When the new year rolls around, you always hear about new “trends” on the horizon. These trends often come and go and will be completely different the following year, as the “old” trends go out of style. While this typically is true for fashion, hairstyles, etc., it’s not for B2B marketing. Growing trends in B2B marketing are only an expansion to an already existing strategy.
B2B marketing trends aren’t fads that go away or change year after year. B2B marketing only gets more complex as the years go on due to consistent growth in technology and new channels that decision-makers are engaging on. In 2024, this B2B marketing trend still reigns to be true.
2023 was a big year for advancements in B2B marketing with the rise of AI. However, it’s much more than that, and we’ll cover all you need to know about having a successful B2B marketing strategy in 2024.
Here are some projections on what to anticipate in the world of B2B marketing in 2024:
- AI Tools Aren’t Going Anywhere—They’re Only Getting Smarter
- Perfect Your Content Strategy for Google’s LLM AI Search Feature
- Greater Need for Writing Unique Content From a Person, Not a Business
- Lose the Fancy Emails Templates—Email Marketing is Getting Personal
- Using Video to Support Every Lead Generation Method
- Social Media Influencers Are Moving into the B2B Space
- More Tools That Encourage Decision-Makers to Buy Independently
- Original Data and Research Will Be More Prominent in Content
AI Tools Aren’t Going Anywhere—They’re Only Getting Smarter
Artificial Intelligence (AI) has already been making significant strides in the field of B2B marketing, and its role is expected to become even more critical in 2024.
The most common AI marketing tools that B2B marketing teams use in 2024 include, but aren’t limited to:
- Marketing automation tools like HubSpot, Marketo, and Pardot (by Salesforce)
- Customer relationship management (CRM) platforms with AI capabilities like Salesforce, Microsoft Dynamics 365, and Zoho CRM
- Content personalization tools like Dynamic Yield, Evergage, and Adobe Target
- AI chatbots like Drift, Intercom, and Ada
- Predictive analytics technology like IBM Watson Studio, Google Cloud AI Platform, and RapidMiner
- Content generation software like ChatGPT and Regie.Ai
- Voice search optimization technology like BrightEdge and SEMrush
- Social media management tools like Hootsuite and Socialbakers
- AI-powered email marketing tools like Phrasee and Persado
- AI-driven SEO assets such as Surfer SEO and Clearscope
- AI-enhanced advanced analytics platforms like Google Analytics 4 and Adobe Analytics
- Ad campaign optimization platforms like Google Ads and Facebook Ads
- AI-powered marketing attribution tools like Bizible (by Adobe)
- Emotional AI and sentiment analysis tools like Affectiva and Lexalytics
- AI-enhanced video marketing platforms like Lumen5 and Magisto
Keep in mind that the AI marketing landscape is rapidly evolving, and new tools and platforms may emerge by this time next year. It’s essential to assess your specific marketing needs, budget, and goals when choosing the right AI marketing tools for your business.
AI is continuing to make headway on effective lead generation in 2024. Read our blog here to learn how your lead generation teams use AI to their advantage.
AI B2B marketing tools are only getting smarter and more sophisticated due to several key factors and advancements in AI technology. AI marketing tools are becoming increasingly intelligent as they continue to:
- Improve data processing
- Advance machine learning algorithms
- Accelerate Natural Language Processing (NLP) models
- Practice deep learning to understand complex patterns and data structures
- Integrate with other impactful AI automation tools
AI B2B marketing tools like the ones listed present growth teams with significant benefits. With the growth and consistent expansion of AI in B2B marketing in 2024, teams have the power to:
Make Data-Driven Decisions
AI allows B2B marketers to collect, analyze, and interpret vast amounts of data from various sources in real time. This enables data-driven decision-making, allowing marketers to better understand customer behavior, preferences, and trends. With AI, you can make more informed B2B marketing strategies and tailor your campaigns to the specific needs of your target audience.
Enhance Campaign Personalization
Personalization is crucial in 2024 B2B marketing efforts, as businesses expect highly relevant and tailored content. AI-powered tools can create personalized content recommendations, emails, and product offerings based on individual customer profiles and interactions. This level of personalization enhances customer engagement and drives conversion rates.
