{"id":14278,"date":"2024-12-10T18:46:51","date_gmt":"2024-12-10T17:46:51","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/ia-authenticite-demographie-des-decideurs-le-point-sur-les-tendances-marketing-et-sectorielles-de-2025\/"},"modified":"2025-06-30T14:14:15","modified_gmt":"2025-06-30T12:14:15","slug":"ai-authenticity-decision-makers-marketing-industry-trends-2025","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/ai-authenticity-decision-makers-marketing-industry-trends-2025\/","title":{"rendered":"AI, Authenticity, Decision-Maker Demographics\u2026 A Look at the Key Marketing and Industry Trends for 2025"},"content":{"rendered":"\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>Time is ticking fast for B2B companies. Generative AI is disrupting traditional processes. Geopolitical tensions are destabilising supply chains. Inflation is reshaping purchasing behavior.<\/strong><\/mark> <\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>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<\/strong><\/mark><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"> :<\/mark><\/strong><\/p>\n\n\n\n<ul>\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">The three major B2B marketing trends for 2025&nbsp;;<\/mark><\/strong><\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">The role of AI in marketing practices by 2025 (after the trial-and-error period from 2022 to 2024);<\/mark><\/strong><\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">The fundamentals of methodical innovation \u2014 a constant lever amid macroeconomic turbulence;<\/mark><\/strong><\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\">A status update on the major sectors of the French economy, as seen by Infopro Digital experts.<\/mark><\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" width=\"1024\" height=\"308\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art1-1-1024x308.png\" alt=\"\" class=\"wp-image-14024\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art1-1-1024x308.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art1-1-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art1-1-768x231.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art1-1.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left has-large-font-size\" id=\"h-b2b-marketing-in-2025-authenticity-and-short-form-video-take-center-stage\">B2B marketing in 2025: authenticity and short-form video take center stage<\/h2>\n\n\n\n<p>B2B marketing is <strong>undergoing a transformation driven by a major generational shift:<\/strong> 64% of decision-makers were born after 1981. This generation of professionals\u2014who have little to no memory of a world without the internet\u2014is redefining the rules of B2B communication<\/p>\n\n\n\n<p><strong>The rise of Millennials and Gen Z<\/strong> in decision-making roles naturally comes with a <em>shift <\/em>in how content is consumed and how purchasing decisions are made. Overall, we\u2019re seeing a \u201cB2C-ification\u201d of B2B communication. While content must remain relevant and professionally useful, it also needs to be more digestible, impactful, and at times, even entertaining.<\/p>\n\n\n\n<p>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\u2019s format. B2B brands are utilising this space to share engaging storytelling, authentic testimonials, and concise \u201cbest practice\u201d clips that deliver ROI comparable to traditional <em>business case<\/em> <em>studies<\/em>.<\/p>\n\n\n\n<p>Another defining feature of 2025 will be the increasing rejection of <em>corporate jargon<\/em>, buzzwords, and hollow messaging. The new standard calls for clear, data-backed language that describes real-world usage, <strong>openly acknowledges challenges and risks, and doesn\u2019t shy away from failure.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>\ud83d\udd17 Want to dive deeper?<\/strong><br><\/mark>We break down the three major B2B marketing trends for 2025 <strong><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/marketing-b2b-the-3-big-trends-to-watch-in-2025\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">in the first part of this special report<\/mark><\/a><\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" width=\"1024\" height=\"308\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art2-1024x308.png\" alt=\"\" class=\"wp-image-14029\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art2-1024x308.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art2-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art2-768x231.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art2.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-ai-will-redefine-the-marketing-playbook-in-2025\"><strong>AI will redefine the marketing playbook in 2025<\/strong> <\/h2>\n\n\n\n<p>In 2025, Google&#8217;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 <strong>beginning to reshape how users navigate the web.<\/strong><\/p>\n\n\n\n<p>ChatGPT is gradually emerging as a credible alternative, thanks to its instant, concise answers and conversational nature.<\/p>\n\n\n\n<p>This shift in web search has direct <em>business <\/em>implications: B2B marketers are expected to move away from unwinnable <strong>SEO battles on highly competitive keywords<\/strong>. Instead, they&#8217;ll focus on niche keywords that may drive less traffic but attract highly qualified audiences. This \u201clong-tail\u201d approach is becoming the only viable option in an era of voice search\u2014where only the top result gets read aloud by AI.<\/p>\n\n\n\n<p>When it comes to content creation, marketers will be <strong>far less experimental<\/strong> 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>\ud83d\udd17 <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>Want to dive deeper?<\/strong><\/mark><\/strong><br><\/mark>Explore our insights:\u00a0<strong><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/prospective-what-will-change-in-b2b-marketing-in-2025\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">How will AI transform B2B marketing in 2025?