Looking back on her years in marketing and the breakneck pace of transformation today, this writer offer 5 trends and predictions shaping marketing in 2025.
I’ve seen the landscape evolve at breakneck speed, but nothing compares to the transformations of recent times. Having led teams across different functions and continents, I’ve seen how quickly the marketplace can change.
From rethinking campaigns overnight to navigating shifting buyer behaviours and rapid advancements in AI, the past few years have redefined what it means to be a marketer. It’s clear now more than ever that creativity and adaptability aren’t just nice-to-haves – they’re essential.
As we step into 2025, the pace of change shows no signs of slowing. Economic pressures will push teams to optimise ROI like never before, while AI and automation will open new doors for engaging customers in ways we once only imagined. For instance, 90% of B2B marketing leaders in APAC were bullish on their team’s ability to drive revenue in 2024, according to LinkedIn’s B2B Benchmarking Report.
Yet, amid the complexity, one thing is clear: in the age of AI and hyper-personalization, the future of marketing belongs to the bold, the creative, and the adaptable. In 2025, those who push boundaries will win.
Here are the trends and predictions shaping marketing in 2025, designed to help leaders chart a path forward and seize the opportunities ahead:
#1: Hyper-targeted and immersive content will define B2B marketing
This year, according to LinkedIn, 74% of B2B CMOs in APAC have found it challenging to focus on what matters most—reaching buyers—due to so many competing demands. The majority (91%) agree that relationship building is key to success, which is why building “collective confidence” amongst purchasing decision-makers will be crucial in the year ahead.
This need will fuel a continued shift towards hyper-personalisation in B2B marketing. With AI-powered insights and advanced data analytics, marketers will create tailored experiences at scale, ensuring every touchpoint resonates with individual prospects.
Immersive and interactive content will be key to this. Formats like dynamic product demos, interactive webinars, and live events will become essential tools in driving deeper connections. As buyer expectations evolve, omnichannel strategies will also mature, providing seamless transitions between online and offline touchpoints for a cohesive brand experience.
Ultimately, trust will underpin all these efforts. By harnessing AI, creating meaningful experiences, and aligning strategies to foster collective confidence, marketers can build the authentic, lasting trust that drives success in today’s competitive B2B landscape.
#2: Big bets on video content to influence buyers
As video continues to dominate engagement among B2B buyers and decision makers, marketers will place increasing emphasis on video to communicate complex ideas, showcase product demos, and build trust with all members of the buying group, from executives and decision-makers to influencers and hidden allies. LinkedIn’s latest B2B Marketing Benchmark report shows that more than 50% of marketers globally leverage visuals, such as videos and infographics, as the top form of content in their marketing efforts – and more than 60% are planning to increase their use of videos. Short-form, long-form, and interactive videos will become critical in capturing attention and delivering impactful messages at every stage of the sales funnel.
The crux of this will be versatility: if marketers can tailor video content to resonate with buyers’ emotional and informational needs, they’ll create more meaningful connections. Success will also hinge on aligning video content with customer pain points, leveraging data insights to continuously refine strategies, and ensuring accessibility across platforms.
The future of marketing isn’t about selling products; it’s about telling stories that speak to your customers. In a world craving authenticity, video is the most powerful tool to connect, inspire, and create lasting impact.
#3: Marketers will tap more into their superpower: problem solving
Marketers will increasingly be tasked with addressing complex challenges that require creativity, critical thinking, and strategic vision – skills that technology can’t replicate. While AI handles data processing and routine decision-making, marketers will need to focus on nuanced issues that demand human ingenuity and adaptability.
The most valuable problem-solvers will be those who excel at solving business problems at their core, while bringing in the right partners and new technologies to do so. For example, LinkedIn’s analysis of B2B marketers over the past few years revealed that Collaborative Problem-Solving grew by 138% from 2021 to 2023, emphasising that this is no longer a “nice-to-have” skill, but an essential capability for both individuals and organisations.
As AI frees up time for higher-level thinking, marketers who combine creativity with agile solutioning will become indispensable in driving innovation and delivering meaningful business growth.
Problem-solving isn’t just a skill – it’s the core of marketing’s future, where creativity meets technology for innovation. The future of marketing isn’t only about the tools we use, but the problems we solve with them.
#4: CMOs will work more closely with HR teams on employee well-being
As the pace of change in the workplace accelerates, nearly two-thirds (64%) of professionals report feeling overwhelmed by the speed at which they must adapt. This trend is expected to continue into the next year as new technologies and automation tools reshape job roles.
To build a resilient workforce, companies must prioritise employee well-being as a central strategy. CMOs will work closely with HR teams to reassure employees that AI and automation are designed to augment their roles, not replace them. Additionally, CMOs will engage with employees to understand their challenges and provide resources to help them thrive in a technology-driven environment.
Upskilling will become a key focus, with programs designed to help employees effectively leverage AI-powered marketing tools. By fostering well-being and continuous learning, marketing leaders will cultivate a motivated, adaptable workforce that is better equipped to navigate the challenges of 2025 and beyond.
Human-Centric Marketing begins within – where inclusion sparks innovation. In the age of AI, the strongest workforce will be the most supported one, well-being is the ultimate ROI.
#5: Brand trust and credibility will be top of mind for CMOs
As technologies like AI rapidly change the marketing landscape, CMOs are doubling down on building brand trust and credibility in 2025. Right across the internet, new technology is making it cheaper and easier to fake credibility, as we’ve seen with the deepfake CFO and AI clones in video calls.
With rising concerns over misinformation in the age of AI, authenticity will become more important than ever before, and there will be a notable shift towards understanding the value of placing brand messages in trusted environments. In 2025, brand leaders will prioritise to humanise their brands, amplify executive and employee voices, and build a credible and strong reputation to cut through the noise and earn loyalty. Trust isn’t built by chance; it’s earned with intention. In the AI-driven future, brand safety is your competitive advantage, not a constraint.
Trust isn’t built by chance; it’s earned with intention. In the AI-driven future, brand safety is your competitive advantage, not a constraint.
