For years, B2B lagged behind B2C in customer experience. While consumers enjoyed seamless journeys and personalized offers, business buyers faced clunky portals and disjointed processes. That gap is closing as support becomes always-on through chat and self-serve.
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Today’s B2B buyers are digital natives who expect consumer-grade experiences. Sales cycles average 379 days, 54 days longer than three years ago, and buyers consider 62% more brands. More stakeholders weigh in, security reviews extend timelines and expectations for speed and clarity keep rising. Standing out means removing friction, proving value early and making every touch feel relevant and timely across channels.
Can B2B’s Data Advantage Power the Next Growth Leap?
The opportunity is bigger. Unlike B2C organizations, B2B organizations hold rich data from long-term contracts, service records and partnerships. Combined with AI, it can predict intent, prioritize accounts and personalize journeys at scale when linked with first-party signals and governed well within policy. The result is higher win rates, shorter cycles and experiences that respect enterprise complexity.
Scroll to read about the five forces shaping B2B Growth. Or complete the form to speak to our B2B experts on how to put these tips into action.
Five Forces Reshaping B2B Growth
Dentsu’s 2025 B2B Trends Guide highlights five shifts that demand action:
- Agentic AI takes centre stage - Autonomous systems are already running procurement, service, and negotiations. B2B is primed to lead, provided CMOs set guardrails and embed AI into workflows.
- Workflows reimagined - AI frees humans to focus on empathy and problem-solving while machines handle routine tasks. CMOs should ensure marketing enables smarter, connected collaboration.
- Personalisation at scale - With finite account bases and deep relationship data, B2B organisations can deliver true 1:1 personalisation. CMOs must move beyond campaigns to orchestrate continuous account-based experiences.
- Silos breaking down - Buyers don’t distinguish between “sales” or “service.” They expect seamless outcomes. Marketing leaders must unite data, content, and touchpoints into integrated journeys.
- New business models - From subscriptions to services, recurring models are reshaping value. CMOs must tell compelling outcome-based stories, not just push products.
Together, these forces position B2B not to catch up with B2C, but to leapfrog it.
Segmentation: The Missing Link
Only 5% of B2B companies deliver fully personalised experiences. The barrier? Weak segmentation.
Effective models blend:
- Firmographics (industry, size, spend)
- Behaviours (frequency, loyalty, mix)
- Needs (motivations like price, service, quality, partnership)
Needs-based segmentation is hardest to copy, giving brands durable advantage. Done right, it drives higher contract values, shorter sales cycles, and stronger loyalty.
But segmentation only matters if it’s operationalized. CMOs must:
- Size & prioritise segments - Focus on where you can win.
- Define how to win - Tailor value propositions and experiences by segment.
- Equip teams - Provide tools like persona profiles, battlecards, or AI scoring to make segmentation actionable.
The CMO’s Call to Action
B2B buyers compare you to Amazon, Apple, and Salesforce. If your brand isn’t removing friction, anticipating needs, and personalising at scale, you’re behind.
The growth leaders of 2025 will:
- Use AI to build trust, not just cut costs.
- Break silos to create seamless journeys.
- Make needs-based segmentation the foundation of personalisation.
- Translate insights into daily tools for teams.
- Position offerings as outcomes, not products.
AI without segmentation is scattershot; segmentation without AI is static. Together, they create a growth engine that redefines categories.
Final Word
B2B is no longer catching up. With AI, data, and segmentation discipline, CMOs can step up as growth architects.
The next 12 months will define the next decade. Those who act now won’t just win more deals, they’ll set the new standard.
Related whitepapers & thought-leadership
Built to Lead: B2B Trends Report
Learn about five key trends from generative AI to personalization that are helping B2B brands match consumer expectations, streamline operations and stay competitive.
A Best Practice Guide to Segmentation in B2B Markets
This interactive guide is designed to help B2B marketers design, manage, and implement segmentation strategies that create meaningful competitive advantages.
The Agentic AI Playbook
In this playbook, we'll guide you on how to decide which AI agent use cases make sense for your brand.
Sources: Built to Lead: B2B Trends Report, Merkle | A Best Practice Guide to Segmentation in B2B Markets, B2B International | The Agentic AI Playbook, Merkle