{"id":13636,"date":"2024-10-31T10:17:32","date_gmt":"2024-10-31T09:17:32","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/marketing-b2b-les-3-grandes-tendances-a-surveiller-en-2025\/"},"modified":"2024-10-31T14:33:33","modified_gmt":"2024-10-31T13:33:33","slug":"marketing-b2b-the-3-big-trends-to-watch-in-2025","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/marketing-b2b-the-3-big-trends-to-watch-in-2025\/","title":{"rendered":"B2B marketing: 3 key trends to watch in 2025"},"content":{"rendered":"\n

Generative Artificial Intelligence (genAI) following in Google’s footsteps, short videos confirming the “B2Cization” of B2B, and a strong demand for authentic, human-signed content. These are the three major trends that will set the pace for B2B marketers in 2025!<\/strong><\/p>\n\n\n\n

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#1 Generative AI: following in Google’s footsteps\u2026<\/h2>\n\n\n\n
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As with all disruptive technologies, generative AI has raised concerns among marketing professionals, similar to the fears surrounding writing assistance tools and automation tools about a decade ago.<\/p>\n\n\n\n

This technology is positioning itself more as an operational extension of teams<\/strong>, with the emergence of the ‘augmented marketer’ profile.<\/p>\n\n\n\n

By 2025, AI will become an inseparable tool of the internet, much like Google was in the first half of the 2000s. In practice, after a year of trial and error, concrete applications are multiplying. Here\u2019s a summary:<\/p>\n\n\n\n

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Data analysis: <\/strong>marketing can inject Google Analytics and CRM exports into a chatbot to generate a detailed analysis of trends. For example: ‘Your conversion rate has dropped by 15% in the SME segment of 50 to 250 employees since March;<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Document processing: <\/strong>marketing submits the 200-page annual report of its main competitor to extract ‘the key pages’: targeted new markets, R&D investments, CSR policy, etc;<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Content production: <\/strong>instead of starting from a blank page, marketing creates a detailed brief (target audience, objective, tone, keywords, editorial line, examples of online content\u2026) to generate a preliminary structured outline.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Working on personas: <\/strong>marketing engages in a conversation with AI by having it take on the roles of different customer profiles to test hypotheses, objections, etc.<\/p>\n<\/div>\n<\/div>\n\n\n\n

Technically, the progress of flagship products such as ChatGPT and Claude will continue into 2025, but more in the logic of fine-tuning than exponential leaps. The “scaling leap” observed between 2022 and 2024 seems to be stabilizing. The greatest advances are expected in image generation, where there is still considerable room for improvement.<\/p>\n\n\n\n

In France, while adoption remains moderate among the general public (25% of users in 2024 compared to 16% in 2023 according to Ifop<\/mark><\/a>), the impact on businesses is already significant<\/strong>: teams using AI see their productivity increase by 38%. However, the topic remains sensitive<\/strong>: more than one in two employees hesitate to discuss the use of AI with their management.<\/p>\n\n\n\n

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#2 The short video, or when B2B continues to draw inspiration from B2C<\/h2>\n\n\n\n
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Short videos made a notable entry into B2B marketing in 2024<\/mark><\/a>. Next year, this format is likely to structure large-scale campaigns<\/strong> and become integrated at the core of Branding and Lead Generation<\/a>.<\/p>\n\n\n\n

The massive success of short videos responds to a deep demographic transformation within companies: 64 % of decision-makers were born after<\/mark><\/a> 1981<\/mark><\/a>. Familiar with digital codes (some have never known the world before the internet), this majority target demands the same communication standards they encounter in B2C<\/strong>: dynamic, immersive, impactful, and even entertaining formats.<\/p>\n\n\n\n

LinkedIn confirms (and intensifies) this trend with the rollout of its 100% video feed, akin to TikTok. Accessible via the mobile app, this vertical feed exclusively showcases professional videos: storytelling, testimonials, ‘best practices’ clips, etc. Early adopters will gain a significant advantage in 2025.<\/p>\n\n\n\n

Here are some figures to help you master this format in 2025:<\/p>\n\n\n\n

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95 % of decision-makers<\/mark><\/a> consider video to be ‘a valuable aid in decision-making;<\/p>\n<\/div>\n<\/div>\n\n\n\n

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70% consider it to be “the most relevant format in the purchasing phase”;<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Video generates a comparable ROI to business cases (53%);<\/p>\n<\/div>\n<\/div>\n\n\n\n

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30-second videos achieve a completion rate of 70% (vs. 50% for 2-minute videos).<\/p>\n<\/div>\n<\/div>\n\n\n\n

\ud83d\udca1ShortCuts\u00ae<\/strong> : 3 x 30 seconds to engage your audience on social networks
Infopro Digital M\u00e9dia launches ShortCuts\u00ae<\/strong>, your turnkey video campaign, from conception to broadcast. Our film crew travels to your trade shows or premises to create 3 x 30-second videos that showcase your expertise, storytelling and\/or social proof.<\/p>\n\n\n\n

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#3 Authenticity in the face of polished content and buzzwords<\/strong><\/h2>\n\n\n\n
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B2B inherently involves transactions between two organizations. However, in the end, it is always the human who decides<\/strong>. And people are becoming increasingly less receptive (to say the least) to polished speeches, buzzwords, and overly corporate<\/em> jargon<\/em>.<\/p>\n\n\n\n

The democratization of AI seems to exacerbate this issue while also creating an interesting opportunity: to stand out through authentic content<\/strong>, with sincere and impactful messages that do not sweep problems under the rug.<\/p>\n\n\n\n

Concretely, authenticity is reflected across all areas of communication. On the product side, we no longer talk about “revolutionary solutions” Instead, there is a focus on a data-driven discourse that clearly describes the usage, the promise, and sometimes the limitations.<\/p>\n\n\n\n

On LinkedIn, signs of authenticity already maximize engagement: using the first person singular, sharing experiences that acknowledge difficulties and failures, showing behind-the-scenes insights, recognizing the risks of a method or product, etc. Some LinkedIn posts recounting a painful failure (and its lessons) generate more engagement<\/strong> than yet another idyllic Success Story.<\/p>\n\n\n\n

In a world saturated with cold, generic, and impersonal content, authenticity becomes the undeniable signature of humanity.<\/strong> It will undoubtedly be the key to engagement in 2025.<\/p>\n","protected":false},"excerpt":{"rendered":"

Generative Artificial Intelligence (genAI) following in Google’s footsteps, short videos confirming the “B2Cization” of B2B, […]<\/p>\n","protected":false},"author":28,"featured_media":13584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[212],"thematique":[],"acf":[],"yoast_head":"\nB2B marketing: 3 trends to watch in 2025<\/title>\n<meta name=\"description\" content=\"AI is following in Google\u2019s footsteps, short videos are confirming the 'B2C-ization' of B2B and the strong demand for authentic content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.infopro-digital-media.fr\/en\/marketing-b2b-the-3-big-trends-to-watch-in-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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