Business-to-business (B2B) brands are currently in high demand and, in 2025, the industry is looking forward to a bright and busy future. However, their ability to generate leads is still a matter of concern. Many leaders in the space can’t find parallels to consumer market customer acquisition, preventing many companies from being as successful as they should be.
In 2025, that’s all changing, according to the lead generation app, Score. It believes new approaches and technologies will enable firms to improve multiple aspects of their business models and get more of the results that they want.
“B2B outreach is a complex puzzle because of the way businesses work,” it says. “But that isn’t something unsurmountable, especially in the digital realm. Today, some companies are excelling at connecting with relevant stakeholders and pushing their businesses to the point where they can operate at scale.”
One of the techniques in development is the concept of hyper-personalized outreach. The idea is to use AI and machine learning to analyze customer data and develop bespoke marketing messages and offers that deal with the issues the target client business is dealing with. It’s a way to assess the genuine, on-the-ground pain points of the company instead of assuming a generic “buyer persona.” This development is possible in 2025 because of granular information on behavior and formographics. Companies are peering into conditions in target firms, using automated collection systems, and then leveraging these in their CRMs for increased effect. This information is even helpful for dynamically adjusting email and website content to match specific stakeholder preferences. These changes make it possible to communicate to different groups of people within a firm from varying perspectives, depending on their role (i.e. employee, C-suite, finance department, etc.)
Following on from this concept is the notion of “account-based marketing” (ABM). The idea here is to focus on specific firms (or buyers) based on their potential to engage in a significant volume of trade, not just because they look like a promising lead. This tactic is helpful for firms that want to get an anchor in the market and build from there.
“Technologies are allowing companies to refine their ABM strategies through integrated analytics to find customers willing to pay the most,” says Score. “Then, collaboration between marketing and sales teams means more consistent messaging across touchpoints. Workers can append data to the cloud and use it for cross-departmental purposes, reducing risks. There’s even evidence that companies are trying to fix B2B lead generation through multi-channel engagement as part of targeted ads and LinkedIn.”
Naturally, underlying much of this process is AI and automation. The year 2025 will likely be the time the B2B industry embraces these technologies, allowing it to improve on lead generation more than ever before.
For example, AI systems could help brands communicate with prospective clients at any time of the day. They could also differentiate between decision-makers and regular employees, allowing for a more targeted approach. Even lead qualification could become a part of their repertoire with enough time and training.
“Part of the promise of AI is the prospect of automated lead generation,” says Score. “Human analysts can only do so much. What artificial intelligence offers is the opportunity to keep leads engaged until the time comes to convert them, which can be a lengthy process for many B2B firms. It means that instead of sales reps sending perhaps hundreds of emails and messages to prospect clients, they can seed the conversation and then allow the artificial intelligence to take over.”
The humanizing aspect of digital engagement is also something that businesses are focusing on to improve B2B lead generation. While AI offers promise in this area, many companies in the space are keen to build networks and improve their performance.
For example, live virtual events are now taking center stage. Many companies use webinars and virtual networking as a way to introduce the people behind the operation and humanize the entire process. This way, brands can avoid being left out of the conversation.
Social selling is also going to make an appearance in 2025. Companies need people who can get on platforms like LinkedIn, find decision-makers, and offer them products.
While social proof is still a part of this story, it is not the most critical for B2B marketing. Case studies can be helpful in some situations, but they aren’t the primary tool most businesses use.
What about content, though? Does it still matter for B2B lead generation in 2025?
The answer appears to be a resounding “yes” but mainly in the realm of thought leadership. Companies that do best in the B2B space often have the most compelling white papers and industry insights. If they are helpful to firms, they are more likely to be purchased and followed up on. The presumption is that the brand behind them has significant expertise and is willing to share it for a fee.
Video content similar to this can also help. Short-form videos are explainers that generate leads, while live streams and longer content are essential for cementing the conversion and convincing external stakeholders that buying from you is the right decision. Again, video also has the benefit of humanizing brands, which is another reason it’s so popular.
“Companies that can get their content right in the B2B space can be like a Trojan horse, and get their names being spoken at their target companies,” says Score. “When people find something useful, they will naturally seek further help from the firm that provided it, and even consider paying for the highest-value assistance.”
Of course, data privacy concerns will likely complicate this effort in 2025. Companies won’t be willing to acquire as much customer data as before using the same methods due to CCPA and GDPR. However, new techniques are emerging that promise to reduce these risks and still provide plenty of usable information at the company level.
“The ethics of B2B marketing are a little different from the consumer sector,” says Score. “However, companies that stick to their lanes and target decision-makers effectively are usually the ones that thrive.”
