B2B Marketing Trends in 2025: A Fireside Chat Recap
B2B marketing is continuously evolving, with businesses adapting to new technologies and strategies to stay competitive. On February 18th, Monsoon Consulting partnered with Onemedia Consulting to host an exclusive webinar, where industry leaders shared insights into the trends shaping B2B marketing in 2025 and how businesses can leverage them for success.
Check out the full recording below, or read our recap of the first two discussion questions and more details about the speakers.
Meet the Experts
Wolfgang Strassburger, CEO of Onemedia Consulting and a Marketo Engage Champion, has over 20 years of experience in digital marketing and is renowned for his expertise in automation, data-driven strategies, and helping brands scale with Marketo. As a recognized thought leader, he has helped numerous global brands elevate their marketing performance.
Bharat Sharma, CEO of Monsoon Consulting, is a seasoned B2B marketing strategist with expertise in digital transformation, customer experience, and eCommerce solutions. Under his leadership, Monsoon Consulting has driven successful eCommerce implementations across multiple industries, helping brands innovate and grow.
Alastair Brodie, Commercial Director at Monsoon Consulting, moderated the session, facilitating a deep dive into the latest B2B marketing trends.
The Evolution of B2B Marketing: Key Takeaways
1. AI-Driven Data Optimisation & the Rise of CDPs
The discussion kicked off with a look at the evolution of the B2B landscape. Wolfgang highlighted the increasing role of Customer Data Platforms (CDPs) in consolidating marketing data, with AI playing a pivotal role in extracting insights from vast amounts of unstructured information. AI-driven tools like Marketo Engage enable businesses to process and leverage data at scale, leading to smarter decision-making and hyper-targeted campaigns.
Bharat reinforced the importance of integrating AI into eCommerce strategies, not just for marketing but across the entire customer journey. From predictive analytics to self-service dashboards, businesses are prioritising efficiency, automation, and seamless customer experiences.
2. Where Are B2B Businesses Investing in 2025?
We conducted a live poll asking attendees where they plan to allocate their 2025 marketing budget. The results revealed three key focus areas:
- Content Marketing
- Events & Trade Shows
- Email Marketing & Nurture Campaigns
This aligns with the growing trend of businesses investing in thought leadership, community-building, and personalised engagement over purely transactional interactions.
3. Personalisation vs. Efficiency: Striking the Right Balance
A major challenge for B2B marketers is delivering highly personalised experiences without compromising efficiency. Bharat emphasised that personalisation is the key driver of growth, and platforms like Adobe Commerce and Marketo offer powerful tools to achieve this at scale.
For example, in industries like foodservice, a personalised dashboard allows a chef ordering ingredients at 2 AM to quickly access frequently purchased items, rather than navigating thousands of SKUs. Limited, curated catalogues based on user behaviour enhance the buying experience, making it fast, relevant, and efficient.
Wolfgang added that personalisation happens at multiple levels:
- Organisation-level personalisation for account-based marketing (ABM)
- Buying group personalisation for decision-makers within a company
- Individual-level experiences using AI-driven automation
With tools like Adobe Journey Optimizer B2B and Adobe Real-Time CDP, businesses can execute multi-tiered automation strategies tailored to their audience.
The better access we have to a vast amount of information (aka Big Data) the better we can synthesise that information into insights–maybe AI-based, maybe pure logic based–the better our personalisation will be.
Wolfgang Strassburger
CEO, Onemedia Consulting
Retention & Self-Service: The Future of B2B eCommerce
Beyond personalisation, the discussion touched on the rising importance of retention. Many businesses focus heavily on acquisition, but nurturing long-term customer relationships is just as critical.
Key retention strategies include:
- Identifying key moments in the customer’s buying journey to drive engagement
- Utilising self-service tools to enable frictionless reordering and account management
- Leveraging AI and automation to anticipate customer needs and personalise experiences at scale
With B2B buyers increasingly preferring self-service, optimising eCommerce platforms to support autonomous purchasing is a must. From user-friendly dashboards to AI-driven product recommendations, businesses that enable self-sufficient buying experiences will gain a competitive edge.
Key Strategies to Move Forward
- Leverage AI and data-driven insights to refine marketing and eCommerce strategies.
- Focus on self-service and automation to streamline the buying experience.
- Prioritise personalisation at every touchpoint, from account-based marketing to one-to-one engagement.
Onemedia Consulting: Leading the Way in Marketing Automation
Onemedia Consulting is a specialist agency in marketing automation, lead management, and data intelligence. As a trusted Adobe partner, they help global brands unlock the full potential of Adobe Marketo Engage by optimising automation strategies, improving data utilisation, and driving revenue growth.
They have delivered transformative marketing strategies for some of the largest brands in the DACH region, including Carl Zeiss, Sartorius, Konica Minolta, Unilever, and KSB. With expertise in ABM, multi-channel marketing, and real-time data intelligence, Onemedia Consulting empowers B2B companies to scale smarter, build stronger customer relationships, and achieve measurable results.
Watch the Full Webinar & Get in Touch
This webinar provided a roadmap for B2B marketers looking to stay ahead in 2025. For deeper insights, you can watch the full webinar recording above.
If you’re looking to implement these strategies and optimise your marketing and eCommerce performance, get in touch with Monsoon Consulting using the form below. We’re also more than happy to put you in touch with the team at Onemedia Consulting for expert Marketo solutions tailored to your business needs.
