B2B Digital Marketing in 2025: 18 Strategies and Trends

B2B marketing is a tough space.

Often marketers feel the weight of the world as they shoulder the difficulty responsibility of promoting their brand to other businesses.

And there are about a million roles that come along with that responsibility.

Strategist. Analyst. SEO expert. Copywriter. Editor. Influencer liaison. Social media guru.

Sometimes it feels like B2B marketers have to be everything. And that can be daunting.

So as a B2B marketer, how can you make sure you’re doing a good job? How can you make sure you’re doing what you should be doing to “move the needle” for your business?

In this article, we’ll walk you through 18 trends and strategies for B2B marketing in 2025, focusing specifically on digital marketing.

The goal is not that you should (or can!) be doing all of these, but just to give you ideas. And from these ideas, you can choose what strategies might make the most sense for your team and your business.

So let’s get marketing!

Also check out this fantastic video about B2B content marketing:

18 B2B Digital Marketing Trends and Strategies

Here are 18 B2B digital marketing strategies you can consider for 2025.

Text Message Marketing

SMS is a simple yet strangely underutilized digital marketing strategy for B2B brands (and brands in general).

After all, text messaging has read rates of around 55% and “view rates” of up to 100%.

Texting is one of the most ubiquitous forms of communication out there. So it makes sense that it’s one of the most effective channels to really reach people.

And even though text messaging is more personal than some other marketing channels, it is not generally considered unprofessional even in the B2B world to incorporate SMS into your marketing.

BOFU Content

Despite the influence of AI, content creation is most certainly not dead.

(After all, you’re reading this piece of content, aren’t you?) 🙂

It’s still important (and in my opinion, always will be important!) to put out quality content that is actually helpful and satisfies search intent.

When it comes to content, one strategy is to put a major emphasis on BOFU (bottom of funnel) pieces.

This is the type of content that people are looking for when they’re almost at the point of purchase, so it has the potential to get people’s attention and move them to a conversion without as much effort as TOFU and MOFU content.

One caveat on BOFU content, however, is that it can consume more time and resources to create than other types of content, because it involves more detailed expertise on the subject matter at hand. So it may take a bit of in-depth research to really understand enough about the topic at hand to create the content.

BOFU content example:

Email Marketing

It’s easy to get distracted by shiny new objects like AI and AR (see below), but don’t forget the classic marketing strategies that remain tried and true—one of the most important being email marketing.

Of course, email marketing has its challenges. (Keeping your emails out of the “Promotions” tab for one!)

But email marketing is both cheap and effective. And it allows you to reach your audience individually in personalized ways.

Keep in mind, though, that the data from email marketing (such as open rates and click rates) is becoming less reliable as privacy initiatives are implemented on user’s devices, so you can’t put too much stock in the analytics of ESPs (email service providers).

SEM

Search engine marketing (SEM) including SEO and paid search has been around ever since search engines have existed.

And there’s a reason why it’s still popular: people still use search engines to research solutions to their problems.

So why not make an investment into the channel that people are specifically using to find solutions to their problems (solutions that your product or service can provide)?

My best advice for SEO in particular is to not worry too much about beating the algorithm, but simply to create content that is good and that satisfies search intent—content that is more helpful to users than what is currently ranking in the search engine results (SERPs).

Video

The popularity of video content doesn’t seem to be going away.

It’s why reels are popular. It’s why TikTok is popular. (Even if the fate of TikTok itself is currently unstable!)

People enjoy consuming videos. They’re more engaging than a wall of text, or even than a still image.

And just because you’re a B2B company doesn’t mean your videos have to be “boring” and “professional.”

Aiden Brannigan of No Boring Brands is an example of someone who creates B2B videos that are intentionally off-color and humorous, rather than what you might expect from a stereotypical B2B video.

Relevant Link Building

Gone are the days (if they ever even existed) in which just amassing links was a positive thing for your business.

But that doesn’t mean link building is of no value. It just means that you need to be strategic about the kinds of links you build.

There’s the obvious caution not to get links from link farms or content mills.

But there are some other elements to consider as well, such as:

• Will this link bring in any relevant traffic to my site?
• Will this link help my page move up in the SERPs for a particular keyword?

The point is not even just to get links from quality sites (DA and DR are essentially worthless metrics), but rather to get links that will help your business in measurable ways.

Podcasting

At this point there are over 4 million podcasts out there.

Does the world really need another podcast?

Well… maybe the world doesn’t need another one, but people seem to want them.

Podcasting has been around long enough now that it’s more than just a fad. So while not every business needs a podcast, it’s worth it for every business to at least consider having one.

But don’t get the idea that podcasting is easy.

To do it well takes time and resources. So you’ll need to balance all of those considerations before jumping into one.

Business Development Relationships

A B2B marketing strategy that’s more of a long game is building strategic business development relationships.

This kind of approach involves simply building connections with people who may become ideal clients down the road, or who could connect you to ideal clients down the road.

