B2B Marketing Strategies for 2025
Video overview:
Want to know the best B2B marketing strategies for 2025? 🚀 In this video, I’m breaking down the 6 proven strategies that will help you attract, engage, and convert your audience more effectively. From harnessing the power of video to optimizing your website for Millennial and Gen Z buyers, these actionable B2B marketing strategies are designed to keep you ahead of the competition.
We’ll dive into cutting-edge tactics like LinkedIn features, original research, content syndication, and even how to adapt your SEO strategy for the AI-driven future. Whether you’re a seasoned marketer or new to the B2B space, this video is packed with insights to help you dominate your niche and crush your goals in 2025 and beyond.💡
Video transcript:
If you’re still relying on the same B2B marketing playbook you used last year, let me stop you right there—because what worked in 2024 won’t cut it in 2025.
Buyer behaviors are evolving, new tools are reshaping the game, and competition is FIERCE.
In this video, I’m going to share 6 B2B marketing strategies that will transform how you attract, engage, and convert your audience in 2025.
These aren’t just trends—they’re proven approaches to help you outpace your competitors and dominate your niche.
Some of these you might not have heard of, and some you have, but we’re going to introduce new twists to make them even more effective.
And the last strategy is classic approach with a fresh spin that you can’t afford to ignore.
So stick around to the end to find out how you can turn these B2B marketing strategies into your best-performing tactics for 2025 and into the future.
Hi, I’m Robin, your B2B marketing bestie. I’m a B2B marketing consultant and former B2B marketing agency leader who has elevated hundreds of B2B brands.
Being a consultant and at the agency, clients would come to me to revamp their B2B marketing strategies for more leads and conversions, so it is crucial for me to stay on top of where marketing is moving, and how audience behaviors are changing so we can adapt our marketing efforts accordingly.
So before we dive into the list of strategies, here’s something to keep in mind: B2B marketing is changing because buyer behaviors are changing.
Millennials are now in leadership positions, Gen Z is entering the workforce in droves and even moving into middle management, and both groups are digital-first decision-makers.
They expect personalized, self-serve options and value trust and transparency more than ever before.
That means if you’re relying on outdated methods—or even if you’re using modern ones but missing key updates—you may be falling behind.
These B2B marketing strategies will help you adapt, thrive, and crush your goals in 2025.
Let’s dive in!
B2B marketing strategy #6: Video
The 6th B2B marketing strategy I’m going to discuss is VIDEO – video is where it’s at! There is a reason why platforms like TikTok and YouTube are more popular than ever, and they are still growing.
People LOVE video. At this point, video isn’t just a nice-to-have, it's a must-have, and it's only going to grow in importance as we head into 2025 and beyond.
If you’re not already using video in your B2B marketing strategy, you’re falling behind.
Why Video Works
Video builds trust better than anything else. When people see your face, hear your voice, and watch you explain something, it creates a connection that text just can’t match.
In fact, did you know that viewers retain 95% of a message in a video, compared to just 10% when reading text? That’s huge!
AND Content Marketing Institute recently ranked video as the #1 most effective content type for B2B marketers, with 58% of respondents saying video delivers the best results.
So what are some types of videos you can start creating for your business? Here are just a few.
Explainer Videos: Providing a high-level overview of your product or service that helps prospects understand exactly how you can solve their pain points.
Case Studies: Case study videos let your customers tell the story and give buyers real-life proof of how your product works and the results it delivers.
Demo Videos: Demo videos dive deeper into the features and benefits of your product or service. This is where you get to show, not just tell about your solution.
Webinars: Not only do webinars build stronger connections your audience, but they are also a fantastic lead-generation tool because attendees need to provide their contact information.
Plus, you get to engage directly with your prospects and share thought leadership, which positions you as an authority.
And you can post them on your website after the live event, so they can provide value after the fact.
B2B marketing strategy #5. Invest in your website
Let’s talk about something often overlooked in the B2B world – but it’s so important! Your website.