Accelerate Lead Generation and Nurturing Strategies
AI can significantly improve B2B lead generation and nurturing processes. It can identify potential leads based on behavior, demographics, and firmographic data. AI-driven chatbots and automated email campaigns can engage with leads and move them down the sales funnel, saving time and resources for sales teams.
Predict Marketing Outcomes
Predictive analytics powered by AI can help B2B marketers forecast trends and customer behavior. This allows for proactive marketing strategies, such as identifying when a prospect is most likely to convert or detecting signs of customer churn before it happens.
Create More Content at a Quicker Rate
AI can assist in content creation by generating blog posts, reports, and even product descriptions. While it may not replace human creativity entirely, it can help marketers save time and ensure content consistency.
Improve Customer Support
Customer support plays a significant role in B2B marketing, especially in 2024 and beyond. AI-powered chatbots and virtual assistants can provide 24/7 support, answer common queries, and route complex issues to human agents. This improves customer satisfaction and helps businesses maintain strong relationships with their clients.
Automate Tedious Marketing Processes
Marketing automation platforms use AI to optimize the timing and distribution of marketing messages across various channels, ensuring that messages reach the right people at the right time. This results in more effective and efficient B2B marketing campaigns.
AI tools are becoming increasingly important in B2B marketing due to their ability to enhance data-driven decision-making, personalize marketing efforts, streamline lead generation and nurturing, provide predictive insights, and offer a competitive edge. B2B marketers who embrace AI technologies are likely to see improved results and stay ahead in a rapidly evolving digital landscape.
AI may be a crucial component of your B2B marketing strategy in 2024; however, it’s essential to remember that while AI is beneficial for advancing your B2B marketing strategies, it’s intended to only be used as a supplemental asset to your efforts—not a replacement. Even though AI is evolving and getting smarter, it still has its disadvantages, so you must take the time to add your own unique touch to content to establish your brand identity and further industry credibility.
Abstrakt’s B2B marketing experts use a wide range of AI tools to enhance their SEO strategy for clients, resulting in more content and better results. Explore how we use AI to help clients generate more inbound leads.
Perfect Your Content Strategy for Google’s LLM AI Search Engine Feature
To perfect their content strategy for Google’s LLM (Language Model for Multitask Learning) AI search engine feature, B2B marketing teams should focus on creating high-quality, relevant, and authoritative content that aligns with the capabilities and requirements of this AI-driven search system.
Here are some strategies and best practices to consider:
Understand LLM and Its Functionality
Begin by thoroughly understanding how Google’s LLM works and its specific capabilities. LLM is designed to understand context, intent, and semantics, making it important to create content that aligns with these aspects.
Optimize for Natural Language and Contextual Understanding
LLM places a strong emphasis on natural language processing and contextual understanding. B2B marketers should aim to create content that is conversational, context-aware, and provides in-depth answers to user queries.
Write and Distribute Long-Form Content
LLM tends to favor longer and more comprehensive content that thoroughly addresses a topic. Invest in creating in-depth articles, guides, and resources that offer valuable insights to your target audience.
Don’t Forget About Semantic SEO
Implement semantic SEO strategies by using semantic keywords and phrases related to your industry, products, and services. LLM can better understand the context and relevance of your content when it includes semantically related terms.
Use Structured Data and Schema Markup
Use structured data and schema markup to provide clear, structured information about your content. This helps LLM better understand the content and potentially present it as rich snippets in search results.
Practice Voice Search Optimization
As LLM powers voice search, optimize your content for voice queries. Consider creating content that answers common voice-based questions and provides concise, informative responses.
Prioritize User Intent and User Experience
Focus on understanding user intent and creating content that directly addresses the questions or needs of your target audience. A good user experience, including fast page loading times and mobile-friendliness, is also crucial.
Establish Authority and Trustworthiness
LLM is likely to prioritize content from authoritative sources. Establish your brand as an authority in your industry through consistent, well-researched, and reliable content. Back up your claims with data and references.
Regularly Audit and Update Outdated Content
Keep your content up to date to ensure its accuracy and relevance. LLM may favor fresh and current information.
Routinely Monitor and Analyze Performance
Continuously monitor the performance of your content in LLM-driven search results. Use analytics tools to track rankings, click-through rates, and user engagement. Adjust your strategy based on insights.
Keep an Eye Out for User Engagement Signals
User engagement signals, such as click-through rates and dwell time, may influence how LLM ranks content. Ensure that your content is engaging and encourages users to interact with it.
