2025 B2B Trends You Can’t Ignore
#1 Authentic Content Will Reign Supreme
With AI-content heavily in the mix, savvy B2B brands will need to double down on authentic content in order to convert leads.
This may seem counter-intuitive. However, with AI-created content becoming more and more prevalent, authentic, compelling and creative content will become increasingly valuable. Brands will catch on, and be more challenged than ever to stand out from the crowd. To do so, they’ll have to actually invest more in content and creative. Savvy B2B brands will get ahead of this and invest more in content in 2025 than they have in year’s past, giving them an edge for years to come.
#2 The Rise of the B2B Influencer
In 2025, B2B influencer & user-generated content will become the norm
For nimble brands who want to grow quickly, second only to their content creation will be strategic content partnerships with influencers and/or UGC (User-generated content) campaigns.
Nothing new here, I know, however, I think a tipping point is near, especially as B2B Brands begin to realize that influencer and UGC content is not exclusive only to B2C marketing programs. In fact, some of the most successful campaigns I’ve directed for B2B companies have been from UGC and influencer outreach.
The key is not being the last to this party. 2025 presents B2B brands with a unique opportunity to get ahead of this trend in order to build long-term relationships with key influencers within their niche.
#3 R.I.P. White Paper
We've all known the White Paper has been growing increasingly ineffective for years, so why do marketers keep producing them? First, because white papers did work really well for a minute, and that's hard to let go. Secondly, I'm sorry, please, don't shoot the messenger - most marketers are lazy.
2025 may finally mark the death of the white paper, and here's why: lazy marketers will use AI to create more white papers than ever before, but in the meantime, as LinkedIn's algorithm tips to video, the white paper won't stand a chance.
#4 Hello, Founder-Led Content
The story of a founder has always been key to a brand's success, but now it's absolutely critical. Today's B2B clients are consuming intensely intriguing founder stories on social networks like Instagram for their favorite B2C brands. They want the same from B2B brands.
The B2B brand that invests in its founder story, bringing this story to life on video and in podcasts will reap the benefits for years to come and leave competitors in the dust. In 2025, we’ll see more CEO and executive-led content than ever before, especially on platforms like LinkedIn, but also on YouTube and other consumer-facing channels.
#5 Digital Ad Spend Grows, While Traditional Advertising Slips
In 2025, B2B brands are going to have to take a very serious look at their traditional ad spend (trade show booths, direct mail, trade publication ads, and even traditional digital ad placements) and call into question its efficacy.
B2B decision-makers are becoming more and more immune to classic advertising and more and more open to influencer or social-influenced content. In 2025, every marketing leader should be examining the traditional agency model closely, and traditional advertising and ask- is this a "must have" or a "nice-to-have"?
#6 The Boutique Agency will Have a Moment
With AI handling everything from copywriting to ad placement, and influencer content dominating social networks like LinkedIn, the larger, established B2B agencies are falling from their client’s grace.
In the meantime, boutique agencies are rising. We’re more nimble, cost-effective, and ROI-focused—an attractive option for companies seeking high-quality work without the high price tags.
Here's what every B2B Brand needs in order to win in 2025.
Create excellent Founder and/or Employee-led video content
Build an influencer marketing strategy
Drop the White Paper
Double down on authentic, human-created content
Add innovative and nimble boutique agencies to RFP invite list
I wish you all of the best in 2025! Be true to you, tell your story and be as relatable as you can. Your authenticity and transparency as a brand will be a formula for success in 2025.