<\/mark><\/a><\/strong><\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" width=\"1024\" height=\"308\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Interview-1024x308.png\" alt=\"\" class=\"wp-image-14033\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Interview-1024x308.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Interview-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Interview-768x231.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Interview.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-methodical-innovation-a-steady-guide-in-a-volatile-environment\"><strong>Methodical innovation: A steady guide in a volatile environment<\/strong><\/h2>\n\n\n\n<p>The macro environment for B2B companies has never been more dynamic\u2014or 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. <strong>Methodical innovation is one of them.<\/strong><\/p>\n\n\n\n<p>According to Kevin Roualec, Director of Digital Performance at Infopro Digital, innovation can transcend economic cycles when it is built on four key fundamentals:<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:42px\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"925\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-2.png\" alt=\"\" class=\"wp-image-14001\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-2.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-2-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-2-768x694.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>In-depth analysis of customer usage data;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:42px\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"925\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-3.png\" alt=\"\" class=\"wp-image-14003\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-3.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-3-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-3-768x694.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Targeted integration of new technologies;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:42px\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"925\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-4.png\" alt=\"\" class=\"wp-image-14005\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-4.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-4-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-4-768x694.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Strategic partnerships that enhance internal expertise;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-12 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:42px\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"925\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-5.png\" alt=\"\" class=\"wp-image-14007\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-5.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-5-300x271.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/image-5-768x694.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Collective intelligence and alignment across R&amp;D, marketing, product, and sales teams.<\/p>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default\">\n<p class=\"has-bleu-color has-text-color has-regular-font-size\"><strong>\ud83d\udd17 <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-color\"><strong>Want to dive deeper?<\/strong><\/mark><\/strong><\/mark><\/strong><br><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-gris-color\">Read our interview with Kevin Roualec: <\/mark><strong><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/expert-interview-from-idea-to-product-the-keys-to-methodical-innovation\/\"><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">\u201cFrom Idea to Product: The Keys to Methodical Innovation\u201d<\/mark><\/em><\/a><\/strong><\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" width=\"1024\" height=\"308\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art3-1-1024x308.png\" alt=\"\" class=\"wp-image-14035\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art3-1-1024x308.png 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art3-1-300x90.png 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art3-1-768x231.png 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/12\/Art3-1.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-2025-status-report-key-industries-nder-pressure\"><strong>2025 Status Report: key Industries nder Pressure<\/strong><\/h2>\n\n\n\n<p>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\u2019 growing appetite for content that is more human, more authentic, and free from jargon and corporate speak.<\/p>\n\n\n\n<p>But these marketing trends only make sense when <strong>viewed through the lens of real-world conditions.<\/strong> How can you build and execute an effective acquisition strategy without a deep understanding of the dynamics at play in your specific industry?<\/p>\n\n\n\n<p>That\u2019s why we\u2019ve turned to <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/collectivites-industrie-automobile-retail-quelles-tendances-pour-ces-secteurs-phares-de-leconomie-francaise\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">expert contributors<\/mark><\/a> from Infopro Digital\u2019s editorial teams to share insights on four key sectors of the French economy: local authorities, manufacturing, automotive, and retail.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Time is ticking fast for B2B companies. Generative AI is disrupting traditional processes. Geopolitical tensions [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":14047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[226],"thematique":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.5 (Yoast SEO v19.10) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[Report] B2B and Industry Marketing Trends for 2025<\/title>\n<meta name=\"description\" content=\"Marketing faces a dual shift: AI-driven technology and millennials entering decision-making roles.\" \/>\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\/ai-authenticity-decision-makers-marketing-industry-trends-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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