Live from CES 2025: Strategic Insights for B2B Marketing Leaders

What do smart TVs, AI-powered video tools, and virtual reality have to do with your B2B marketing strategy, areas like ABM and Demand Gen? More than you might think.

As Consumer Electronics Show (CES) 2025 takes center stage this week, tech enthusiasts and marketers alike are buzzing with excitement. Known globally as the stage for latest advancements in consumer technology, CES also offers a unique lens for B2B marketers to spot emerging trends that reshape buyer expectations and decision-making.

Today’s B2B buyers, increasingly made up of digital native Millennials and Gen Z, bring consumer-like expectations into their professional purchasing processes. They demand personalized, omni-channel interactions and are quick to adopt AI-driven tools, challenging B2B marketing leaders to rethink strategies and budgets to meet these evolving needs.

Why CES Matters for B2B Marketing

At first glance, CES may seem entirely consumer-focused. However, the innovations showcased here often serve as a preview of the tools and platforms that will drive the future of B2B marketing. 

A 2025 survey by Madison Logic revealed that B2B marketers are increasingly embracing channels traditionally seen as B2C territory, such as social media, podcasts, and influencer collaborations. With customer experience emerging as a top priority, B2B CMOs are pushing for journeys that rival the ease and engagement of B2C experiences. 

According to 6Sense's 2024 research, 81% of buyers have already picked a winner before they even talk to a sales rep, which underscores the importance of a strong omni-channel presence, as the risk of competitors gaining mindshare if your brand isn’t present in key spaces is at high stake. 

Key Trends from CES 2025

This year’s CES brought fascinating updates that have direct implications for B2B marketers. The evolution of CTV (Connected TV), AI-powered video tools, and immersive experiences stood out as key themes, showcasing opportunities for brands to enhance engagement and reach.

CTV on the Rise

Connected TV continues to cement itself as an advertising platform that cannot be overlooked by B2B marketers. Companies like Samsung and LG showcased innovations that elevate the CTV experience. Samsung introduced features in CES 2025 that use AI to provide on-screen translations and even identify objects or people within content. These developments highlight how CTV is becoming more interactive and versatile. 

For B2B marketers, especially in Demand Gen and ABM/ABX, CES innovations highlight CTV’s growing potential as a targeted advertising channel. CTV allows marketers to deliver personalized, account-specific ads to key decision-makers, combining precision with interactivity to engage audiences effectively. Brands can use CTV to effectively extend visibility beyond traditional ABM channels, and nurture early interest to increase conversion by tailoring ads by funnel stages. 

Schneider Electric’s ABM results exemplify this impact: "We’re seeing increased account engagement from the organizations we’ve targeted with CTV as part of our multi-channel campaign."

AI-Generated Video Content

AI remains a dominant theme at CES. NVIDIA’s announcement of new AI foundation models capable of creating video content based on physical rules hints at the future of AI-powered storytelling. 

Beyond CES, tools from platforms like Pictory can automatically transform blog posts into videos, while Runway ML allows users to create entire video sequences from prompts. Meta, on the other hand, generates AI-powered video content with realistic virtual presenters real time. These platforms offer marketers scalable solutions for producing personalized video content with minimal effort.

Video remains a cornerstone of B2B marketing strategies, with 65% of marketers planning to increase investments in this area.  AI is expected to play a significant role in enhancing video marketing efficiency, enabling automated production, aiding content creation, and improving personalization.

This shift allows B2B marketers to experiment with innovative approaches, such as digital personas delivering customized messages, enhancing both reach and impact. 

AR and VR for Immersive Experiences

CES 2025 demonstrated AR and VR's growing relevance in B2B go-to-market. NVIDIA’s advancements in AI hardware and Qualcomm’s breakthroughs in VR chipsets helped to pave a future where immersive experiences become mainstream tools for engagement.

According to Hubspot, virtual platforms are also emerging as an option to create a diversified omni-channel experience for B2B in 2025. From immersive product demos to virtual trade shows, AR and VR are helping B2B companies create memorable experiences that stand out in crowded markets. 

Notable examples include IBM’s efforts to enhance customer engagement with immersive environments. Imagine showcasing a SaaS solution through a fully interactive virtual demo with personalized sales experiences or hosting a global trade show entirely in VR. 

Balancing Innovation with Fundamentals

While CES dazzles with futuristic possibilities, it’s crucial for B2B marketing leaders to ground their strategies in the fundamentals. Data, processes, content, and organizational alignment remain the cornerstones of successful B2B marketing plans. Technology should be viewed as a tool to amplify, not replace, these foundations.

For a deeper dive into these foundational strategies, explore our Weekly Insights.

That said, innovation should not be ignored. With shifts in B2B decision makers' buying behaviors and demographics, allocating part of your budget to testing new tools and channels is vital.

Whether it’s experimenting with CTV advertising, integrating AI into video or webinar production, or exploring immersive experiences for your next trial or sales demo, staying ahead of these trends will keep you competitive in 2025 and beyond.

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