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Sometimes as B2B marketers it can feel like we’re standing on shifting sand as we navigate evolving technology, changing consumer expectations, and an economy that keeps us on our toes. While we don’t have a crystal ball to predict the future, we do have a team of seasoned marketing pros who are ready to share their insights. Here’s what they see on the horizon for 2025 — no psychic powers required.

AI and Technology Trends

“I think the ongoing use of AI will probably have the biggest impact on marketing, whether on assisting and accelerating creativity, helping to streamline processes, enabling cost efficiencies, helping with research, or other uses to be determined.”

– Patrick McGill, Vice President, Integrated Marketing

“In 2025, AI will become an even more indispensable tool for B2B marketers: automating and enhancing tasks like content creation, data analysis, and campaign optimization. This rise of AI-generated content, however, brings with it a renewed emphasis on authenticity and the importance of human connection. While AI can enhance marketing activities like content creation, discerning audiences will increasingly value the human touch. This is where it becomes crucial to build thriving online communities. Brands will invest in creating spaces where customers can connect with each other and with the brand itself, fostering a sense of belonging and shared purpose.”

– Hillary Ferry, Executive Director, Digital Marketing Solutions

Digital Marketing Trends

“Increased personalization of all marketing communications will be important. Even in the B2B space, users expect a consumer-like experience.”

– Jen Ruggle, Executive Director, Experience & Technology Solutions

“Hold onto your hats, because the search landscape is about to undergo a seismic shift with the rise of AI search in 2025. Forget simple keyword matching; search engines will become sophisticated interpreters of human language, understanding the nuances of intent and context. This means marketers need to optimize for topics and user needs, not just keywords. Get ready for more ‘zero-click searches’ where answers appear directly in search results, making featured snippets and knowledge panels prime real estate. And with the rise of voice and visual search, content needs to be multimodal, catering to how users search with images and spoken language.”

– Hillary Ferry, Executive Director, Digital Marketing Solutions

Creative and Content Trends

“This is admittedly an evergreen concept, but standing out instead of blending in is more important than ever. Brands and marketers need to have a unique position, proclaim it loudly, and back it up with action.”

– Drew Jones, Executive Director, Creative

“I expect the desire for authenticity to continue and deepen in 2025. We're in a time where audiences struggle with trust — of government, of mainstream media, of major institutions — and people are eager for something real. That could show up in a variety of ways, but some likely scenarios are people seeking brands with a transparent, authentic point of view. In other words, ‘being real.’ The brands that earn audiences' trust will win a greater share of customers' wallets.”

– Rachel Martin, Executive Director, PR & Content Strategy

Economic and Budget Trends

“2025 will be challenging to navigate from a budgeting and messaging standpoint: dealing with increased uncertainty in the U.S. and around and the world, particularly with the unknowns associated with the change in administration in the U.S., and the overall marketing trend of needing to do more with less. We’ll need to continue to rely on our adaptability skills.”

– Patrick McGill, Vice President, Integrated Marketing

“Economic uncertainty will remain a challenge for B2B marketers in 2025, creating a pressure to demonstrate value and maximize impact. Shrinking budgets will continue to demand ruthless prioritization and a laser focus on efficiency. Navigating this uncertainty requires a delicate balance: maintaining a holistic marketing approach while optimizing for efficiency and proving the value of every initiative.”

– Hillary Ferry, Executive Director, Digital Marketing Solutions

What Can You Do To Prepare?

“It's natural for brands to shy away from showing their shortcomings. But I think that will be a vital part of being authentic, real, and transparent with audiences in 2025. Every brand claims to be THE BEST, which not only isn't true; it's also not believable. Audiences know better. Being honest and specific about where you excel — ‘We fix X problem for customers’ — rather than claiming to be all things to all people is a good start. An even bolder and braver move is to say ‘We're great at X, and if you need help with Y, we'll help you find the best Y-fixer in town.’ Being a trustworthy brand means coming clean with your audiences about what you're good at, and what you're not.”

– Rachel Martin, Executive Director, PR & Content Strategy

“To thrive in 2025's digital marketing landscape, marketers must become masters of both AI and the human touch. Embrace AI for efficiency in content creation, data analysis, and campaign optimization, but prioritize authentic human connection through community building and interactive content. Adapt to the evolving search landscape by optimizing for semantic search, ‘zero-click’ results, and multimodal experiences. Master short-form video content and navigate the cookieless future by prioritizing first-party data and alternative tracking solutions. By skillfully balancing AI with human-centric strategies, marketers can unlock deeper engagement and build lasting relationships with their audience.”

– Hillary Ferry, Executive Director, Digital Marketing Solutions

Get Started Today

Ready to leverage our insights to create marketing strategies and plans that help your brand navigate the shifting landscape? Contact us today to see how we can help you thrive.