Consider Local Optimization (if applicable)
For B2B businesses with local relevance, optimize your content for local SEO. Ensure your NAP (Name, Address, Phone) information is consistent and accurate across online directories.
Above All, Focus on Quality Over Quantity
While creating content, prioritize quality over quantity. LLM is more likely to reward well-researched, comprehensive content that genuinely addresses user queries.
Remember that the landscape of SEO and AI-driven search is continually evolving. Keep yourself updated with Google’s algorithm changes and LLM updates to adapt your content strategy accordingly. Regularly test and refine your content approach to stay competitive in the B2B marketing space in 2024.
Greater Need for Writing Unique Content From a Person, Not a Business
In the realm of B2B marketing, adopting a personalized, individualized approach over a faceless corporate is vital for standing out from your B2B competitors.
When writing content for potential buyers, you recognize that B2B customers are ultimately individuals who prefer connecting with and trusting other individuals rather than impersonal corporations. Crafting content from a person’s perspective establishes a relatable and approachable image for the brand, laying the foundation for meaningful interactions. Content created from an individual’s viewpoint fosters trust and credibility more effectively than generic, corporate messaging.
Personalized B2B marketing content can be tailored to address the unique needs and preferences of different customer segments. This customization results in more relevant and engaging content that resonates with the specific audience, enhancing the overall effectiveness of the marketing strategy. Tailoring personalized content to different stages of the B2B buyer’s journey is another advantage. Whether creating awareness, educating, or convincing, a personal perspective makes the content more relevant and impactful at each stage, guiding potential clients through the decision-making process.
Additionally, personalized content effectively conveys the “why” behind a business, articulating its mission, values, and passion. This aspect becomes particularly compelling for customers who align with the brand’s vision, fostering a deeper connection and loyalty.
The engagement level is significantly heightened when content is created by individuals within the organization. Comments, discussions, and social interactions foster a sense of community, facilitating valuable dialogues that play a crucial role in relationship-building within the B2B marketing landscape.
Lastly, personalized content often incorporates long-tail keywords and phrases related to specific challenges or solutions, enhancing SEO rankings for niche topics and attracting more organic traffic. This holistic approach ensures that the content is not only engaging but also discoverable.
Incorporating a personal perspective into your 2024 B2B marketing strategy is essential for humanizing the brand, building trust, establishing thought leadership, connecting with the audience, and differentiating the business in a competitive marketplace. It allows for the telling of compelling stories, engaging with customers on a personal level, and ultimately driving better results in B2B marketing efforts.
If you’re looking for more insight into how to write good, lead-generating marketing copy, read our blog here.
Lose the Fancy Emails Templates—Email Marketing is Getting Personal
B2B email personalization has always been necessary for effectively engaging potential buyers, but they’re starting to see through the salesy-ness of email templates.
While email templates aren’t necessarily bad because they’re good for generating consistent brand awareness, it’s important to use them sparingly. Consider your audience; if they respond well to email templates, then great! However, many decision-makers are interested in looking past that and want to see directly how the email impacts them and their needs.
If you want to make your B2B emails more personal, here are some ways you can do that in 2024:
- Segment your email lists based on criteria such as demographics, location, purchase history, behavior, and engagement level
- Use the recipient’s name in the subject line or email greeting
- Craft subject lines that resonate with the recipient’s interests or pain points
- Tailor content to the recipient’s interests, such as their browsing history, past purchases, or content consumption patterns
- Incorporate dynamic content blocks within your emails to customize the content based on recipient data
- For example, show different product recommendations to different segments of your audience
- Set up automated email triggers based on recipient behavior
- For instance, send a follow-up email to someone who abandoned their shopping cart or a thank-you email after a purchase.
- Use AI-driven algorithms to provide personalized product recommendations or content suggestions based on the recipient’s past behavior and preferences
- Tailor content and offers based on the recipient’s geographic location
- Share stories about your brand, employees, or customers that resonate with the recipient’s values or challenges
- Offer recipients the option to customize their email preferences
- Pay attention to when and how often recipients prefer to receive emails
- Ensure that your emails are mobile-responsive, as many people check their emails on mobile devices
- Use a real name and email address for the sender rather than a generic company name
- Write emails in a conversational tone, as if you were speaking directly to the recipient
By implementing these strategies, you can create email marketing campaigns that feel more personal and relevant to your recipients, ultimately leading to greater impact, higher open rates, click-through rates, and conversions.
