According to Forrester Research’s “2025 B2B Growth Predictions,” B2B organizations will look to build on the momentum of 2024 while shifting the focus from experimentation to sustainable growth. The promise of generative AI has driven bold innovations, but 2025 demands a sharper focus on aligning strategies with measurable revenue impact. Companies will need to avoid quick fixes and premature scaling back; focus on strengthening infrastructure, data practices, and customer-centric planning.
Prediction 1: CMOs Struggle to Reorganize 
Half of marketing and sales leaders will fail to address core issues.
Key Data
- Only 12% of marketing leaders believe their teams can meet revenue goals
- 7% feel they have the right skills.
Recommendation
Shift focus from superficial changes to customer-centric strategies, talent enhancement, and process improvement.
Prediction 2: Impatience with AI ROI Risks Long-term Growth
Many enterprices will prematurely reduce AI investments.
Key Data
- 49% expect ROI within 1-3 years;
- 44% expect it in 3-5 years.
Recommendations
Develop an AI strategy leveraging unique data and expertise. Balance short- and long-term ROI to sustain reinvestment in AI.
Prediction 3: Millenials and Gen Z Influence B2B Buying
Over 50% of younger buyers will involve 10+ external influencers in decisions.
Key Data
- External sources like online communities and social media are critical.
- External involvement in purchases rose from 30% in 2024 to an expected 50% in 2025.
Recommendation
Engage value networks, enabling influencers to drive buyer decisions.
Prediction 4: Digital Channels Dominate Large Purchases
Over half of large B2B purchases ($1M+) will occur through digital channels.
Key Data
Self-serve options (websites, marketplaces) will outpace account reps.
Recommendation
Sales teams must transition to guiding and creating positive buying experiences, focusing less on transactional tasks.
Prediction 5: Decline In Product-Led Growth Strategies (PLG)
PLG focus will drop to below 20%.
Key Data
- Volatile business environment and tight budgets.
- Organizations prioritize Al-driven growth over PLG.
Recommendation
Shift focus from superficial changes to customer-centric strategies, talent.
2025 B2B Growth Strategy Predictions RECAP:
B2B growth in 2025 will hinge on strategic alignment and sustainable execution, moving past the experimental energy of 2024. CMOs will struggle to reorganize effectively, AI impatience may stall long-term gains, and younger buyers will wield increasing influence—forcing companies to refine their engagement strategies. With digital channels set to dominate major purchases and product-led growth taking a backseat, success will belong to those who invest in customer-centric strategies, AI-driven insights, and adaptive sales models.
Review more 2025 Predictions from Forrester Research here. Compare these predictions from previous years here.
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