B2B marketing is no longer just about transactions – it’s about relationships, values and a shared vision. At PLAN, we see media planning as a strategic tool for creating precisely these connections. Global media trends are setting new standards, which we see as an opportunity: for greater efficiency and social responsibility.

1. video content: When complexity comes to life

Live streams, webinars and interactive product demonstrations have long been more than just “nice-to-have”. They are the key to making complex B2B content tangible and initiating real dialog. At PLAN, we focus on formats that not only inform, but also inspire – for example through live discussions with decision-makers. Because those who convince today will create the partnerships of tomorrow.
Tip: Take a look at our own B2B offers: wirsindderplan.de/webinare

2. influencer marketing: expertise instead of ego

Industry-specific experts and niche influencers are becoming increasingly important – not as advertising media, but as credible voices. We connect brands with movers and shakers who share real insights and address target groups at eye level.

3 AI and automation: efficiency with ethics

Automation tools and AI are not a threat, but an accelerator: they relieve teams of routines and create space for strategic thinking. At the same time, transparency in the use of AI is important – whether in the personalization of campaigns or virtual influencers, which should be identified as such.

4. cross-channel marketing: consistency creates trust

A seamless customer journey across email, social media and virtual events is not a goal, but a prerequisite. We need to orchestrate channels in such a way that every interaction drives the brand story forward – whether through hybrid event marketing or data-driven retargeting strategies.

5 Sustainability: Responsibility as a USP

Credible sustainability strategies are not a trend, but a duty. We help brands to put environmental and social responsibility at the heart of their communication – be it through climate-optimized campaigns or partnerships with impact start-ups.

Conclusion: Media planning as shaping the future

The 2025 trends show: B2B marketing is becoming more human, more networked and more responsible. At PLAN, we translate these developments into customized strategies that not only increase conversions, but also convey values. Because true success comes when we not only plan media, but also help shape brands.