These are the business development trends for 2025 that will shape your strategy and keep you relevant. Every year new technologies, customer expectations, and major events dictate our priorities. And we can't really ignore them because doing that would mean an inevitable decline of your company.
But worry not, here you will find the top 5 business development trends to watch out for in 2025.
Top 5 Business Development Trends for 2025
Trend #1: Agentic AI in Business Development
Agentic AI is the evolution of generative AI. It is an advanced form of artificial intelligence that can take proactive actions without human input. Unlike traditional AI, which simply responds to user commands (your prompts), agentic AI can now autonomously schedule tasks, generate leads, and provide insights, helping businesses streamline operations.
Companies are adapting to this new technology with 67% of executives considering AI integration, with the goal to enhance productivity and increase performance. The good news is that the majority of executives don't forecast major team reductions, so our jobs are still safe.
But it doesn't mean you can relax and not take action. Instead, you should really work on upskilling yourself and learn how to integrate these new technologies into your job. The future of business development is more and more technological and if you want to stay relevant you need to take your learning seriously.
Besides, AI tools will help you save time on repetitive tasks like lead generation, market research, and more. So be proactive and take advantage of AI.
Here's an exercise for you:
What’s one BD task you can automate with AI this week?
Trend #2: Tribe-Led Business Development
Community-based business development, or tribe-led growth, is gaining momentum as companies recognize the importance of creating strong, engaged communities.
Spotify is a great example of tribe-led business development. Members of their community can submit ideas, answer questions from other members or simply chat with like-minded individuals. Such a community helps Spotify in many ways: it reduces the number of customer support inquiries; generates new ideas for features; it creates a sense of belonging and therefore loyalty towards Spotify.
Building a tribe encourages loyalty, increases customer referrals, and amplifies brand awareness. And the best news is that it’s not a prerogative of large enterprises—small businesses can leverage communities as well.
You can use platforms like WhatsApp or Slack to foster strong relationships with your audience and create stronger relationships with them. However, you can get creative and organize specific events or initiatives to bring your audience together and create better customer loyalty.
Here's an exercise for you:
Join one relevant community today and learn one insight you can apply to your company.
If you are looking for like-minded business development pros, you are welcome to join our free community at this link!
Trend #3: Customer Experience
The third trend discussed is customer experience, which now is even more important due to rising customer expectations. AI accelerated this shift, with customers now expecting quick, immediate responses. Companies must provide a seamless, "wow" experience from the start, as poor customer experiences can lead to customers leaving quickly—sometimes after just one bad interaction, especially in regions like Latin America.
For business development professionals, offering a great customer experience goes beyond support. It starts with the initial contact, such as email outreach, and extends through the entire process, including pricing discussions and decision-making. Simplifying processes to reduce friction for customers is crucial. For instance, ensuring your website is easy to navigate and that decision-making steps are streamlined can prevent potential customers from abandoning the process.
Personalization is also key, but you should do it thoughtfully to avoid overwhelming customers. While AI can help with personalization, you should use it with care to protect privacy and maintain trust. You should use tools strategically to simplify tasks without creating unnecessary complexity.
Here's an exercise for you:
What is one area of your business development strategy that could be simplified today to improve the customer experience and make it easier for clients or partners to work with you?
Trend #4: Co-Creation
The next business development trend for 2025 is co-creation. Co-creation is about involving customers in the creation of products or services.
Co-creation is relevant in both B2B and B2C contexts. In B2B, 71% of buyers prefer companies that involve them in co-creating products or decisions. A good example is Unilever’s "Unilever Hive," where customers can submit ideas that could become actual products.
The benefits of co-creation include building stronger relationships with customers, fostering innovation, and generating new ideas that might not come from within your company alone. Some companies, like Apollo.io, even use platforms like Trello to gather feedback on product roadmaps.
Ways to integrate co-creation into your business include hosting workshops with top clients to tackle challenges together, running innovation challenges, or creating content and educational resources in collaboration with customers. Strategic partnerships, like Coca-Cola and McDonald's, are also a form of co-creation that reduces risks when launching new initiatives.
Additionally, launching industry think tanks, like the Dutch EdTech initiated by Growth Tribe among others, can position your company as a leader in the space.
Here's an exercise for you:
Invite a few key clients to share feedback or ideas. This can lead to valuable insights and stronger customer loyalty.
Trend #5: Nowstalgia and emotional connection
Nostalgia has become a major trend, driven by millennials and surprisingly, Gen Zers. These younger generations are drawn to products and cultural elements from the past, including those from the 90s, even though they didn't live through them. This trend is amplified by platforms like TikTok and Instagram.
In fact, 81% of young consumers enjoy it when brands bring back nostalgic products or trends. Examples include the return of iconic phones like the Nokia 3310 and Motorola’s Razr, which even involved Paris Hilton in a recent campaign.
The emotional connection to nostalgia is powerful, and companies are using it to strengthen relationships with customers. By evoking memories of simpler times, brands can make themselves feel more relatable and emotionally engaging. Brands can integrate nostalgia by referencing childhood favorites, like movies, music, and even merchandise (e.g., Tamagotchi keychains).
For B2B companies, leveraging nostalgia could involve creating throwback-themed events or content, such as webinars with retro-style elements or social media posts referencing popular past TV shows or trends. It’s important to be mindful of your target audience’s specific nostalgic touchstones to avoid alienating potential customers or seeming outdated.
Incorporating nostalgic elements can help create a sense of connection and emotional resonance, but it should be done selectively. Brands should focus on understanding their audience deeply and experimenting with nostalgic content that aligns with their interests.
Here's an exercise for you:
What audience do you serve and what are some nostalgic elements you can revive?
As we move into 2025, business development will continue evolving with AI advancements, community-driven growth, customer-centric strategies, co-creation, and emotional connection. Adapting to these trends isn’t just a way to stay competitive—it’s the key to long-term success in an ever-changing market.
If you want to stay ahead, now is the time to invest in your skills. Our Business Development Certification Program is designed to help you integrate these trends into your strategy, master the latest BD techniques, and build a thriving career.
Don’t get left behind—take the next step in your BD journey. Join our certification program today and future-proof your career!
