B2B Digital Marketing Trends to Watch in 2025

By Karina Bastille

Explore key B2B digital marketing trends for 2025, including video marketing, AI-driven personalization, E-E-A-T for SEO, in-browser LLMs, and influencer strategies. These insights will empower businesses to adapt, build trust, and achieve measurable success in a competitive landscape.

The digital marketing landscape continues to evolve at a rapid pace, and 2025 is going to continue to reshape how B2B organizations connect with their audiences. From the rise of AI-driven tools to the growing importance of authenticity, brands are being challenged to adapt or risk falling behind. Let’s explore the trends and tools that will redefine B2B digital marketing in the coming year, empowering brands to thrive in even the most complex and competitive markets.

Why Video is Essential for B2B Marketing in 2025

Video has solidified its position as a core component of B2B marketing strategies, with a sharp increase in B2B YouTube ads, short-form video and webinars over the past few years. In fact, a 2024 survey by Wyzowl found that 91% of marketers now use video in their campaigns. This surge in video usage has brought measurable results, with many businesses reporting significant improvements in key marketing objectives. Among the most notable benefits:

• Increased Brand Awareness: 90% of marketers have seen higher brand visibility thanks to video content.
• More Web Traffic: 86% observed greater traffic to their websites.
• Better Lead Generation: 87% report an uptick in lead generation.
• Higher Sales: 87% have seen an increase in sales conversions after incorporating video into their marketing efforts.

With B2B customer journeys becoming longer and more complex, video has emerged as the most effective medium for answering questions, building trust and nurturing leads throughout the buying cycle.

While all types of video content have their place, short-form videos—particularly those lasting between 30 and 60 seconds—have proven to be the most effective. We’ve begun to see how important it is in B2B with the latest video ad features on LinkedIn. They strike the right balance between delivering valuable information and maintaining viewer attention in an increasingly distracted world.

E-E-A-T: The Cornerstone of 2025 SEO Strategy

The rise of AI-generated content has led to a flood of low-quality, generic material being churned out daily. To combat this, Google is placing greater emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to ensure high-quality content rises above the noise, combats misinformation and aligns with user intent.

This shift isn’t just driven by Google—B2B buyers are also feeling the strain of content overload. According to a 2023 report from Demand Gen, 54% of B2B buyers feel overwhelmed by the sheer volume of content available and believe much of it lacks the quality they need. Combined with a growing demand for human authenticity and connection, adhering to Google’s E-E-A-T guidelines has become essential for creating content that stands out.

Although there are many ways to start implementing E-E-A-T strategies to supercharge your SEO, one simple yet impactful tactic for 2025 is to focus on building out detailed author bios. Today’s users crave a human touch in the content they consume. By dedicating time to crafting well-rounded bios that highlight the author’s credentials, experience, and relevance to the topic, you not only humanize your B2B content but also enhance all areas of E-E-A-T.

In a crowded digital space, prioritizing quality, credibility, and a human-centric approach ensures your B2B content earns trust—both from search engines and your audience.

The Role of Hyper-Personalization in Account-Based Marketing

Hyper-personalization is reshaping the way brands build and nurture customer relationships, going far beyond traditional customer segmentation. Whereas segmentation only groups consumers with similar traits and demographics, hyper-personalization tailors experiences to the individual by levering real-time data. This includes insights into a customer’s behavior, preferences, and interactions to create a truly unique and meaningful journey for each person.

Hyper-personalization is particularly impactful in account-based marketing (ABM), where personalization has long been a core strategy. In fact, according to a 2019 Forrester study, 56% of marketers strongly agree that personalization is essential to ABM strategy success. We’ve seen this play out in various ABM tactics, such as customized email campaigns, tailored landing pages, and content created specifically for target accounts.

