Things change quickly in the world of B2B marketing. With every ‘eureka!’ moment for new and disruptive technologies that herald to change the game, staying ahead of the curve is vitally important. Although artificial intelligence (AI) has been used by businesses for decades, today the technology is plastered across the news agenda. There’s also a swathe of other transformative technologies vying for their moment in the sun. Here’s the top 5 tech trends B2B marketers need to be aware of in 2025.
The AI-revolution
Really, there was only one place to start. The AI-revolution is in full swing, and it feels like each week sees a new development or breakthrough in the application of the technology to existing business functions. In fact, research found that a staggering 72% of businesses have adopted the technology for at least one business function.
Looking ahead, 2025 will likely see further innovations and development in AI’s capabilities of enhancing business functions, whilst the debate on the ethical usage of the technology will continue to rage. B2B marketers must remain vigilant to this rapidly changing technology and be able to drive messaging that demonstrates tangible business benefits of the technology alongside its ethical use. If they do, they will be able to enjoy highly successful marketing campaigns that resonate with their target audience, driving engagement and conversions.
Blockchain
Although it’s commonly associated with cryptocurrency, blockchain technology boasts some major benefits for businesses. Blockchain features enhanced transparency by ensuring all participants share the same data, and its encrypted transactions makes it incredibly difficult for cybercriminals to exploit to steal valuable data. This makes the technology incredibly attractive to businesses that handle sensitive data, and it’s not surprising that research found that 90% of enterprise scale businesses in the UK, United States and China have deployed blockchain technology in some capacity.
For B2B marketers who have clients that sit within the finance and fintech markets, it’s vital they incorporate blockchain as a key piece of their messaging. By highlighting its benefits and transformative capabilities to supply chain complexity and data security. By doing so, B2B marketers can help establish their clients as innovative and forward-thinking whilst enhancing their credibility, particularly in an industry sector where data integrity and security is of paramount importance.
Disinformation technology
2024 has been a year of enormous political upheaval. In fact, it’s estimated that there have been more than 100 elections throughout the year, which involves nearly half of the world’s population! However, a recurring theme throughout this landmark election year is the use of disinformation technology.
It was notoriously used in the 2016 US Presidential Election and the Brexit `Referendum, and eight years later, disinformation technology is still causing widespread havoc to democracies across the planet. As these technologies continue to become more sophisticated (the deepfake of former President Biden stating that Russia has occupied Kyiv for 10 years is scarily accurate!), businesses and their marketing teams must take proactive measures to counteract the impact of this troublesome technology.
This is just one of numerous cyber security threats facing businesses. For B2B marketers who have clients that specialise in cybersecurity, addressing this issue will be crucial in establishing their client as an authoritative voice in cybersecurity. Adopting press-facing tactics, such as media alerts to provide insightful and actionable advice or thought leadership, can help your client drive the conversation whilst conducting regular audits of online content and driving a commitment to fact-checking will help maintain credibility. By tackling the issue head-on, B2B businesses can reinforce trust as they cut through the swamp of fake news.
5G connectivity
It’s not just faster speeds for streaming content on your smartphone, 5G connectivity is revolutionising the world of business connectivity. By providing faster and more reliable networks that can cope with wider bandwidth, innovative technologies such as augmented reality (AR), virtual reality (VR), and Internet of Things (IoT) applications are being adopted by numerous businesses to bring enhanced engagement and efficiencies. Here at Skout, one of our forward-thinking clients proudly launched its VR-powered sales training programmes for its clients. After experiencing the demo first hand, it’s remarkable how technology is transforming how we learn and interact with one another.
For B2B marketers, it is truly an exciting time and no longer confined to the world of science fiction, and although 6G is not anticipated to be deployed until at least 2030, this current era of connectivity is opening the door to next generation of marketing. High-quality virtual events, interactive VR product demonstrations, these previously unattainable methods and tactics can now be utilised to ensure your marketing strategy is a success.
The green revolution
Sustainability is no longer optional for businesses – it is a technological and strategic necessity. If businesses want to thrive in a eco-conscious marketplace they must embrace practices that makes their impact more sustainable. Technology can facilitate this as we’ve seen with innovations in smart building management, AI-driven energy optimisation, and circular economy strategies are reshaping the business landscape. We’re seeing this trend across numerous industry sectors but it’s having a profound impact in the public sector, where sustainability metrics are increasingly weighted in procurement decisions.
Businesses must not only adopt and implement green technologies, but they must also be able to demonstrate their usage. This can include IoT-powered waste tracking, automated carbon footprint reporting, or energy-efficient infrastructure. By leveraging advanced technology to drive sustainability initiatives, businesses can enhance their brand reputation, foster client trust, and gain a competitive foothold in a crowded and competitive market.
Are you looking to capitalise on the biggest trends in tech to make your mark in the world of B2B? Get in contact with us today to explore how we can help elevate your marketing and PR strategy!