These relationships can be fostered via social media (especially LinkedIn), Slack communities, in-person events, or any other kind of channel or setting that allows you to network with people who have similar interests.

It involves messaging people, commenting on their posts, meeting up with them for virtual or in-person “coffee chats,” checking in with them periodically, and supporting them in whatever ways you can.

The point here is to just be a friend and not have an agenda—even if the interactions never take you anywhere professionally, you’re still getting to develop relationships, which is rewarding in and of itself.

(And the reality is that if you’re consistently engaging in these types of relationships, sooner or later they will naturally lead to business opportunities down the road.)

Hyper-Personalization

Despite the public’s growing concern with the privacy of their data, the more personalized you can get in your marketing, the better (generally speaking).

Implementing marketing initiatives that trigger according to your audience’s specific actions and behaviors can help grab their attention and guide them toward the next action you’d like them to take.

Of course, this must be balanced with the reality of users’ concerns about privacy, so do exercise personalization with caution. But try to think of ways that you can incorporate as much (non-creepy) personalization as you can into your B2B marketing.

Maybe this means following up with someone via SMS and offering them a discount for their specific items when they abandon their cart.

Maybe this means being very specific about geographical location.

Whatever you can do to connect with your audience on a personal level is a good thing.

LinkedIn

You may or may not be one who still thinks of LinkedIn as a glorified résumé site.

But it’s actually an active and growing community. According to Social Shepherd, there are over a billion users on LinkedIn.

And this is great for B2B, because many of these people are businesspeople seeking to make meaningful connections to build their professional networks.

So they might be just the target audience you’re looking for!

Marketing on LinkedIn could come in the form of more formal promoted posts, organic posts, and sponsored DMs, or it could come more informally in the form of commenting on others’ posts, personally DMing prospects and customers, and overall just developing connections with people. (See “Business Development Relationships” above.)

LinkedIn marketing also doesn’t have to all be done from a company page—in fact, it’s probably better if it’s done from a personal page.

X

X, formerly Twitter (and I will probably forever have difficulty referring to it without saying “Twitter”!), has had a tumultuous past few years.

But even with the controversies and the new leadership and the huge staffing cuts, it still stands strong as a social media platform.

Although its user base is declining, it’s by no means dead.

If you haven’t been focusing as much (or at all) on X/Twitter this past year, it may actually be time to consider it in a period in which it’s a bit less popular.

There may be less competition there—and it could very well be the place where your target audience is hanging out.

Authority-Building via eBook Publishing

One method some businesses are using to establish their brands as leaders in the industry is publishing a book.

If done well, this could help you build authority and trust with your B2B audience so that they trust you as a brand.

If you’re unfamiliar with the publishing process or don’t have the in-house manpower to do this yourself, you can publish these types of books through book launch services such as Write and Main (sponsored link from which we may receive compensation).

For example, Abi Prendergast is a copywriter who wanted to establish herself in the industry as an expert who can help clients with their evergreen sales funnels. She published a digital book called Day #1 Evergreen as a way to further position herself as a leader who can help clients in this way.

Event Marketing

Event marketing in general is an age-old tactic that still seems to work for many businesses.

For digital event marketing specifically, there are some different ways you can go about it.

For example, you can simply be a sponsor for a virtual event in exchange for brand exposure at the event.

Or you could actually become a primary speaker or a workshop host at a virtual conference or summit.

Or you could collaborate with an influencer who can be a spokesperson for you at these types of events.

Some brands find these types of approaches to be effective ways to get in front of an ideal audience who will resonate with their solution.

(The key is to find events that really match up with the audience you’re trying to reach.)

Influencer Marketing

There’s an influencer for every niche these days.

And influencer marketing allows you to capitalize on those influencers’ engaged audiences—audiences that already exist on social media—so that your brand can be exposed to a new community of people in your ideal target.

Now, keep in mind that influencer marketing is a bit risky, because you never know how much engagement the influencer is actually going to generate from their audience.

But some audiences are very attentive to what the influencers do, so there’s definitely potential to make a big impact.

AI

Of course, we can’t talk about trends and strategies in 2025 without at least mentioning AI.

AI was definitely the craze 1–2 years ago, and it is still a big marketing concept.

While people in general don’t seem to be as excited about AI (and some are actively critical), digital marketers would be foolish not to consider the best ways to incorporate AI into their digital marketing strategy.

AI can play an important role in processes such as:

• Data analysis
• Strategizing
• Planning
• Content optimization and iteration
• Streamlining processes

I would recommend not using AI to do much creation of your content—while the outputs may be passable and even sometimes good, they are not typically excellent, even when edited by a human.

Voice Search Optimization

Just about everyone has an Alexa or Google Home device now. (Amazon announced back in 2023 that it had sold over half a billion Alexa-enabled devices!)

That’s not even to mention Siri and Google Assistant, which millions of people have on their mobile phones.

