October 29, 2024
(And why you can’t ignore it)
2025 is set to be a turning point for B2B marketing, and not just in the usual “new trends” kind of way. This isn’t about adding a new platform to your mix or experimenting with one-off campaigns. Instead, 2025 is demanding that we rethink core aspects of our strategies—from how we approach leads, to the very role content plays in our buyer relationships. Here’s a look at the biggest changes on the horizon and why, if you don’t adapt, you’ll risk being left behind.
From leads to buying groups: unlocking new opportunities in demand gen
The approach to demand generation is evolving in powerful ways. Focusing on individual leads is no longer enough. The real opportunity lies in engaging with entire buying groups. With 85% of B2B buyers sharing relevant content with others in their decision-making unit (DMU), there’s a chance to reach multiple influencers and decision-makers within a single account.
However, only 21% of buyers feel the information they receive from vendors is truly relevant, signalling a gap that proactive marketers can fill.
The Forrester B2B Revenue Waterfall framework reflects this shift, moving away from traditional, linear sales funnels toward a holistic approach that considers the entire group dynamic.
This is more than a tweak to the funnel. It’s about spotting potential opportunities early, identifying needs within the DMU, and building relationships well before a direct conversation. And of course (I would say this), social media is uniquely positioned to make this happen.
By using targeted content and strategic engagement on social platforms, you can nurture interest across the whole buying group and address the unique perspectives of different stakeholders in real time.
Imagine reaching key decision-makers, influencers, and champions within the DMU through relevant content that resonates with their specific needs. With social, you’re not just connecting with one lead; you’re engaging the entire buying ecosystem. This approach builds your brand as a trusted resource, ensuring that when the time is right, your name is top of mind.
This shift to buying groups opens new avenues for meeting buyers where they are. Social media enables forward-thinking marketers to deepen engagement, stay relevant, and drive conversions by aligning content to each stage of the journey, reaching multiple stakeholders in one go.
The cookieless future and the critical need for first-party data
The cookieless world isn’t a future scenario, it’s already here, reshaping how we connect with buyers. First-party data is set to become your most valuable asset in 2025, and integrating it with social offers an even greater advantage.
Brands that pivot to first-party strategies will lead the pack. The impact is undeniable: companies with first-party data report a 2.9x revenue lift and 1.5x cost savings.
But first-party, or even zero party data isn’t just about collecting contact info; it’s about understanding and engaging buyers where they spend time. By combining first-party data insights with social platforms, brands can deliver content that’s precisely targeted, personalised, and timely. This matters, especially since 50% of B2B buyers expect resources tailored to their current journey stage.
Social media, fuelled by first-party data, becomes more than a touchpoint; it becomes a continuous, trust-building channel. As data signals become more restricted, brands focusing on owned data and social integration won’t just remain compliant, they’ll become trusted, go-to resources for relevant information.
It’s an opportunity to forge deeper connections and build loyalty by engaging buyers on their terms. Fany hearing more, listen to our pod on a cookieless future.
The new role of content. Engage the group, not just the individual
Content is evolving, and in 2025, simply creating material won’t cut it. B2B buyers are more discerning than ever. With 56% of them consuming a wider variety of sales and marketing material than they did before 2020, they’re actively researching, but they’re selective about what they engage with. But here’s the kicker: only 21% of buyers feel brands provide truly relevant information.
So, how do we adapt? Content in 2025 needs to do more than just inform. It has to connect and resonate across the whole buying group. It’s about crafting stories and insights that appeal to everyone in the decision-making unit (DMU). Think of content as your invitation to start a conversation with every stakeholder, from influencers to decision-makers.
By making each piece of content memorable and valuable, you’re not just ticking a box; you’re giving each member of the buying group something they actually want to pass around. Every social post, case study, or video should be worth sharing, worth debating, and worth remembering.
Join Joel Harrison and me in our LinkedIn Live session to dive into how you can create content that not only resonates but drives action across the entire buying group.
Thought leadership as a strategic lever
Thought leadership isn’t just a nice-to-have, it’s fast becoming a must-have.
In a landscape where 73% of B2B buyers trust thought leadership over standard marketing materials, producing quality insights is no longer optional. Buyers want expertise and substance, not surface-level content. In fact, 70% of C-suite executives have reconsidered their existing suppliers after engaging with a competitor’s thought leadership.
Imagine that. Just one powerful piece of content can make a buyer question their current partnerships.
So, what does thought leadership need to look like in 2025? It has to go beyond fluff. Real thought leadership challenges, educates, and even reshapes thinking. But here’s the real opportunity, only 15% of decision-makers say the thought leadership they read is “very good” or “excellent.” This gap is your chance to shine.
Micro-influencers and the rise of credibility over reach
Here’s a shift that might surprise you. In B2B, it’s not the big-name influencers that are making waves, it’s the micro-influencers. Smaller influencers with niche credibility are building trusted connections in specific industries, and in 2025, they’re becoming essential.
B2B buyers are looking for expertise and trust. By partnering with influencers who already have credibility and an engaged following in your sector, you’re reaching audiences in a way that feels authentic and informed. And working with influencers’ platforms, like podcasts and videos, offers reach and credibility that would be hard to build from scratch.
With 67% of influencers willing to create long-form content like blog posts and articles for brands, there’s an enormous opportunity to generate content that resonates. It’s about choosing voices that genuinely connect with specific audiences rather than casting a wide net.
influence is all about quality over quantity. Working with the right micro-influencers isn’t just a tactic; it’s a strategy for becoming a trusted voice in your industry.
The bottom line. Don’t just adapt. Lead the way
2025 isn’t just another year for incremental change; it’s set to be transformative for B2B marketing. To stay ahead, it’s not about tweaking existing tactics. It’s about reimagining entire strategies to meet the evolving expectations of modern buyers.
B2B buyer behaviour has shifted dramatically. Today’s buyers expect more relevance, faster answers, and real value across every touchpoint, especially on social. From embracing demand gen as a group engagement strategy to building comprehensive, first-party data frameworks that respect privacy, successful marketers will be the ones who go beyond adaptation—they’ll be the ones leading the way with bold, data-backed approaches.
Social media will play a pivotal role in this new landscape. It’s no longer just a visibility tool; it’s where B2B relationships are built, insights are shared, and influence is amplified.
Integrating smarter social strategies into your playbook means delivering targeted, value-driven content that speaks to each stakeholder in the buying group. It’s about using social to distribute thought leadership, engage micro-influencers with credibility, and harness the power of first-party data to create experiences that feel tailored and trustworthy.
If you’re serious about making an impact in 2025, it’s time to embrace this new approach.
Join us for our LinkedIn Live session with Joel Harrison, where we’ll break down these changes in full, diving into practical tactics and insights that will give you the edge in 2025. 1pm BST, Wed 13th Nov
