The 2025 B2B predictions

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The 2025 B2B predictions are coming thick and fast.

 An array of alternative views and perspectives are filling up our LinkedIn feeds like a Christmas party dance floor.

 Expected predictions feature in most lists. AI, effectiveness and brand. I have shared 3 perspectives, a general view, media and SEO specifically.

 Jon Miller writes in Marketing Profs his 11 predictions for 2025.

 Here are the 4 I liked the most, to check out the other 7, head over to his full article here.

 1. CMOs will work to reframe Marketing's role in revenue

2. AI will start to replace junior sales roles but augment strategic sellers

3. Companies will adopt AI SDR agents—but automated cold prospecting will fall flat

4. Experiences, relationships, and original content will win as AI filters out traditional marketing

Head over to Mediacom’s 2025 media predictions. 

 This is my favourite perspective - The B2B event revolution: Explore the rise of micro-events, hybrid formats, and the strategic use of technology for personalized experiences.

If B2B SEO takes your fancy, check out these 9 predictions.

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My 3 favourite non-2025 posts this week.

One of the biggest opportunities in marketing is fixing your measurement. 

It will unlock a more effective and efficient route to market.

Chris Walker, as ever, articulates this perfectly in his video here.

Favourite quote “Attribution (the tool) isn’t the problem. It’s how it’s used (the process) in B2B companies that is the real problem.”

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A more expensive, well-known product is easier to agree on when buying groups consider purchasing your product or service.

A brilliant summary from Mimi Turner on the fantastic research from LinkedIn.

Watch it here.

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Performance marketing is simply “physical availability” for B2B.

Dale W Harrison with another thought-provoking view on the realities of B2B buying behaviours

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Will your B2B influencer strategy inform your future Generative AI Search approach?

The search landscape is changing rapidly with the adoption of Generative AI, our default behaviour is being disruptive for arguably the first time in 2 decades.

The political and ethical conversations of the role of AI and the information it decides to share is a whole another debate.

But with more and more mainstream publishers licensing their content, information and arguably their reputation to the major tech platforms for the use of Generative AI, we will see B2B influencers starting to play a role with how we think about the future of search?

Will more content creators and subject matter experts play a more integral role in those future search queries?

There are broader questions about how much control, if any, we’ll have on LLMs remains to be seen, but with a technology that is evolving so fast, in a landscape that is more competitive than ever, there could soon be an emerging opportunity for a competitive edge or first mover advantage.

Author Chris Peters

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Conversations and articles I like

Influencer marketing will continue to grow and grow in our B2B lands, here are 12 people who will help expand your knowledge, rethink tactics and provide creative ideation.

How does creative consistency impact a campaign's brand and business effects?

Rory 'five Jags' Sutherland gives his fascinating insight into the Jaguar rebrand

Positioning is not a PowerPoint Deck

Do we need to keep using funnels in B2B marketing?

Do you work in a niche B2B industry, and do you want to start influencer marketing?

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