For consultants, the last five or so years have been a diabolical time marked by constant change. Consultancy has always been a competitive area and professionals have needed to be proactive and adaptable to keep up. But with recent evolutions in technology, changes in customer mindsets, and economic uncertainty, the industry is in constant flux.

So as B2B marketing and sales continue to evolve, we need to look to the future trends so we can flexibly respond to what we’re likely to see in the coming year.

Top B2B Marketing and Sales Trends 2025

1. Focus on Personalisation

Personalisation is one of the major B2B marketing trends I expect to see in 2025. Not only are clients craving it, but improvements in technology have now made it increasingly possible.

Developments in data analytics and AI mean that we can now understand our audiences better than ever before. We know what they like, what they don’t like, and what they will respond to. We even know the times our audience itself is active (in the past, we’ve just known when people in general were most active).

All of this information means we can now create more detailed segmentation. And that means we can really focus on niche markets and understand exactly what they want. This will, in turn, allow us to create stronger relationships with our clients and offer them more and better value.

This will be an important one to nail to ensure long-term client retention. Of course, you also need to make sure that any personalisation efforts are getting a return on investment.

2. Data Privacy Reassurance for Clients

Data privacy is a massive issue for many people today. The Australian Community Attitudes to Privacy Survey 2023 found that 74% of Aussies felt that data breaches were one of the biggest privacy risks they’re facing — this rose by 13 percentage points since 2020. Data privacy was the third most important consideration when choosing to buy a product or service, with 70% saying it was ‘extremely or very important.’

Of course, data protection is crucial for businesses who are responsible for protecting their customers’ personal and financial information. A data breach could not only lead to a tarnished reputation and loss of sales but also legal repercussions.

Making sure that you have robust processes in place to protect your customer data is increasingly important within B2B marketing and sales. Make sure your business is compliant and communicate your strategies clearly.

3. Digital Self-Service on the Rise

I have mentioned digital self-service in my list of B2B marketing and sales trends in the past. It’s still important for 2025.

Forrester’s Predictions 2025: B2B Marketing & Sales predicts that more than half of all large B2B sales of US$1 million or more will be processed through digital self-serve channels next year. This is due to Millennial and Gen Z buyers becoming more dominant consumers in the market.

When it comes to our consulting practices, we need to recognise that, in general, sales reps are out, and self-service is in. It’s important to focus on creating a positive and encouraging buyer experience on your website, your course site, or any other digital sales channels. This means making it a smooth, quick, and easy process and removing any additional barriers to purchase.

Digital self-service is about answering the question, ‘How can I help this customer through the process while I’m not in the room?’ That means being really explicit, over-communicating, and making sure that you’re digitally walking the customer through the buying process.

4. Unique and Insightful Thinking

In a world of consumption, it’s easy to buy off-the-shelf, ready-made or AI done for you. It’s easy to ‘farm out the thinking’. But buyers in organisations spending thousands and into the millions of dollars are looking for people who can show deep insight, empathy and understanding of their problems.

Your thought leadership, ideas and expertise are at the fore more than ever. Simply pumping out content, creating noise and not necessarily engaging people is not going to cut it.

For B2B marketing in 2025, being able to identify your niche and define your value are crucial. An increasing number of consultants are popping up in industries across the board, and this already-competitive field is becoming increasingly busy. So it’s crucial you stand out. Being know for being an expert in a specific area will help.

In the consulting world, where you’re selling the invisible, you’re now being called to go deep into your thinking and articulate it to define your value. You need to be coming up with ideas to solve the complex challenges your clients have. If you want them to spend the volume of money that is needed to solve their problems, they want to know who they're dealing with, what your thinking is, what outcomes they're going to receive and the ROI that's going to be provided. As the old adage says, ‘price is only an issue in the absence of value’.

Are you an expert in the problem they’re trying to solve? Have you written a book, are you speaking at conferences or have you written a whitepaper or other collateral to spell out your thinking? It’s time for you to do work on that value and demonstrate it.

5. From Client-Centric to Community-Centric Service Models

We all want to belong. From ancient times, we’ve been drawn to tribes to achieve a sense of security and togetherness. Today, we’re not that much different. Providing your clients with the opportunity to feel part of a united collective can help with long-term loyalty and retention. And that’s why remaining customer-centric is one of the top B2B marketing trends in 2025.

Every practice I’ve spoken with knows they have to remain customer-centric. The process usually involves a streamlined customer journey that begins before the transaction, continues during the sale and ends after the purchase is complete. While logistically it makes sense, it’s what suits the business, not the customer. It forgets their need to belong and not be treated as a transaction.

In her book, The Forever Transaction, Robbie Kellerman Baxter discusses the membership economy. She says that for B2B marketing, the sales transaction itself is the starting line, not the finish line. Having a community mindset and creating a customer-centric consultancy practice can be challenging. For one, it means that everyone in your practice needs to be focused on providing for the tribe, not just ticking off whatever is on their task list.

This community-centric approach will do wonders for the strength of your brand — particularly helpful during turbulent economic times. It can help establish deeper engagement and better retention.

Evolve, Adapt and Drive the Conversation

My wish is that your B2B marketing and sales processes support you so you're able to evolve, adapt and lead the conversation with your clients. Give them the certainty they're needing. As Seth Godin would say, ‘We’re waiting for you to lead us.’

Let me know what your focus is on to grow your practice in 2025.

I'd love to hear your thoughts…