Seven unmissable B2B marketing trends for 2025
1. Personalisation in demand generation
The customer journey is becoming even more targeted and personal. From thought-leadership campaigns to niche LinkedIn content, B2B businesses should focus on building deeper relationships with their ideal client profiles through human, authentic messaging.
AI and big data can power this trend — but human empathy is still the key to boosting satisfaction and long-term loyalty. Account-based marketing? Absolutely happening.
2. The dominance of video
Video is non-negotiable in 2025. Dries and Bernard came back from the Digital Marketing World Forum with a clear message: it’s time for video-first strategies.
Short videos, livestreams and demos dominate platforms like LinkedIn and YouTube. They grab attention, spark interaction, and are easier to share. Don't wait.
3. AI beyond the hype: from efficiency to hyper-personalisation
From workflow automation to predictive segmentation — AI is becoming a central pillar in B2B.
Tools like ChatGPT and marketing automation platforms make advanced data analysis and campaign personalisation more accessible. Targeting based on behaviour, interests, or firmographics becomes easier and more powerful.
Programmatic advertising will also grow further, with AI fine-tuning performance in real time — a smart way to optimise budgets and boost results.
4. First-party and contextual data are the new standard
With privacy regulations tightening, businesses must focus on first-party data.
This means transparent data collection and smart lead engagement via gated content or contextual offers. A strong data strategy and advanced analytics are no longer optional.
💡TIP: Invest in your own channels — like a newsletter — to build direct relationships outside algorithm-driven platforms. It’s the only way to stay in control and build lasting connections.
5. Thought leadership and personal branding
CEOs and marketing leads are becoming the new faces of B2B brands. By sharing insights and expertise, they don’t just boost brand equity — they build trust.
Yes, content is still king. But don’t fall for the AI trap. Great content should be valuable, educational, infused with opinion, rich examples and emotional depth. Show, don’t tell.
6. Hybrid interactions: digital + face-to-face
Digital may dominate, but offline remains vital.
Think exclusive networking events, round tables, or trade shows. Hybrid experiences — combining digital and physical — deepen relationships and boost brand loyalty.
7. Visual and interactive content
Infographics, data visualisations, carousels and polls are gaining traction.
They provide quick value, are easy to consume, and increase engagement in B2B audiences.
B2B influencer marketing is also growing, involving both external creators and internal experts to expand reach and credibility.
No time to implement all of this yourself? That’s what Umbau is here for — we’re just one click away.
This article is just a taste of the bold ideas brewing at Umbau. Got a question, an idea, or want to say hi? 👋🏻
Book a meeting here. Or better yet, drop by for coffee and a good chat.
