As businesses look ahead to 2025, Hannah Stringer, Marketing Director, Moneypenny, shares her insights into the key trends shaping the future of B2B marketing. Moneypenny, a telephone answering and digital communication services company, has its finger on the pulse of the evolving digital landscape. Hannah’s expertise highlights the tools, strategies, and innovations businesses need to stay competitive in the fast-changing world of B2B marketing.
Self-reported attribution gains importance
There are many reasons that self-reported attribution e.g. asking where did you hear about us, is making a comeback. Firstly, qualitative data overlaid with digital attribution enables you to see so called ‘dark’ touch points that you can’t track any other way. It can also uncover what that all important trigger to act was and it might just learn something unexpected. With cookies being deprecated, attribution has come full circle and blending old methods with whatever attribution method you use is the best combo.
- Combine self-reported data with other first-party data for a holistic customer journey map.
- Use insights to optimize channel spend and focus on high-performing touch points.
AI reshaping content teams
By the end of 2025, the way content teams operate will be transformed by AI and if yours isn’t, I’d ask why not. The integration of generative AI tools will shift roles, streamline content production, and redefine team structures.
- Content teams will focus on strategy, storytelling, and creative direction while leveraging AI for execution.
- AI-powered personalization will enhance customer engagement, making every interaction feel tailored.
AIO (AI Optimization) for better visibility
Optimizing content for AI-driven search snippets is now essential. Ensuring your content aligns with how Google AI curates and presents information will enhance discoverability.
- Structure content with clear headings, concise summaries, and schema markup to capture AI attention.
- Voice search and conversational queries are on the rise—optimize for natural language to meet these demands.
Decline in blog and organic traffic
The launch of Google’s AI overviews in 2024 has impacted web traffic considerably. It was estimated that traffic could typically reduce by 60%. Not only that, organic visibility is going to decline with non-AI organic results being pushed further down the SERPS. Not ideal if you’re on a mission to grow organic traffic but there are alternatives.
- Shift focus to interactive content like webinars, podcasts, and downloadable resources.
- Use blogs as top-of-funnel awareness tools while driving conversions through gated content or video.
Call tracking will become the norm
Calling is still the 2nd most popular way to engage with business and therefore having the ability to track what is driving those calls is key. Call tracking closes the loop on those offline conversions and provides a 360 view across all channels.
- Integrate CRM with your call tracking platform to link revenue data to calls to show a true ROI.
- Analyse offline attribution data to identify trends in customer behavior and improve lead nurturing.
Attribution modelling evolves
Mixed marketing models (MMM) remain a strong option for larger businesses, but for smaller enterprises, incremental modelling offers a simpler, more effective alternative to assess campaign impact.
- Dynamic attribution models allow real-time adjustments, ensuring marketing spend delivers maximum ROI.
- Test and iterate with different models to find the one that aligns with your business size and goals.
Rising Google advertising costs
Expect spikes in Google ad costs as AI snippets prioritize non-commercial terms. Competitive markets like “answering services” are already seeing ad costs increases.
- Diversify ad spend across platforms like LinkedIn, TikTok, and programmatic advertising to offset Google price hikes.
- Refine PPC strategies by focusing on longer-tail keywords which typically cost significantly less.
Brand equity becomes a competitive advantage
In a shifting digital landscape, strong brand awareness will set businesses apart. Companies investing in brand/demand gen will be more likely to win market share.
- Develop a cohesive brand voice and narrative that resonates across all customer touch points.
- Partner with influencers or thought leaders in your niche to strengthen credibility and expand reach.
Human-centric marketing wins in AI era
As AI takes over routine tasks, the human element in marketing becomes more critical. Building genuine relationships and showcasing empathy will create lasting customer loyalty.
- Leverage customer feedback and testimonials to humanize your brand.
- Balance automation with personalized, empathetic touch points in email, social media, and sales interactions.
