As we enter 2025, the B2B landscape is set to evolve dramatically, influenced by the bold experiments and lessons learned in 2024. With generative AI laying the groundwork for innovation, organisations now face the exciting challenge of transforming those experiments into actionable strategies that drive revenue growth. This year will require a keen focus on balancing immediate results with sustainable, long-term success.
In this feature, we’ll explore the trends that will shape B2B marketing and sales in 2025. From the evolving role of AI to the changing dynamics of buyer behaviour, these predictions will equip leaders with the insights needed to navigate the complexities of the marketplace. Let’s see what to expect and how to prepare for a year of transformative growth!
1. The Challenge of Reorganisation
In 2025, we expect a wave of reorganisations as CMOs and CSOs strive to address underlying issues within their organisations. According to Forrester’s Q4 2023 Demand Marketing Organisational Design And Process Survey, a staggering 88% of marketing leaders doubt their teams’ current organisational design will meet revenue targets. Many organisations may resort to superficial changes, such as shifting revenue operations under a “go-to-market” title, without tackling deeper issues like resetting strategy around customer needs or improving operational effectiveness.
Leaders who aim for sustainable success must resist quick fixes and focus on bold changes that will reset their revenue strategies and empower their teams to combine human insight with AI-driven efficiencies.
2. AI ROI: A Long-Term Investment
While enterprises have experienced significant improvements in customer experience and employee productivity through AI, many will face an “AI reset.” As leaders recognise that achieving ROI from AI investments takes longer than anticipated, some may feel tempted to pull back prematurely.
The Q2 AI Pulse Survey from Forrester revealed that 49% of US generative AI decision-makers expect ROI within three years, while 44% anticipate returns within five years. This impatience could hinder long-term growth. Instead, B2B leaders should craft a robust AI strategy aligned with their business model, identifying unique use cases and creating a roadmap that balances short- and long-term ROI.
3. The Influence of External Networks
Millennial and Gen Z buyers are reshaping B2B sales! In 2025, we’ll see that over 50% of younger buyers will consult 10+ external influencers when making purchase decisions. These influencers often come from online communities or industry events, reflecting a growing reliance on peer recommendations.
What does this mean? It’s crucial to understand who these influencers are and how they shape buying decisions. B2B marketers and sellers need to develop the tools and strategies to engage and support these external networks effectively. After all, it’s all about creating a seamless buying experience that resonates with the next generation of buyers.
4. The Shift to Digital Sales Channels
The landscape of B2B buying is changing. As Millennial and Gen Z buyers become dominant in the market, we anticipate that more than 50% of large transactions (valued at $1 million or more) will be processed through digital sales channels – either via self-serve options on vendor websites or directly through products.
Sales teams will need to adapt by positioning themselves as guides or navigators, focusing less on handling transactions and more on creating positive, impactful interactions. It’s about understanding what buyers need and providing that support to enhance their experience.
5. The Decline of Product-Led Growth Strategies
Despite the promise of product-led growth (PLG) strategies in 2024, data suggests that interest in PLG will drop to below 20% in 2025. The current macroeconomic environment and tight budgets are prompting organisations to deprioritise PLG initiatives, which have historically led to higher revenue growth and lower acquisition costs.
Instead, many will be pivoting toward generative AI projects to spur growth at a lower cost. Before diving into PLG, let’s make sure we evaluate potential gains in terms of reach and personalisation. It’s all about making informed choices that align with our broader business goals.
As B2B leaders plan for the year ahead, these trends highlight the need for strategic shifts. By focusing on meaningful organisational changes, committing to long-term AI investments, engaging influential networks, adapting to digital preferences, and evaluating growth strategies carefully, organisations can set themselves up for success. Let’s take the lessons learned from 2024 and build a resilient and innovative approach to B2B growth in 2025!
Source: Forrester