B2B marketing trends are shifting faster than ever. As AI levels the playing field for new competitors to enter the market, it also raises the bar for the quality and consistency of your content. And what comes next is anything but clear.

Never fear. Where you have questions, we have answers. Or, at least…we have broad predictions based on real insights and experiences from B2B marketing experts who have been putting in the work.

Today, we’re sharing their top marketing trends and tips heading into 2025, plus a few educated guesses of our own.

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For years, B2B companies were forced to rely on channels like Google ads, affiliate marketing, and search engine optimization SEO for lead generation.

While each of these channels still has its role to play, generative AI has dramatically lowered the bar to entry in areas like video, events, and podcasting. What used to be costly and time-consuming is now easy, affordable, and scalable. Here’s how some of the best and brightest are approaching B2B marketing in 2025.

According to Goldcast’s State of AI in B2B Video report, 90% of marketers already use some form of AI—and they’re not falling into the trap of using it as a solution in search of a problem.

Instead, they’re using AI to find a balance between long-term brand development and hitting aggressive growth goals. Our survey found that 85% of marketers using AI in video workflows are cutting costs and 81% are saving time.

Here’s an example from our friend Paul Roetzer, Founder & CEO of the Marketing Artificial Intelligence Institute. He and his team use AI to produce clips from podcast episodes in a fraction of the time it would normally take:

“We look at each of those individual steps and say, ‘Can AI assist us in this step?’ An example would be the promotion side—taking the one-hour podcast and cutting it up into five YouTube Shorts or TikTok Shorts. That used to be a highly manual process. You had to find the five segments of the podcast you wanted to pick, then cut them up, and then add captions. AI does all that for us now.”

The right set of AI tools and apps can reduce long turnaround times with external partners. More importantly, AI unlocks a wealth of new pipeline opportunities by helping even small marketing teams develop multiple formats from one long-form asset—like a podcast, video, or webinar.

In an environment where brands are constantly battling for audience attention and mindshare, that’s priceless.

“We have AI integrated into more than half of the podcast production steps, and it probably saves us about 15 to 20 hours a week. So that's how I teach AI—take something you already do that's a critical part of what your marketing team does and find ways to do it more efficiently. That frees up our team to work on other things that weren’t getting done,” Paul explains.

Anyone who’s taken a recent look at HubSpot’s blog traffic can tell you, it’s been an interesting year for SEO. Last June saw Google’s epic algorithm leak followed by its core update in August, which brought about major shifts in traffic and rankings across virtually all sectors.

Google has made it crystal clear that it wants to see genuinely useful content—not content that reads like it was made for search engines. So what does this mean for your B2B marketing strategy?

Here’s how marketing leaders like Heike Young, Head of Content & Integrated Marketing at Microsoft are using video to increase organic rankings:

“For B2B specifically, YouTube and LinkedIn are both pretty underutilized. What I learned when YouTube came into my team a couple of years ago is that there were so many B2B keywords and there were hardly any videos that our competitors were ranking for. And in fact, the videos that were ranking highly for some of these big YouTube keywords were pretty low-quality and would be easy to boot off of page 1 of YouTube with a decent quality video.”

So, yes. AI tools like ChatGPT have had a major impact on organic traffic and rankings. And that trend is set to continue, but that doesn’t mean there's no value to be gained from organic search.

Video is here to help you defend your rankings in an internet era awash with AI fluff. By integrating valuable insights from real subject matter experts, you can stand out in a sea of competing content, both on Google and your social media platforms.

Learn how video is shaping the future of B2B marketing. Check out this Goldcast Coffee Corner episode diving deep into all things video marketing!

If the first 30 days of January have taught us anything, it’s that you can’t rely solely on third-party channels. Whether you’re using an account-based marketing strategy (ABM) or broad approach, email lists provide direct access to your audience and are a great way to diversify your channels to safeguard your brand against future algorithm changes.

As the Manager of Webinar Marketing at Hootsuite, Stacy Combest gets it. She uses email marketing to cross-promote her webinars and increase meaningful engagement:

“We really like to try to get them into our email newsletters. The way our organization is set up, it's by different sales buckets, types of plans, and what audiences are buying. So our newsletters are set up to reflect that. We have dedicated sections just for webinars in these newsletters that go out monthly, and we have found that the newsletters are now performing even better because we've included the webinars in there. It’s becoming a pretty good driver for us.”

LinkedIn expert and founder of Authority B2B, Mark Jung has also seen success with this strategy, even when driving traffic from social media. Here’s how he explains it:

“We've helped some of our clients go from getting 500 people to an event to over 11,000 just from using smart company page content to drive people who are interested in a topic and take them downstream to a podcast, newsletter, or an event. There's nuances between them, but the strategies apply for any type of LinkedIn content no matter what type of profile.”

Whatever the goal, the only way to guarantee future success is to focus on leveling up your own channels.

