Expert Insights: Marketing Trends for 2025

As we bid farewell to 2024, the marketing landscape continues to evolve at a fast pace. From the rise of AI-driven personalization to the growing importance of LinkedIn content and in-person events, this year has set the stage for some exciting trends.

But what does 2025 hold for marketers?

To find out, we asked business and marketing experts to share their insights and predictions on marketing trends for 2025. Leaders in B2B, eCommerce, agencies, and more, discuss what surprised them in 2024 and where they’ll focus this year.

Read on to see what they have to say and get tips and ideas on how to transform your marketing strategy in 2025.

Top Marketing Channel or Tactic for 2025

Most likely you wouldn’t put all your eggs in one basket. Still, as needs change and tech evolves, some marketing channels become less important, while others rise in popularity. And now is a good time to re-evaluate your marketing budget and how you spend it.

There’s no consensus, but experts seem to focus more on customer-centric tactics, partnerships, email marketing, and brand awareness through unique content.

Here’s where they would invest their budget in 2025 if they had to choose and why:

“Account-based marketing – I’ve seen a very good return (10 x pipeline on dollar spent) from this year’s 3-month pilot. It’s also great for targeting larger accounts with a higher ACV. Meanwhile our biggest channel to date, SEO, is not scaling like it used to – AI overviews and ChatGPT perplexity are cannibalizing traffic and with constant Google updates it’s harder to stay on top of things with SEO than ever.”

Emilia Korczynska – VP of Marketing, Userpilot

“A significant portion of loyal customers currently book through traditional tour operators. This presents a valuable opportunity to engage directly with them, fostering stronger connections and streamlining their booking experience. By leveraging email marketing, we can tap into this potential and transition these repeat guests into direct customers.”

Manos Tavladorakis – Business Development, Albatros Spa & Resort Hotel

“If I could allocate my marketing budget to just one channel across industries next year, it’d be LinkedIn. […] Incorporate your executives’ voices into your business’s content strategy. Help them share stories that reflect their values, showcase their expertise through thought leadership, and craft authentic content that sparks meaningful engagement.”

Elena Galli – Co-founder, The Kind Kind

“I would focus on making ABM work. Both organically and paid. Why? Because it’s the only way to truly align sales and marketing in B2B. Going after the accounts that value the most for the business. And sales and marketing (mis)alignment can be the one thing that can make or break a GTM function in the B2B world.”

Daphne Deiktaki – Global Marketing Director, Hack the Box

“With organic content you invest into your brand, website, authority and it stays there for the long term, whereas the impact of paid ads vanishes the moment you stop paying.”

Nikolas Haliotis – Co-founder, Web Bunch

“I’d go with a mix of Digital PR and influencer marketing as a winning combo for the future of your brand. While Digital PR might yield results over time, influencer marketing delivers almost instantly—when the right influencer mentions your brand or product, you’ll see traffic and sales spike immediately.”

Alexandra Tachalova – Founder & CEO, Digital Olympus

“Partner Marketing–it’s the channel that always costs the least but gets amplified by more organizations than just yours. This basically means low-CAC acquisition.”

Alexis Petrichos – Sr. Director, Strategic Partnerships & Ecosystem Marketing, Chili Piper

“If I could allocate my marketing budget only on one channel, it would probably be content marketing, and more specifically blogs, articles, and case study videos. Customers today are overwhelmed with information, but seek added value from companies: insights, education, and relatable experiences.”

Vicky Barbouti – Head of Global Brand & Marketing Communications, Rivulis

“I’d allocate it to email, without a doubt. Social channels, like TikTok, can be incredibly powerful, but they’re also unpredictable—algorithm changes, platform restrictions, or even broader uncertainties can drastically impact your reach.”

Andy King – Founder, Email Love

Surprising Marketing Trends of 2024

What marketing trends and consumer behavior patterns surprised experts last year and what do they predict in the near future? For example, AI, LinkedIn organic reach, and sustainability were high on the agenda. Let’s find out more:

“Changes in search—not so much AI Overviews as the rise in visibility of websites like Reddit, Quora, and other forum-like websites. This presents a big challenge and a big opportunity. Most companies rely on search to bring results and need help navigating these changes.”

George Chasiotis – Managing Director, Minuttia

“CPG and B2C brands focusing on LinkedIn as a channel for hyper targeted marketing. There will be a gradient shift from LinkedIn as the platform itself has changed its algorithm and is becoming more social heavy than professional.”

