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Time is ticking fast for B2B companies. Generative AI is disrupting traditional processes. Geopolitical tensions are destabilising supply chains. Inflation is reshaping purchasing behavior.
Marketing teams are facing a dual transformation: a technological one with the rise of AI, and a sociological one as millennials increasingly step into decision-making roles. Our four-part special report breaks down these major shifts :
- The three major B2B marketing trends for 2025 ;
- The role of AI in marketing practices by 2025 (after the trial-and-error period from 2022 to 2024);
- The fundamentals of methodical innovation — a constant lever amid macroeconomic turbulence;
- A status update on the major sectors of the French economy, as seen by Infopro Digital experts.
B2B marketing in 2025: authenticity and short-form video take center stage
B2B marketing is undergoing a transformation driven by a major generational shift: 64% of decision-makers were born after 1981. This generation of professionals—who have little to no memory of a world without the internet—is redefining the rules of B2B communication
The rise of Millennials and Gen Z in decision-making roles naturally comes with a shift in how content is consumed and how purchasing decisions are made. Overall, we’re seeing a “B2C-ification” of B2B communication. While content must remain relevant and professionally useful, it also needs to be more digestible, impactful, and at times, even entertaining.
The dominance of short-form video is a perfect illustration of this trend. Thirty-second clips have a 70% completion rate among decision-makers. d after TikTok’s format. B2B brands are utilising this space to share engaging storytelling, authentic testimonials, and concise “best practice” clips that deliver ROI comparable to traditional business case studies.
Another defining feature of 2025 will be the increasing rejection of corporate jargon, buzzwords, and hollow messaging. The new standard calls for clear, data-backed language that describes real-world usage, openly acknowledges challenges and risks, and doesn’t shy away from failure.
🔗 Want to dive deeper?
We break down the three major B2B marketing trends for 2025 in the first part of this special report.
AI will redefine the marketing playbook in 2025
In 2025, Google’s dominance in information search will be challenged for the first time in its history. While the tech giant still processes 8.5 billion queries per day, generative AI is beginning to reshape how users navigate the web.
ChatGPT is gradually emerging as a credible alternative, thanks to its instant, concise answers and conversational nature.
This shift in web search has direct business implications: B2B marketers are expected to move away from unwinnable SEO battles on highly competitive keywords. Instead, they’ll focus on niche keywords that may drive less traffic but attract highly qualified audiences. This “long-tail” approach is becoming the only viable option in an era of voice search—where only the top result gets read aloud by AI.
When it comes to content creation, marketers will be far less experimental with AI. With more experience under their belts, they better understand its added value and operational limits. AI will become a go-to tool for research, translation, data formatting (like tables), and summarizing large volumes of content.
AI will also fill a critical data gap for B2B marketers. With intuitive tools like chatbots, it will help them quickly identify high-performing audience segments within a campaign, predict lead conversion potential, and optimize marketing efforts in near real-time.
🔗 Want to dive deeper?
Explore our insights: How will AI transform B2B marketing in 2025?
Methodical innovation: A steady guide in a volatile environment
The macro environment for B2B companies has never been more dynamic—or turbulent. AI is disrupting internal processes, inflation is reshaping buying behavior, and geopolitical tensions are straining value chains. In this ever-shifting landscape, some growth levers remain constant. Methodical innovation is one of them.
According to Kevin Roualec, Director of Digital Performance at Infopro Digital, innovation can transcend economic cycles when it is built on four key fundamentals:
In-depth analysis of customer usage data;
Targeted integration of new technologies;
Strategic partnerships that enhance internal expertise;
Collective intelligence and alignment across R&D, marketing, product, and sales teams.
🔗 Want to dive deeper?
Read our interview with Kevin Roualec: “From Idea to Product: The Keys to Methodical Innovation”
2025 Status Report: key Industries nder Pressure
In the first two parts of this report, we explored the major trends transforming marketing and sales: generative AI, of course, but also the rise of short-form video in B2B, and decision-makers’ growing appetite for content that is more human, more authentic, and free from jargon and corporate speak.
But these marketing trends only make sense when viewed through the lens of real-world conditions. How can you build and execute an effective acquisition strategy without a deep understanding of the dynamics at play in your specific industry?
That’s why we’ve turned to expert contributors from Infopro Digital’s editorial teams to share insights on four key sectors of the French economy: local authorities, manufacturing, automotive, and retail.