Using Video to Support Every Lead Generation Method
Video marketing has been a growing method of B2B marketing for the last 10 years, and its impact on business growth is only getting stronger in 2024. The good thing about using videos for B2B lead generation is that they can be used in various sales scenarios, from outbound to inbound marketing efforts.
Role of Video Marketing in Outbound Lead Generation
Video marketing has a significant impact on outbound lead generation due to its ability to enhance engagement and capture the recipient’s attention more effectively than text-based content. When incorporated into outbound emails, social media ads, or cold outreach efforts, video content increases the chances of eliciting a response or encouraging a click-through to your intended destination.
The captivating nature of video leads to improved click-through rates, as video thumbnails featured in emails or on social media platforms often entice recipients to explore your landing pages or website further. Videos serve as attention-grabbing elements that bolster the overall effectiveness of your outbound campaigns.
Video marketing also contributes to enhanced personalization in outbound lead generation. As outreach efforts typically involve connecting with potential customers, personalized video messages can significantly amplify the appeal of your communication. Such videos humanize your brand, making it more relatable to recipients and, consequently, increasing the likelihood of a positive response.
Additionally, video is a valuable tool for product demonstrations. It allows you to vividly showcase your product or service in action, making it easier for prospects to grasp its value. These product demonstration videos play a crucial role in outbound lead generation by helping potential customers visualize the tangible benefits they stand to gain.
Educational content is essential in outbound marketing to inform prospects about industry trends, challenges, and potential solutions. Video content is particularly effective in this regard, as it can deliver complex information in an engaging and easily digestible format. By leveraging video, your brand can position itself as an industry expert, reinforcing its authority in the eyes of potential customers.
Lastly, video marketing provides an avenue for the presentation of social proof in outbound lead generation. Testimonial videos and case studies are powerful tools in this context, as they offer tangible evidence of your product or service’s effectiveness. By showcasing the positive experiences of past clients, these videos build trust and credibility with potential customers, fostering a sense of confidence in your offerings.
Role of Video Marketing in Inbound Lead Generation
Inbound lead generation benefits significantly from the incorporation of video marketing strategies. Firstly, videos offer valuable SEO benefits by enhancing your website’s search engine optimization. Major search engines like Google tend to prioritize video content in search results, potentially leading to increased organic traffic and a greater influx of inbound leads.
Engaging videos contribute to visitors spending more time on your website. When prospects watch informative videos that align with their interests or address their challenges, they are more likely to explore other sections of your site. This extended engagement creates opportunities for them to convert into valuable leads.
Another effective approach to inbound lead generation is using videos as lead magnets. By providing valuable content through videos and requesting contact information in return, you can capture leads genuinely interested in your expertise. Gated video webinars, tutorials, or industry reports are examples of how you can use video as a tool to attract and retain prospective leads.
Diversifying your content with videos enables you to cater to different learning styles and preferences among your audience. Some prospects may prefer watching a video over reading a blog post, broadening the reach of your content and appealing to a wider range of potential leads.
Incorporating video into your email marketing campaigns is another potent strategy for inbound lead generation. Videos can significantly enhance the engagement levels of your email content, leading to higher open rates, increased click-through rates, and overall improved email performance.
Sharing videos on social media platforms can have a substantial impact on inbound lead generation. Posting videos can attract a broader audience and encourage social sharing. When your videos resonate with viewers, they are more likely to share them, thereby expanding your reach and generating inbound leads through organic sharing.
Interactive content in the form of videos, such as quizzes or polls, can be a valuable tool for engaging your audience and collecting valuable data. This data can then be used to segment leads and personalize future marketing efforts, ensuring that your inbound strategies are more tailored and effective.
Lastly, videos serve as a compelling medium for storytelling. Sharing your brand’s story, values, and mission through video can create emotional connections with potential customers. When viewers resonate with your narrative, they are more inclined to become inbound leads who align with your brand’s vision and values.
Video marketing can be a highly effective tool for both outbound and inbound lead generation. It can boost engagement, improve click-through rates, enhance personalization, provide social proof, and diversify your content strategy. By strategically incorporating video into your marketing efforts, you can attract, engage, and convert leads more effectively.
