brands to take a lighter approach in their positioning. Brands can indeed have fun, and be playful, while protecting the planet. In an age of copy-paste corporate marketing, only those with personality will disrupt. Is AI the answer here? No. But getting closer to what customers care about, surely is.
In other words – brands that have fun with their purpose, can make a bigger impact.
2. Influential storytelling
The “ideal” B2B influencer continues to change, and so will their impact on brand credibility. From employee advocates to industry luminaries and from expert analysts to strategic allies, influencers come in all shapes and sizes.
We think this will also reshape what “ideal” thought leadership looks like. Much like sustainability and marketing, influencers and thought leadership go hand in hand. Businesses that understand the value of authentic partnerships, and lean on real people to tell their story, will gain trust faster.
And what about artificial influencers? These AI-generated figures may become popular for some B2C brands who wish to cut their spend. But in B2B, buyers are investing millions – and they want real expertise.
The bottom line? Brands that use influencers in a real and authentic way will succeed.
3. Put the personal in personalisation
Al is transforming the B2B approach to audience research and segmentation. While data-driven ABM is becoming more sophisticated and personalised, how can we ensure it’s also more personal?
It’s obvious that B2B marketers need to use technology to find hidden trends in customer data. But we need to combine this with genuine empathy and insight – otherwise messages won’t resonate. Keeping the human touch will remain essential, especially in an artificial era.
Ultimately, you need the human touch for a truly personalised customer experience.
What will you care more about in 2025? We’d love to know. Tell us your ambitions for the year ahead here.
This intelligence was not artificial. We make the complicated simple.