5 B2B marketing trends you can’t ignore in the tech sector

In the whirlwind of the technology ecosystem, standing still is falling behind. The marketing strategies that worked yesterday are history today. B2B marketing for tech companies has moved beyond mere lead generation to become a driver of intelligent, personalised and purpose-driven connections. The key now isn’t just reaching, but resonating and persuading an increasingly informed and demanding customer.

For your company not only to compete but to lead, it’s crucial to anticipate. Based on market analysis and projections for the coming year, we’ve identified five unmissable trends that will define success in B2B tech marketing.

1.- Personalisation at scale: Artificial Intelligence as a strategic partner

Personalisation is no longer a competitive advantage; it’s a necessity. In the B2B tech environment, where buying cycles are long and multiple decision-makers are involved, using AI to segment, predict intentions and tailor the message has become essential.

The era of “Dear [Name]” is over. In 2025, personalisation means anticipating the customer’s needs even before they voice them. AI stops being a buzzword and becomes the brain of the operation.

Tech companies are using artificial intelligence to analyse large volumes of data and deliver more relevant and real-time experiences. This allows marketing campaigns to adapt to each customer, improving conversion and strengthening the business relationship. It enables the automation of unique experiences.

How to apply it:

- Use behaviour and intent data to anticipate your customers’ needs.
- Predictive Account-Based Marketing (ABM) campaigns: AI identifies which accounts have the highest probability of conversion and recommends the most effective messages and channels for each.
- Real-time communication: intelligent chatbots that do more than answer questions—they guide the user towards the exact solution they need, qualifying the lead autonomously.
- Don’t forget the human touch: AI enhances creativity, but doesn’t replace it.

2.- From static content to immersive experiences

Decision-makers in the tech sector are saturated with PDFs and blog posts. To capture their attention you need to offer tangible value and let them “touch” your solution. Interactive content is being consolidated as the ultimate tool for education and conversion.

Think of formats that invite action and demonstrate your value immediately: calculators, simulators, live demonstrations or augmented reality experiences are gaining ground in B2B strategies. These tools not only generate greater engagement but also shorten the decision cycle by offering practical and personalised information.

How to apply it:

- Create interactive tools that allow your leads to calculate benefits or savings from your solution.
- Run webinars with real-time interaction, polls or guided demonstrations.
- Design immersive experiences that show your tech product in action.

3.- The rise of social commerce in the B2B space

LinkedIn is no longer just an online résumé or a place to share corporate news. In 2025, it’s established as a direct selling channel. Social commerce in the B2B context becomes a tangible reality, shortening the sales cycle.

Social platforms, with LinkedIn at the helm, are integrating features that allow:

- Discovery and purchase in one place: Through Product Pages, customers can explore, compare, request a demo or even purchase directly.

- Selling through trust: The key lies in the personal brand of your experts (engineers, product directors etc.). Their posts and conversations generate trust that company pages alone cannot reach, enabling consultative sales directly on the platform.

4.- Video that converses: interactivity and livestreaming

Video remains king of content, but it’s evolving. The trend shifts away from polished, over-produced corporate videos to formats that are more authentic, direct and above all participative:

- Livestreaming and interactive video become standard tools for connecting with a technical audience that values transparency and access to experts.
- Live product demos: sessions where the product is shown without filters, answering the audience’s questions in real time.
- Webinars and interactive roundtables: with polls, Q&A sessions and the possibility for attendees to “step on stage” virtually.
- Videos with interaction points (hotspots): allow the viewer to click on areas of the video to get more information, download a related case study or skip to the section that interests them most.

5.- Sustainability and purpose: the new deciding factor

Sustainability has ceased to be a “nice to have” to become a fundamental decision criterion in tech-B2B purchases. Companies are looking not just for providers offering efficient solutions, but for partners who share their values and environmental commitments.

This trend goes beyond superficial greenwashing. B2B buyers demand real transparency: from the carbon footprint of data centres to circular economy policies in hardware development. Environmental certifications, detailed sustainability reports and success stories in emission reduction have become key elements of marketing content.

Tech companies leading in sustainability are seeing tangible benefits: greater customer loyalty, access to contracts with large corporations with strict ESG policies and clear differentiation in saturated markets.

The future of B2B marketing is already here

These five trends are not isolated elements, but interconnected pieces of the same strategy: creating marketing that is more human, intelligent and efficient. AI feeds personalisation, which is delivered through interactive content and video on social platforms, all wrapped in a brand message driven by purpose and sustainability.

At PGR Marketing & Tecnología we don’t just understand the future, we build it with you. Are you ready for your marketing strategy to take off? Contact our team and let’s talk about how we can boost your business.