The 2025 B2B experience challenges

Here’s a taster of the different B2B experience challenges and solutions brands face in 2025. To gain the full insights, download here:

1. Put the 'R' back into CRM

We need to rethink the traditional funnel for the 21st century. Traditional sales funnel thinking is transactional — not focused on building lifelong, high-value customer relationships. By rethinking CRM as a ‘relationship funnel’, we can use these techniques to give customer relationships the care and attention they deserve.

2. Harness AI with purpose

Balance the AI revolution with the need for human authenticity. AI hype has B2B marketers spinning — and audiences questioning what's real, creating a trust spiral. 87% of business audiences say trust is a key factor in their decision-making process. Harness AI in your experiences as a tool to glean insight and spur creativity, but make sure authentic human content and connection anchor your brand.

3. Big B2B Marketing Metrics

B2B marketers often get bogged down in data. We’re not saying this isn't important… but let’s seek out what really matters. B2B marketing creates vast amounts of data — from lofty ROI to tiny data points. How is this important and where do you start to use it for experiences? Focus on the metrics that matter most, consistently across the marketing stack: brand perception shifts, behavioural impact and audience value.

4. Get sweet with the C-suite

Drive reach and impact with the highly-sought C-suite. When the C-suite is bought into your brand, procurement oceans part and revenue flows. Reaching them is no easy feat: how do you make execs care about your brand over others? Give them what today’s execs crave and get straight to the point: peer-to-peer interaction, money-can’t-buy experiences and a fresh point of view.

5. I’m not crying. You are.

Don’t underestimate the power of emotion in B2B tech marketing. B2B marketing tends to be focused on rational benefits — which doesn’t impact the emotional part of the brain, where most decisions happen. Focus your efforts on creating marketing content and experiences that deliver a deep, emotional response.

6. Extrovert…meet introvert.

Human-centred experience design for all audiences. Loud buzzing events — as fun as they are for some — don’t suit everyone. Traditional B2B events fall short for a huge percentage of today’s audience: introverts. Rethink event experiences to accommodate introverts — making it easier for them to connect with others and enjoy moments to recharge.

7. Look spenny without spending

Creating quality brand experiences that don’t break the bank. Budgets of all shapes and sizes are getting squeezed — but B2B marketing events still need to deliver at the right quality levels. Be creative with event plans to create an event that looks and feels expensive by focusing on small touches and superb content.

8. Global brand acrobatics

Balancing brand consistency with relevancy to local audiences. Global brands need to present a consistent face to the world, AND be relevant to local audiences — a difficult balancing act. Identify the core, global attributes of the brand that are a must and incorporate them into your experiences. Allow for customisation and flexibility in local markets.

9. No risk, no reward?

Take informed creative risks during your experiences to amplify impact. B2B marketing needs to be bold to stand out but taking risks isn’t for every brand. How do you know if new ideas and approaches are worth the leap of faith? It’s critical to align on your organisation’s appetite for risk and develop marketing approaches that push slightly on those boundaries.

10. Inspire, don’t preach

Internal communication that drives a targeted growth mindset. Motivating behavioural change and driving employee buy-in are increasingly difficult with information (and work) overload. Treat internal audiences with the same care as customers — delivering customised experiences that don’t rely on the same channels or content as their day-to-day work.