B2B Marketing Trends to Watch in 2025

AI Efficiency, Data Insights, and Authenticity Will Define Success

Report by Kelsey Voss  | Dec 12, 2024

Top Trends to Watch in 2025

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Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
The use of AI-powered data is ramping up
B2B firms are laser-focused on first-party data
Blending AI with authenticity is a competitive strength
EMARKETER Interviews
Sources
Media Gallery
About This Report
The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.
Topics
B2B Marketing
Artificial Intelligence (AI)
US
Table of Contents
The use of AI-powered data is ramping up
B2B firms are laser-focused on first-party data
Blending AI with authenticity is a competitive strength
EMARKETER Interviews
Sources
Media Gallery

In 2025, three key trends reflect a new era in B2B marketing, where AI-powered efficiency, ethical data practices, and authentic brand interactions converge. Marketers who prioritize these strategies will optimize their campaigns and drive stronger, trust-based relationships that set them apart in a competitive market.

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4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. The use of AI-powered data is ramping up
    2. B2B firms are laser-focused on first-party data
    1. Blending AI with authenticity is a competitive strength
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Better Data and Insight Is the Top Reason to Invest in AI (% of US B2B marketers, April 2024)Customer Data Sources Used by Marketers Worldwide, March 2024 (% of respondents)
    Ensuring Quality and Customer Trust Is a Top Challenge With AI-Generated Content (% of B2B tech marketers worldwide, Feb 2024)

    Interviewed for This Report

    Michael Brenner
    Workday
    Vice President, Content
    Interviewed October 4, 2024
    Ludovic Gougat
    RAPP
    CMO
    Interviewed October 23, 2024
    Ted Sfikas
    Amplitude
    Field CTO
    Interviewed October 9, 2024
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed October 3, 2024

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    authors

    Kelsey Voss

    Contributors

    Vladimir de Leon
    Chart Editor
    Donte Gibson
    Senior Charts Editor
    Kyndall Krist
    Senior Copy Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content
    Yoram Wurmser
    Principal Analyst