7 B2B marketing strategies for 2025 that drive real growth

Fast Company

17 hours ago

If your B2B marketing strategy looks the same as it did last year, your pipeline may already be suffering. In 2025, staying relevant means optimizing every touchpoint, from AI-powered prospecting to personalized content delivery, requiring marketers to:
Sharpen targeting and keyword efficiency
Use AI to work smarter
Capture off-hour buyer intent
Optimize for AI-powered search
Strengthen multi-channel brand trust
Maximize brand visibility through mentions
Scale personalization for higher conversions
It's a long list of touchpoints for most marketing teams, but it's the reality of targeting buyers who have more choice (and higher expectations) than ever.
As the general manager of DesignRush, a B2B marketplace that connects businesses with agencies, I've seen numerous businesses flourish (and fail) due to industry shifts.
Below are seven strategies defining B2B growth in 2025, plus practical tips for leveraging these tactics at your business or agency.
1. REFINE KEYWORDS AND ADS FOR HIGHER ROI
B2B ad spending is projected to exceed $20 billion in 2025, rewarding businesses that target more precisely, according to Emarketer. To beat the steep competition (and maximize returns), get clear on your strategy to stop ad targeting inefficiencies in their tracks.
To sharpen targeting, use long-tail keywords tied to buyer pain points to improve lead quality, and run A/B tests on creatives—even small changes can reveal top performers. Also, add negative keywords like 'free,' 'DIY,' or 'jobs' to block unqualified traffic.
2. USE AI TOOLS FOR SMARTER TARGETING AND PROSPECTING
AI is transforming how sales teams qualify and reach high-value leads. By 2027, 95% of seller research will begin with AI, up from just 20% in 2024, according to Gartner.
B2B teams are using AI to qualify leads and tailor outreach for:
Faster lead qualification using firmographic and behavioral signals
Hyper-targeted segmentation by role, industry, or behavior to improve conversion
Defining and prioritizing their ideal customer profile (ICP)
Segment outreach by industry, pain point, and stage, increasing relevance and ROI
And yes, using AI strategically is worth it. Currently, AI-driven messaging can boost click-through rates by 47% via dynamic content creation.
3. DON'T IGNORE WEEKEND B2B SEARCHES
B2B buyers are active on weekends. Data shows a 23% increase in weekend traffic, a sign of changing behavior, according to a DesignRush study.
Tactics to try include running PPC and email campaigns on Sundays when decision-makers prep for the week, and retargeting weekend visitors during the workweek to capture intent in real time.
For example, one firm increased engagement by 35% through off-peak LinkedIn posting. Similarly, a SaaS brand gained 20% higher response rates by sending LinkedIn messages to potential clients on Sundays.
This shows the power of reaching users during low-competition, high-focus hours.
4. OPTIMIZE FOR AI SEARCH TOOLS AND CONVERSATIONAL CONTENT
B2B buyers use AI-powered tools to research vendors and solutions, making it essential to align your content with AI search algorithms. AI is also changing discovery behavior, so brands that adapt their content for AI search can stay visible and competitive.
To gather actionable insights, write in conversational, Q&A-style formats and use clear, concise language in service pages and case studies for better indexing.
5. BUILD TRUST WITH MULTI-CHANNEL VISIBILITY
Inconsistent presence across channels can cost your agency credibility. Multi-channel exposure helps build trust and reinforces your authority.
To attract buyers, you should ensure your agency has a consistent presence on key platforms like social media, directories, and press outlets. Also, submit your agency for awards and highlight your client success stories across several media channels to amplify credibility.
6. GAIN MORE BRAND MENTIONS AND CITATIONS
Consistent mentions in trusted publications and award features build SEO value and signal credibility, helping boost both rankings and client trust.
To get mentions, pitch your agency to trusted industry publications and apply for awards that offer high-authority mentions.
7. DRIVE CONVERSIONS WITH PERSONALIZATION
Nearly 60% of B2B customers expect personalized content when discovering a company's products or services, according to a Forrester study.
To meet this expectation, segment your prospects based on industry pain points and stage in the sales funnel to create tailored messages that speak directly to their needs. Use CRM tools to automate and personalize communication at scale, making sure each message feels relevant and timely.