Michael Epps Utley 
2024 has been an interesting year for business-to-business (B2B) marketing.
Shorter attention spans, a plethora of buying options, and the constant emergence of new technologies and media types have shredded the traditional B2B playbook.
Three things could cause even more significant disruption in B2B marketing in 2025 and beyond.
Disruption 1: Speed, Media, and Trust
Things are moving faster than ever these days. People have more choices in where and how they access information.
They are more likely to watch videos than read
People access more video content online than on television
People spend almost as much time on user-generated content on social media as branded material
This may cause B2B companies to be concerned that all people care about is short, funny videos delivered online.
Instead of viewing this as a negative, consider it an opportunity.
People’s attention spans have decreased, but their desire for value has increased. If you can grab consumers' attention by delivering value quickly, you have a unique opportunity to engage them and have them pay attention to your B2B marketing messages.
What’s critical is to avoid anything that interrupts your marketing experiences. People lose patience with anything that breaks the engagement flow. If something interrupts their attention, they’re highly unlikely to re-engage.
Not only do people dislike interruptions, but they also know that all content is immediately replaceable. For example, users can swipe up if they don’t like a TikTok video. If a Netflix show gets boring, it’s easy to move on to something else.
Beyond grabbing people’s attention and keeping it, companies must engender trust in their content, ensuring consumers look forward to seeing and experiencing any new material you release. Your content strategy should be all about becoming like that Netflix series that makes people want to return over and over again to watch more.
Disruption 2: Lack of Physical Presence
People are increasingly aware of how critical physical presence is. The lack of it (thanks to the onslaught of digital media) has made them realize how much they value it.
The rapid growth of remote, freelance, and fractional work has reshaped our cultural mindset. Online shopping has eliminated the group experience of mall, big-box, and boutique browsing. People watching movies at home rather than in theaters has turned entertainment into an isolating experience.
Today, most people prefer maintaining physical separation, which makes in-person connections feel rare and special. That’s why attendance at special events has surged (Taylor Swift concerts, anyone?). This presents an excellent opportunity for B2B organizations to break through the digital screen.
What could your business do that your consumers would value? Perhaps an intimate cocktail reception at an industry event that provides an opportunity for quality conversation, or a round table discussion with respected industry leaders. What about a question-and-answer session with your company founders that creates an opportunity to learn more about your brand from the people who know it best?
It’s good to be present online, but it’s equally as important to be present in the real world.
Disruption 3: Decline of Truth and Trust
Today, the world feels more divided than ever. Trust in media, government, businesses, and nonprofit organizations is low. Misinformation has resulted in widespread mistrust of institutions and leaders, and generative artificial intelligence (AI) has only accelerated this loss of trust.
This presents an opportunity for small businesses to build trust as a differentiator.
The best marketing delivers value to consumers. Regularly review your entire sales and marketing process. Ensure that every step delivers something trustworthy, meaningful, and valuable to prospective buyers. This will help ensure that they will trust your organization and want to continue along the marketing and sales journey until they make a purchase.
2025 B2B Marketing Disruptions: The Final Word
When taken together, these three disrupters point to the future of B2B marketing in 2025 and beyond.
Delivering value quickly and without interruption
Creating actual physical experiences built for the people you want to engage with
Building trust by focusing on the truth and delivering value
While disruption can be scary, in this case, what results from it can inspire a better type of B2B marketing.
