ABM Experts Weigh In On 2025 B2B Marketing Trends

In the complex world of B2B marketing, staying ahead requires more than just recognizing trends—it’s about knowing how to act on them for tangible results that make your marketing team heroes. That’s why we’re excited to share insights from our webinar, 2025 B2B Marketing Trends: Insights to Elevate Your Account-Based Strategy, featuring Madison Logic’s Vin Turk, and guest speaker Nora Conklin, Principal Analyst of Demand Gen and ABM at Forrester. Together, they unpack the trends shaping the future of B2B marketing and provide actionable strategies based on B2B marketing predictions to help you make the most of them.  

In this blog post, we’ll preview the key points along with our take on how to embrace these trends with account-based marketing (ABM), but to fully understand and implement these insights, access the free on-demand recording that you can find here. 

Changing Buyer Group Dynamics: The Rise of Younger Buyers 

“90% of younger buyers expressed dissatisfaction with the purchase process and will stall for different reasons.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker

As B2B buying groups evolve, younger decision-makers are reshaping purchasing behaviors. Forrester’s 2024 Buyer’s Journey Survey shows 67% of buyers are now under 45, up from 61% in 2022. This generational shift influences content preferences and purchasing processes, with younger buyers favoring dynamic, interactive formats like webinars, social media, and community networks over traditional demos and proposals. They are also more likely to face challenges in aligning buying group dynamics and internal decision-making, leading to purchase delays, being nearly three times more likely to stall compared to older buyers. Additionally, younger buyers value co-creation and partnerships, where vendors collaborate to develop tailored solutions, even justifying premium pricing for this approach. 

Implications for Your Strategy

To effectively support younger buyers and meet their evolving expectations, marketers should: 

• Facilitate Buying Group Alignment: Empower buyers to become heroes and champions within their organizations by accelerating consensus-building. Provide self-service tools, tailored case studies, and interactive formats like digital sales rooms to streamline decision-making and address group needs effectively. 
• Adapt Content Strategies: Use engagement and intent data to understand buyer personas and challenges, then leverage shorter, visually engaging content for platforms like TikTok, LinkedIn, and YouTube. Maintain consistent, personalized messaging across channels to create a seamless multi-channel ABM experience. 
• Showcase Collaboration Opportunities: Highlight your commitment to co-creation and co-innovation, demonstrating how your partnership helps buyers achieve larger business goals. Use content and messaging to showcase access to emerging technologies that address gaps buyers may not yet have identified. 
• Experiment and Innovate with Content: Capture attention and build trust by experimenting with diverse content types to elevate brand awareness. 
• Leverage Generative AI for Personalization: Use generative AI to deliver personalized experiences at scale while aligning marketing technologies to monitor and adapt to changing buyer attitudes and activity. 

The Role of Gen AI in Personalization: Transforming B2B Marketing 

“In 2025, almost all B2B organizations will invest in Gen AI, but success will depend on using it as a means to a new end—creating less, but better, content that is truly thoughtful, relevant, and contextualized to the buyer.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker

Gen AI is expected to be a central force in 2025, with B2B marketers increasingly leveraging it to improve content, customization, and personalization. In fact, Forrester finds that 82% of marketing leads and decision makers understand that buyers need contextualized experiences. However, simply implementing Gen AI won’t automatically guarantee success. B2B marketers face skeptical buyers that aren’t impressed with content, a few reasons being that content is too skewed toward the vendor and lacks the competitive differences that would make them choose. The key to achieving true personalization lies in shifting the focus from producing more content to delivering content that is meaningful and contextually relevant. This means focusing on quality over quantity, using Gen AI to better understand the buyer’s needs and aligning content accordingly. Marketers must evolve their strategies to avoid the flood of thinly personalized content that can harm the buyer experience. 

Implications for Your Strategy

Success requires more than just implementing Gen AI—it demands a strategic focus on quality, relevance, and buyer-centricity. Here’s how marketers can adapt: 

• Prioritize High-Quality, Contextual Content: Shift away from producing high volumes of generic content to creating fewer, more impactful pieces. Use Gen AI to analyze buyer needs and deliver tailored content that resonates with their challenges, goals, and decision-making context. By focusing on relevance over quantity, you can address buyer skepticism toward vendor-centric messaging and showcase meaningful competitive differentiation. 
• Enhance Personalization at Scale: Leverage Gen AI to gather deeper insights into buyer segments and craft personalized experiences that feel human-centered. Move beyond surface-level personalization by aligning content with specific buyer journeys, preferences, and organizational priorities. This approach ensures your messaging builds trust and credibility. 
• Continuously Optimize Across Channels: Recognize that buyer expectations evolve, and personalization strategies must keep pace. Use buyer feedback and engagement data to refine your content strategy regularly. Ensure consistent, seamless messaging across all touchpoints, creating a unified experience that meets buyers where they are in their journey. 

The Gen AI Challenge: Proving Its Value in 2025 

“In 2025, Gen AI must prove its value—not just in running experiments or fringe cases, but in delivering tangible ROI and becoming an integral part of the growth engine for B2B marketing.” —Nora Conklin, Principal Analyst at Forrester, Guest Speaker

The widespread adoption of Gen AI has led to an increasing expectation for it to deliver real, measurable value. In 2025, marketers must demonstrate that Gen AI isn’t just a buzzword or an experiment but a key contributor to marketing ROI. Despite its potential, many Gen AI personalization efforts will still fail to produce the expected outcomes, largely due to marketers relying on multiple disparate systems that work in silos. To avoid failure, marketers must unify their tools and data sources, ensuring a cohesive and cross-functional approach to personalization that accurately reflects the buyer journey and influences it at each touchpoint. 

Implications for Your Strategy 

To ensure that they demonstrate impactful ROI from your use of Gen AI in marketing, marketers must: 

• Unify Systems for Better Insights: Integrate CRM, marketing automation, and other tools to create a complete view of buyer behaviors and improve personalization across channels. 
• Focus Deeply on Specific Audiences: Target narrow, underperforming segments with tailored strategies before scaling successful pilots. 
• Adopt a Buyer-Centric Approach: Prioritize buyer challenges, needs, and information sources over internal goals to craft relevant, engaging content. 
• Measure What Matters: Track key metrics to refine strategies, optimize budgets, and align marketing with sales through actionable insights. 

Embrace 2025 B2B Marketing Trends and Get Proactive with Madison Logic 

Our webinar with guest speaker from Forrester, Nora Conklin and our co-founder and COO Vin Turk revealed that you can’t enter 2025 without “personalization” as a key part of your marketing strategies. But how you achieve the amount of personalization that buyers are searching for depends on your use of data. 

We have market-leading intent signals that reveal the buyers ready for your solution through ML Insights. ML Insights captures, scores, and prioritizes engagement data to keep your strategy aligned with the latest buyer behavior. This means you can dynamically: 

• Prioritize in-market accounts 
• Win over your buying committees 
• Uncover the content that your buyers will actually engage with 

It’s not magic, it’s logic. Check out Adobe’s customer story to understand how the right data and insights not only found the right accounts, but decreased cost per lead and saw more conversions in their pipeline. 

Do you also plan to include video content in your strategy? Learn more about how video will dominate 2025 with our B2B Marketing Predictions eBook. And if you’re ready to explore what Madison Logic can do to arm your team for anything 2025 tosses at you, contact us today!