Shahbaz Mamdani – VP: Communications Marketing, Yourstoryteller.co

“It’s been awesome to see so many companies start to use interactive product demos on the marketing site and in their sales cycle. […] I’ve noticed a lift in demo awareness this past year.”

Erin Balsa – Founder, Haus of Bold

“AI enables solo creators to amplify their content output, allowing them to compete directly with larger organizations. However, I predict a decline in this trend. As consumers become adept at recognizing AI-generated content, they may increasingly disengage from it. We plan to capitalize on this shift by committing to high-quality, meticulously researched content that unmistakably reflects human craftsmanship.”

George Fakorellis – Head of Growth, Wealthyhood

“We have already begun incorporating more UGC into our strategy, as authentic photos and videos resonate more deeply with audiences compared to polished, professional imagery. As for short-form video content, an increasing number of hotels are leveraging this trend to boost engagement with their followers. However, it’s essential to approach this with caution, as it has the potential to backfire if not executed thoughtfully.”

Manos Tavladorakis – Business Development, Albatros Spa & Resort Hotel

“In-person events […] as companies are going away from webinars and trying to get real life connections with their customers and prospects. We’re planning a tone of IRL engagements for 2025, from running our first ever user conference and executive dinners in multiple locations, to joining events and tradeshows.”

Alexis Petrichos – Sr. Director, Strategic Partnerships & Ecosystem Marketing, Chili Piper

“I was surprised by how popular podcasts are and their role in the 2024 presidential election. When you factor in the fact that YouTube is the most popular podcast platform, I think it paints a strong argument for creating more videos. So that’s what I’m working on with lots of clients.”

Kevin Indig – Organic Growth Advisor (Hims, Toast, Reddit)

“Big industry tradeshows and expensive booths being a waste of time and money. Decision makers do not attend those, only practitioners. It is time to double down on smaller, more intimate events that build true relationships with the right people for your business.”

Daphne Deiktaki – Global Marketing Director, Hack the Box

“One of the most surprising marketing trends in 2024 was the significant rise in the importance of sustainability among customers. […] To address this trend in 2025, it would be essential to integrate sustainability into our marketing strategies. This could involve highlighting our company’s efforts to reduce our environmental impact, promoting eco-friendly services, and ensuring that our messaging resonates with environmentally conscious consumers.”

Konstantinos Botsis – Business Owner, Twipe

“Customers are increasingly focused on cutting through the noise. With limited time resources, wanting to ignore the surge of AI-generated content, they are more eager than ever to quickly access the genuine value a product offers.”

Taylor Bruneaux – Director of Demand Generation, DX

“Personal branding of company leaders–it’s a fine line to walk, but it can be very effective. Especially in B2B where people connect based on the human aspect much more than B2C.”

Nikolas Haliotis – Co-founder, Web bunch

2025 Marketing Trends Predictions

Let’s move to the marketing trends experts foresee for 2025, including tips to survive them. The transition to authentic content, Reddit marketing, and AI prevails:

“It’s harder than ever to stand out due to increased content saturation and audience sophistication — so the more original we can be, the better. What can marketers do to get a head start? Identify and deploy “signature ingredients” – when you pack your marketing with signature ingredients, your marketing is more bold and less bland.”

Erin Balsa – Founder, Haus of Bold

“As AI-driven outreach and content become the norm, I see a shift back to basics: companies focusing on solving real problems with better products and genuine conversations. For 2025, I hope authenticity will be the key trend. Customers will gravitate toward brands that offer real value and cut through the noise. To get ahead, focus on deeply understanding your customers, crafting clear, relevant strategies, and ensuring your product delivers—because the best marketing comes from a product that truly speaks for itself.”

Taylor Bruneaux – Director of Demand Generation, DX

“Focus on optimization for Bing search and search GPT. Google will gradually lose its monopoly on search and Bing search results are in collaboration with ChatGPT/Open AI.”

Shahbaz Mamdani – VP: Communications Marketing, Yourstoryteller.co

“Investing in brand as a demand gen driver. Less fixation over attribution, more talk around allbound (inbound + outbound). On a bigger spectrum, I am expecting B2B to start learning more from B2C. Using AI (I know, I had to say it) to do more things faster, but we all need to educate ourselves here.”

Daphne Deiktaki – Global Marketing Director, Hack the Box

“Ranking in AI like ChatGPT, and companies investing more in YouTube marketing. To get a head start, start following AI & Video experts, experiment and fail. Only way to learn.”

Bibi The Link Builder – Founder, Bibibuzz.com

“Brand marketing is regaining its importance. These days, everyone seems to be scrambling to fix their brand identity after years of a “who cares?” approach (spoiler: quick fixes won’t help anyone build a standout brand).”

