B2B marketing trends for 2025: social media, AI, and content focus
A new survey by The Harris Poll reveals how B2B marketers are shifting to social media, AI tools, video, and podcasts in 2025 as younger decision-makers are driving major changes in B2B marketing strategies.
The landscape of B2B marketing is undergoing significant changes as we approach 2025. A new survey from Madison Logic, conducted by The Harris Poll, reveals that marketing leaders are shifting their focus to better connect with younger, digitally savvy decision-makers like Millennials and Gen Z.
With platforms like TikTok and Instagram playing a growing role in B2B strategies, businesses are blending consumer-oriented tactics with traditional approaches to meet the expectations of this influential demographic. As the B2B space evolves, leveraging these insights will be key to staying ahead in a competitive market.
Survey insights
A new survey from Madison Logic by The Harris Poll shows that B2B marketers are making big changes for 2025. Based on responses from over 300 U.S.-based marketing leaders, the findings reveal plans to increase investments in social media advertising, Artificial Intelligence (AI) tools, video, and podcast advertising. With Millennials and Gen Z becoming key decision-makers, businesses are adapting to meet their expectations.
Furthermore, the survey also found that 69% of marketing leaders are looking for fresh ways to drive revenue and track the success of their campaigns. Top investment areas for 2025 include social media advertising (60%) and AI tools (60%), followed by video (53%) and podcasts (50%).
With Millennials and Gen Z now making up 67% of global buyers for purchases over US$1 million, according to Forrester, marketers are focusing on consumer-friendly platforms like TikTok and Instagram to reach this audience.
At the same time, marketers face clear challenges. Vague messaging (49%), poor targeting (41%), and ads that don’t connect (40%) are the main reasons campaigns fail. To address this, 58% of surveyed marketers plan to include customer testimonials in their ads, 58% will use captions for videos, and 56% are turning to influencer marketing.
Despite some concerns about AI’s return on investment, only 39% of marketers believe results will take too long, showing confidence in AI’s role in streamlining decisions and improving campaigns.
Patrecia Meliana
Implication for marketers
These findings show that B2B marketing is becoming more consumer-focused and flexible. Younger decision-makers expect campaigns to be clear, efficient, and easy to navigate. To keep up, marketers must use the right platforms and messages to meet these expectations while avoiding common mistakes like unclear messaging or irrelevant targeting.
Marketers also need to track results carefully to make sure investments in tools like AI and social platforms pay off. This requires strong teamwork between creative and data-focused teams to ensure that campaigns stay focused on customer needs and provide measurable value.
Tools to leverage trends indicated from survey results
1. AI tools for campaign tracking
AI tools help marketers track audience behavior, predict trends, and optimize campaigns. Here are three top options:
- Adobe Sensei: An AI framework integrated into Adobe's suite, helping businesses analyze data and automate campaign adjustments.
- HubSpot AI: Provides predictive lead scoring, customer insights, and marketing analytics to fine-tune campaigns.
- Salesforce Einstein: Offers AI-powered recommendations, predictive insights, and campaign personalization for better results.
2. Social media advertising platforms
Social platforms are essential for targeting younger audiences. Consider these three tools:
- TikTok Ads Manager: Enables brands to create short, engaging video ads and leverage TikTok’s unique algorithm for targeting.
- Instagram Ads: Part of Meta’s advertising platform, Instagram Ads offer flexible formats like Stories, Reels, and in-feed placements.
- Sprout Social: While not an ad platform, Sprout Social helps manage campaigns, analyze performance, and schedule posts for social media ads.
3. Video creation software
Video tools make it easier to produce professional content. Top choices include:
- Canva: User-friendly software for creating quick, polished videos with customizable templates.
- Adobe Premiere Pro: A professional-grade video editing tool perfect for creating high-quality, detailed campaigns.
- Animoto: Simplifies video creation for businesses, offering drag-and-drop features and templates tailored to marketing needs.
4. Podcast advertising tools
Podcasts are a great way to build trust and engage niche audiences. Recommended tools:
- Spotify Ad Studio: Offers targeted audio ads with data-backed insights into listener behavior.
- Podbean: Provides hosting, distribution, and monetization features for businesses venturing into podcast advertising.
- Anchor by Spotify: Ideal for beginners, Anchor allows businesses to create and publish podcasts while integrating sponsored segments.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
