The B2B Marketing Playbook for 2025 - 10 ideas that will help you improve your performance

Your prospects don't care about your Q1 targets. And they certainly don't care about the latest marketing buzzwords. But they do care about solving their problems.

After 20+ years in B2B marketing, let me share what's actually going to move the needle for your business in 2025 from a marketing perspective and drawing on my own experiences working in B2B businesses.

1. Fix your leaky bucket first

Here's a wake-up call: most B2B businesses don't need more leads - they need to fix their conversion rates. Before you pour more money into lead generation, take a forensic look at your customer journey. I learned this firsthand while working with an L&D company, where we grew our email list from 400 to 6,000+ subscribers. But here's the key - we focused on engaging these leads through multiple touchpoints: podcasts, newsletters, free ebooks, and open lunch sessions. Each piece of content was designed to move prospects closer to a buying decision.

2. Make self-service a priority

The data's clear - over 50% of large B2B purchases (yes, even those over £1 million) will happen through digital self-serve channels in 2025. Your buyers want control. Give them interactive tools, proper product information, and clear pricing. Let them explore solutions at their own pace.

3. Neglect investing in your brand at your peril (It's your long-term growth engine)

During my time at Vanarama, I witnessed firsthand how strategic brand investment pays off. While competitors were fighting over quick wins in performance marketing and taking big dividends, the CEO took the bold step of investing in TV advertising and sports sponsorship. The result? Years later, they could actually reduce their performance marketing spend because they'd built such strong brand foundations. It's a perfect example of playing the long game in B2B marketing.

4. Own your market position

Working with a wine subscription company in 2018 and 2019 taught me a valuable lesson about positioning: it's better to own a large slice of a small market than fight over crumbs in a crowded one. In 2025, this matters more than ever. Don't try to be everything to everyone. Find your niche, tell your unique story, and own it. This approach helps you avoid the race to the bottom on pricing and creates genuine differentiation.

5. Content still rules (but make it count)

Remember that L&D company I mentioned? Their growth wasn't just about creating content - it was about creating the right content for each stage of the buyer journey. From awareness-building podcasts to decision-enabling ebooks, every piece served a purpose. Your prospects are consulting 10+ sources before making decisions. Make sure yours cut through the noise.

6. Master LinkedIn (Because it works. I know because I use it every day!)

I'm not just preaching here - I've built my consultancy business on LinkedIn through consistent, valuable content creation. In 2024 alone, my posts received over half a million impressions. But here's what really matters: it's not about vanity metrics. By focusing on growing connections within my target audience and engaging meaningfully with their content, I've seen a steady stream of inbound leads. The platform works when you work it properly. And for B2B businesses looking to grow and scale in 2025 there is no better platform in my opinion.

7. Build a real community

With LinkedIn's billion-plus users, it's easy to get lost in the noise. But building a genuine community isn't about follower counts. It's about creating spaces - whether through LinkedIn groups, private Slack channels, or in-person events - where your audience can connect, share, and grow together, with your brand at the very heart of the community.

8. Sustainability isn't optional

Your B2B buyers are under pressure to make responsible choices from the very top of the organisation. They need suppliers who can help them meet their ESG goals. If you're doing good work here, show it with evidence. If you're not, start now and build a solid ESG foundation in 2025 and beyond.

9. Get your tech stack right

MarTech spending is set to be a top priority in 2025. But before you buy the latest shiny tool, audit what you have already. Are you actually using your existing tech effectively? Sometimes less is more. But above all else, have your strategy in hand first and use that to drive what resources you need, including digital tools.

10. Think omnichannel, act personal

Your prospects expect a seamless experience across all your channels (this has been the case for at least a decade or more now). But they also want it to feel personal. Use your first-party data wisely to create consistent, personalised experiences, whether they're on your website, LinkedIn, or at your events.

The reality check

41% of businesses are increasing their marketing budgets in 2025. But throwing money at marketing won't fix fundamental problems. I've seen this time and again - the companies that win aren't necessarily those with the biggest budgets, but those who understand their market position, invest in their brand, and consistently deliver value to their audience.

Remember: Your prospects aren't moving too slowly. You might just be pushing too hard, too fast.

What's your take?

Are you seeing these trends in your business? Let me know in the comments below.