B2B marketers face an enormous challenge: how to reach an increasingly fractured audience in a saturated marketing environment.
It's the equivalent of hitting a moving target with a constantly shifting bullseye.
Difficult, right?
Successful marketers navigate this environment by remaining agile—updating their core competencies, strategies, and technologies to maximize their impact and outpace the competition.
But where does that leave you? Here are three best-practices and priorities for B2B marketers in 2025 that will help you stay ahead, engage your audience effectively, and drive meaningful results.
#1. Update SEO expectations
If you've conducted an online search recently, you've probably noticed that the results are different from what they used to be.
To combat content created for search engines rather than real people, Google and other search engines have continually updated their algorithms to discourage search engine optimization (SEO). According to Search Engine Land, Google's 2023 helpful content update had a more significant impact on SEO than the "average website owner."
As a result, many websites have experienced significant traffic volatility as search engine results pages (SERPs) adapt to continued updates.
That's why B2B marketers can't rely on a "set it and forget it" SEO strategy. Instead, they must monitor SERP changes regularly, adapt to changes, and diversify content to reduce reliance on a single ranking factor or content area.
At the same time, forward-thinking B2B marketers will account for new AI-powered search products. OpenAI's SearchGPT is still forthcoming, but existing platforms, such as Perplexity, add a new dynamic to search opportunities.
In other words, yesterday's SEO tactics may no longer be relevant or optimally effective. Update your SEO expectations and turn SERP unpredictability into a competitive advantage.
#2. Diversify LinkedIn strategies
LinkedIn's reputation as the go-to platform for B2B marketing is well deserved. In total, 78% of B2B marketers use LinkedIn to distribute content and reach their audiences, more than 20 percentage points more than the next most prominent platform, Facebook.
According to one analysis, 84% of B2B marketers say the social media platform "delivers the best value for their purposes." However, individual profiles, even those of executives, can undergo a significant decline in audience reach as platform algorithm updates alter what reaches and resonates with the audiences. Therefore, B2B marketers can't rely on just a single executive to communicate the brand's message.
In response, B2B marketers should deploy an executive-led, team-driven content strategy to maximize LinkedIn reach and engagement. Combine those efforts with regular audits of reach and engagement to identify any significant changes.
To make the team approach successful...
- Create guidelines for consistent messaging and branding across team members' posts.
- Identify key themes and topics aligned with the company's expertise and goals.
- Provide training in effective LinkedIn content creation and engagement strategies.
- Offer resources to support team members' posting efforts.
To be highly effective, B2B marketers should implement a coordinated posting schedule that staggers posts and maintains consistent visibility without inundating followers with too much information too frequently.
In 2025, LinkedIn will continue to be the primary platform for B2B marketing, but achieving optimal reach will require a more diversified content strategy than ever before.
#3. Adapt to customer content preferences
B2B buyers are increasingly Millennials or Gen Z, and their content (and medium) preferences reflect the generational change.
More specifically, video is becoming the preferred medium for B2B marketing content.
Fully 89% of consumers say they want to see more videos from brands, and 83% say they prefer video over text for informational or educational content.
But B2B marketers can learn the wrong lesson from those numbers.
Audience preferences vary significantly. Some people strongly prefer text-based content, while others prefer audio or visual formats.
Put differently, the answer isn't to prioritize one medium and deprioritize another. Highly effective B2B marketers will develop a multiformat content strategy that includes text, video, and audio while prioritizing content based on audience expectations.
You can't force a text-based customer to automatically switch to video, but the same is valid in the opposite direction. Accordingly, value both—and create high-quality B2B content accordingly.
BONUS: #4. Prioritize high-quality content—always
Let's be honest, most B2B marketing content is moderately engaging at best.
Too often, we forget that B2B buyers are real people. They want to be delighted, entertained, and inspired. They want authentic connections and content that speaks to their problems.
Instead, too many B2B marketers deliver bland or poorly curated generative AI (GenAI) content at scale, introducing a deluge of mediocre content that saturates mediums with more information than potential buyers can manage.
In contrast, the annual B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 report from Content Marketing Institute and MarketingProfs found that 77% of B2B marketing's top performers identify high-quality content as the reason for their success.
That's why, in 2025, quality content is back as a key differentiating factor separating highly effective B2B marketing from its less-successful competitors.
That doesn't mean that GenAI won't play a prominent role in content creation. In fact, 85% of marketers acknowledge that GenAI can lead to "an improvement in content quality."
Therefore, whether you are updating to the latest SEO standards, adjusting to LinkedIn's algorithm updates, or adapting to audience expectations, prioritizing high-quality content is key to delivering B2B marketing results.
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By updating SEO strategies, diversifying LinkedIn approaches, embracing multiformat content, and consistently delivering high-quality materials, B2B marketers can maximize their impact throughout 2025 and beyond.
More Resources on B2B Marketing Trends and Priorities
What's In/What's Out in 2025: The Marketer's Version
