B2B buying trends in 2025: What businesses need to focus on

Each year brings a new roundup of B2B buying trends, which often suggest significant shifts in how buyers make purchase decisions. But after our work with hundreds of B2B companies over the past 20 years, we've realized that reality and headlines don't always match up.

In this article, we cut through the noise to examine five most talked about shifts shaping B2B purchasing—and how you can respond strategically.

Self-service B2B buying is here-but it's not seller-free

Forrester predicts more than 50% of large B2B purchases will move to digital self-service channels by 2025, signaling a significant shift in buying behavior. Multiple reports confirm this shift has been in motion for years: 

• 83% of B2B buyers prefer ordering online.
• 85% expect a seamless digital experience. 
• 80% say customer experience—not price—drives their buying decisions.

Our take: The shift to self-service is real, but it's more nuanced than the headlines might suggest. Yes, B2B buying is becoming more self-directed—but the winners won't be those who eliminate human interaction. They'll be the ones who know exactly where digital tools add value and where human expertise makes the difference.

To strike the right balance, focus on:

• Optimizing your digital infrastructure. Is your website an effective sales channel? Prioritize contact acquisition and independent research before adding trendy features.
  
  
• Mapping the buyer journey. Identify where customers face obstacles and where they need human expertise. Let this guide where digital tools should replace or complement human touchpoints.
  
  
• Leveraging customer data. Use analytics to determine which parts of the buying process benefit most from automation versus human support.
  
  
• Developing practical self-service tools. Start with high-impact capabilities—such as transparent pricing and product selectors—rather than attempting something more elaborate.

The evolving demographics of B2B decision makers

The rise of younger decision-makers stands as one of the most significant shifts in B2B buying. According to Forrester, 71% of B2B buyers are now Millennials or Gen Z—a shift particularly noticeable in tech, where Millennials make up 59% of buyers. 

These younger buyers typically consult at least 10 sources before making decisions, and their digital preferences are driving changes in marketing strategies. Video, for instance, has become the second most important B2B marketing channel, with 80% of marketers reporting increased sales after adding video content.

Our take: The generational shift is undeniable, but focusing on age alone misses the point. Buying behavior has fundamentally changed across all demographics, driven by evolving information consumption habits and decision-making processes. The companies most successfully adapting to this shift are:

• Using video for product introductions and explanations—not just to “engage millennials”
• Developing content that answers specific buyer questions at each stage of their journey
• Customizing content and sales strategies based on the buyer's role and how complex their purchase is
• Building authority in industry forums where buyers actually go instead of spreading across every platform

Prioritizing mobile experiences that drive B2B results

Mobile is now essential, with 80% of B2B buyers using mobile devices throughout their purchasing journey and 33% stating they spend more time looking for products on mobile devices and social platforms. 

This usage is reshaping expectations for vendor interactions, as 90% of B2B buyers who have a positive mobile experience are likely to buy from the same vendor again.

Our take: While mobile is crucial, success isn't about being "mobile-first"—it's about being "mobile-appropriate.” This means understanding how your buyers actually use mobile devices in their purchasing journey and responding appropriately:

• For decision-makers consuming information during commutes, create targeted podcast content
• For buyers researching on social platforms, develop scroll-friendly video content optimized for mobile viewing
• For professionals comparing options in the field, design mobile-friendly product comparison tools
• For field personnel who need to submit requests on-site, ensure quote requests and configuration tools work seamlessly on mobile devices

In-person events are stronger than ever

Remember when virtual events were expected to replace traditional trade shows? Well, in-person events aren't just surviving—they're thriving. According to LinkedIn’s B2B Marketing Benchmark report, in-person events are now the number one marketing channel for 2025, with 60% of marketers prioritizing them. Freeman's 2024 survey confirms this: 80% of respondents now call events their most trusted channel, up 5% from 2023.

The B2B buying behavior at events offers some insight into why:

• 82% of trade show attendees have purchasing authority
• 77% of executive attendees discover at least one new supplier 
• 74% of attendees say exhibitor engagement increases their likelihood to buy 
• 64% of attendees are not current customers, offering significant new business potential 

Our take: The resurgence of in-person events isn't a rejection of digital—it's about recognizing that some relationships thrive face-to-face. Leading companies focus on the right events—where target buyers make decisions—and use them to build relationships that last beyond the conference.

Before the event, they leverage digital touchpoints to set the stage for meaningful conversations and then use the event to deepen relationships and engage in more complex discussions. Following up digitally can then maintain momentum, ensuring a seamless experience across all channels.

Trust networks, not influencers, drive B2B deals

The real power in B2B buying lies in trusted peer networks. 50% of the aforementioned younger buyers, for example, rely on external sources—including social media and value networks—for help with business decisions. 

The data suggests they’re not the only ones to rely on a familiar face: 73% of B2B executives prefer working with sales professionals referred by someone they know, and referred leads close 69% faster than non-referred ones. 

Our take: Success in B2B marketing isn't about chasing industry influencers—it's about engaging the networks of trust that drive buying decisions. The most effective companies create content that solves real problems for buyers and decision-makers, collaborating with respected voices who have earned trust through expertise. 

They also recognize that their best advocates are existing customers, so they focus on structured programs that encourage referrals, testimonials, and peer-to-peer knowledge sharing. The goal isn't visibility—it's credibility, built through meaningful connections where real buyers validate decisions.

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Is your B2B marketing strategy ready for 2025 (and beyond)? We can help.

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