Whether someone finds you through paid ads, organic search, LinkedIn, or a trade show, they are ALL going to visit your website at some point to vet you and see what you’re all about.
So even if you’re pouring money into all these other tactics, if your website isn’t engaging and converting visitors, it’s just going to waste.
Your B2B website needs to be treated as the hub for all your marketing efforts.
And here’s the kicker: Millennial and Gen Z buyers prefer self-service – and this is becoming a dominant trend that’s most likely going to become the standard.
In fact, 44% of Millennial B2B buyers say they don’t want to interact with a sales rep at all.
That means your website needs to act as your 24/7 salesperson—one that’s always on and always helpful.
When’s the last time you conducted an audit of your website? Now is the time to make sure that your B2B website is ready to convert.
Here are some things you need to ask during your audit.
What to audit and upgrade
Design: Is your website modern, mobile-friendly, and visually appealing?
Messaging: Does your content speak directly to your audience’s pain points and give them solutions and benefits?
User experience: Is it easy for visitors to navigate and find what they’re looking for?
Calls to action: Are your CTAs bold, clear, and strategically placed?
SEO: Is your site optimized – both for on-page and technical SEO – so people can find you on search engines?
Now, your B2B website might need a full redesign, or it might just need some tweaks. If it’s been 4-5 years since your last design, it’s probably time to redesign.
Otherwise, conduct an audit and prioritize what should be upgraded for the best results.
B2B marketing strategy #4. Original research
If you want to establish your brand as a trusted authority – which is crucial in the B2B world – original research is the way to go.
With original research, instead of just reporting on someone else’s data – which everyone else is doing too, YOU’RE the source!
This type of content is highly valued by B2B buyers – 55% of them regularly consume research reports.
And before you think, “I can’t compete with the big research firms,” according to RedPoint, an original research provider, 54% of B2B buyers trust research conducted by a BRAND just as much as big-name research providers.
Why is original research so effective?
Establishes authority: When you’re the source of the data, people see YOU as the expert, and it builds trust in your brand.
Builds backlinks: Other brands, publications, and influencers will cite your research, driving traffic to your site and gaining those external backlinks which are so crucial for SEO.
Creates endless content: Your research can fuel blog posts, white papers, social media content, and even videos and webinars.
What kind of research should you do? Annual studies, customer surveys, and analysis of industry trends are all great ways to get started with original research.
Not only will this majorly boost your credibility, but it will give you a steady stream of juicy content that helps you stay top-of-mind with your audience.
B2B marketing strategy #3. LinkedIn
The next B2B marketing strategy for 2025 is LinkedIn. If you’re still just posting links to blogs and announcing new hires, you’re missing a huge opportunity.
LinkedIn is no longer just a networking site – it’s a content powerhouse, and it’s evolving rapidly.
LinkedIn has exploded – and it has stepped up its game in a big way.
They’ve added tons of features that can help you connect with your target audience, build thought leadership, and generate high-quality leads.
Let’s have a look at some of them.
LinkedIn newsletters: These let you build a dedicated audience that actually looks forward to hearing from you.
Think of them as a personal newsletter but delivered directly in the LinkedIn platform – where many buyers are looking for information.
Short-form video: Now, we talked about the importance of video a minute ago, and LinkedIn gets it. LinkedIn now supports short-form video content similar to TikTok, Instagram Reels and YouTube Shorts.
This format is growing FAST, so start experimenting with LinkedIn videos to really increase engagement.
Interactive features: Interactive content is a great way to foster engagement. You can post polls to get your audience's opinions and you can also use LinkedIn Livestreams for real-time interaction.
Account-based marketing (ABM): LinkedIn Ads allow you to target specific companies or individuals with personalized content.
ABM is one of the most effective ways to reach high-value prospects, and LinkedIn’s targeting options make easy to execute.
