By Dany Ortiz, on 7 February 2025
If there’s one thing that’s been clear for a while, it’s that intrusive marketing no longer has the same effects. It has lost its momentum, giving way to a new approach to advertising—one that focuses on attracting potential customers subtly by offering valuable content and addressing their needs based on their stage in the sales cycle. The exact term for this is inbound marketing.
This doesn’t mean that traditional marketing is obsolete, but that it’s crucial to combine it with inbound marketing strategies to connect with your target audience effectively.
This reality has been shaping the marketing world for some time, and 2025 will be no exception. Given this, what does change each year are marketing trends, and knowing these trends is key to creating up-to-date strategies.
This article discusses all the inbound marketing trends to watch out for in 2025. Some of them could be the key to standing out from your competitors or staying relevant in your industry, so take notes.
Generative AI Is Here to Stay
Some trends are short-lived, while others are here for the long haul. Generative AI falls into the latter category. It made strides in 2022 with the launch of ChatGPT, and since then, it has proven to be an invaluable tool for inbound marketing professionals. As a result, we can expect 2025 to bring even more advancements in AI technology, with many companies integrating it into their workflows.
But it doesn’t stop there—marketing tools also enhance how AI is delivered to users, making it even more practical and effective. For example, HubSpot recently introduced Breeze, and Amazon rolled out its AI-powered assistant, Q. The pace of innovation continues to accelerate!
AI is also becoming more accessible, allowing businesses with limited technical expertise to benefit from its capabilities. Yamini Rangan, CEO of HubSpot, sums it up perfectly when he says “In the future, there will only be one type of CRM: AI-based CRM.” This principle applies to any digital tool with a business application. AI is no longer optional, it’s a must-have to remain competitive in today’s B2B and B2C markets.
AI offers countless advantages for businesses such as streamlining processes, improving customer interactions, boosting creativity, and delivering better results. If you haven’t adopted AI yet, 2025 is the time to make the leap and avoid falling behind.
In an AI-Dominated World, Authenticity Sets You Apart
Using AI tools will become a baseline expectation for inbound marketing in 2025 and beyond. To stand out and build trust with your audience, however, the real differentiator will be your ability to convey authenticity and share genuine, relatable stories.
AI can’t replicate the human touch. While it’s an incredible tool for generating content, marketers must still craft narratives that resonate deeply with their audience.
In 2025, understanding the unique roles within the inbound marketing process will be more critical than ever:
AI gathers information, researches topics, and generates data.
Marketers curate the best ideas, create compelling stories, and infuse content with real experiences to make it more relatable and human.
AI can then adapt that content for different formats and channels.
While AI can enhance efficiency, users increasingly seek authentic, real connections with brands.
Beyond LinkedIn: Omnichannel Strategies Will Define B2B Inbound Marketing in 2025
Neil Patel, a leading voice in digital marketing, predicted in 2024 that social media would see major growth in the B2B sector due to its vast potential. Historically, B2B companies have relied heavily on LinkedIn, often neglecting other platforms or putting them in second place, thinking they’re better suited for B2C.
In 2025, B2B businesses will recognize the importance of building communities and offering genuine, user-generated content across multiple social media channels—not just LinkedIn. After all, B2B customers are still individuals who engage with various platforms. It’s crucial to meet them where they are.
Podcasts Will Be a Booming Inbound Marketing Tool
The rise of podcasts isn’t new, but if you thought their popularity was fading, think again. Podcast listeners continue to grow in numbers, with more companies and creators jumping on board. It’s estimated that around 500 million people around the world listened to podcasts in 2024.
Podcasts work for a wide variety of topics including health, culture, politics, entrepreneurship, and more. In the U.S., genres like comedy, news, and true crime are particularly popular. While North America has historically been the leading region for podcast consumption, Latin America is poised to overtake it by 2025, with Brazil leading the charge.
The younger demographic (16–34 years old) dominates the listener base, with engagement being the lowest among those over 55. Interestingly, frequent listeners, or those who tune in regularly, remain a smaller portion of the audience.
Evergreen Content Will Be a Top Priority
For years, creating valuable content has been a cornerstone of inbound marketing. In 2025, evergreen content—timeless, relevant material that doesn’t lose value over time—will take center stage.
Evergreen content offers significant benefits:
It maximizes ROI by reducing the need for constant content creation.
It provides a consistent stream of organic traffic.
It boosts SEO sustainably.
As competition continues to increase, creating content that builds lasting relationships and authority will be crucial. Evergreen content stands out as a reliable way to establish credibility, foster trust, and secure audience loyalty.
Additionally, 2025 will see a shift from quantity to quality, making evergreen content even more critical for engaging audiences effectively.
Mobile Apps: A Growing Inbound Marketing Trend
Adapting websites for mobile compatibility has long been a necessity. In 2025, however, we’ll see a shift toward brands creating mobile apps for more personalized and engaging user experiences.
Here’s why apps are gaining traction:
They allow for greater personalization by collecting and utilizing customer data more effectively, significantly improving user satisfaction.
Push notifications drive higher engagement than traditional email campaigns.
Apps provide offline access and other features that responsive websites can’t offer.
If your brand hasn’t developed a mobile app yet, 2025 could be the perfect time to invest in one.
Outsourcing Marketing Strategies
More organizations, particularly small and medium-sized businesses, are outsourcing their inbound marketing efforts. Outsourcing is often more cost-effective than building an in-house team, offering access to specialized expertise without the overhead of employee management.
Switching agencies is also easier if results aren’t satisfactory since flexibility is harder to achieve with internal teams.
Content Creation for Search Engines Will Remain Vital
If you’ve been questioning the value of publishing website content, think again. Poor performance might stem from a poorly aligned strategy. Around 80% of users say they use search engines like Google multiple times a day. This is something that happens across all demographic groups so appearing in the search engine results page (SERP) remains crucial for visibility.
Search engines are primarily used for:
Finding objective information.
Searching for products with purchase intent.
Consuming news, educational materials, or entertainment.
In 2025, focus on creating content that answers your audience’s frequently asked questions (FAQs) and includes data-driven insights and real-world experiences. Comparative content—such as reviews of different products or services—can help your audience make informed decisions. Customer reviews remain crucial, with most buyers considering them a key factor in purchasing decisions.
While paid ads and social media have their place, search engines continue to dominate the buying decision process across demographics. That being said, social media platforms carry more weight among younger audiences and female users.
These trends are shaping the future of inbound marketing in 2025. By aligning your strategies with these insights, your brand can stay ahead, relevant, and connected to your audience.