Trends for transforming B2B buying journeys for 2025
4 October 2024
0 min read
Marketers are set to face many challenges in 2025 driven by technology, evolving customer expectations, and the pressure to deliver better results on tighter budgets. Navigating these complexities was the main topic at a recent B2Brunch round table event that we co-hosted with Infuse and TrenDemon. We met with industry leaders to discuss the latest benchmarks and go-to-market (GTM) strategies transforming B2B buying journeys.
Let’s take a look at the key themes we addressed in this session, such as brand strategy, personalization, and AI innovations, and how Exclaimer can enhance B2B strategies in 2025. For marketing leaders looking to refine their approaches, these insights will pave the way for a successful 2025.
The key trends in B2B buying journeys
1. Brand as a strategic weapon
As marketers, we understand that the impact of a clear and well-defined brand is significant. In what is becoming a B2B marketplace that is too crowded and competitive, a strong brand presence sets you apart from others and opens unique opportunities. Companies that define categories through strategic branding stand out and make a lasting impression.
Those companies that invest in brand development will benefit from higher engagement rates and stronger customer loyalty. They’ll be the ones on the consideration shortlist as buyers increasingly use their network and non-vendor sources (including communities and review sites) to navigate their way through the education phase of sourcing.
A strong brand strategy is your secret weapon, helping you define your niche and capture your audience's attention.
2. The increasing shift toward personalization
Today’s B2B buyers expect the same personalized experiences they receive as consumers. This makes personalization a necessity in all go-to-market strategies. Customizing buyer engagement on a 1:1 basis significantly enhances a customer’s experience, driving more conversions as a result.
From personalized email campaigns to individualized product recommendations, tailored content is key to meeting these expectations. Companies focusing on personalization will see higher engagement and satisfaction levels, making it a critical component of modern B2B strategies.
3. Harnessing AI innovations
You don’t need us to tell you that Artificial Intelligence (AI) is rapidly changing how businesses operate. In B2B marketing, AI-powered tools can enhance content creation, improve search accuracy, and scale brand amplification. Generative AI, in particular, is revolutionizing the way content is produced, distributed, and consumed.
AI can then analyze vast amounts of data to provide actionable insights, helping businesses refine their marketing strategies and enhance efficiency. By using AI, companies can deliver more relevant and impactful content at scale. They can ensure messages always resonate with target audiences by delivering the right content to the right person, at the right time.
B2Brunch session highlights
Amplifying demand with authentic brand strategy
Carol Howley, CMO @ Exclaimer
With nearly half of B2B marketers facing budget and resource cuts, working smarter is crucial. Strategies for achieving growth with limited resources include balancing brand building with demand generation activities, using automation, and focusing on customer retention.
Building brand trust allows companies to create meaningful connections with their audience. The key to building this trust, in a world saturated with AI-generated content, is authenticity.
For instance, companies that focus on transparency and building genuine customer relationships often see higher engagement and loyalty. Trust becomes a key differentiator, setting your brand apart in a competitive market.
Additionally, by optimizing processes and making data-driven decisions, companies can maximize their ROI and drive sustainable growth even in resource-constrained environments.
Transforming B2B buying journeys
Avishai Sharon, CEO @ TrenDemon
In 2025, the landscape of B2B buyer journeys will be significantly transformed. With 84% of deals decided before sales and marketing teams are even aware, and 78% of buyers having established their requirements by the time of first contact, understanding buyer behavior is crucial.
Increased competition for attention online, coupled with a rise in buyer anonymity, highlights the need for a shift from a lead-based to an account-based approach. To thrive, GTM organizations must focus on strengthening their brand, investing in first-party data, leveraging account-based insights, and embracing AI innovations.
Fortunately, there are three foundational GTM questions about awareness, engagement, and the value proposition that your website can answer:
Is our ICP aware of us?
Does our content engage them?
Do they understand why they need us?
These key questions will guide effective strategies in 2025.
How to drive measurable pipeline
David Verwey, VP EMEA @ Infuse
Effective pipeline creation in 2025 hinges on a measurable approach to demand revenue marketing. Companies must overcome common attribution challenges, such as focusing too much on opportunity source, or proper attribution being too complex to implement.
To excel in 2025, marketers must get their fundamentals right, such as clearly defining personas and buying groups, nailing the content roadmap, and investing in the right technology. After getting the basics right, then the gains will be made in taking small, incremental steps towards improvement.
The power of brand collaboration
One of our key themes throughout our B2Brunch session was the importance of brand investment. Creating strategic partnerships has been used throughout the history of marketing to strengthen branding, reach new audiences, and create product differentiation.
Partnering with likeminded organizations offers brands huge benefits for both positioning and reach. Integrating tools and services and partnering on events, creates a more holistic approach to brand marketing, ensuring that every part of your strategy is optimized for success. By using the strengths of each partner, marketing leaders achieve better results and drive growth.
Get to know Exclaimer
At Exclaimer, our platform lets businesses create personalized email signatures that strengthen brand consistency and improve customer engagement. By using Exclaimer’s solution, you can balance personalization and automation to deliver exceptional customer experiences with minimal effort.
Ready to enhance your business growth? Book a demo with Exclaimer today and see the difference it can make.