B2B organizations experimented boldly in 2024, catalyzed by the promise of generative AI. In 2025, focus will shift to the bottom line as leaders look to turn experiments into revenue growth. Some will pursue quick wins that won’t deliver meaningful change or scale back promising, longer-term investments prematurely. Successful B2B leaders will balance the short and the long view, using 2025 to build on hard-won lessons. This guide will help B2B marketing and sales leaders anticipate the trends that will define 2025. The predictions in this guide provide a roadmap to the B2B landscape in 2025 so that you can navigate it effectively.

Join for free to read