Top 10 B2B Marketing Trends to Embrace in 2024

The B2B marketing landscape is constantly evolving with new technologies and strategies emerging every year. To stand out from the competition and effectively reach potential customers in 2024, B2B marketers need to keep up with the latest trends and best practices.

After extensive analysis of marketing data, expert projections, and real-world campaigns, these top 10 trends have emerged as the ones likely to have maximum impact for B2B marketers in 2024:

  1. Social Media Marketing Becomes More Pivotal
  2. Video Marketing Adoption Accelerates
  3. Personalization and Segmentation Get Smarter
  4. Influencer Marketing Gains Trust
  5. Buyer Journeys are Increasingly Digital
  6. Live Chat and Chatbots For Instant Connections
  7. Experimenting with AR/VR to Engage and Educate
  8. Shifting to Actionable Metrics and Insights
  9. Long-Form, Repurposed Content to Nurture Leads
  10. Email Marketing With Workflows and Personalization

While these trends may seem distinct, they are interlinked – for example, video and influencer content works very well for social media. Successful B2B marketing strategies in 2024 will likely involve orchestrating multiple trends together through a technology stack including marketing automation, CRM, and analytics.

Social Media Marketing Becomes More Pivotal

Social media marketing has become indispensable for both B2B and B2C marketers. According to Sprout Social‘s 2022 Index, 97% of marketers are using social media for their business, spending on average 13 hours per week. LinkedIn, Twitter and Facebook continue to be the top platforms for B2B social marketing.

Social media marketing adoption statistics

Social media provides unparalleled opportunities for B2B companies to:

  • Directly engage with customers and prospects – via comments, shares, polls, questions etc. This increases trust.
  • Showcase thought leadership – through relevant industry updates, perspectives on trends etc.
  • Highlight human faces behind the brand – experts, employees and partners who share insights.
  • Promote content, events and offers – through organic and paid campaigns. Retargeting helps.
  • Monitor brand mentions and reviews – for reputation management and gauging sentiment.
  • Analyze performance – platforms provide rich analytics on post reach, engagement, conversions etc.

With increasing social media usage across demographics, B2B marketers must develop comprehensive strategies for platforms like LinkedIn, Twitter, Facebook, Instagram etc. – with compelling content suited for each.

HubSpot Research suggests social media marketing is the top channel for driving brand awareness and generating leads today. Given its cost-effectiveness and wide reach, its importance will only grow in 2024.

Video Marketing Adoption Accelerates

Video is fast emerging as a vital element of B2B digital marketing. YouTube alone has over two billion monthly active users now. For marketers, video is appealing as:

  • It can convey complex information easily – through demonstrations, animations and conversations.
  • Higher engagement than other formats – video gets more organic reach and shares versus text or images.
  • Works across the buyer journey – from awareness to consideration and even after sales.
  • Enables personalization – using dynamic video generation tools.
  • Mobile-friendly – which is how a majority consume content today.

No wonder video adoption is surging. According to HubSpot‘s 2022 State of Marketing Report, 35% of marketers now use video in their strategy, up from 25% in 2021.

Video adoption by marketers

From YouTube tutorials to LinkedIn native videos, Twitter live streams to webinars, product demos to virtual events – video can be integrated across channels. Short snackable videos work particularly well for social media.

Savvy B2B marketers are already using video marketing tools like Vidyard, Wistia and Loom extensively. With AI-driven personalization and interactive video capabilities on the horizon, video is poised to drive business results more than ever in 2024.

Personalization and Segmentation Get Smarter

With customers expecting hyper-relevant communications, personalization has become a hallmark of effective marketing. B2B buyers also want tailored interactions rather than generic outreach.

Marketing technology is now enabling personalization at scale:

  • Segmentation – splitting audiences into groups based on attributes like demographics, interests, behavior etc. allows tailored messaging.
  • Dynamic content – personalized headlines, names, images etc. make content resonate better.
  • Intent monitoring – understanding where a prospect is in their buyer’s journey.
  • Predictive analytics – anticipating what content types, offers etc. will be most effective.
  • Progressive profiling – gathering more data over time to refine personalization.
  • Lifecycle-based workflows – sending relevant content based on customer stage.
  • Integrated tech stacks – combining CRM, marketing automation and analytics for holistic personalization across channels.

When executed well, personalization can deliver outstanding results:

  • 33% higher conversion rates (Evergage)
  • 5-15% increase in sales (Aberdeen Group)
  • 31% more opens and clicks (Campaign Monitor)

In 2024, marketers should strive to use more granular first-party data to drive contextual interactions with each prospect and customer.

Influencer Marketing Gains Trust

Influencers have become a vital component of the marketing mix – bridging the gap between brands and audiences. As per Forrester data, influencer marketing budgets are ballooning:

Influencer marketing budget growth forecast

Influencers expand reach, provide social proof and add credibility for brands while driving engagement and conversions:

  • Increase brand awareness – to relevant target audiences. Nano and micro-influencers in the right niche can be very effective.
  • Softer sales pitch – recommendations from influencers seem more authentic than branded content.
  • Higher engagement – influencers induce more interactions, clicks and shares for branded content.
  • Expanded reach – tapping into influencers‘ existing follower base.
  • Budget-friendly – nano and micro-influencers have reasonable costs.

In B2B marketing, subject matter experts and industry thought leaders make great influencers for educational, thought leadership content. With clearly defined objectives and KPIs, influencer marketing can become a trusted channel for marketers in 2024.

Buyer Journeys are Increasingly Digital

The B2B buyer journey has been shifting online rapidly over the past few years. According to Think With Google data, 90% of B2B buyers now prefer digital self-serve channels for researching products. Only 26% engage sales reps early on.