Read our blog here for more insight into the impact video marketing can have on lead generation.
We’re sure you’ve probably seen the growth of social media influencers in a B2C aspect on your own social platforms. Well, now it’s making its way to the B2B landscape as a way to engage more decision-makers and connect more brands with established industry thought leaders.
Here are some other ways that social media influencers are impactful for B2B marketing in 2024:
Thought Leadership and Authority
B2B influencers, often experts or industry leaders, can enhance their thought leadership and authority by sharing valuable insights, trends, and expertise with their followers. Their opinions and recommendations can carry significant weight in the industry, influencing decision-makers and businesses.
For example, Abstrakt has a business growth-driven podcast called The Grow Show, where our company leaders take the time to talk about ways that growing small to medium-sized businesses can accelerate their sales efforts and generate more revenue. Every so often, they have special guests (other sales and marketing experts) on the podcast to connect and share their insights on the current state of sales and marketing, further building industry expertise.
When the podcast is ready to be promoted, Abstrakt and the special guest can both share on their social platforms and other channels of communication, reaching a wider audience to essentially get more listeners to tune into their podcast.
Content Amplification
B2B influencers have substantial followings on social media platforms. When they share content related to B2B products, services, or solutions, it can significantly amplify the reach and visibility of that content. As we mentioned above, this helps businesses get their messages in front of a larger, relevant audience in the hopes of eventual conversion.
Trust and Credibility
Influencers are trusted by their followers, who view them as reliable sources of information. When an influencer promotes a B2B product or service, their endorsement can build trust and credibility for that offering in the eyes of potential buyers.
Lead Generation
Influencers can drive traffic to B2B businesses through their content and promotions. By partnering with influencers on co-created content, webinars, or events, B2B companies can generate leads and expand their customer base.
Product Reviews and Recommendations
B2B influencers often review and recommend products, software, and services within their industry. These reviews can have a significant impact on the purchasing decisions of businesses, particularly for software as a service (SaaS) and technology-related solutions.
Networking and Partnerships
Building relationships with B2B influencers can lead to valuable partnerships, collaborations, and networking opportunities. Influencers may connect businesses with other industry experts, potential clients, or strategic partners.
Content Co-Creation
Collaborating with B2B influencers on content creation can result in high-quality, valuable assets. Whether it’s co-authored articles, guest blog posts, or joint webinars, these efforts can attract a wider audience and establish the business as an authority in its field.
Event Promotion
B2B influencers can promote industry events, conferences, webinars, and seminars. Their endorsements can boost event attendance and visibility, leading to more significant opportunities for networking and exposure.
Humanizing Brands
Influencers can help humanize B2B brands by showcasing the people, culture, and values behind the company. When creating promotional brand videos, influencers typically take these videos from their phone rather than a professional camera setup, making them (and your brand) more relatable to followers. This personalization can resonate with potential clients and create a more relatable image for the business.
Feedback and Market Insights
B2B influencers often have their ears to the ground in their respective industries. Engaging with influencers can provide businesses with valuable feedback, market insights, and a better understanding of industry trends and pain points.
Social media influencers play a significant role in shaping the B2B landscape in 2024 by acting as trusted authorities, amplifying content, building credibility, generating leads, facilitating partnerships, and providing valuable market insights. Businesses that strategically partner with the right influencers in their industry can benefit from increased visibility, authority, and growth in the B2B sector.
Curious about other social media lead generation best practices to follow? Check out our blog here for more first-hand insight.
More Tools That Encourage Decision-Makers to Buy Independently
More decision-makers in the B2B (business-to-business) landscape are turning to e-commerce to make purchases in 2024 due to the numerous benefits and convenience it offers. Decision-makers are leaning towards more e-commerce sites in 2024 due to its…
- Accessibility and convenience
- Time efficiency
- 24/7 availability
- Quick and streamlined purchasing process
- Ability to be customized due to their specific needs
While e-commerce is becoming increasingly popular with decision-makers, it also introduces significant benefits to B2B companies, including the following:
- Access to analytics and reporting capabilities
- Streamlined approval workflows for a more consistent buying process
- Ability to integrate with back-end systems such as CRM platforms
- Opportunity to have more impactful supplier collaboration
- More data-driven decision-making
Decision-makers in the B2B landscape are increasingly recognizing the advantages of e-commerce in terms of accessibility, efficiency, cost savings, and data-driven decision-making. As a result, they are embracing e-commerce as a valuable tool for their procurement needs.
