There is a lot at stake in 2025, and discerning, digitally savvy business buyers know it.
We are long past the days when a one-size-fits-all marketing strategy and the traditional siloed marketing approach are enough.
To get ahead and help guarantee success in 2025 and beyond, marketers must connect with buying committee members earlier in the sales cycle and work collaboratively across teams like sales, content, paid media and email to ensure a truly cohesive experience for every key account at every touchpoint.
But which techniques and strategies will help guarantee this experience?
Let's look at what marketers are currently doing, and the biggest areas for growth and success in 2025.
Today's Buyers Want Personalization and Control
Before we can consider the strategies and techniques, we need to understand today's buyer.
It's no secret or surprise that personalization plays a major role in the buyer experience: 67% of global purchases of $1 million or greater are made by millennial and Gen-Z buyers, according to Forrester.
With easier access to vast amounts of online information, these decision-makers have greater control over the purchasing process. They expect personalized content, offers, and communications that speak directly to their unique business challenges and goals.
And 71% of B2B buyers expect personalized interactions and get frustrated when it doesn't happen, according to McKinsey.
So how should marketers respond to that expectation?
The Role of Data and Technology in Delivering Personalized Experiences
One of the challenges that will carry over from 2024: shrinking budgets. Marketers in 2025 must be agile, reactive and creative, and this is where data plays a crucial role.
Today's B2B brands have access to a wealth of data about their customers and prospects, including behavioral data, purchase history, and engagement patterns. That data is a goldmine for creating highly targeted, personalized marketing strategies that speak directly to each buying committee member's specific needs.
That's why marketers must invest in sound practices for collecting and utilizing buyer data to understand, on an ongoing basis, what high-value customers are looking for.
Our latest research, conducted by The Harris Poll among over 300 US adults employed full-time in marketing, advertising, communications and social media, finds that almost half (49%) of marketing decision-makers plan to allocate more budget to delivering personalized buyer experiences in 2025, and 60% will do so by investing more in AI tools next year.
Personalization remains at the heart of ABM, but scaling it effectively is where many marketers stumble.
In the past, personalized marketing was seen as too labor-intensive or resource-draining to scale across large volumes of accounts. However, advances in AI, machine-learning, and automation are changing that by enabling marketers to surround decision-makers across multiple channels with personalized content and messaging based on where they are in buyer's journey.
Yet that level of personalization with AI is only effective if marketers invest in the infrastructure to unify and normalize their data. Only then can the true potential of ABM be realized.
Video Will Play a Larger Role in Personalization Strategies
One of the biggest advantages of video is its ability to humanize a brand. Although text and static images are important, video allows brands to put a face on their messaging, making it easier to build trust and create a more personal connection.
By combining visual and auditory elements to capture attention, video inherently engages buyers more effectively than text-based content. people retain 95% of a message when they watch it in a video, compared with just 10% when they read it in text, studies have shown.
When personalized, video can capture attention in a way that static emails or brochures cannot by speaking to a prospects or customer's exact situation, industry, and stage in the buyer's journey. In addition to being effective for breaking down solution features and benefits, videos also present an opportunity to demonstrate client success and showcase the values, culture, and people behind your brand.
In addition, our Harris Poll research found that 58% of the B2B marketers surveyed currently use customers' stories or testimonials in ads, and 52% feature employees to create a more emotional and relatable experience with buyers.
Those leveraging video to enhance personalization have a distinct competitive advantage—building stronger relationships, increasing conversions, and driving long-term growth.
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The bottom line: personalization is no longer optional—it's a critical component of any successful marketing strategy.
By leveraging data and AI to scale personalization efforts and utilizing more engaging content formats, like video, brands can build stronger relationships with prospects and customers, increase conversions, and differentiate themselves from the competition.
In 2025 and beyond, businesses that embrace personalization will be best positioned to succeed in the evolving B2B landscape, driving growth and long-term success.
More Resources on Personalization in B2B Marketing
Personalization: The Secret Weapon B2B Companies Are Not Using
Hard Truths About B2B Personalization, Its Effectiveness, and Its Future
Three Ways to Embrace Deep Personalization in Content Marketing
