Biggest B2B marketing trends of 2024
Each year, marketing is changing and bringing new challenges, innovations and changes. As 2024 draws near, we are seeing new and exciting marketing trends. Marketers that incorporate these trends enthusiastically into their strategies will be sure to remain ahead of the competition. To do this effectively, you must understand the future and how to combine your intelligence with the appropriate tools to achieve the best results for you brand.
We’ve reviewed the data and analyzed the most important marketing trends for 2024.
The B2B marketing trends of 2024
AI will continue to grow and evolve in the years ahead. In 2024, those who are able to integrate AI into their marketing operations and nurture their entire marketing eco-system will be the ones to achieve true success. These are the areas that you should focus on in the coming year.
1) Personalization
Personalization can reduce your cost of acquisition by a large amount, making it much easier to convert and attract your audience. This can not only create a unique experience for your customers, but also have a significant impact on your bottom-line.
According McKinsey’s research , a good personalization strategy can increase revenues by as much as 15% and marketing ROI up to 30%.
By 2024, AI will be able to help you tailor your marketing messages more precisely, and this will make it easier for you to reach your target audience.
There are many ways to personalize your marketing, from email campaigns to social media insights. Here are 30 quick ideas to get started.
2) Chatbots & Conversational Marketing
Chatbots and conversational advertising will be more popular as marketers seek to personalize their marketing. You can improve your buyers’ experience by using AI tools. As technology evolves, this experience will continue to improve.
Zapier has a list of the top chatbots. Use it to find out which tool is right for you.
3) Voice Search Optimization
The increasing popularity of voice-activated devices, virtual assistants and other voice-activated devices makes it essential to optimize content for voice searches.
According to NPR/Edison Research 62% of Americans aged 18+ use voice assistants on their mobile devices.
Google’s algorithm has improved in recognizing voice searchers. However, brands will still need to adjust their SEO strategies for these same long-tail and conversational queries.
Consider the questions and topics that your audience would like to know about when researching keywords. SemRush also has 6 tips on how to optimize your voice.
4) Human Thought Leadership
AI-generated content will be the most popular marketing trend in 2023. It was a great innovation, but also brought new challenges.
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SEO rankings suffered a major blow, destroying years of hardwork for many marketers.
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The content is generic and offers little in the way of insight or perspective.
We saw more content but less value in general.
It’s not good thinking leadership if AI can write it.
The people want authentic content based on real life experiences. If you want to make your thought leadership resonate, then you should infuse as much personality, perspective and credibility into it as you can. How can you achieve this? You can use internal or external data, talk to industry experts for fresh perspectives or lessons learned, or you can share your own experiences.
Tip: The other members of your team can be an excellent source of inspiration, ideas, and expertise. Learn how to make your team content creators.
5) Ethical marketing
Sustainability and social responsibility has played a role in how consumers view brands over the past few years. As AI becomes more prevalent – and many people are distrustful about AI – ethics will become a bigger part of marketing.
Consumers will focus on transparency and clarity in business practices and AI, as well as privacy and data protection . We may even see a larger shift in their perception of new technology.
Gartner’s research shows that in the coming years, “a segment of consumers may change their behavior and seek out AI free, acoustic brands that prioritize ethics and authenticity.”
Tip: The most important thing to cultivate in your audience is trust. Creating content that reflects your values and practices may be the easiest way to do this. These 10 brands have transformed their beliefs into content.
6) Micro-Influencers
Influencer marketing continues to evolve as audiences demand more authenticity and authentic communities. Marketers are learning that influencers who have the biggest followings do not necessarily equal influencers who have the most loyal followings.
According Experticityspan Style=”font-weight 400 ;”>, 82 % of consumers “highly” likely to follow a microinfluencer’s recommendation.
Micro-influencers, nano-influencers, and niche audiences will continue to grow in popularity.
Tip: Not every micro-influencer will be a good fit for your brand. Here are seven questions you should ask before partnering up.
Video Marketing
Video has been growing for many yearsspan size=”font-weight 400 ;”>,, and is only getting more powerful.
According the Content Marketing Institute , 84% B2B marketers will be using video as part of their content strategy by 2024.
In 2024, short-form video will be more important than ever.
Tip: Videos can have a lot moving parts. Make sure that you are covered. Download our free Content Marketing Guide to Brand Video and be inspired by other brands’ use of video (including the 10 clickworthy SaaS Videos that caught our attention).
8) Interactive Content
Since years, we have been promoting the benefits of interactive content. Interactive content can be highly engaging, and serve many purposes. It could be a unique data visualisation, an educational tool or a customized quiz. While it’s growing, B2B marketers haven’t fully embraced the power of interactive content.
According the Content Marketing Institutespan size=”font-weight 400 ;”>,, only 33% B2B marketers are using interactive content.
Brands that are able to implement this content in an effective way will have a great opportunity.
Tip: Interactive experiences can be used to build relationships with your audience and help them along the buyer’s journey. Here are 101 interactive infographics that will inspire you if you don’t know what it could look like for your brand.
9) Augmented Reality and Virtual Reality
AR and VR technology has improved over the years and will continue to be integrated more into marketing campaigns. AR experiences include interactive print or packaging (e.g. promotions or games), AR at events or exhibitions, and location-based AR.
Virtual reality can be used to create a variety of exciting marketing initiatives. These include product demos and virtual tours, virtual events, 360-degree videos, integrations, and storytelling experiences.
It is important that the user experience you provide is smooth and intuitive, no matter what application you are using AR or VR for. Test everything, again and again, to ensure that it works.
10) Content that is Ephemeral
Brands will continue to use this format as Snapchat and Instagram Stories have become popularized for short-lived, dynamic content. This content type creates an intimate relationship with your audiences and is great for entertaining or authentic content. The temporary nature of the content creates FOMO and encourages your audience to engage with you.
Tip: Ephemeral material is a good way to show off your culture, your people, the behind-the scenes, and fun stuff. Use these seven ways to show off your culture via social media.
How to win in 2024
Focusing on education and strategy is the best way to be a successful marketer, no matter what your industry.
- Get your content strategy right. Our free content strategy toolkit will help you create a strategy that is well documented and aligned with your entire team.
- Get ready for the New Year the right way. Discover what you can now do to improve your results for next year.
- Keep up to date with the latest trends in marketing and best practices. Subscribe to Column Five’s Best Story Wins Podcast, where we talk with industry professionals about how they are winning hearts, mind, and market share.
If you are aware that you will need additional support in 2024 you should focus on finding the best partner. Learn more about our agency or how to work with us. We hope that your next year will be your best yet.
The article Top 10 B2B Trends for 2024 first appeared on Column five.
