Last week, Sköna went to SaaSiest London! We had a great time, got to meet lots of interesting people and we also got to moderate a roundtable on the current trends in B2B branding. The subject sparked lots of opinions and insights – so dive in to get the main takeaways!
1. Greater Emphasis on Brand Marketing and Strategy
For years, B2B brands have leaned heavily on performance marketing, focusing on short-term gains and measurable ROI. However, companies are increasingly realizing the importance of brand marketing in building long-term customer loyalty and differentiation.
One notable shift is the restructuring of marketing leadership roles. For example, Kimberly-Clark recently appointed its first global Chief Creative and Design Officer, recognizing the need to balance brand creativity with growth-driven performance marketing. As the CMO role continues to evolve, we may see more brands adopting a similar split between brand and performance-focused leadership.
2. Bolder, Braver, More Emotional Campaigns
New research shows that most B2B video ads fail to capture attention or drive recall, with only 19% of participants remembering and correctly identifying the brand behind an ad. The takeaway? B2B marketers need to create more emotional, memorable campaigns to truly stand out.
Gone are the days of dry, technical messaging. Expect to see B2B brands embracing storytelling, humor, and human-centered narratives to connect with audiences in a way that resonates beyond just features and benefits.
3. [High Quality] Content Remains King in a Sea of AI-Generated Summaries
As AI-generated content becomes ubiquitous, the value of original, high-quality content is skyrocketing. Studies indicate that 80% of B2B buyers select their preferred vendor before even reaching out to sales, emphasizing the need for educational and engaging content that builds trust early in the buyer’s journey.
Proprietary research, unique insights, and deeply strategic content will set brands apart in a landscape flooded with AI-generated summaries. Marketers who invest in original content will not only drive thought leadership but also enhance credibility and visibility.
4. Increasing Importance of Influencer Marketing
Millennials and Gen Z are becoming key decision-makers in B2B purchasing, and they increasingly rely on external sources—including industry influencers—to guide their choices. Forrester predicts that by 2025, more than 50% of younger buyers will involve 10 or more external sources, such as social media connections and online communities, in their purchase decisions.
This shift makes influencer marketing an essential strategy for B2B brands looking to build credibility and drive engagement. The opportunity now lies in identifying and leveraging industry experts who can authentically advocate for your brand.
5. Branching Out into New Spaces Online and In-Person
As digital interactions continue to evolve, B2B brands are looking beyond traditional marketing channels. In 2025, we’ll see increased investments in social media, AI-driven personalization, podcast advertising, and in-person experiences like executive roundtables and immersive trade show activations.
Live events and peer-led networking opportunities are especially gaining traction. Research shows that while AI can summarize information, it cannot replicate the emotional impact of a live event. As a result, expect more brands to create intimate, high-value experiences that leave lasting impressions.
Final Thoughts
B2B branding in 2025 is all about moving beyond transactional relationships and fostering deeper connections through brand-building, emotional storytelling, strategic content, influencer engagement, and immersive experiences. As marketing teams adapt to these trends, the key to success will be striking the right balance between brand and performance marketing while embracing innovation in both digital and physical spaces.
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