The Evolution Of B2B Marketing: Trends And Shifts In A Post-Pandemic World
The COVID-19 pandemic has brought about significant changes in B2B marketing, with a shift towards digital-first approaches and human-centered strategies. According to a report by Forbes Agency Council, 16 members of the council shared the most significant ways B2B marketing has transformed since 2020 (Forbes Agency Council, 2025). One of the key changes is the preference of buyers to conduct their own research online, rather than visiting or calling sales departments.
This has led to an increased investment in high-quality online content, virtual events, interactive demos, and personalized digital outreach (Boyd, 2025). The pandemic has also brought about a change in mindset, with companies becoming more risk-averse. As Chintan Shah, a member of Forbes Agency Council, notes, "The uncertainty of Covid times taught businesses that everything can change overnight" (Shah, 2025). This has led to a shift towards flexibility, with companies offering options such as retainers and MSA-based models. In fact, Shah notes that flexibility is no longer a perk, but rather "table stakes" in 2025. The rise of digital channels, particularly LinkedIn, has also been a significant development in B2B marketing.
The landscape of B2B marketing is in a state of flux, with trend shifts emerging as a result of changing buyer behaviors and technological advancements. One significant shift is the growing importance of account-based marketing (ABM), which involves tailoring marketing efforts to specific accounts and decision-makers (Forbes, 2020). This approach allows businesses to personalize their messaging and build stronger relationships with key customers, ultimately driving revenue growth.
As ABM continues to gain traction, marketers are investing in tools and technologies that enable them to better understand their target audiences and deliver targeted content.
Another trend shift in B2B marketing is the increasing emphasis on customer experience (CX). With buyers having more power than ever before, businesses are recognizing the need to deliver seamless, omnichannel experiences that meet the evolving needs of their customers (Walker, 2020). This requires a deep understanding of customer pain points, preferences, and behaviors, as well as the ability to orchestrate multiple touchpoints and channels.
By prioritizing CX, B2B marketers can build trust, loyalty, and advocacy, ultimately driving long-term growth and profitability.
The rise of artificial intelligence (AI) and machine learning (ML) is also transforming the B2B marketing landscape.
Other related sources and context: Check hereThe pandemic years reshaped B2B marketing in ways few could have predicted. Emergency pivots that were implemented to keep business moving have ...●●● ●●●