Marketers…it’s been a long year.

Widespread layoffs, a turbulent political landscape, and shrinking marketing budgets—down to just 7.7% of company revenue—have left many advertisers wary of what lies ahead.

But here’s some good news: Economists forecast a 2.5% boost to the U.S. GDP in 2025, opening the door for businesses that played it safe in 2024 to bet big on brand and beyond. Still, the road ahead is anything but smooth. Advancements in MarTech and AI, enhanced buyer expectations, and the rising demand for clear ROI present both challenges and opportunities for CMOs determined to fuel growth.

Discover our four key predictions shaping B2B branding, marketing, and advertising in 2025, designed to help you keep your organization ahead of the curve. Ready to dive in?

1. Generative AI Goes (Far) Beyond Content Creation

Generative AI (GenAI) isn’t going away.

In fact, it’s reshaping businesses at an unprecedented pace. Today, 72% of companies worldwide report using AI in at least one major department, with GenAI adoption nearly doubling in the second half of 2024. Unsurprisingly, marketing and sales are leading the charge.

But why are marketers the early GenAI adopters, and still the industry leaders in adoption rates? Back in May, we explored the creative potential of GenAI for marketers willing to embrace it responsibly. At the time, 65% of marketing leaders were experimenting with GenAI, but few had fully implemented it. Fast forward seven months, and the landscape has evolved dramatically.

Marketers leveraging GenAI are now reporting tangible results: a 10 –20% reduction in costs and a 5 – 10% increase in revenue through widespread integration.

What’s driving these numbers? The shift beyond content creation. While tasks like generating social media posts or entire car commercials remain part of its utility, CMOs are now harnessing trained AI models for high-level applications—optimizing campaigns, predicting trends, and driving strategic pivots. What was once experimental has become indispensable in the pursuit of precise, data-driven marketing.

Couple this with shrinking budgets and the reality that only 27% of CEOs feel equipped to achieve their marketing goals with their current operating models, and it’s clear: GenAI is poised to become the cost-effective tool that redefines the knowledge workforce forever.

2. Interactive Storytelling Takes Center Stage

The craft of storytelling has always been at the core of effective marketing, influencing campaign performance by 25 – 35% when messages resonate on an emotional level. While storytelling skills are in higher demand than ever, the media for delivering campaigns have changed drastically—along with the consumption habits of B2B buyers. Experts predict the global VR and AR market (commonly referred to as “XR”) will soar to $1.706 trillion over the next decade—a seismic shift that has left many CMOs uncertain about where to allocate resources to prepare for the future.

At the same time, the demand for personalization is growing. Millennial and Gen Z buyers—digitally savvy and accustomed to self-service buying—expect a tailored experience when interacting with brands. This shift has been swift, with 75% of B2B buyers now preferring a completely rep-free sales experience.

Enter interactive storytelling, the next evolution of marketing and a departure from static, one-dimensional B2B campaigns. It merges investments in digital platforms, like XR, with more agile sales tactics, such as adopting hybrid selling models, enhancing online buying journeys with timely and unobtrusive interactions, and leveraging tools like live chats, interactive XR demos, and more.

In a world oversaturated with advertising, B2B brands are discovering innovative ways to captivate their audiences. With only 35% of marketers believing their customers currently receive highly personalized experiences, the opportunity for growth is clear.

3. ESG Messaging Becomes Table Stakes

“Green” initiatives. DE&I. Corporate Social Responsibility.

These terms, and many others, marked a shift in the early 2000s that realigned brand promises around safety, sustainability, and equity in business practices to meet modern consumer expectations. The movement became the ESG (Environmental, Social, Governance) framework, gaining traction after businesses recognized that more than half of consumers (51%) expect to see active investment in sustainability reporting before committing their buying behavior.

Fast forward to 2024, and brands are still looking for more formal and less-performative ways to show that they’re concerned with social and environmental impact of their brands beyond the bottom line. The money is there, with global companies increasing investment in ESG assets by 21.5% over the last five years, signaling to customers that a portion of their contributed revenue is being used to better the world.

This makes sense for B2C brands battling to define their purpose in a crowded consumer space, but ESG is equally crucial for B2B. Around 73% of B2B buyers are willing to pay a premium for companies with a strong purpose, compared to 48% of consumers.

To them, it’s not enough to merely make a “purpose” statement or set lofty goals. B2B buyers want real action to back up these claims. Although 90% of S&P 500 companies release ESG reports, only 40% of investors trust the ESG ratings they receive.

So, how do we overcome these trust barriers? Stop treating ESG as just a reporting task. From a marketing perspective, shift from passive reporting to active storytelling. Highlight your brand’s measurable impact—whether it’s through carbon reductions, community engagement, or ethical sourcing. Make ESG part of your brand’s DNA and ensure it’s reflected at every touchpoint.

B2B buyers are willing to pay a premium and are 2.7 times more likely to commit long term to suppliers offering sustainable options.

By 2025, ESG won’t be optional, it will be the baseline expectation.

4. The Rise of B2B Influencer Partnerships

Despite nearly a quarter-century since the first 2000s-era social media influencer burst onto our screens (and more than two centuriessince the profession was originally founded), many B2B CMOs and their teams still glaze over at the hint of leveraging an outside personality to promote their brand.

But these are the few, not the many. Research reveals 75% of B2B CMOs are leveraging influencers, and those who don’t are planning to start soon. Correlated with a 90% agreement that social media has tangible ties to revenue, influencer strategies are leading the way for B2B business growth.

B2B influencers succeed for the same reasons as B2C influencers—authenticity and community—but they target a more specialized audience. In an oversaturated marketing landscape, a trusted influencer can effectively cut through the noise, delivering impactful messages that drive sales more efficiently than traditional methods.

How effective? Let’s look at the numbers:

  • 40% of marketers report warmer leads, increased sales, or higher lead volume.
  • Only 1% say influencer campaigns perform worse than brand-created content.
  • 92% agree influencers boost brand consideration and customer acquisition.
  • 47% see the biggest impact in aftersales, driving trust, advocacy, and repeat purchases.

Despite this data, B2B CMOs were also split 50/50 when choosing influencers’ biggest impact area in the marketing funnel, between mid-funnel relationship-building (50%) or lower-funnel sales (50%).

Ultimately, the key is helping buyers make informed decisions by leveraging influencers to build trust and guide their journey through the funnel.

Conclusion: The Year of Strategic Boldness

As we look ahead, B2B marketing is primed for growth, driven by our evolving relationship with technology, authenticity, sustainability—and the bottom line. Brands that steward these values and remain committed to their customers will find new and exciting ways to thrive in an increasingly complex landscape.

A new year will bring both challenges and opportunities, but those ready to embrace change will be well-positioned to lead. We hope the insights shared here help you craft strategies for success and growth in the year ahead.

Luke Bryant is an Account Supervisor with Spire Agency.

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