7 B2B Marketing Trends to Watch Out for in 2024
B2B marketing is constantly evolving and adapting to the changing needs and preferences of buyers. In order to stay ahead of the competition, marketers need to keep up with the latest trends and best practices in the industry. Here are seven B2B marketing trends that will shape the future of B2B marketing in 2024.
1. Content Marketing:
Content is still king, but it needs to be more relevant, engaging, and personalized than ever before. B2B buyers are looking for content that helps them solve their problems, educates them on the benefits of your solution, and builds trust and credibility. Content marketing is not only about creating blog posts, white papers, ebooks, and webinars, but also about leveraging new formats such as podcasts, videos, interactive infographics, and quizzes. Content marketing also requires a strategic approach that aligns with your buyer personas, buyer journey stages, and SEO goals.
2. Account-Based Marketing:
Account-based marketing (ABM) is a targeted strategy that focuses on delivering personalized and relevant messages to specific accounts or segments of accounts. ABM helps marketers increase conversions, retention, and loyalty by creating a tailored experience for each account. ABM also helps marketers align with sales and other stakeholders to ensure a consistent and coordinated approach across the entire customer lifecycle. ABM requires a deep understanding of your target accounts, their pain points, goals, decision-makers, and influencers.
3. Social Media Marketing:
Social media is not only a channel for B2C marketing, but also a powerful tool for B2B marketing. Social media helps marketers reach new audiences, generate leads, nurture relationships, and build brand awareness. Social media also enables marketers to showcase their thought leadership, expertise, and value proposition through engaging content and conversations. Social media platforms such as LinkedIn, Twitter, Facebook, Instagram, YouTube, and TikTok offer different opportunities and challenges for B2B marketers. Marketers need to choose the right platforms for their target audience, create a consistent brand voice and tone, and measure the impact of their social media efforts.
4. Influencer Marketing:
Influencer marketing is a form of word-of-mouth marketing that leverages the authority and credibility of influential people in your industry or niche. Influencer marketing helps marketers increase brand awareness, trust, and advocacy among their target audience. Influencer marketing also helps marketers generate high-quality leads, referrals, and conversions by tapping into the existing networks and communities of influencers. Influencer marketing requires a strategic approach that identifies the right influencers for your brand, establishes a mutually beneficial relationship with them, and co-creates valuable content that resonates with your audience.
5. Video Marketing:
Video is one of the most engaging and effective forms of content marketing. Video helps marketers capture attention, convey emotions, demonstrate value, and inspire action. Video also helps marketers improve SEO rankings, increase social media engagement, and boost conversion rates. Video marketing is not only about creating product demos, testimonials, tutorials, and webinars, but also about storytelling, education, entertainment, and inspiration. Video marketing requires a creative approach that matches your brand personality, audience preferences, and campaign objectives.
6. Artificial Intelligence:
Artificial intelligence (AI) is a technology that enables machines to perform tasks that normally require human intelligence. AI helps marketers automate tasks, optimize campaigns, personalize experiences, and generate insights. AI also helps marketers create better content, predict customer behavior, recommend products or services, and enhance customer service. AI requires a data-driven approach that leverages data from various sources, such as website analytics, CRM systems, social media platforms, and third-party tools.
7. Customer Experience:
Customer experience (CX) is the sum of all the interactions that a customer has with your brand throughout their journey.
CX is not only about delivering a product or service, but also about creating an emotional connection, building loyalty, and exceeding expectations. CX is not only the responsibility of one department, but also the result of a cross-functional collaboration. CX requires a customer-centric approach that puts the customer at the heart of everything you do, from product development, to marketing, to sales, to support.
These are some of the B2B marketing trends that will dominate in 2024. By following these trends, you can stay ahead of the curve and grow your business in the competitive B2B market.
B2B Marketing Trends for 2024: What to Expect
The business-to-business (B2B) marketing landscape is constantly evolving, and 2024 will be no exception. As new technologies, customer preferences and competitive forces shape the future of B2B sales, marketers need to be aware of the trends that will impact their strategies and performance. Here are two of the most important B2B marketing trends to watch out for in 2024.
Trend 1: Hybrid Selling Becomes the Norm
Hybrid selling is a flexible and scalable way of reaching and serving customers across multiple channels, including remote and e-commerce. It combines the best of traditional and inside sales, allowing for more personalized and convenient interactions with buyers. According to McKinsey, hybrid selling is expected to be the most dominant sales strategy by 2024, as both customers and sellers prefer it to in-person meetings at many stages of the purchasing journey . Hybrid selling also drives up to 50 percent more revenue by enabling broader and deeper customer engagement and unlocking a more diverse talent pool than more traditional models .
To succeed in hybrid selling, B2B marketers need to:
– Align their marketing and sales teams on a common vision, goals and metrics
– Invest in digital tools and platforms that enable seamless omnichannel experiences
– Segment their customers based on their channel preferences and behaviors
– Tailor their content and messaging to each channel and stage of the buyer journey
– Train their sales reps on how to effectively use remote and digital channels
Trend 2: Data-Driven Marketing Analytics Become More Accessible and Actionable
Data is the fuel of B2B marketing, but not all data is created equal. B2B marketers need to focus on the data that matters most: the data that provides meaningful insights into customer behavior, marketing ROI, campaign performance, lead generation, customer acquisition and retention, and overall marketing effectiveness. To do that, they need to leverage the latest technologies and tools that make data-driven marketing analytics easier to understand, access and act on.
One of the key technologies that will transform B2B marketing analytics in 2024 is Google Analytics 4 (GA4), which is the next generation of Google’s analytics platform. GA4 offers more advanced features than its predecessor, Universal Analytics (UA), such as:
– Enhanced cross-platform tracking that allows for a unified view of customers across devices and channels
– Deeper integration with Google Ads that enables better attribution and optimization of ad campaigns
– Improved data modeling that fills in the gaps caused by user privacy and consent regulations
– Stronger focus on user-focused analytics that measure events rather than sessions
Another technology that will shape B2B marketing analytics in 2024 is machine learning, which is becoming more accessible and affordable for B2B marketers. Machine learning platforms and tools can help B2B marketers:
– Automate tedious and repetitive tasks such as data cleaning, analysis and reporting
– Discover hidden patterns and trends in large and complex data sets
– Generate predictive insights and recommendations based on historical data
– Enhance personalization and segmentation of customers based on their behavior and preferences
By adopting these technologies, B2B marketers can gain a competitive edge in 2024 by making data-driven decisions that improve their marketing outcomes.
: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-b2b-sales-is-hybrid
: https://altitudemarketing.com/blog/b2b-marketing-analytics-trends-2024/
: https://www.forbes.com/sites/forbesbusinesscouncil/2020/12/10/how-machine-learning-will-transform-b2b-marketing-in-the-next-decade/?sh=5f7a9f6f6c8a
References:
https://contentmarketinginstitute.com/wp-content/uploads/2015/05/2015_MFG_Research_Final.pdf
https://archive.org/details/ecommerceformula00plan/page/26
https://www.tandfonline.com/doi/abs/10.1080/00343409950081275
https://contentmarketinginstitute.com/2021/10/b2b-content-marketing-research/
https://www.demandbase.com/blog/what-is-account-based-marketing/
https://influencermarketinghub.com/what-is-influencer-marketing/
https://www.forbes.com/sites/bernardmarr/2019/09/30/the-7-biggest-technology-trends-in-2020-everyone-must-get-ready-for-now/
https://www.superoffice.com/blog/customer-experience-statistics/
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