Rethinking the B2B customer journey in 2025
- Nat Sharp
- Jul 3
- 3 min read
How mobile, research-savvy buyers, and digital-first habits are reshaping B2B marketing
As a B2B marketing consultant and fractional CMO, I’ve seen first-hand how dramatically the B2B customer journey has evolved. Traditional sales-led approaches no longer cut it. Today’s B2B buyers are self-reliant, digital-savvy, and expect seamless experiences across every touchpoint — especially on mobile.
In this blog, I’ll break down what the B2B customer journey looks like in 2025 and how you can adapt your marketing for B2B to meet your audience where they are.
The new B2B customer: independent, informed and mobile-first
B2B buyers in 2025 are more independent than ever. Research from McKinsey & Company shows that over three quarters of B2B decision-makers prefer remote or digital self-service, especially during the early stages of their buying journey. Many won’t speak to a salesperson until they’re ready to make a final decision.
Supporting these decision-makers are younger, tech-savvy researchers who rely heavily on mobile devices to gather information. In fact, mobile now accounts for over half of B2B search queries. This shift has major implications for how we design content, websites, and marketing strategies.
Mobile is reshaping the B2B buying process
Mobile is no longer just a B2C consideration — it’s central to B2B marketing too. BCG’s latest research shows that mobile influences over 45% of B2B revenue in industries that previously relied heavily on sales reps. Why? Because mobile accelerates the path to purchase and enables buyers to research on the go.
A strong mobile experience can:
Increase repurchase rates
Speed up decision-making
Reduce sales cycles
Lower acquisition costs
One key stat to remember: buyers using mobile throughout their journey complete purchases 25% faster than those relying on desktop alone.
Speed and convenience are non-negotiable
Your potential B2B customers aren’t just comparing you to competitors — they’re comparing you to the best digital experiences they’ve ever had. Amazon, Netflix, and Uber have set the bar, and now B2B brands must catch up.
A clunky website, slow load times, or poorly optimised content can cost you business. If your buyer is on mobile and can’t easily find what they need, they’ll move on — quickly.
That’s why it’s vital to audit mobile experience as part of your B2B marketing strategy. Is your site fast? Easy to navigate? Do your calls-to-action work well on smaller screens? These details matter more than ever.
Mapping the B2B customer journey in 2025
The modern B2B customer journey is non-linear and heavily research-driven. Here’s a simplified breakdown:
Problem awareness – The buyer realises they have a challenge and starts Googling solutions
Research phase – They read blogs, watch videos, and download whitepapers (often on mobile)
Consideration – They shortlist vendors based on expertise, pricing, and trust signals
Decision – Only now do they want to talk to a salesperson, and they expect quick, value-driven conversations
Post-purchase – The journey doesn’t end here. Your onboarding, communication, and customer service shape whether they’ll renew, refer, or churn.
Final thoughts: B2B buyers have changed — has your marketing?
The takeaway? B2B buyers are in control. They’re digitally driven, mobile-dependent, and expect seamless, helpful experiences long before they speak to anyone in sales.
If you’re not tailoring your marketing for B2B customers with these trends in mind, you risk falling behind. But the good news is with the right strategy, tools, and support, you can stand out.
Need help creating your B2B customer journey?
If you’d like help mapping your B2B customer journey or reviewing your marketing strategy, I offer a free consultation. Whether you need ongoing support or an experienced marketing consultant or fractional CMO to step in part-time, I’m here to help.
Get in touch with me today and let’s explore how we can move your marketing forward.
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