However, AI is taking hyper-personalization in ABM to the next level by opening up new opportunities for precision and scalability. Some examples include:

• In-depth customer analysis with intent data: AI platforms analyze vast amounts of online behaviors—such as search queries, content consumption, and social activity—to uncover buying signals. This enables B2B marketers to identify, prioritize, and convert high-intent accounts more effectively and efficiently.
• Improved lead scoring through predictive analytics: Traditional lead scoring methods, reliant on static rules and manual inputs, are being replaced by AI-driven predictive analytics. These systems dynamically evaluate account behavior and engagement to predict which leads are most likely to convert, allowing marketers to focus their resources on the highest-value opportunities.
• Automated engagement with AI-powered chatbots and virtual assistants: AI B2B tools streamline interactions at scale, ensuring that high-value accounts receive timely, personalized engagement. Chatbots and virtual assistants can handle follow-ups, answer questions and guide accounts through the buyer’s journey—delivering consistent and tailored experiences 24/7.

By combining hyper-personalization with AI, B2B marketers can transform their ABM strategies to deliver the right message to the right account at the right time, driving higher engagement and faster conversions.

In-Browser LLMs: A Game-Changer for Real-Time Marketing

Generative AI has made impressive strides in recent years, largely driven by advancements in Large Language Models (LLMs). However, traditional LLMs are typically large, compute-heavy systems that rely on complex infrastructure and multiple intermediaries. This can be inefficient and costly, especially when applied to real-time, interactive marketing experiences.

Enter in-browser LLMs—a game-changing innovation that aims to simplify and enhance AI-driven interactions. Just like the name suggests, in-browser LLMs integrate high-performance language model inference engines directly into browsers, eliminating the need for bulky, centralized models. Unlike traditional LLMs, which are trained on static, large datasets, in-browser LLMs are designed to interact with web content in a dynamic, context-sensitive manner. By analyzing user behavior, preferences, and the content of websites, in-browser LLMs deliver more personalized, relevant responses in real-time.

We predict in-browser LLMs will become a staple in marketing moving forward since it enables marketers to generate tailored content, conduct sentiment analysis, and enhance customer interactions at scale. Additionally, businesses can now streamline B2B digital marketing processes within an organization on a browser-level. A preview version of an in-browser LLM is already available on Chrome, which will allow websites to use Chrome API for LLM functionality directly within a visitor’s browser. This capability operates both online and offline, enabling marketers to offer seamless, tailored experiences without relying on external servers or cloud infrastructure.

The Growing Influence of B2B Influencer Marketing

As AI-generated content becomes more prevalent, consumers are becoming increasingly adept at distinguishing between content created by humans and content produced by machines. This shift has heightened the demand for authenticity in marketing, making it crucial for brands to establish genuine connections with their audiences. One strategy that has gained significant traction in 2024 is influencer marketing, which, once viewed primarily as a B2C tactic, has now become essential in the B2B space.

In fact, LinkedIn reports that 73% of decision-makers find thought leadership content from organizations more trustworthy than traditional marketing materials. This statistic underscores the growing importance of leveraging trusted voices in B2B marketing. By tapping into the credibility of influencers, businesses can deliver valuable insights and foster trust with their audience.

Final Thoughts

B2B digital marketing is evolving faster than ever, driven by advancements in AI, the demand for authenticity and changing audience behaviors. In 2025, strategies like video marketing, hyper-personalization in ABM and influencer partnerships are proving essential for cutting through the noise, building trust and driving meaningful engagement. Meanwhile, innovations like in-browser LLMs and a renewed focus on E-E-A-T are setting new standards for content quality, performance and user experience.

To thrive in this rapidly shifting landscape, B2B brands must remain agile, embracing these trends while keeping the human element at the forefront. By leveraging AI for smarter insights, crafting authentic content and aligning strategies with user intent, businesses can position themselves as industry leaders in 2025 and beyond.

Let us help you become an industry leader in your complex industry by contacting us today.

Key Takeaways:

• Q1: Why is video critical for B2B marketing in 2025?
• A1: Video enhances brand awareness, web traffic, and lead generation. Short-form videos are particularly effective for engaging and informing B2B audiences.
• Q2: What role does E-E-A-T play in SEO strategies for 2025?
• A2: E-E-A-T ensures content quality and trustworthiness, addressing the demand for human authenticity and combating low-quality, AI-generated material.
• Q3: How is hyper-personalization transforming ABM?
• A3: By leveraging AI for real-time data and predictive analytics, hyper-personalization tailors marketing to individual accounts, improving engagement and conversion rates.