Alexandra Tachalova – Founder & CEO, Digital Olympus

“Given Reddit’s utility for sourcing insights and answers, it makes sense for teams well-versed in SEO to consider integrating it into their strategy as a complementary channel, tailored with a unique approach. Additionally, the landscape for creating digital tools is evolving. Platforms like Bolt are empowering marketers with no coding background to effortlessly craft simple applications, such as calculators. I am expecting that marketing teams will start to independently execute small projects that can significantly enhance their conversion rate optimization efforts, paving the way for more creative and diverse strategies.”

George Fakorellis – Head of Growth, Wealthyhood

“Optimizing for visibility in AI chatbots. I suggest fellow marketers start tracking metrics like brand mentions for important questions on Chat GPT and how often LLM crawlers visit your site. From there, test new content and content refreshes geared at providing a better answer or more information around the answer from AI chatbots for your most important keywords / questions.”

Kevin Indig – Organic Growth Advisor (Hims, Toast, Reddit)

“User-Generated Content (UGC) is poised to grow even more influential in the coming years, serving as the modern evolution of word-of-mouth marketing. To harness its full potential, I strongly encourage to explore innovative ways to enhance client engagement and encourage the creation of authentic content that resonates with future customers.”

Manos Tavladorakis – Business Development, Albatros Spa & Resort Hotel

“The #1 marketing trend I foresee for 2025 is AI becoming a standard for marketers, seamlessly integrated into everyday platforms and tools. To get ahead, we should start experimenting now with AI tools for content creation, analytics, and personalization, and identify areas where AI can add the most value.”

Vicky Barbouti – Head of Global Brand & Marketing Communications, Rivulis

Marketing Strategy Shifts in 2025

Finally, let’s see what changes experts will introduce into their strategy next year and why. Data-driven and customer-centric strategies are once again in the spotlight:

“Random acts of marketing as a strategy. People get tired of the same old quicker than ever before. You should do and ship new things, marketing R&D more than ever before.”

Peep Laja – CEO, Wynter

“Instead of focusing on traditional SEO content planning, with content gap analysis and keyword research at its core, we’re moving to audience-research, product-led content and thought-leader content syndication. We will bet on promoting curated, original content that focuses on answering complex, difficult questions that bother our current ICP -at the VP/ Director level seniority – rather than the simple “how to” questions junior ICs are looking for – and can easily find answers to in ChatGPT.”

Emilia Korczynska – VP of Marketing, Userpilot

“I’ll be making interactive product demos a larger part of the content strategies I build. I’m ready to go beyond the traditional use cases (home page, product pages, demo center).”

Erin Balsa – Founder, Haus of Bold

“I’m getting way less leads than a couple of years before, where I had more than I could handle. I experienced that just a little bit of consistent effort on LinkedIn pays off right away. What inspired me was the downfall of Twitters, which made me look for another platform (LinkedIn).”

Bibi The Link Builder – Founder, Bibibuzz.com

“Attribution is becoming increasingly complex, especially as we introduce new channels into our marketing mix. Looking ahead to 2025, one of our main goals is to enhance our reporting capabilities and test different attribution models to determine what works best for us. In the fast-paced world of startups, the ability to experiment and adapt is crucial. Without robust tracking and precise reporting, effectively navigating these challenges is nearly impossible.”

George Fakorellis – Head of Growth, Wealthyhood

“More user-specific content, giving voice to our customers and admins. What inspired it is that the world is moving from broader marketing fluff to actionable practical content derived from users, not brands.”

Alexis Petrichos – Sr. Director, Strategic Partnerships & Ecosystem Marketing, Chili Piper

“We’ll focus on building community-driven marketing initiatives. Seeing how powerful word-of-mouth and user-generated content became in 2024, we’re inspired to nurture a more engaged customer base through loyalty programs, exclusive events, and co-creation opportunities.”

Marketing team, HOT AF Candles

“Focus on relationships and meeting with people in person. Saw the benefits of doing it consistently for the last 2 years.”

George Chasiotis – Managing Director, Minuttia

Step Wiser Into 2025

The marketing landscape is full of opportunities and challenges alike. The above expert insights highlight a common theme: the importance of authenticity, customer-centric strategies, and the innovative use of technology.

In a world where AI and digital tools are becoming the norm, the human touch remains invaluable. Focus on creating genuine connections, delivering real value, and staying adaptable in the face of constant change. There will always be a trial-and-error phase; just learn to go with the flow with the least possible damage.