Trends 2025

The hype is huge and development is rapid. But more and more companies recognise AI as a key technology that contributes significantly to competitiveness. The challenge lies in identifying concrete use cases to optimise business processes, improve customer experiences and make data-driven decisions faster and more precisely.

Application fields of AI in B2B marketing and business manifold - from analysing large data volumes to automating complex processes: in digital marketing AI help create personalised content in real time, translate texts and optimise customer interactions. In product development can help predict market trends and develop innovative solutions. AI generally support data and information management and quality management. Beyond that AI can significantly increase companies' data and cyber security, by detecting threats early, automating compliance processes and enabling continuous monitoring. And of course AI can compensate missing resources in some areas.

Still: responsible use of AI is crucial to avoid ethical conflicts and legal risks. Companies must meet strict standards, like GDPR for data protection and planned EU AI Act for AI regulation. Especially protecting sensitive data and transparent use of AI-generated content matters hugely for keeping trust. Developing company guidelines and staff training can help ensure transparency, fairness and accountability in AI use company-wide.

Fact is: AI will shape digital transformation in 2025 and pave the way towards a more efficient, data-driven future. Companies investing in AI now are actively shaping their digital future and securing long-term competitive advantages.

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With the Accessibility Strengthening Act (BFSG) coming into force on 28 June 2025, not only public institutions but also companies in sectors such as finance, B2B and e-commerce will be legally required to offer accessible digital solutions. Yet according to research by Google and Aktion Mensch, two-thirds of large German online shops are not accessible. By making their websites accessible, companies could reach millions of potential customers: according to the Federal Statistical Office, 7.9 million people in Germany alone live with a severe disability.

However, accessibility doesn't just improve access for people with impairments. It boosts usability for all users and improves discoverability in search engines. That's because accessible digital offerings have a significant positive impact on search engine optimisation (SEO). According to a study by accessibilitychecker and SEMrush, websites that implement accessibility standards see an average increase in organic traffic of 12%. This is partly because accessible elements such as alt text for images, transcripts for multimedia content and correct heading structure help search engines understand and index content better. In addition, websites with accessibility standards achieve better rankings in search results, because many accessibility improvement measures, such as image optimisation and code reduction, shorten a website's load time and can lead to an improved user experience. These synergies between accessibility and SEO result in a more inclusive digital presence and significantly improved online visibility.

Companies embracing accessible solutions early gain not just reach, but trust among users. An inclusive digital experience strengthens customer loyalty and conveys a positive brand image. This in turn makes it more likely customers become loyal customers who recommend product, brand or service.

To master challenges of digital accessibility, a thorough stocktake of the status quo and a clear strategy are needed. From analysing existing websites to optimising new digital platforms – we support companies on their journey to an accessible future. This way inclusion becomes not just an obligation but a chance to improve the digital experience for everyone.

Implement digital accessibility: test your webpage with the quick check!

Many B2B companies have built up a complex, fragmented IT infrastructure over the years, made up of a wide range of systems. This grown system landscape often leads to siloed systems, inefficient processes and high maintenance costs. During the phase of technological realignment, many companies face the challenge of reassessing their digital systems and rethinking their entire digital presence. Choosing the right content management system or e-commerce platform is only one building block among many. What matters is examining the overall structure of the digital landscape and ensuring seamless integration of all systems to break down silos, ensure security and scalability, and deliver consistent user experiences.

Building a digital experience platform (DXP) can prove an efficient solution here. A DXP orchestrates various data sources, systems, services and channels within a central architecture and enables companies to support marketing and sales processes optimally. By switching to a DXP, companies can drive innovation while building a future-proof, robust digital infrastructure.

Another key aspect of future-proof digital landscapes is building a digital immune system. The concept of digital resilience ensures that IT infrastructure is not only efficient but also resilient against internal and external threats. Threats can arise, for example, from weaknesses in IT security, human error or system failures. A strong digital immune system promotes sustainability and security by using company resources efficiently and reliably maintaining operations even under complex requirements. This includes, in particular, implementing security measures to protect against cyberattacks and data loss. This applies equally to cloud-based and on-prem structures.

