The Future of B2B Marketing: AI and Video Lead the Charge in 2025

Madison Logic’s latest survey reveals an evolving landscape for B2B marketers, with artificial intelligence (AI) and video content taking center stage in 2025 marketing strategies. Conducted by Harris Poll, the survey highlights a marked shift toward digital tools and platforms as younger, tech-savvy decision-makers increasingly shape the purchasing process.

According to the survey of over 300 U.S. marketing professionals, 60% of respondents plan to increase their investment in AI tools next year. From streamlining workflows to enhancing personalization, AI is becoming a staple of B2B marketing. The days of relying solely on traditional methods are fading as brands seek more efficient ways to engage their audience and meet buyer expectations.

Video content is also taking precedence, with 53% of marketers indicating plans to expand their video strategies. The use of short-form video, captions, and interactive elements is increasingly seen as essential for capturing attention and driving conversions. These formats are particularly effective with Millennials and Gen Z buyers, who prioritize authenticity and quick access to information.

What’s driving this shift? The changing demographic of decision-makers is a key factor. Millennials and Gen Z now make up 67% of global purchasers of deals worth $1 million or more. These buyers expect more transparency, efficiency, and engagement from brands. As a result, marketers are turning to platforms like TikTok and Instagram, with 64% planning to increase their presence on these channels.

Interestingly, despite concerns about the return on investment (ROI) of AI in the past, the survey shows growing confidence in its potential. Only 39% of respondents expressed apprehension about delayed ROI from AI investments, a significant drop compared to previous years.

Customer testimonials, influencer marketing, and personalized content remain essential components of content strategies, with 58% of marketers emphasizing these formats. However, poor targeting and vague messaging continue to alienate potential customers. Nearly half (49%) of respondents identified unclear messaging as a major issue, while 41% pointed to ineffective targeting and 40% cited unrelatable ads as turn-offs for their audience.

The data suggests that B2B marketing is undergoing a digital transformation, driven by the demand for innovative approaches that resonate with modern buyers. AI and video are no longer experimental tactics; they’re becoming the standard for effective engagement.

At Rendr, we’ve seen firsthand how AI is transforming the marketing landscape. It’s no longer about gimmicks or flashy features—it’s about using technology to create more meaningful, human-centered experiences. The fact that platforms like TikTok are now part of B2B strategies shows just how far the industry has come. Companies that adapt to these changes will be the ones to thrive in an increasingly digital world.

As Madison Logic’s survey shows, 2025 will be a pivotal year for B2B marketers. Those who invest in AI and video content now are setting themselves up for long-term success in a rapidly evolving market.

References

• Mark Brohan (2024). B2B marketers will double down on AI and video in the year ahead. Digital Commerce 360. Available online. Accessed 5 January 2025.