In the 36 years since MAP Marketing began, the world of B2B marketing has transformed in incredible ways. The changes are exciting and open new opportunities for businesses to grow and connect like never before.
One major shift I’ve seen is the move back to the primacy of personal connections-not that this has ever gone out of style! While brand-building is still important, the human element in marketing is taking centre stage. In an era filled with AI-generated faces and automated responses, people still want to connect with real people. Think about it: who do you follow in your industry? Notice it’s who you follow, not what. That’s a key distinction.
Today, more businesses are putting a face to their marketing efforts. Instead of relying solely on internet, emails, social media, or newsletters branded with a company logo, savvy marketers are highlighting the individuals behind their companies. For example, you could launch a podcast featuring your in-house professionals. Let your audience get to know the real people behind the brand. This approach builds trust and helps your business grow.
Google, and its advertising platform Google Ads, is no longer the only way to attract attention. People are increasingly finding what they need through social media, YouTube videos, webinars, and online communities. AI is also shaking up the traditional search model. AI-generated summaries give users quick answers, often ending the need to visit a company’s website. This means businesses need to be creative in reaching their audience.
What makes B2B marketing more complex today is the sheer number of channels businesses need to use to stay competitive. According to research by McKinsey & Co., B2B buyers use 10 or more channels during their decision-making process. Companies using more channels, like social media, podcasts, and in-person events, are more likely to gain market share than those that stick to fewer methods.
Sales cycles are also getting longer, with seven or more people involved in the decision-making process. This means marketers need to work harder to build trust and show value. One of the best ways to do this is through compelling content. Case studies that show clear Returns On Investment (ROI), thought leadership articles that highlight expertise, and authentic videos all help to show credibility.
Today’s B2B buyers are more informed than ever before. They’re consuming more content across more channels, making it essential for businesses to stand out with unique and valuable information. One of the most effective ways to do this is through podcasts and YouTube videos. These platforms are increasingly popular, particularly with educated decision makers who value the expertise and insights provided by real people.
Podcasts and YouTube videos align with many of the trends I have discussed. They allow businesses to display their people, not just their brand, and engage prospects on a more personal level. These offer a way to nurture leads throughout the buyer’s journey, offering original thought leadership that can’t be found elsewhere.
AI is everywhere now, transforming the way marketers work. From optimising business processes to generating creative content, AI is helping marketers become more efficient and effective. Whether it’s automating tasks like drafting social media updates or analysing data to improve campaign performance, AI is revolutionising B2B marketing.
MAP Marketing embraces these trends to help businesses navigate the ever-changing marketing landscape. Whether you’re looking to engage prospects through podcasts, YouTube, create personalised content, or leverage AI, I can help you unlock business to Business (B2B) marketing potential. The future of B2B marketing is bright, and 2025 is the right year to reimagine your strategy.
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Maria Charlton
maria@mapmarketing.com.au