Speaking of the cloud: if you want to modernise your company's digital infrastructure, deciding which applications should run on your own servers and which in the cloud plays a key role. Both environments can be run at low risk with strong security measures, but scaling only really works well in the cloud. AI and agile collaboration also unlock their potential in the cloud. Cloud-based content management systems (CMS) draw on all the advantages that cloud services and artificial intelligence have to offer.

Learn more about the opportunities of cloud transformationLegacy system: how to modernise outdated IT systems

Marketing automation remains key to successful digital campaigns. That's because marketing automation tools significantly improve lead management through targeted lead nurturing: they boost lead generation through personalised outreach to potential customers at the ideal moment, make lead segmentation and lead scoring easier, and increase the likelihood of cross- and upselling. Marketing automation also helps generate more qualified leads for sales: according to Oracle, marketing automation tools can increase the number of qualified leads by 451%. On top of that, marketing automation can significantly reduce the cost and time involved in digital campaigns, contributing to a higher ROI.

However, it's clear that many companies only start thinking about the goals and content of automated workflows after introducing marketing automation tools. So the real trend isn't automation itself, but developing a clear strategy: what exactly do we want to achieve with automation? How do we segment our target groups? Which content supports the customer journey? How can qualified leads be generated? Marketing automation can therefore only work if a data-driven digital marketing strategy is developed with precise target parameters, and collaboration between marketing and sales teams is ensured. Important: the focus of automation campaigns remains on providing prospects and customers with helpful content, encouraging them to interact and inspiring them. Companies that keep this ultimate goal in sight and use marketing automation strategically secure a clear competitive advantage in digital marketing.

Using marketing automation effectively – finding the best marketing automation tool for B2B companies

The digitalisation of business processes is no longer optional for B2B companies, it is decisive for their success. B2B commerce platforms and digital customer portals play a central role in this. According to Gartner's forecast, by 2025 around 80% of sales interactions between suppliers and buyers will take place digitally. This shows: Digital channels are the future of B2B business.

Digital customer portals have since evolved into powerful process platforms . They enable companies to handle recurring tasks such as reorders, maintenance requests or product purchases digitally and automatically. This reduces manual, time-consuming processes and boosts efficiency. Thanks to self-service options and automated workflows, business partners can act independently and flexibly – an expectation many customers now bring over from the B2C world.

The transformation towards such digital customer portals offers clear advantages: companies can not only optimise processes but also gather valuable data on their customers' behaviour. These insights help to further improve processes and respond specifically to customers' needs.

Customer portals therefore not only create a direct connection to the company, but also become an integral part of the digital strategy. Seamless integration of these portals into the existing digital infrastructure is crucial for smooth and efficient operation. Only by connecting all relevant systems and processes can the full potential be realised.

How we implemented a digital customer portal for Uhlmann Pac-Systeme

Sustainability communication has long since become more than a legal obligation – it's a strategic success factor. At a time when consumers and business partners expect transparency and environmental responsibility, authentic, targeted communication of sustainability efforts becomes a competitive advantage. Companies that convincingly convey their environmental and social efforts strengthen their brand image and earn the trust of their stakeholders.

Credible sustainability communication can also attract new target groups, deepen customer loyalty and boost employee motivation. More and more people want to work for companies or buy from ones committed to climate protection and sustainable future. Clear communication also strengthens market position, which especially in B2B sector can lead to long-term partnerships.

The duty to provide evidence along the supply chain is also gaining importance: companies are increasingly required to make transparent not only their own measures but also their partners' sustainability standards. This creates a domino effect: sustainability becomes a central topic across the entire value chain and must be communicated accordingly. Companies that present their efforts clearly and verifiably position themselves better in a market that is increasingly spotting — and penalising — greenwashing.

Internally, transparent communication encourages engagement with ecological goals, raises pressure to innovate and leads to more sustainable products and processes. So the duty to report on sustainability becomes a real opportunity for differentiation and growth. Technological sustainability matters more too. Companies must run their IT landscape resource-efficiently to cut CO₂ footprint. This includes optimising energy efficiency and designing sustainable IT structures built to last and use fewer resources.

Practical tips: how sustainability communication works