FTA Global, a new-age marketing company, has released its latest industry report titled “B2B Indian Tech Industry: Search & Demand Trends 2025”, offering a detailed view of how search behaviour is reshaping India’s B2B technology ecosystem. The study highlights a significant shift towards search-led discovery, with Artificial Intelligence and Machine Learning emerging as the strongest growth drivers.

According to the report, AI-related B2B searches grew by 35% year-on-year, positioning AI and ML as the most dominant categories influencing enterprise technology discovery. Alongside this, searches for IoT and industrial automation rose by nearly 28%, while B2B logistics, inventory SaaS and ERP-related queries recorded a steady 20% increase. These trends underline the growing reliance of Indian enterprises on digital search to evaluate and adopt technology solutions across sectors such as SaaS, cloud, FinTech, cybersecurity and Industry 4.0.

The report also notes the rising influence of Google’s AI Overviews, which are reshaping search visibility and pushing brands to optimise for zero-click results, conversational queries and structured data formats. Segment-wise analysis shows Indian SaaS players like Zoho and Freshworks leading search visibility, while Tier 2 cities are witnessing almost double the growth rate compared to metros.

Another key insight is the surge in vernacular and “near me” searches, which have grown by 20–30% YoY, highlighting the importance of localisation in B2B marketing strategies.

Commenting on the findings, Senthil Kumar Hariram, Founder and Managing Director of FTA Global, noted that B2B search behaviour is becoming increasingly non-linear. He emphasised that brands must adapt by focusing on AI-led optimisation, regional visibility and concise, authoritative content. The report concludes with a strategic roadmap for 2025, outlining the need for AI-focused SEO, hyperlocal outreach and structured data adoption to capture emerging B2B demand.