Written by: Vickie Sullivan  |  February 11, 2025

B2B Marketing in 2025: What’s Changing and How to Adapt

“The very nature of what it means to be a marketer—from how we engage buyers to how we structure our teams to what we measure—is changing.”

That’s a powerful statement from entrepreneur and Marketo co-founder Jon Miller. The changes shaping B2B marketing in 2025 stem from what he calls a perfect storm: AI colliding with the declining effectiveness of traditional demand generation marketing. In a recent column on MarketingProfs, Miller explores how those two trends will influence B2B marketing in 2025 and presents 11 predictions, including:

• Companies will break from their addiction to MQLs

• AI agents will gain traction in the enterprise

• Companies will adopt AI SDR agents

But check out #10: Experiences, relationships, and original content will win as AI filters out traditional marketing. Here, he delves into what we all want to know: how to stand out when you will never outproduce AI.

The Biggest Shifts Shaping B2B Marketing in 2025

I see two big shifts happening with B2B marketing that leaders need to jump on.

• From education to experiences. AI will always win the summary of information game. What it can’t capture are organic moments that change everything: a peer-to-peer conversation or a new introduction at an intimate dinner. Key quote: “The goal isn’t just to inform but to create something worth remembering and talking about.”

What to do: Look around at webinars, tradeshow booths, etc. How can you facilitate a magical moment there? Tip: It doesn’t have to involve education.

• From content libraries to engaged communities. As B2B marketing in 2025 evolves, one of the biggest shifts will be from content volume to community engagement. Yes, we all know we need an army of advocates and fans. But constantly churning out content is no longer enough.

What to do: Play matchmaker. Help your people help each other or partner with people in adjacent roles with whom you share clients. Prediction: Ecosystem-led growth (ELG) will be the “it” strategy for 2025.

As B2B marketing in 2025 takes shape, one thing is clear: AI is transforming the landscape, but buyers still have needs that only humans can fulfill. Marketers must rethink their strategies to deliver value beyond what AI can generate.

Miller’s article gives me hope that thought leaders can provide support in ways AI cannot replicate. We just need to change our contribution. Let’s begin.

Now Read This:

• 2 B2B Marketing Shifts Creating New Opportunities
• Competitive Branding for B2B Professional Service Firms

This site uses Akismet to reduce spam. Learn how your comment data is processed.