And what are people doing with all of these devices?

They’re asking questions and searching things on the internet.

So more and more brands should be taking voice search optimization into account when considering their site and content.

AR

You’ve probably heard of augmented reality (AR) by now.

It refers to blending physical reality with digital for a more immersive user experience. (Remember Pokémon Go?)

While AR may not have practical uses for all businesses, it would be good to consider whether there is some sort of interesting and useful way you could use it to help in your context.

For example, perhaps an ecommerce furniture store could develop some way to allow users to view how specific pieces of furniture may look in their actual home, by projecting the furniture digitally through their phone’s screen.

If you can dream it, it might be possible!

This kind of highly interactive approach is still novel and interesting for people—though it might not be for long.

Livestreaming

Going live in front of your audience can be intimidating.

But it can also be a great means to connect with your audience in a way that feels personal.

It allows you to be less polished, which makes your brand more relatable.

It also allows you to have personal interactions with your audience—answering questions and engaging in conversation with people on the spot.

Obviously, you don’t just want to hit “Live” without any kind of plan. But it doesn’t need to be fully scripted and fleshed out, so you can save some time in that respect as well by having a bit less prep and editing work.

B2B Digital Marketing Examples

Here are just a few specific real-life examples (both positive and negative) of B2B digital marketing.

SMS: Mobile Text Alerts

Mobile Text Alerts uses text messages to promote a coaching call offer that customers can take advantage of for 1-on-1 assistance with planning their own SMS strategy.

It’s an interesting case of using the medium that our service actually offers as the means to promote the use of that same service!

Video: Dropbox

Below is an example of a video Dropbox created to promote its product Dropbox Paper (a co-editing project solution).

If nothing else, it shows that B2B content doesn’t have to be boring!

While it’s an engaging and energetic presentation, in my personal opinion it leaves some confusion about what the product it’s promoting actually is.

Influencer: GE

Isonline notes how GE recruited several Instagram influencers to promote the B2B aspect of their business (which supplies wind turbines, jet engines and locomotives).

GE had these Instagram users take pictures of tours of their facility.

The low-cost campaign resulted in 8 million views and 3,000 new followers, so seems like a good marketing move on GE’s part!

AR: Superside

Superside developed an AR game, in the form of an Instagram lens, that they used to help promote their summit.

The user simply had to activate the lens and point the camera on their face; then by tilting their head one way or the other, they could answer questions that appeared on the screen. These questions would then guide them toward what sessions would be most beneficial to them at the summit.

This is a brilliant way to promote your event and seems to have yielded a lot of success for them.

Marketing School is a collaborative podcast between marketing gurus Neil Patel and Eric Siu, in which they share insights for marketers and entrepreneurs.

The podcast seeks to provide valuable free content that marketers can take action on, and so serves to promote both Patel and Siu as marketing authorities who can help a business grow.

(And this bolstering of their authoritative image means the podcast also serves to promote and bring in leads for their own businesses.)

B2B Digital Marketing FAQ

Check out these answers to some commonly asked questions regarding B2B digital marketing.

What is B2B digital marketing?

B2B stands for “business-to-business” and refers to businesses that offers products or servies geared toward other businesses rather than consumers.

B2B digital marketing, then, refers to digital marketing efforts (marketing efforts that happen on digital platforms and devices) that are directed from one business to another.

In contrast, some businesses operate on a B2C (business-to-consumer) basis in which the business sells a product or service directly to consumers.

How does digital marketing work for a B2B company?

While there are some differences in the nuances between B2B and B2C approaches in digital marketing, by and large the overall principles are the same.

We are, after all, simply marketing to humans—whether they are humans representing a business or not.

Digital marketing can take a variety of forms (for example, see the list of trends and strategies in the article above).

Some of the most common include:

• Email marketing to B2B prospects and clients
• Social media posts and promotions
• SEO with an emphasis on business-related content
• Paid search engine marketing
• SMS marketing (had to throw that in there!) 🙂

Which Strategies Will You Focus On in 2025?

You can’t follow every marketing strategy and opportunity.

So just pick a few and run with them. Test them out. See what works for your business.

How do you choose which ones to try?

Think about:

• What will most resonate with your target market
• What interests you
• What your team’s skills entail

Then develop a plan and go for it!

Even if it “fails,” you’ll have learned something along the way.

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One simple yet underutilized strategy is text message marketing.

If you’re interested in exploring that, get a free trial to have a feel for how it works. And you’ll most likely find yourself saying, “Why didn’t I do this before?”

Get your free SMS marketing trial now.

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Sources:

• Forbes (1)
• Forbes (2)
• Digital Marketing Institute
• Kantar
• Smart Insights
• Northbeam

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Sam Pelton is the content director for Mobile Text Alerts, an SMS marketing service that gives businesses an easier way to reach customers. He has 10 years of experience working with the texting platform in the areas of customer support, quality assurance testing, content creation, copywriting, and marketing strategy.