As we close the book on 2025, it’s time to reflect on the trends that reshaped B2B marketing this year. Fundamental changes occurred in the way buyers find information, how marketing and sales collaborate and what it takes to cut through the noise.
At The Think Tank, we’ve seen these shifts play out first-hand through our work with clients. We’ve helped teams adapt their approach, test what works and focus on campaigns that deliver measurable results. Here’s our take on what mattered most in 2025 and how we put it into action.
The rise of generative engine optimisation (GEO)
The way buyers discover brands evolved significantly in 2025, driven by the growing use of AI language models, like ChatGPT, as alternatives to traditional search engines. In a survey conducted by Adobe, 36% of respondents had discovered a new product or brand through ChatGPT, and 77% of regular users of the platform use it as a search engine. (source)
As a result, a new discipline has emerged: generative engine optimisation (GEO). GEO focuses on ensuring your brand is cited and accurately represented in AI-generated responses. It’s like search engine optimisation (SEO), but for large language model (LLM) responses rather than Google results.
As we explored in our recent article on GEO, it’s an especially important development for PR teams. GEO rewards demonstrations of expertise and authority, making journalism a valuable source of trusted content. 95% of sources cited in LLM responses are unpaid and 90% are drawn from earned media coverage.
The upshot for PR teams is that prioritising earned media, clear messaging and authoritative positioning is exactly what GEO demands – and what will get their clients appearing in ChatGPT responses.
The execution crisis in go-to-market strategies
Perhaps the biggest revelation in B2B marketing this year wasn’t a new tactic or technology. It was the uncovering of just how ineffectively most organisations are executing their go-to-market (GTM) strategies.
Our GTM whitepaper, produced in collaboration with Censuswide and B2B Marketing, included findings from a survey of over 500 B2B marketing professionals across the UK and US. It revealed a stark reality: just 47% of marketers can define what effective GTM looks like, and only 38% work in organisations with the structured frameworks needed to execute it.
This execution gap is costing businesses dearly, and sales and marketing misalignment is to blame. A staggering 80% of organisations report friction between these teams, rising to 90% in the US, resulting in miscommunication and missed opportunities.
Treating GTM as what it is, a cross-functional business strategy, not a marketing activity, is essential to making it work. Our campaign with Acron Aviation exemplified this approach.
Following Acron Aviation’s divestment and rebrand, we developed a three-phase GTM strategy that unified marketing, sales and communications: Teaser (build anticipation), Launch (introduce the brand) and Nurture (reinforce sales momentum).
By integrating LinkedIn advertising, account-based advertising, intent data, email marketing, direct mail, PR and sales team communications from day one, we delivered rapid brand awareness growth, whilst driving qualified opportunities for sales teams to pursue.
Now that the word on what makes for impactful strategies is out, businesses have no excuse: it’s time to leave ineffective GTMs left behind in 2025.
Intent data elevates account-based marketing
Account-based marketing (ABM) reached new levels of sophistication in 2025, driven by technological advances that transformed how B2B marketers identify, engage and convert target accounts.
Real-time intent monitoring across multiple data sources, automated nurture sequences and seamless CRM integration has turned ABM from a resource-intensive manual process into a scalable, data-driven discipline. With the help of platforms like Zymplify, marketers can now identify prospects actively researching solutions, track their engagement across channels and orchestrate personalised campaigns without manual intervention.
Our ‘Always On’ ABM campaign for Nasstar demonstrated this evolution. Targeting C-suite executives and IT decision-makers in mid-market and enterprise businesses, we used intent data to identify prospects in-market for cyber security solutions.
The campaign combined LinkedIn targeting, Google retargeting and structured email nurture programmes, delivering over 200,000 impressions across target accounts and 630+ website clicks from retargeting alone.
This shift from manual, resource-intensive ABM to scalable, technology-driven programmes marks a turning point. What was once achievable only for the largest accounts could now be deployed across entire target account lists, making precision personalisation the new standard rather than the exception.
Authoritative thought leadership is more appreciated than ever
As AI-powered content generation flooded the market, authentic thought leadership became more valuable. The flood of generic, formulaic content made original research and genuine human insight more appreciated than ever, especially in dynamic, ever-changing markets.
As trade tariffs wrought uncertainty across the global e-commerce industry, our campaign with Asendia demonstrated the power of authoritative, research-backed thought leadership. We conducted a comprehensive survey of over 1,000 respondents across ten key markets, uncovering genuine insights about cross-border e-commerce challenges and opportunities.
The research formed the foundation for an 18-page whitepaper, targeted media relations and multi-channel digital campaigns. The results spoke for themselves: 6.5 million people reached, over 239 whitepaper downloads, 6,800+ clicks and 15+ pieces of media coverage.
But the real value wasn’t in the numbers – it was in positioning Asendia as a leading voice in their sector through insights that couldn’t be replicated by AI-generated content. 2025 proved that, in a world where anyone can generate content at scale, original research and authentic expertise are the currencies that matter.
What 2025 taught us
Looking back, the trends that defined 2025 weren’t necessarily about flashy new tactics. They were about fundamental shifts in how we understand, reach and engage buyers.
At The Think Tank, we’ve spent over 30 years helping B2B brands navigate change. 2025 was no exception. As we look ahead to 2026, we’re excited to continue pushing boundaries, challenging conventions and delivering the kind of work that makes a tangible business impact.
If these trends have got you thinking about the future of B2B marketing, why not explore how the right GTM strategy can transform your business in practice? Check out, GTM: what’s working, what’s not & what’s next.
