The Adaptability Era: 3 Marketing Trends Reshaping B2B Growth
As the B2B landscape evolves, marketing strategies must adapt to shifting buyer behavior and economic uncertainty. In 2025, B2B marketing becomes more complex with GenAI, multichannel marketing, and the fusion of brand awareness with performance marketing.
In this article, we’ll explore the three trends reshaping the B2B growth model and how high-growth companies are staying ahead by embracing these shifts.
1. Buying Behavior Demands a Multichannel Presence
As GenAI continues to influence how buyers discover and evaluate products, marketers are faced with not just shifting search behaviors, but also the challenge of navigating privacy regulations and limitations around tracking and cookies. These changes have made it harder for businesses to track campaign performance, attribute leads, and reach high-intent buyers through traditional targeting methods.
The buying journey has always been complex, but now it’s more fragmented than ever. On average, B2B buyers use seven channels—four digital and three non-digital—before making a purchase decision. This highlights the need for multichannel marketing as an essential strategy.
High-growth organizations are already ahead of the curve, leveraging 17 marketing channels on average compared to 15 used by their lower-growth peers. A strategic use of channels such as peer review sites, direct mail, and retargeting can significantly influence buying decisions. Peer review sites, in particular, provide a strategic edge by offering trusted third-party validation, crucial during the evaluation phase.
“Being listed on platforms like Capterra and GetApp has significantly boosted our product visibility. It not only helps improve SERP rankings but also engages buyers at the bottom of the funnel, driving their decision-making process,” says Maryna Marochko, Growth Marketing Manager at Precoro.
2. Smart Automation Powers Scalable Performance
Diversifying across multiple channels is necessary, but it can also be resource-intensive. The need for scalable performance is evident, especially as the number of platforms, formats, and data required for successful campaigns increases. Marketing leaders are facing growing complexity but aren’t necessarily seeing a corresponding increase in their teams’ capacity or skills.
This is where automation comes into play. With a focus on productivity, many marketers are turning to AI-driven systems to streamline tasks. Automation helps marketers scale content creation, optimize campaigns, and free up valuable time for strategic decision-making.
At Gartner Digital Markets, automated bidding strategies have delivered a 8% increase in clicks and a 5% rise in conversions, all while keeping campaigns live for 45% longer. Adrien de Wolkoff, Director of Paid Social & Media at Gartner Digital Markets, notes, “By using automated bidding, we’ve been able to expand our reach beyond static job titles and connect more efficiently with in-market software buyers.”
This efficiency, powered by GenAI, enables marketers to scale their efforts while maintaining high levels of optimization. AI-driven performance is a game-changer, allowing for faster execution without compromising quality.
3. Performance Requires a Brand Backbone
In the world of B2B marketing, brand awareness and performance have often been treated as separate entities. However, leading marketers understand that brand awareness is not just a fluffy concept—it’s essential for driving performance marketing.
High-growth companies are investing more in brand-building activities to differentiate themselves in a competitive market. In fact, 48% of respondents from high-growth companies reported increasing their brand investments, compared to just 29% of low-growth companies.
Investing in brand-building early is crucial, as B2B buying cycles average 4.6 months. Marketers must nurture trust and visibility to stay top-of-mind when buyers are ready to engage.
Ido Kirshenboim, User Acquisition Team Lead at monday.com, emphasizes, “We assess channels traditionally seen as brand awareness as part of our performance marketing efforts. Even if prospects don’t click, they’re still seeing our brand, which adds immense value.”
By integrating brand awareness with performance channels, businesses can both create and capture demand, ensuring long-term success.
Adaptation as a Competitive Edge
In today’s rapidly evolving B2B landscape, companies must study how buying behavior is shifting and adapt accordingly. Whether it’s diversifying across multiple touchpoints, utilizing smart automation, or blending brand and performance, businesses that evolve will stand out.
Gartner Digital Markets can support software marketers in understanding these shifts, helping them stay ahead of the competition. By strategically incorporating new tools, embracing AI capabilities, and adapting to buyer behavior, software marketers can continue to drive growth and stay competitive in the market.
Conclusion: The Future of B2B Marketing
As B2B marketing continues to evolve, the businesses that thrive will be those that understand and adapt to the changing landscape. The three key trends—multichannel presence, AI-powered automation, and the integration of brand and performance marketing—are reshaping how marketers approach growth.
