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Content Marketing, Technology, Marketing Technology, Strategy

Part 1: 2024 B2B Marketing Trends

In 2024, success in B2B marketing relies on adaptability. The key is to empower organizations with insights, ensuring that strategies align and stay responsive in the face of changing dynamics. Businesses are now in a race against time and trends.

The integration of impactful video content is no longer a luxury but a necessity to capture audience attention. Meanwhile, AI-driven personalization and advanced analytics are changing how marketers engage with prospects. The data-driven insights from these technologies provide guidelines for marketing communications that resonate on a personal level.

Strategically using social media in B2B goes beyond maintaining an online presence; it’s about crafting a narrative that speaks to humans and builds deeper connections. A piece of content isn’t just a message but should be seen as a strategic move that complements nurturing efforts. It’s not just about keeping up with change but leading the charge, transforming challenges into opportunities and uncertainties into strategies.

So what can marketers do to plan for B2B marketing in 2024?


How AI Is Shaping the Next Era?
In recent years, AI’s impact on marketing has been no secret; for instance, content creation tools or virtual assistants have been in the market for so long, helping companies to understand customers better. More marketers are integrating it into their processes to leverage its benefits. Looking ahead to the next year, there are key trends that will shape the landscape.

One trend is the exponential growth of Machine Learning tech in marketing technology. It analyzes real-time and historical data, identifying patterns to better segment audiences. AI tools predict leads likely to convert, allowing sales teams to prioritize and engage with genuinely interested prospects. This approach enhances effective communication and quick decision-making. Zoom Info, for instance, is an AI data-driven tool that has the ability to analyze vast amounts of data, and help marketers to have targeted lead generation.

AI-driven analytics is another significant trend for 2024. Rapid data processing lets marketers allocate more time to strategic tasks. With AI, data handling becomes easier, providing more accurate insights for a holistic customer view. Hyper-personalization is crucial as prospects expect tailored services. Chatbots play a vital role in real-time conversations and guiding prospects in the buyer process. Drift is one of these conversational software that support sales teams to have a better approach for qualified leads process and scheduling.

Generative AI content is a recent development offering automation opportunities. It aids in summarization and draft creation, allowing customization to align with a brand’s unique voice. While offering possibilities for B2B companies, it’s crucial to adapt the generated content to specific strategies and target audiences. This customization prevents generic content misalignment across channels and customer journeys. Copy creation is a tough task that usually gets underestimated in Marketing; however AI can support the process by generating ideas, creating creative suggestions, or even crafting email content and social media posts.


The Social Media Shift
Social media remains a crucial part of marketing, and it will continue to be a key tool in 2024. According to Sprout Social’s 2023 State of Social Media report, over 90% of business leaders rely on social media for information. People, including consumers and prospects, use these platforms to stay informed, learn about products or services, and seek support during decision-making.

LinkedIn is the primary social media tool for B2B marketers, and overall, social media is the fastest way to connect with a brand. Despite LinkedIn’s dominance, there’s a need for more engaging and personalized content. In 2024, other platforms like X and TikTok might see increased B2B marketing interactions, especially with added features for social e-commerce.

While social media is essential, companies should also explore other trending tools. Augmented and Virtual Reality are making their way into B2B, offering unique and immersive experiences for customer interaction. Product testing or online stores are examples of the use of AR and VR in marketing. Cisco launched a virtual trade show to showcase their interactive product catalog, giving users a specific concept of the product’s appearance. It also allows users the privilege of a “virtual walk around.”

Another growing trend in 2024 is the power of influencers. While traditionally used in B2C marketing, B2B companies can leverage influencers to increase brand awareness, promote products and services, and engage in genuine conversations within their industry. According to a LinkedIn article, when covid started, companies faced uncertainty especially with the majority of employees starting to work remotely; engaged with influencers like Shama Hyder (founder of Zen Media and a LinkedIn top voice) to collaborate on educational content related to working with remote teams.


Interested in diving deeper into leveraging these trends? Explore part 2, where we go deeper into the potential of marketing analytics and the impact of video content in 2024. Click here to connect with us and kickstart your preparation for the upcoming trends in 2024.


Maria Hortua & Stephanie Black

Marketing Technology Consultants

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