Marketing trends for 2025 that you should implement now

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The world of marketing is constantly evolving and year after year new trends emerge that revolutionize the landscape and change the way marketing professionals work. 2025 was not going to be any different and at Connext we have already detected the 6 marketing trends that will predominate over the next 12 months. Do you want to know what they are? Keep reading!


Marketing Trends for 2025
The year 2024 was intense in terms of marketing. Companies focused on strengthening their brand and establishing a clear differentiation from the competition. Another notable trend that 2024 left us was the implementation of CRMs and marketing automation tools , as well as the interest in being able to measure and analyze everything in both the marketing and B2B sales areas.

The adoption of more transversal strategies in the face of the predominance of inbound marketing in recent years has been another of the notable changes of 2024. And, finally, the full adoption of the use of Linkedin among the sales representatives and sales teams of companies.

But 2025 is not going to be far behind and we can already see several trends that will reign in the marketing field. These are the main ones:

Thought leadership strategies
From B2B to B2Champion
The evolution of AI in B2B marketing
From independent departments to RevOps
Marketing will drive business growth
Setting up High Performance Marketing Teams
Below we will break them down one by one so that you can learn about them in detail and apply them in your company.



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Thought leadership strategies
The first marketing trend for 2025 is thought leadership , which refers to content created by opinion leaders that demonstrates expertise or a unique point of view on a topic or field.

It involves creating content such as opinion pieces, infographics, videos, webinars, live events or research reports that organizations make available to the public for free (or in exchange for registration).

In this context, thought leadership does not include content that focuses on describing an organization's products or services, or attending events. It is about valuable content in which a leader showcases his or her expertise for the benefit of his or her community.

This type of content allows us to gain the trust of prospects and clients by demonstrating that we know what we are talking about, and this is especially relevant in a difficult context for B2B sales, in which:

95% of customers are not ready for sales conversations.
Economic uncertainty is extending sales cycles, with nearly 90% of global buyers saying their purchasing process has become longer.
B2B buyers now prefer a free-wheeling, self-directed buying journey of digital discovery.
All this with a fierce competitive threat, with new players in the market protected by globalization.
For all these reasons, connecting with buyers has become essential. Thought leadership strategies provide advantages such as:

Take advantage of self-consumption of content to stand out.
Encouraging buyers to rethink their challenges is a first step to stimulating demand.
Competitive advantage with which we can achieve much more than simply increasing brand recognition.
If done right, it makes buyers reexamine their assumptions, think twice, and can be a great inoculation against competitors trying to woo our customers.
This type of content is an important way to convey what the company stands for (the promise it makes to its customers) and makes the brand powerful and attractive to buyers.
It has a strong influence on sales and prices. It increases the likelihood germany email list of purchase and makes customers willing to pay more.


Recommended Article: Why Every Business Should Invest in a Brand Strategy



From B2B to B2Champion
The second marketing trend for 2025 is the Champion, that is, the purchase decision-maker.

The ICP is the ideal company. Buyer Personas are all the decision-makers and influencers who are part of the B2B purchasing process. But there is a special Buyer Persona: the Champion.

The Champion is the decision-maker for the purchase , the one who will actively promote our product or service within his organization. He is a key decision-maker because not only must he be convinced, but we must also give him the necessary tools so that he can convince the rest of the decision-makers internally.

This is usually a more educated buyer persona, who needs quality content that goes into depth in solving the problems they are currently facing. It is important to accompany them in all phases of the purchasing process so that they can make an informed decision. Once they have made the decision, the internal process of convincing the other decision-makers begins. They will personally lead this process.