The future of B2B marketing: trends, influence and video revolution

The panorama of marketing B2B It is located at a turning point, marked by an unprecedented convergence between commercial relationships, influence strategies and technological advances. In this era of transformation, the economy of relationships and the emergence of technologies such as Artificial Intelligence (AI) They are redefining the rules of the game, altering the way brands connect and negotiate with their buyers. It is crucial, therefore, to understand the tendencies emerging that are configuring the future of B2B marketing.

The economy of relationships in B2B

The traditional marketing model B2B has given way to a new era: The economy of relationships. Where, instead of focusing solely on transactions, B2B marketing now plays considerable emphasis on the construction of trust and the creation of Genuine connections between brands and buyers. That is why influencers B2B They play a key role in this change, since they not only increase the visibility of brands, but also generate credibility and facilitate one Emotional connection With the target audience.

According to Kennet Malmcrona de la Cierva, LinkedIn Marketing Solutions manager LinkedIn Spain, «People today want to consume more video. We want to be closer to brands and people behind them ». Becoming a format that not only allows a closer connection with the audience, but also adapts to the new generations they prefer Visual and dynamic content.

“LinkedIn has allowed an integration between the personal and the professional, which facilitates the creation of a more authentic and complete image” adds Rodrigo Miranda, Minister of Digitalent and Senior Advisor de EY

The impact of artificial intelligence on the labor market

Since 2023, the 20% professionals have added skills related to artificial intelligence to your profiles of LinkedInwhich reflects the growing importance of AI in the workplace. In the B2B sector, the generative AI has become an essential tool, especially in marketing. In fact, two out of three marketing professionals They are already using IA generative in their processes, from the Content creation until campaigns optimization.

The most susceptible skills of being replicated by AI include Data analysis, writing, editing and programmingwhich raises a challenge and an opportunity for professionals in the sector.

Key Marketing B2B trends for 2025

Rodrigo Miranda It highlights the relevance of the personal brand in the current digital world: “A strong personal brand can open doors to professional opportunities that would otherwise be inaccessible.”

Looking to the future, B2B brands must adapt to an environment in which the 86% of buyers They already have a list of Marks in mind Before making a purchase decision. The strategies must focus on being present in the «Día 1» of the buyer, that is, at the moment when his decision process begins. In addition, the differentiation will be crucial, since the 81% B2B ads are lost in a “sea of ​​similarities” and barely manage to generate remembrance.

The authenticity It will remain a crucial factor in B2B marketing strategies. In this sense, the humanization of brands will be a central element. As indicated Carol Murtra, Founder & CEO milkyway* Influence Marketing: “Brands can also become influencers, but they have to start acting more as people.”

Regarding the content strategy, Marcel Queralt Rodriguez, VP Strategic FactorialHe says: “What has always worked for us is to speak from experience, talk about successes and mistakes.” In the case of a transparency that not only generates trust, but also allows brands and professionals to differentiate themselves in an increasingly saturated market.

The video revolution in B2B

The video has ceased to be a marginal trend in B2B to become the format most important in social networks. He 63% of B2B buyers states that video content helps make purchase decisionsand more than 154 billion views Video annually. Becoming an especially effective environment, where their videos generate five times more interaction than other formats.

With a Annual growth of 36% in your audiencethe video is consolidated as the greatest format on the platform. The B2B brands that are committed to this to tell authentic stories and share relevant content, will get a considerable advantage for attract attention of buyers.

Marcel Queralt It also highlights the effectiveness of the short video, sharing: “We make short videos explaining what we do, and we have seen that there is some traffic that then comes to conversion.” However, the importance of long videos to deepen issues and build stronger relationships with the audience is emphasized.

Influencers as business engines

In 2025he 61% of B2B leaders They will increase content spending generated by influencers. This type of content has a significant impact, with the ads of Thought Leader generating double CTR y engagement compared to other formats. B2B influencers not only increase visibility, but also contribute to the establishment of deeper and more authentic relationships with buyers.

Good practices in influence marketing

For influence marketing to be effective, it is essential to follow some good practices:

• Strategic planning: Integrate influencers from the beginning of the marketing strategy, ensuring that they are aligned with the values ​​and objectives of the brand.
• Authenticity and transparency: Clearly explain collaborations and make sure the influencers maintain coherence with their style and values.
• Amplification: Use both payments and organic means to maximize the impact of campaigns.
• Continuous evaluation: Measure KPIS and constantly optimize the content strategy to maximize the results.

Beatriz de Tena, LinkedIn Top Voice, Expert in SaaS Solutions & AI-Driven Sales Strategyalso underlines the importance of taking advantage of platforms such as LinkedIn to connect supply and demand in a genuine way: «LinkedIn success is when someone has a problem and asks for help. We will see then if it is a project or not, but that is the most rewarding: use a social network to connect supply and demand. »

As he points out Kennet Malmcron de la Cierva: «It’s a trip, not a sprint. It is rather a marathon ». Building a solid and authentic brand in the B2B field requires time, effort and a well -defined strategy. It is key to demonstrate the Investment return (Roi) of campaigns, an increasing priority for Marketing directors (CMOS) In the last two years, with the 78% Of them indicating that this task has become more important.

Conclusion

He marketing B2B is experiencing rapid evolution, driven by economy of relationships, the growing influence of the experts of the sector and the Technological Revolution led by AI and video. In this context, brands that manage to integrate these trends in their strategy will be better positioned to connect with their audiences and generate a significant impact. Authenticity, creativity and construction of deep relationships With buyers they stand as fundamental pillars of the future of B2B marketing. In the words of Marcel Queralt Rodríguez: “Technology has to help us get closer, but in the end, what we see is that we need to connect in a real way.”