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by Chris Peer on Tue, Apr 05, 2016 @ 01:10
Marketing has taken a 180 degree turn over the past ten years. In the past, companies put up websites describing their products and services, hoping to attract the attention of their potential customers. Back then, it was all about the company. Now, the focus is on the customer. As a B2B digital marketing professional, if you don’t provide educational content that shows exactly how your company can help, prospects won’t care.
Let’s take a look at a number of digital marketing trends for 2025 that B2B marketers can use to increase lead generation, online sales, and overall ROI.
1. Marketing Automation
Marketing automation has grown exponentially over the past decade and is now an integral component of B2B digital marketing strategies. Every aspect of a B2B website should have a strategic plan behind it to funnel your prospects through the buyer’s journey and convert them into customers. From email drip campaigns to targeted social media campaigns, marketing automation strategies are key to lead generation. Ask yourself these questions:
- Does my website have a contact us form?
- Does my website have downloadable offers that my prospects can engage with?
- Does my website automatically send emails to those interacting on certain pages?
And most importantly, does my website’s Content Management System (CMS) send me updates when prospects are engaging with my content so I can give them a sales call?
B2B websites should act as a 24-hour salesperson. If your website isn’t sending automatic emails based on who’s clicking a certain link on a certain page, then you are missing the opportunity to nurture prospects through their buyer's journey.
Did you know: Companies with mature lead generation and management practices have a 9.3% higher sales quote achievement rate. - CSO Insights2. Personalization
People like to feel important. Try emailing your prospects with subject lines that use their first name.
Did you know: “Emails with personalized subject lines are more than 20% more likely to get opened.” - HubSpot3. Social Media
LinkedIn is one of the top traffic generating social channels for B2B companies. Posting relevant, valuable content in industry groups can boost engagement and conversions. Beyond LinkedIn, digital marketing for B2B business now includes platforms like Instagram and even emerging short-form channels. Sponsored ads and organic thought leadership posts both play a role in connecting with decision-makers.
Traffic generated from LinkedIn has the highest visitor-to-lead conversion rate at 2.74% — nearly 3x higher than Twitter (0.69%) and Facebook (0.77%). – HubSpot4. Location-Based Marketing
Location-based marketing continues to grow alongside mobile usage. For example, Quirky and GE promoted a mobile-controlled air conditioner with a campaign targeting Boston and New York markets. Their ads appeared in weather alerts when temperatures rose above 75 degrees, based on device location.
As mobile use increases, so will opportunities for location-based campaigns. B2B companies that integrate this tactic into their digital marketing strategies can connect with prospects in more meaningful, timely ways.
Poncho reported a 60% email open rate and nearly 100% open rate for text messages. – AdWeek5. Search Engine Optimization (SEO)
When people think about SEO, one of the first questions is: How do I rank on page one of Google? SEO has changed dramatically in the past decade. For modern b2b digital marketing, it’s critical to follow up-to-date SEO and link-building best practices. The goal is simple: make sure potential customers can find your company when searching online. Strong SEO builds brand visibility and generates qualified leads.
Did you know: 75% of users never scroll past the first page of search results. – HubSpot6. Optimize for Mobile
Years ago, companies could get by with desktop-only websites. Today, mobile optimization is a must for a seamless user experience. From responsive websites to mobile-friendly emails and video, accessibility is key to staying competitive.
Did you know: 99% of smartphone owners use their phone at home, 82% while in transit, and 69% at work. – Pew Research CenterIf your website, email campaigns, and videos are not mobile-friendly, it’s likely that your prospects will become frustrated if they are trying to access your information and they cannot.
Ready to Strengthen Your B2B Digital Marketing Strategy?
Staying ahead of digital marketing trends in 2025 requires the right mix of strategy and execution. From automation to SEO, personalization to mobile optimization, these strategies can help your business generate more leads and improve ROI.
Ready to put these strategies into action? Contact our team today to discuss how we can help you build a stronger digital marketing strategy.
Do you have digital marketing trends to add to this list? Share your thoughts in the comments below!