New year, new marketing trends. There are always cultural and technological developments that nudge the state of B2B marketing one way or another, but this year presents an even bigger shift than usual, with challenges and opportunities alike coming along for the ride.
So what will B2B marketing look like in 2025, and what are the major factors impacting the industry’s trajectory? Technology, of course. Cultural shifts and consumer behaviour, of course. But another one worth acknowledging is the changing of the generational guard in the B2B marketing space, and the immediate and larger impacts that will come alongside that.
What does 2025 look like in B2B marketing?
2025 will see organisations facing increasing economic pressures to maximise ROI thanks to technological advancements and AI tools that make anything seem possible– and more cost effective. In the meantime, workplace cultures are shifting thanks to younger leaders stepping into managerial roles traditionally held by more experienced managers.
How will this changing of the proverbial guard impact the marketing strategies we see put in place for B2B organisations over the coming year? New leaders bring fresh perspectives and a strong focus on agility and innovation. However, that freshness and innovation is often tempered by a lack of the established networks and nuanced understanding of long-term relationship-building that their predecessors possessed.
The leadership shift: challenges and gaps
Over the past few years, many organisations have streamlined their management structures, often removing experienced middle managers. This has resulted in a new generation of leaders stepping into positions of influence without the same track record or depth of experience.
This shift has created a widening gap between the ‘old school’ proven strategies and the aspirations of new leaders. While these emerging leaders are eager to innovate, they sometimes undervalue the importance of established relationships and tried-and-true practices. This can lead to short-term thinking and missed opportunities in areas like stakeholder engagement, relationship-building, and strategic planning.
How are Gen Z and Millennial B2B marketers different from the previous generations?
Next-gen B2B marketers prioritise agility, data-driven decision-making, and digital-first strategies. They bring a fresh approach to marketing, focusing on metrics, automation, and innovative channels to drive results. However, this enthusiasm for modernisation can sometimes result in the dismissal of valuable legacy practices. Are they throwing the baby out with the bathwater? While some traditional methods may indeed be outdated, others remain crucial for building trust and fostering long-term partnerships. Striking the right balance is essential to ensure both immediate and sustained success.
It’s not only the B2B managers that are experiencing this generational shift, it’s the buyers as well. And they come with their own unique set of expectations and requirements.
Three things they look for are:
- Seamless pre and post-sale customer experience. If your customer service and technology isn’t up to scratch, you might just lose the sale. This expectation can include personalisation, smooth automations, mobile-friendly technology, and attentive customer service.
- Value beyond the dollar. Of course young buyers have to value growth and revenue. But those are no longer the only factors being considered. In fact, they are twice as likely than their older counterparts to prioritise environmental sustainability, functional value (making life easier), symbolic value (providing a sense of status or belonging), and experiential value (providing a good customer experience) when making their buying decisions.
- Increased research, including social media. Mobile search outstripped desktop search all the way back in 2015. Buyers today consume more content at every stage of the buying cycle, including social media content and reviews– often from mobile devices. This has lengthened buying cycles and often requires more touchpoints before the sale.
So how are younger B2B marketers responding?
There are many generational differences, but three of them stand out as particularly significant.
1. Sensitivity to buyer behaviour
Younger marketers appear to have a closer eye on the nuances of buyer signals, possibly because they have access to better data, or maybe just because they grew up in a culture with more focus on buyer behaviour and feedback. They are more likely than older marketers to use data and technology to hone in on and address marketing challenges.
2. Strategies and tactics
Younger marketers also appear to use a mix of new and traditional strategies and tactics, including SEO/SEM, social media, influencer marketing, video, and paid email. Older generations, on the other hand, tend to favour the more traditional account-based marketing and paid search.
3. Focus on brand authenticity
Building trust is essential for B2B marketing, playing a critical factor in purchase decisions and customer loyalty. In a study conducted by Anteriad, 66% of Gen Z and Millennial marketers said that they prioritise brand messaging and authenticity to achieve this, as opposed to only 68% of Gen X marketers.
Striking the balance between old and new
Seasoned marketers have a depth of understanding that only years of experience can bring. On the other hand, younger marketers appear to place more focus on learning about buyer behaviour and testing new tactics. The key to success is a combination of old and new. Innovation and proven strategies. For example, combining data-driven strategies with the personalisation and relationship-building efforts in account based marketing could have hugely successful results.
Research so far seems to indicate that bringing younger, less experienced people into leadership and management roles can bring out flexibility and creativity. When you have a mix of older and younger people in those roles, you have the opportunity to create a team with complementary strengths and tendencies in an environment with the type of productive cognitive tension that fosters learning and growth.
Conclusion
When faced with the question of ‘this or that’, answering ‘both’ is hardly groundbreaking, but in this case it’s absolutely true. As the B2B marketing landscape continues to evolve, organisations must adapt to leadership shifts and changing priorities. Balancing the younger generation’s innovation with the older generation's proven strategies is critical to achieving sustainable success.
At MIH, we have years of experience helping our clients navigate the balance of modernisation and foundational elements. Are you ready to bring that balance into your organisation’s B2B marketing efforts this year? Book your book a free 30-minute consultation today.