B2B Marketing in 2025: What the Latest Data Tells Us

Right now I am revising Essentials of Marketing. During that process, I run across a lot of articles like “The 39 Crucial B2B Marketing Statistics (2025).” There are just a lot of facts about B2B. Many of those facts interesting and surprising. If you are like me, you know B2B is important, but you also know that many of our undergraduate students struggle to understand its importance, nor do they think about the possibility of working in this space. You might enjoy reading (and sharing what you think are the most interesting facts from) this report, which highlights major trends shaping B2B marketing.

The B2B eCommerce market will reach $32.11 trillion in 2025, driven by industries like advanced manufacturing, healthcare, and professional services. Digital transformation is accelerating, with 64% of B2B buyers preferring digital channels over traditional methods. Mobile usage is also rising, as 80% of buyers use mobile devices throughout their purchasing journey. Links to Chapter 12 (retailing and wholesaling).

AI is playing an increasing role, with 50% of B2B marketing leaders already using AI applications, and 75% expecting to use AI-driven advertising in the near future. Content marketing remains crucial—buyers interact with 13 pieces of content on average before making a decision, and 60% say they can make purchase decisions based entirely on digital content. Links to Chapter 3 (technology and AI), Chapter 6 (organizational buying)

Social media also plays a major role, with LinkedIn dominating B2B marketing (80% of B2B marketers use it for content promotion). Video marketing is another key strategy—70% of B2B buyers watch product videos throughout their sales journey. Links to Chapter 16, earned, owned and social media).

ChatGPT provided a first draft of this blog post and DALL-E generated the image.

Discussion Questions & Answer Ideas

1. Why is digital transformation so important for B2B marketing? (Chapters 6, 14, and 16)
   • Answer: Buyers now expect digital-first experiences. Companies must invest in seamless eCommerce, mobile-friendly platforms, and AI-driven marketing.
2. What role does AI play in B2B marketing? (Chapters 3, 6, and 16)
   • Answer: AI helps with product recommendations, pricing optimization, chatbots, fraud detection, and personalized marketing.
3. How do B2B buyers interact with content before making a decision? (Chapters 6, 14 and 16)
   • Answer: They consume about 13 pieces of content, including vendor-created and third-party materials, before engaging with sales.
4. Why is LinkedIn the dominant platform for B2B marketing? (Chapter 16)
   • Answer: LinkedIn provides access to decision-makers, high engagement from B2B professionals, and strong lead generation capabilities.
5. How does mobile usage impact B2B buying decisions? (Chapter 6)
   • Answer: 80% of buyers use mobile devices, and those with positive mobile experiences are far more likely to make repeat purchases.
6. What are the key pain points in B2B buying experiences? (Chapter 6)
   • Answer: Lack of personalization, real-time stock visibility, and long purchasing processes frustrate buyers.
7. Why is video marketing becoming essential for B2B? (Chapters 6 and 16)
   • Answer: 70% of B2B buyers watch videos, especially product reviews and demos, before making purchasing decisions.
8. How does an omnichannel strategy improve B2B marketing? (Chapter 10)
   • Answer: Buyers move between different channels (website, email, LinkedIn, reviews), so having a consistent presence across multiple platforms increases conversion rates.