For years, B2B marketers stuck to predictable, overly rational campaigns, believing it was the only way to build trust. But times have changed and B2B marketing is finally breaking free from what’s boring.

In this episode, Joel Harrison, Founder and Editor-at-large of B2B Marketing, reveals the five key trends shaping the future of B2B. Joel explores how today’s top marketers are leaning into creativity and emotion to forge deeper connections with their audiences. He also shares why those bold ideas are essential for brands to truly stand out in a crowded market.

In this episode, you’ll learn:

• The five trends shaping B2B marketing in 2025
• Ways to break free from the tedium of traditional B2B campaigns
• The role of entertaining experiences in building brand loyalty

Jump into the conversation:

(00:00) Introducing Joel Harrison

(05:01) Highlights from the B2B Marketing Awards

(08:05) The resurgence of long-form content

(11:50) The rise of B2B influencers

(14:08) Data visualization in B2B campaigns

(15:40) Gamification to engage audiences

(18:37) The expanding role of audio in B2B

(21:52) Pushing the boundaries of B2B marketing