B2B marketers around the world are getting ready to hit the ground running in 2025. While there are some differences in the successes and challenges faced by marketers across regions, there are also shared trends. The insights from our 2024 B2B Marketing Outlook Report—collected from over 400 marketing leaders across North America, Europe, and APAC—shed light on global trends shaping the future of B2B marketing.
This blog explores four major takeaways from different regions and how marketers worldwide can leverage these insights to sharpen their strategies, connect with their audiences, and drive measurable results as they strategize for 2025.
1. Digital channels dominate
B2B buyers have moved firmly into the digital space, with social media and online research being vital tools in the decision-making process. While this trend shows up globally, Europe is leading the way. According to our findings:
- 82% of European marketers report increased social media usage for research and decision-making.
- Similarly, 80% of European marketers observe a rise in online research, outpacing their peers in APAC (68%) and North America (63%).
These numbers highlight a shift in buying behaviors, with European buyers relying heavily on social platforms and search engines to evaluate solutions and vendors.
For North America and APAC, the growing adoption of digital channels presents both a challenge and an opportunity. Marketers who fail to adapt risk falling behind, while those who embrace these trends can capture their audience’s attention in a crowded digital marketplace.
What this means for B2B marketers:
- Social media investment: Marketers must go beyond sporadic posting and create robust social media strategies prioritizing engagement, thought leadership, and buyer education.
- Content marketing: High-quality content optimized for SEO helps you get in front of your potential customer and positions brands as trusted authorities during the research phase.
- Paid media: Combining organic efforts with targeted paid social campaigns can help to maximize reach and drive conversions.
The changes in buyer behaviors happening in Europe (and other regions following closely behind) underscore the importance of meeting buyers where they are. Marketers everywhere should prioritize digital-first strategies to keep pace with this shift in behavior.
2. Programmatic advertising potential
Despite its ability to improve targeting and ROI, programmatic advertising remains underutilized across regions. This is especially true in APAC, where only 13% of marketers report using it—far below the adoption rates in North America and Europe.
Interestingly, APAC marketers are more than three times as likely to fully outsource programmatic advertising compared to their North American counterparts. This reliance on outsourcing may reflect a gap in internal expertise or resources, potentially contributing to APAC’s overall lack of confidence in targeting the right personas and Ideal Customer Profiles (ICPs).
The report also found that marketers who use programmatic advertising are more confident in their targeting abilities, 60% compared to just 48% of those who don’t use programmatic, emphasizing its potential as a game-changer for B2B marketers.
What this means for B2B marketers:
- APAC: Investing in in-house programmatic expertise could help APAC marketers improve targeting and reduce reliance on external vendors.
- North America and Europe: Scaling programmatic efforts can further enhance targeting precision and campaign efficiency.
- Global perspective: Marketers across all regions should integrate programmatic advertising into their multichannel strategies, leveraging its data-driven capabilities to reach the right audience at the right time.
As programmatic advertising continues to evolve, it represents a significant growth opportunity for marketers looking to optimize their campaigns and boost confidence in their targeting.
3. Data quality matters
Data is the lifeblood of B2B marketing, and our findings confirm that data quality is a universal concern. Over 60% of marketers across all regions identified improving data quality as critical to their strategies.
However, challenges in data collection and integration vary by region:
- Europe faces unique hurdles in sourcing the right data, with marketers about 10% more likely than their North American counterparts to cite this as a concern. Strict regulations like GDPR undoubtedly contribute to these challenges, pushing European marketers to adopt privacy-first approaches.
- APAC marketers are 39% less likely to report data integration as a major challenge than European marketers, suggesting they may have more streamlined systems in place.
Clean, actionable data is essential for driving engagement, meeting customer needs, and staying ahead in an increasingly competitive landscape. Despite differences across regions, the importance of data quality remains clear.
What this means for B2B marketers:
- Audit your data: Regularly review and cleanse your datasets to ensure accuracy and relevance.
- Embrace privacy-first strategies: Follow Europe’s lead by prioritizing transparency and ethical data collection practices, particularly as global privacy standards become more stringent.
- Invest in MarTech: Leverage tools that integrate data from multiple sources and provide actionable insights to fuel decision-making.
4. AI’s role is evolving
Artificial intelligence is revolutionizing B2B marketing, but how it changes how a brand’s perceived authenticity varies by region:
- Europe leads the way, with 68% of marketers agreeing that AI positively impacts authenticity. In contrast, APAC marketers are more cautious, with under half expressing the same level of optimism.
This may be due to differing levels of comfort with AI or concerns about balancing automation with a human touch. Regardless, the consensus is clear: AI’s potential lies in its ability to enhance personalization, streamline processes, and provide actionable insights—without losing the essence of genuine brand connections.
What this means for B2B marketers:
- Strategic AI use: Employ AI to handle repetitive tasks (e.g., data analysis, content creation), freeing up resources for higher-value activities.
- Maintain a human touch: Use AI as a tool to augment, not replace, human creativity. Personalized interactions should still feel authentic and relatable.
By balancing AI-driven efficiencies with human oversight, marketers can harness the technology’s power while preserving the authenticity that resonates with buyers.
Looking forward
These learnings from our 2024 B2B Marketing Outlook Report highlight the current state of B2B marketing on a global scale. By learning from these insights and tailoring their strategies accordingly, B2B marketers can position themselves for success in 2025 and beyond.