With over a billion members and 40% of B2B marketers saying LinkedIn is their most effective lead generation channel, this platform should be a key part of your strategy.
B2B marketing strategy #2. Content syndication
Content syndication is one of the most underrated strategies in B2B marketing.
In fact, a lot of B2B marketers aren’t familiar content syndication or how it works,
but it can be powerful in boosting brand awareness and lead generation, so you can use it to fly under the radar and beat the competition.
So what is content syndication?
Content syndication is simply the process of distributing your content – think blogs, white papers, infographics – across third-party providers on high-traffic platforms, including sites like Forbes, Entrepreneur Magazine and Business Insider.
With content syndication, you’re able to partner with publications and platforms that already have access to your target audience.
This means your content gets in front of the right people, even if you’ve never interacted with them before.
So this expands your reach to new audiences and has the potential to generate high-quality leads by targeting the right individuals.
Content syndication can be free, using platforms like LinkedIn or Medium, or you can work with a paid syndication partner to maximize your reach and ensure high-quality leads.
If you work with a paid partner, be sure to vet them carefully and find out about their publishing network, how they manage leads, and make sure they’re following strict rules for compliance.
B2B marketing strategy #1. SEO – with a twist
Finally, let’s talk SEO. Now SEO is certainly not new, but the times they are a-changing my friends. And the big thing on everyone’s minds is – you guessed it – AI.
If you’ve Googled anything recently you’ve probably already seen their AI Overviews at the top of the search results, and it’s got some people thinking that it’s going to make search marketing obsolete.
But will it wipe out search? Heck, no. People thought the same thing when Google introduced the “People Also Ask” section of questions and featured answers.
But this did not eliminate SEO – it just changed things a bit. And it’s the same with AI.
AI search engines like Google Gemini, SearchGPT, Perplexity, and CoPilot are also shaking up how people find information. These tools provide conversational, curated answers instead of traditional search results, which means your content may need to adapt to be included in these AI-driven platforms.
I’m not going to lie, it’s a significant change and you most likely will need to adjust your strategy, but you’ll still need SEO.
So, what are we seeing?
Right now, most AI overviews are for informational searches, or top of the funnel content – so these are for people who may not be wanting to buy or at least not ready to buy.
So a good strategy to use is to pay special attention to your commercial and transactional content – especially your products, services, and solutions pages.
Because One thing AI CANNOT do is find the best company or product that works best for YOUR business.
Now you may be saying, but Robin, I’ve seen the AI Overview mention specific companies!
And yes, sometimes it does, but usually it’s for more popular product categories. Less so for niche industries or specialized product categories that we often find in the B2B world.
And your buyers will still go to your websites to do their due diligence.
Remember, B2B purchases are higher stakes than B2C, so your buyers will still want to do their own thorough research on you and not trust an AI bot to make a purchase decision for them.
Nevertheless, it’s something you should keep your eye on and continue to monitor.
So, what should you do?
Pay special attention to keywords with commercial and transactional search intent – the ones that target bottom of the funnel buyers. Buyers are less likely to rely on AI for this type of content.
If you want to know more about search intent, check out my video here.
Keep maintaining SEO best practices if your goal is to appear in the AI Overviews.
I mean, it’s still Google, and they will use their own data to come up with their overviews.Be sure your content provides EEAT – experience, expertise, authority and trust. And write content that is clear, straightforward and has a well-defined structure.
And be sure to optimize for speed, mobile and usability to keep Google happy.
Invest in backlink building through PR and collaborations to boost your credibility and visibility.
Regularly monitor the AI overviews and your informational intent keywords to see how things shift – and if companies are mentioned, be sure to check out their pages to see what they’re doing to give you ideas on how you adjust your content so can compete.
If you want to see how I increased search traffic 400% for a client THIS YEAR, check out this step-by-step video where I walk you through all of it.
Be sure to subscribe to my channel, and I’ll see you in the next one!