HubSpot’s Guide to Nailing B2B Marketing in 2025
B2B marketing in 2025 is driven by AI, hyper-personalization, and data-driven decision-making, enhancing lead generation and customer retention. Account-based marketing (ABM) and video content continue to dominate, fostering deeper engagement and trust in an increasingly competitive digital landscape.
HubSpot contributor Rachael Nicholson has published an article featuring tips to
She says, “Marketing depends on its audience. While B2B and B2C marketing vary, not every piece of B2B marketing material is alike, either.
In this section, I’ll cover various B2B marketing strategies you can implement to reach your specific business audience.
Some of these strategies are preparatory, such as identifying your audience, while others are ready to be executed, such as creating a B2B website.
1. Understand the B2B buyer’s journey.
Before we dive into actual strategies you can implement, you need to understand the B2B buyer’s journey.
This information will help you create and implement marketing strategies that meet prospects at every stage of their purchase process.
Because of the higher price point of B2B products, B2B sales cycles tend to be a lot longer than B2C cycles.”
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