5 marketing trends helps B2B businesses break through in 2025

The COVID-19 pandemic turned all marketing plans upside down. All companies hope everything will return to normal after the pandemic. With this in mind, several companies have frozen marketing in 2021, lowering their marketing budgets to historic lows.

But the pandemic has changed everything, and marketing in 2025 won’t return to “normal” as the companies predicted. Therefore, being aware of marketing trends and being prepared from now on is paramount.

The following article will outline some B2B priorities and strategies of the future so that marketers and CMOs can better prepare from now on to 2025.

New roles for marketing in B2B organizations

1. In charge of organizational change

The past two years have taught us to normalize change. Change must be embedded in every major business decision to help the business grow. Informed leaders have added to their organizations’ need for change and flexibility. An agile organization focuses on the action plan of the future, and the future, as we know it, is unpredictable.

Therefore, it is vital that the units and individuals related to the organization can adapt to the changes. Marketing managers will be in charge of this, ensuring the ability of the organization to change through marketing activities. These activities include communicating and educating stakeholders inside and outside the organization.

2. Talent Marketing 

In addition to customers, businesses compete fiercely in the talent market to recruit and retain skilled personnel in B2B fields. Marketing will add talent marketing and employer branding as essential functions to help the organization grow.

Value marketing will be a strategy that companies will use with customers and in the recruitment market. Awareness of a company’s environment and internal culture will be critical in attracting new candidates. Intelligent people don’t like inflexible rules or processes; alignment with them must be achieved through communication around core values, and marketing these values ​​will help attract people like them. Value to the company can develop long-term with the business.

3. Customer Education

Educators will become part of the marketing team in a market struggling for customer attention. Focusing on customer education efforts, helping more, and selling less will be the way to build lasting customer relationships.

4. B2B marketing channels are constantly updated

All marketing strategies will be agile, and annual plans will be used more like a checklist of different channels and goals than an immutable list. Storytelling and delivering value through real customer experiences will be vital in building customer awareness and selling in B2B.

Decentralized social networks (individuals interacting directly with each other without intermediaries) will make it difficult for marketers to understand some of the data and affected buyer or potential customer journeys at different stages. As a result, paid channels will be used less during the first stage of the lead generation process, replaced by retargeting and remarketing.

5. New marketing KPIs

Businesses must find ways to ensure predictable results in an increasingly complex changing customer and market landscape.

New indicators will appear in selected customer segments and marketing activities in general. For example, staged successful outreach, customer satisfaction metrics are used proactively rather than passively, and referral rates focus on customer orders. Referral program success is just some KPI B2B marketing will use.

In a world where data and privacy are paramount, marketers must pay for customer feedback and data, and metrics like pay-per-click will shift to customer acquisition metrics. pay-per-customer feedback or data (pay-per-customer feedback or data).

New stereotypes will emerge around B2B customer prediction, as early prediction can ensure a good customer experience and high referral rates. Customer prediction will be used as a proactive marketing tool rather than a tool to track end-of-life KPIs.

Being authentic and building trust with your audience will be critical factors for success in 2025, and new KPIs will emerge to track these essential aspects.

How to prepare for B2B marketing for 2025

Due to the increasing demands of customers, the need for personalized experiences, and the constant change of marketing, preparing a business for change is one of the best choices of a leader.

Implement a customer prediction program, apply customer satisfaction metrics, and track other metrics to understand the buying cycle better. Learn how to use these KPIs to influence the buying cycle, not just treat them as a metric to measure buyer satisfaction.

Normalize change and market your organization’s values ​​to internal and external audiences to serve from attracting talent to customer experience. Ensure an accurate, authentic experience and build trust with all stakeholders involved in the organization.

Embrace the trend and firmly step into the future with CleverAds.

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Source: The Future Of B2B Marketing: Get Ready For 2025, Loredana Niculae – CEO of NNC Services, a leading Marketing Automation consulting firm for B2B technology companies.