As you know, I’m all about using facts and data to inform marketing and to make it better and more effective for driving revenues.

I learned these three interesting facts this year and I’m sharing them so you can do even better with your marketing and sales in 2025.

1.The biggest sources for new B2B online vendors are by search, trade shows, and emails   

Taking a look at the data below (source: Digital Zone), it’s clear that B2B buyers of all ages are using a variety of sources to learn about online vendors. However, it’s also clear from the data that by far, the first three sources they trust are:

• Internet search
• Tradeshows
• Emails

What does this mean for you?

 Are you engaging in good website updates and tactics for SEO? Are you attending the most important trade shows for your industry? Are you having any luck sending effective emails to your target audience? If you said no to any of these questions, it’s time to focus on testing these tactics in 2025!

2. Decision drivers for B2B purchases is more about how buyers “feel” about the decision

You may think B2B purchasing is done based on facts and data. But the trend over the past four years, according to Stacked Marketer, has been a significant uptick of purchasing based on feelings, such as choosing the security of dealing with a reliable vendor, or working with a company that shares the same values and ethics.

Take a look at the data below to see how this trend has flipped the process, so it’s more about this personal approach.

What does this mean for you?

Is your organization upfront about your values and ethics? Do you help prospective buyers to feel more comfortable? For example, relieving the stress of changing from their current vendor to a new vendor? If not, you should focus on adding these messages to your website and your sales materials in 2025.  

3. Average email open rates are 33% for Professional Services and 28% for Software.

Remember the importance of email in trend #1? Since email is still a key marketing channel for B2B online purchasing, it’s critical that your emails are getting opened and read. See the data below by industry, compiled by Mailchimp.

What does this mean for you?

How do your email Open Rates compare for the rest of your industry? Are you getting results from your emails? If your results are falling behind, it’s time to focus on how to better reach your target market and get your communications opened by your sales targets in 2025.

Not sure how to get started on any of this marketing work? Contact me and let’s chat.