B2B Marketing: The 3 Big Trends to Watch in 2025

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As with all disruptive technologies, generative AI has raised concerns among marketers, much as it did with writing assistance tools and automation tools a decade ago.

Clearly, this technology is positioned more as an operational extension of teams , with the emergence of the “augmented marketer” profile.

In 2025, AI will end up establishing itself as an inseparable tool of the internet, a bit like Google in the first half of the 2000s. On the ground, and after a year of trial and error, concrete applications are multiplying. Brief summary:


Data analysis : Marketing can inject Google Analytics and CRM exports into a singapore telegram data chatbot to generate detailed trend analysis. For example: “ Your conversion rate has dropped by 15% in the SME segment with 50 to 250 employees since March ”;


Document processing : Marketing submits the 200-page annual report of its main competitor to extract “the good pages”: new target markets, R&D investments, CSR policy, etc.;


Content production : rather than starting from a blank page, marketing produces a detailed brief (target, objective, tone, keywords, editorial line, example of online content, etc.) to generate an initial reasoned structure;


Persona work : Marketing engages AI in conversation by having it play the role of different customer personas to test hypotheses, objections, etc.

Technically, the progress of flagship products such as ChatGPT and Claude will continue in 2025, but more in a logic of fine-tuning than exponential leaps. The "scaling leap" observed between 2022 and 2024 seems to be stabilizing. It is on the image generation side that the greatest advances are expected, because the margin for improvement is still considerable.

In France, if adoption remains moderate among the general public (25% of users in 2024 compared to 16% in 2023according to Ifop), the impact on companies is already considerable : teams that use AI see their productivity increase by 38%. But the subject remains sensitive : more than one in two employees do not dare to discuss the use of AI with their hierarchy.