Business-to-business marketing or Business to Business (BtoB Marketing) is one of the least covered topics in the marketing academy. Just by looking at Google search results you can get a quick idea of the topic, marketing has more than 3 billion search results, BtoB marketing only 7 million. However, BtoB marketing spends more than 6 billion dollars a year on digital ads, 15 billion dollars are invested in events and the largest budget goes to e-commerce with 7 billion dollars (trillion in Anglo-Saxon). Without a doubt, BtoB Marketing trends are an important part of current marketing.
BtoB Marketing is one of the central strategies for the growth of the professional services sector, in Mexico in 2020 the technical and scientific services sector 325 million Mexican pesos. Undoubtedly an important figure that demonstrates the relevance of marketing to this sector.
BtoB Marketing Trends in 2025
BtoB marketing trends are focused on content generation. The thought leadership It has become a structural part of the communication strategies of companies in very varied sectors. A good example is Bird and Bird, a global law firm that has been committed, for some years, to the creation of insights to show that they are more than a law firm. The same thing happened with Baker Mckenzie, one of the largest firms in the legal sector that, wanting to compete with Alternative Legal Service Providers or ALSPs for its acronym in English, opted to develop a content platform that rivals international media.
The generation of insights is one of the faces thought leadership; however, she is not the most popular. The use of internal spokespersons turned opinion leaders has become a new trend. Firms seek to position their staff as experts on issues that may exceed the limits of the contracting firm. This is given in conferences, books and podcasts by directors looking to “expand their horizons”. Examples in the consumer sector abound and probably the best inspiration for BtoB Marketing. Let’s see CarWow as an example or KBB Auto, firms that have been overtaken by the popularity of their spokespersons on YouTube. 7 percent of BtoB marketing firms have promoted content on social media; important figure if one considers that 65 percent have done it in search engines or 49 percent in sponsorships. The use of digital media with a massive reach is the norm and will continue to grow in the coming years.
The future of business-to-business marketing will be profiling content in a very targeted way to potential customers. The strategy of lead generation through content will only work to the extent that the content has a very high value. For the business It will be essential to create pieces of content that are not only almost unique, they will also have to be scarce. Since digital goods are naturally abundant, the secret recipe will be to create content that is very targeted, particular, almost tailored. The scarcity will be created by specificity, that is, content created for each client.
In order to have a strategy based on effective BtoB Marketing Trends, it will be essential to have a business model based on two axes: client-centric Y solution centric. These two issues will be central, most current business-to-business solutions are based on offering better prices, volume discounts, efficiency; however, in the future the most successful companies in the use of BtoB Marketing will offer solutions, methodologies or procedures that put the answer before the product, the solution before the price.
In conclusion
In this sense, business consultants such as law firms, advertising agencies and consultants in general should be focused on solutions, not on price. For example, according to a recent study by Aderant, 28 percent of law firms today are concerned about pressure to lower prices. In contrast, only 11 percent are focused on increasing competition.
BtoB marketing is about to enter one of the most interesting stages in its history, the mix of artificial intelligence systems, inflation and increased competition will make strategies tremendously sophisticated.