Original Data and Research Will Be More Prominent in Content
B2B companies can derive significant benefits from generating and sharing original data and research within their industry. The importance of this practice in 2024 lies in its ability to enhance credibility, thought leadership, and overall market competitiveness.
Here are several key reasons why B2B companies should invest in producing and disseminating original data and research in 2024 and beyond:
Establishing Thought Leadership
By conducting and sharing original research, B2B companies position themselves as thought leaders within their industry. Providing unique insights and data not only demonstrates expertise but also elevates the company’s reputation as a go-to source for valuable information. This enhances the brand’s authority, attracting the attention and trust of industry stakeholders.
Building Credibility and Trust
Original data and research contribute to the credibility of a B2B company. When businesses provide evidence-backed findings, it instills confidence among their audience, including clients, partners, and prospects. The trust gained through transparent and well-researched content can positively influence decision-making processes and strengthen relationships.
Content Differentiation
In a crowded marketplace, original data and research set a company apart from its competitors. Offering unique insights and statistics that are not readily available elsewhere helps the business stand out. This differentiation can be a key factor in attracting and retaining customers, as businesses are drawn to partners that bring innovative perspectives and a deeper understanding of industry trends.
Informing Strategy and Decision-Making
The process of conducting original research requires a deep dive into industry trends, challenges, and opportunities. B2B companies can leverage this firsthand knowledge to inform their own strategic decisions. The insights gained from research can guide product development, marketing strategies, and overall business planning, leading to more informed and effective decision-making.
Generating Media Coverage and Publicity
Original data and research have the potential to attract media attention, leading to increased visibility for the B2B company. Journalists and industry publications often seek valuable, data-driven content to share with their audiences. This exposure not only enhances brand recognition but also positions the company as an industry expert.
Educating the Target Audience
Sharing original research allows B2B companies to educate their target audience about industry trends, challenges, and emerging opportunities. Educated customers are more likely to make informed decisions, and by providing valuable insights, companies can position themselves as partners invested in the success and growth of their clients.
Fueling Content Marketing Strategies
Original data and research serve as a rich source of content for marketing strategies. B2B companies can repurpose research findings into blog posts, whitepapers, infographics, webinars, and more. This not only keeps the content pipeline robust but also provides valuable resources for educating and engaging the target audience across various channels.
Networking and Collaboration Opportunities
Sharing original research can open doors to collaboration and networking opportunities within the industry. Other businesses, research institutions, and organizations may be interested in collaborating on future projects or leveraging the insights for mutual benefit. This fosters a sense of community and strengthens industry relationships.
The importance of B2B companies generating and sharing original data and research lies in their capacity to position the business as a thought leader, build credibility and trust, differentiate from competitors, inform strategic decisions, attract media coverage, educate the audience, fuel content marketing, and create networking opportunities. This proactive approach not only benefits the company but also contributes to the overall advancement and knowledge-sharing within the industry.
Key Takeaways
Growing B2B marketing trends aren’t necessarily changing in 2024—they’re only expanding. B2B marketing tools and technology are growing and the way that businesses approach decision-makers is also changing, resulting in greater productivity and a more personal connection with potential buyers.
All in all, the overarching goal of these B2B marketing trends in 2024 aim to help businesses establish greater credibility, identify themselves as industry thought leaders, and showcase authenticity in their brands, resulting in stronger relationships and, ideally, more revenue generated. By following these B2B marketing best practices in 2024, you’re giving yourself the opportunity to get more decision-makers familiar with your brand and trust what you have to offer them, resulting in long-term partnerships.
While applying these B2B marketing trends is vital for growing your business, we understand how hard it can be to take it on internally. It requires a lot of time and money to effectively strategize, create, and implement a technique that works. Luckily, the outsourced B2B marketing experts at Abstrakt are well-versed in the latest trends and continue to educate themselves on ways they can help clients grow their businesses.
If you need a hand in optimizing your B2B marketing strategy for 2024, contact the growth specialists at Abstrakt!
Social Media Influencers Are Moving into the B2B Space