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B2B marketing for technology companies: what works in 2025

B2B marketing for technology companies is changing rapidly: the old methods of lead generation no longer work the way they used to, and buyers are becoming more knowledgeable. In 2025, companies operating in the B2B segment should restructure their strategies, focusing on personalization, automation and trusting relationships. Let's look at the key trends that will determine success in B2B marketing.

B2B buyers are less likely to trust cold calls and aggressive advertising. Instead, they are looking for trusted experts. In 2025, it is important:

  • To develop the personal brand of founders and top managers (posts on LinkedIn, participation in podcasts, presentations at conferences);
  • Create expert content (case studies, webinars, blogs);
  • Develop a community around the product so that customers can talk about it themselves.

In 2025, B2B companies should focus on content that really helps customers. Working strategies:

  • In–depth analytical articles - analysis of trends, research, and best practices;
  • Video content and cases – showing the real application of the product, interviews with clients;
  • Interactive tools – ROI calculators, tests, automated checklists;
  • Personalized email marketing – audience segmentation and useful mailing lists instead of massive spam campaigns.

Technology companies are increasingly relying on ABM (marketing focused on key customers). This is an approach in which marketing and sales work point-by-point with individual companies, choosing individual strategies for them.

How it works:

  • The most promising companies for cooperation are selected;
  • Personalized content and unique offers are created for each company.;
  • Multi–channel touch is used - LinkedIn, email, webinars, meetings.

AI and automation in 2025 will help:

  • Optimize your sales funnel using chatbots and AI assistants;
  • Personalize real-time content based on user behavior;
  • Automate data analysis to improve targeting and predict customer behavior.

Traditional targeting no longer works. Companies that can competently analyze customer behavior data will gain a competitive advantage.

What to do:

  • Use behavioral analytics for personalized offers;
  • Implement Customer Data Platforms (CDP) for a deep understanding of customer needs;
  • Use AI for predictive analytics (for example, which customers are more likely to leave).

B2B marketing in 2025 will be based on trust, expertise, personalization, and automation. Companies that focus on personal brand development, high-quality content, ABM and AI solutions will be able to effectively attract and retain customers in the new reality. Are you ready to adapt?

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АРМАН АМАНЖОЛОВ

March 12, 2025 20:43

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