6 Predictions for B2B Tech Marketing for 2025
If you felt like you were working harder than ever for the same results last year, you’re not alone. Marketers were challenged with:
2 min read
Our latest round-table workshop covered trends and best practices in social media, and where it belongs in B2B tech marketing strategy. Audiences are shifting between social media platforms quickly, as is on-platform behavior. Companies will need to re-assess their social media channels and strategies, set appropriate goals for each, and evaluate social media spend to ensure they are meeting their goals in 2025. If you are selling into the research market, watch for a shift from X to other platforms like Bluesky. Enhance your brand monitoring to include social platforms like GlassDoor and Reddit, both of which are used to inform Google AI.
Set Appropriate Social Media Goals
To start, make sure your goals are clear. Whether it's increasing brand recognition, generating inbound leads, or growing your following, set a clear objective per channel to guide your efforts. Once you know your audience, make sure you're considering the preferences of different age groups and regions when selecting social media platforms. For example, TikTok or Snapchat may be effective for 20-somethings in e-commerce, and may be a great play for local recruiting, but engineering educational content in advanced manufacturing or deep tech. YouTube remains a top search engine, particularly for engineering audiences. Customize your hashtags and SEO strategy per platform.
B2B Social Media Wins & Lessons Learned
Authenticity is queen in today's social strategy. Audiences engage less with stock images and branded imagery than more human posts. Live-posting your team at tradeshows, using your @mentions, and reposting friends with your spin makes your brand feel more alive. Post to employees' profiles, not just the company page, in their own voice. Below are a couple of examples of well-performing posts using these strategies:
Ongoing Best Practices
Be careful with AI: AI can be a great tool for brainstorming ideas or proofreading, but be sure posts are original thought and in your brand tone. AI-generated posts can be generic and lack the human element many audiences look for.
A|B test everything: No two audiences are the same. Make sure you're constantly testing imagery, tone, and links to see what works best for your brand's audience.
Add short-form video content: Platforms like TikTok and Reels are increasingly popular among more demographics. Experiment with quick videos that are optimized for mobile to see what resonates.
Think globally, act locally: While LinkedIn and YouTube are safe to assume as top priority for B2B tech companies in the US, LinkedIn has pulled out of China. Create a channel strategy per region and involve your local employees and reps.
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Platform-Specific Insights: Who's Where?
Most important social media platforms according to business-to-consumer (B2C) and business-to-business (B2B) marketers worldwide as of January 2024. Source: Statista 2024
You've set your goals and found your audience - so who's where?
- TikTok: Education/Higher Education, Large Corporations, Finance, E-commerce
- Instagram: Higher Education, Telecommunication, Services/Tips, E-commerce, Real Estate, Healthcare, Visual Content for Tech & Software
- Facebook: Higher Education, Nonprofits, Professional Services
- X: Researchers, Tech & Software Updates, Politics, Industry News, Communities
Consider ResearchGate for researchers as well - LinkedIn: B2B, Start-ups, Industry Professionals, Higher Education, Tradeshows
Tech & Information, Finance, Government, Healthcare, Software
Make sure to explore different hashtags and groups to gauge activity. Finding your competitors or similar companies can help you quickly find audiences that may be receptive to your brand.
By understanding your goals, knowing your audience, and staying up-to-date on the latest trends, you can create a social media presence that drives engagement and delivers results. Remember, authenticity is key, and experimenting with different brand elements will help you narrow down your audience and position your brand for success.
Looking for more personalized help on your social media strategy? Book a meeting today to talk through your goals.
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