Future of B2B marketing in 2025: AI, globalisation trends

Brandon Friesen, CEO of B2B marketing agency Just Global, has outlined his predictions for the B2B marketing landscape in 2025, highlighting key trends such as the integration of AI, the importance of unified marketing approaches, and increased globalisation.

Discussing the need for a shift in marketing strategies, Friesen stated, “I believe this is the year the industry takes decisive steps to leave behind the inefficiency of disconnected, one-off marketing efforts. Gone are the days when scattered tactics and uncoordinated initiatives sufficed.”

Friesen pointed to recent market trends, stating, “Trends in the market point to a singular truth: the path to meaningful engagement – and measurable results – in 2025 lies in unified marketing efforts.”

One of Friesen’s main predictions is about the “95/5 rule,” which refers to the challenge of engaging the 95% of B2B buyers who are ‘out-market’. He explained, “The most popular B2B Marketing research stat in 2024? The ’95/5 Rule’ from the LinkedIn B2B Institute. It highlights that 95% of B2B buyers are ‘out-market’ and only 5% are ‘in-market’, and will drive a shift in 2025 B2B budgets.”