As we all know, B2B professional services is a highly competitive industry.
Staying ahead of emerging trends is essential to being competitive.
This article will explore 5 key Go-to-Market trends that will impact how B2B organisations thrive and grow in 2025 and the implications that Small and Medium Accounting, Technology and Law Firms must consider in their response.
Shift to Revenue-Focused Metrics
In 2025, B2B success will focus on driving qualified conversations and revenue, rather than just lead generation. Sales and marketing alignment are critical, with a common view and understanding of buyer priorities as well as a shared approach to pipeline performance and KPIs that reflect revenue impact.
Hyper-Personalization Powered by AI:
The emphasis on hyper-personalization will increase, with B2B companies leveraging AI to deliver highly targeted content based on buyer behaviour, pain points, and industry needs.
Growth of Social Selling:
Social selling will become even more pivotal for Accounting, Technology and Law firms to gain visibility and engage with their target clients and prospects. This will occur online with platforms like LinkedIn enabling business development/sales teams to build relationships and engage with prospects early in the buying process.
However, we are also witnessing a return to ‘old school’ approaches within professional services with buyers now seeking Advice and expertise through engaging with their peers, attending events, and participating in various groups and communities.
AI and Hyper Automation in Sales and Marketing: AI, machine learning, and hyper automation will transform B2B sales and marketing processes, enabling the automation of routine tasks, allowing teams to focus on generating deep and meaningful insights, creating commercial-driven strategies and action plans while improving efficiency and personalisation at scale.
Cross-Functional Collaboration and Data Diversification: Effective B2B Go-to-Market strategies will require close collaboration between sales, marketing, product, client delivery and customer success teams, supported by in-depth industry, market, customer and buyer insights to ensure targeted, transparent, and trust-building strategies.
WHAT CAN SME ACCOUNTING, TECHNOLOGY AND LAW FIRMS DO?
Listen Listen Listen!!!
Accounting, Technology and Law firms must develop industry, market, customer and buyer insights which is achieving through in-depth research and analysis akas “Listening” are then incorporated into the company’s B2B strategies.
For further insights on Listening, check out my short video
Deliver “AIR”
Marketing and Sales teams must work together to develop both client acquisition plans as well as key account management plans for their current clients. Both the client acquisition and retention plans must be based on the needs and expectations of the buyers of professional services. Hence the focus must be on delivering ‘AIR’—Advice, Insights and Recommendations as well as providing opportunities for strategic dialogue and conversation.
Execute a Buyer Driven Content Strategy
Develop tailored content based on your target buyer’s priorities, pain points and industry needs.
Ensure this content is made available where buyers of B2B professional services seek Advice, Insights and Recommendations (AIR) such as industry associations, CEO advisory groups, Peer groups, Industry publications
Leverage the Power of “Micro-Events”
Consider hosting smaller events—“micro-events” to provide opportunities for prospective buyers to exchange ideas, ask questions, gain feedback/perspectives on key priorities and topics. Examples of micro-events include roundtables, workshops, Live Q&A/Office Hours
To learn how to develop an effective Go-to-Market strategy for your firm, get my Go to Market Playbook.
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