This means marketers need to optimize every digital touchpoint that prospects interact with, including:

  • Website – clear messaging, easy navigation, personalized content. Conversion rate optimization.
  • Blog / Resources – in-depth guides, ebooks and articles to nurture prospects. SEO-driven content.
  • Social media – active presence where buyers spend time and engage. Thought leadership content.
  • Video – tutorials, product demos, webinars etc. on owned channels. Interactive and on-demand.
  • Paid media – targeted digital ads to drive awareness and consideration. Retargeting across channels.
  • Email – automated nurture flows and regular newsletters. Personalization and lead scoring.
  • Chat / Chatbots– instant responses and 24/7 assistance on site. Integrated with CRM.

Marketers need to map content and interactions to the buyer‘s journey – right type of content for each stage. Digital channels and enable seamless experiences.

Live Chat and Chatbots For Instant Connections

Instant interactions are what customers have come to expect today. Live chat and chatbots enable exactly that by providing always-on support and connections on your website and mobile app.

Over the last few years, chatbots have rapidly evolved from simplistic FAQ bots to become capable of complex conversations powered by AI. Key benefits include:

  • 24/7 availability – no wait times for responses.
  • Swift answers for visitors – via conversational interfaces.
  • Lead capture right on the website– through chatbots.
  • Streamlined customer support – for commonly asked questions.
  • Appointment scheduling – easier for visitors.
  • Integration with CRM and marketing automation– for unified data and workflows.

According to Facebook Business, chatbots can help recover 70% of leads that businesses lose. With capabilities like natural language processing, sentiment analysis and advanced personalization, chatbots are becoming a customer service channel of choice for many businesses.

For marketers, chat and chatbots improve website engagement, keep prospects moving along the funnel and reduce cost-per-lead. Their adoption will accelerate in 2024.

Experimenting with AR/VR to Engage and Educate

While still in early stages for B2B, augmented reality (AR) and virtual reality (VR) experiences present an exciting opportunity to engage and educate buyers in immersive ways.

VR allows prospects to be virtually transported to experience your product or solution. AR overlays digital information and graphics onto the real-world. Uses cases include:

  • Product demos – interact with a life-size 3D model overlaid in their actual environment.
  • Virtual events and conferences – teleport attendees into a highly engaging simulated venue.
  • Training and tutorials – learn by doing using AR experiences and simulations.
  • Design visualization – preview products and spaces with AR modeling.
  • Remote assistance – technicians can guide repairs via AR annotations.
  • Reduced travel – virtual site visits and facility tours for remote users.

Though adoption is still early, AR/VR marketing solutions will see more interest and pilots in 2024 as the technology matures and costs reduce. Being an early adopter can help generate buzz.

Shifting to Actionable Metrics and Insights

To optimize marketing performance, B2B marketers need to move beyond vanity metrics and towards more meaningful KPIs. Planning and optimizing based on actionable insights will be key.

Marketing attribution needs to evolve from last-touch to algorithmic or multi-touch models. This enables properly quantifying channels and content that influence buyers along their journey.

Metrics like customer lifetime value, retention rates, net promoter scores etc. provide a more accurate picture of marketing‘s business impact vs superficial metrics like impressions, open rates and click-through rates.

Analyzing leading indicators that drive future growth – like email subscriptions, prospect engagement, chatbot usage etc. – becomes more important than lagging indicators like revenue and conversions.

With data analytics and business intelligence tools, marketers now have access to unprecedented insights. But synthesis and interpretation are still key – turning data into decisions and meaningful KPIs everyone can act upon.

Long-Form, Repurposed Content to Nurture Leads

To be present across all stages of the buyer‘s journey, B2B brands need long-form thought leadership assets like blogs, guides and ebooks.

Long-form content establishes subject matter expertise and trust. It also meets customers‘ needs for self-education through content:

  • 75% of B2B buyers use content across multiple formats/channels during their buyer‘s journey. (DemandGen)
  • 91% prefer options to self-educate over direct sales pitches. (MDM Media)
  • 70% of the buyer‘s journey is complete before prospects engage sales teams. (Forrester)

To get more mileage from these high-impact assets, repurposing them into other formats is recommended:

Content repurposing techniques

This strategy extends reach via more content types and channels. Automating elements of repurposing through AI content generation makes it more viable than manual repurposing.

Providing long-form, educational content – and adapting it for other formats and channels – will continue to win with B2B buyers in the digital-first landscape of 2023.

Email Marketing With Workflows and Personalization

For all the newer tactics in the marketing mix, email marketing remains ubiquitous in B2B. But it now requires more sophisticated approaches to cut through inbox noise.

  • Personalized subject lines increase open rates by 50% (Campaign Monitor)
  • Emails triggered by site interactions have 70% higher click-through rates. (Act-On)
  • Scheduling emails to send after events like site visits lifts conversions by 10% (Experian)
  • Automated email workflows nurture leads with relevant content over time

Other keys are mobile optimization, segmentation, meaningful KPIs beyond open rates, dynamic content and integrating email with your martech stack.

Used strategically, the humble email can be the backbone of an integrated multi-channel B2B marketing strategy. As AI capabilities improve, the possibilities for 1:1 personalization at scale will take email marketing even further.

To sum up, excelling with these pivotal trends takes an integrated strategy fueled by marketing technology:

  • Orchestrate multiple trends together for amplification – like social media video campaigns with influencers.
  • Map tactics to each stage of the buyer‘s journey to connect the dots.
  • Build in personalization using MarTech tools for segmentation and automation.
  • Produce long-form assets and repurpose them extensively for more value.
  • Make all interactions shoppable to facilitate purchasing.
  • Analyze using both leading and lagging data indicators to optimize activities.

By embracing these 10 trends holistically, B2B marketing leaders will be well-poised for success in the year ahead as they engage digitally savvy audiences.

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