Create virtuous cycles in your B2B marketing strategy. Stacy Combest, Manager of Webinar Marketing at Hootsuite shares her tips for cross-promoting email newsletters and webinars for better results across channels. Learn more of Stacy’s tried-and-tested tips. Watch the full event on-demand: https://www.goldcast.io/on-demand-events

As AI opens the floodgates to new competitors, the way you position your brand is everything. To capture attention, engage your audience, and drive more pipeline, marketers will need to capture audience mindshare across the customer journey—not just when they’re ready to buy.

“You need to be a memory-maker because you need to be on what we call the day one list, which is the top 5 companies that you have already in your mind. It’s like when you go buy running shoes. I have my brand. I know I’m going to go after New Balance because I know that’s my brand. You do the same thing when you make a software purchase.”

In a crowded B2B market, the way you position your brand is everything. Audrea Laffely, Vice President of Growth Marketing at Rocket Software discusses the importance of brands becoming “memory-makers” to secure a place in their prospect’s mind and on their shortlist. Watch the full event on-demand: https://www.goldcast.io/on-demand-events

And it’s not just about putting a digital coat of paint over your marketing channels. You’ve got to mean it.

“The reality is, if you go entirely on performance, there will come a point where it will become more difficult and therefore more costly and therefore inefficient for you to get your next lead,” says Karna Crawford, Chief Marketing Officer at Marqeta. “You may not always need to have always-on brand and always-on performance, but you have to at least appreciate that your brand matters.”

These days, decision-making starts much earlier, with buyers researching their own shortlists long before they’re actively in market. Which means serious CMOs know one thing: in the future of B2B marketing, mindshare drives revenue.

Want a failproof tip for your forward marketing strategy? Sprinkle a little founder-led thought leadership content into your marketing campaigns.

According to a study analyzing over 11,000 employee LinkedIn posts, 90% of the posts with the most reactions were authored by the CEO. Depending on your target audience (and your CEO), this strategy can be a major win with B2B customers. Because at the end of the day purchasing decisions are emotional decisions. And even B2B buyers want to do business with someone we know, like and trust.

Take CEO of B2B content studio Compound, for example. Tommy Cast scaled Compound to $1 million in revenue last year using founder-led content. He also reported that the agency's clients generated a pipeline worth $15 million using the same strategy.

So what do we see on the horizon this year? Here are some of our top predictions for B2B marketing teams.

According to our research at Goldcast, 74% of business attendees love the convenience of digital events and 90% cite networking as the top reason for attending in-person events.

As full-funnel events find their way back into marketing budgets in 2025, marketers will find new ways to make them engaging and interactive. Creative activations, for example, hosting an event at an exciting venue like the AT&T Cowboy stadium or offering personalized experiences like a graffiti-style sweatshirt station, will take center stage as marketers seek new ways to drive customer experience and retention.

“Making events a central part of your content strategy helps you cater to a wide spectrum of consumer preferences,” explains Stacy Combest. With the help of Goldcast, Hootsuite grew organic traffic to their on-demand webinars by 150%. “As a whole, our attendance has gone up 62%. We were sitting at 25% attendance before we came to Goldcast. Now we're averaging 40%, and a lot of that has to do with the experience.”

Consistently creating engaging content is one of the biggest challenges marketers face. Multimodal content may be the key to solving it.

In the past year, we’ve seen video become even more important in B2B marketing, with a growing number of B2B brands publishing on platforms like TikTok, YouTube, and Instagram Reels. And with LinkedIn's addition of vertical video, we can expect prospects to continue engaging with business content the same way they engage with other content—via video, text and audio. The magic lies in creating the perfect mix.

As VP of Marketing at Clickup, Amrita Mathur put it: think of your content marketing strategy as “crafting the perfect bento box.”

“Maybe that means you've got some written content, and then you throw in a side of rich graphics, and you make sure to include some quality video to explain a complex topic.”

With the ability to quickly create whatever type of content you need using an AI-powered B2B video content platform like Goldcast, marketers will be able to spend less time on the manual elements like content creation and more time on storytelling.

According to our research, nearly half (48%) of marketers say AI has provided the highest value in content repurposing, with 88% of them using AI to automate video editing, transcripts/captions generation, and clips creation.

By automating these tasks to an AI that can keep brand voice and visuals in mind, they’re shaving hours off the traditional video content repurposing process. We found that an impressive 79% of marketers say AI tools have allowed them to repurpose video content more efficiently.

At Goldcast, we walk the walk. For example, our team uses Content Lab to summarize our event content and publish these summaries as blog recaps after the event. We’ve also helped folks like Chris Walker of Refine Labs (among countless others!) repackage events and video interviews into podcast episodes to get more out of their long-form videos.

Trends come and go, but with the right tools and brand positioning, you can keep your pipeline strong no matter what. And Goldcast can help.

Goldcast is an AI-powered B2B Video Content Platform that enables marketers to put video content at the heart of the customer journey. With users like Intercom, LG, Zuora, OpenAI, and Mailchimp, we know what it takes to publish high quality content at scale.

So what are you waiting for? Leverage Goldcast to capture mindshare and boost your brand authority in 2025.

Schedule your free demo today to learn more.