Top Marketing Trends for B2B in 2024
Having trouble keeping up with “what’s in” and “what’s out” in the ever-evolving B2B marketing world? From the metaverse to the growth of AI, the latest marketing trends can sometimes feel like they’re emerging seemingly out of nowhere.
So, what do you need to know to stay ahead of the game in 2024? Here are some top B2B marketing trends we anticipate seeing this year.
The online space is saturated with information— blogs, articles, videos and ads bombard users on a daily basis. For B2B businesses, standing out in this content cacophony requires more than just creating another piece of content. It demands an effective content strategy that can cut through the noise and retain the audience’s attention.
One notable trend that will likely gain prominence in 2024 is data-driven content. B2B businesses are increasingly recognizing the power of original research and data-backed insights to differentiate themselves. By conducting and sharing proprietary research, B2B companies can position themselves as industry thought leaders, providing valuable perspectives that go beyond generic content.
Another content marketing trend in 2024 is authentic content. In the age of skepticism and misinformation, our society craves authenticity and transparency now more than ever. Whether it’s through behind-the-scenes videos, employee spotlights or candid reflections on industry trends, authenticity humanizes your brand and sets a business apart in a sea of corporate, faceless messaging.
Next up is artificial intelligence (AI). AI is already revolutionizing content marketing and it is here to stay. In 2024, we will likely see the use of AI-powered tools to streamline content marketing workflows and gain invaluable data-driven insights. Is AI the future of content marketing? Find out more here.
Branding & Creative
We predict that the shift towards owned media is going to be a transformative trend that redefines how B2B businesses build and showcase their brands in 2024 and beyond. This trend encompasses the creation and cultivation of platforms that businesses have complete control over, such as blogs, email newsletters, podcasts and even online courses. The rationale is simple: gaining independence from the fickle algorithms of external platforms. By strategically investing in these owned media channels, B2B brands are reclaiming control over their narrative, fostering deeper connections with their audience and avoiding the pitfalls of an unpredictable algorithm.
We believe 2024 is also going to be the era of brand communities. We have already seen the success of brand communities in B2C in the past. This year, nurturing a loyal community is likely to be a cornerstone of many B2B branding strategies, creating a network of advocates who are not just clients but enthusiastic supporters of the brand.
Surprising as it may seem, TikTok is likely to take centre stage in B2B marketing and emerge as an unexpected powerhouse for B2B businesses. Gen Z, accustomed to using TIkTok as more than just a platform for entertainment, has transformed it into a bona fide search engine. As this generation steps into decision-making roles within B2B companies, it’s safe to assume that the platform will also evolve into a legitimate marketing channel. Wondering if your business should be on TikTok? Learn more here!
Another platform that is likely to change the way B2B brands engage with their audience is LinkedIn. Long hailed as the professional network for B2B connections, LinkedIn is set to solidify its position as the ultimate hub for thought leadership in 2024. We will likely see a rise in conversational content from B2B business leaders who wish to build genuine relationships and speak directly to their audience.
Influencer marketing, once a predominantly B2C strategy, will also be making waves in the B2B sector in 2024. From in-depth product reviews to behind-the-scenes glimpses of business operations, B2B brands are tuning into the power of influencers to humanize their narratives and connect with audiences on a more personal level. The key lies in identifying influencers whose values align with the brand to create a seamless partnership.
2024 marks the year when the largest search engine, Google, is set to make the shift to the cookieless era. Starting in January, Google is initiating a testing phase involving 1% of users who will no longer be subject to tracking via third-party cookies.
As we bid farewell to the era of cookies, B2B businesses are forced to embrace privacy-centric advertising in 2024. For many, the emphasis will be on implementing robust strategies to gather and leverage first-party data ethically. Alternatively, B2B businesses might pivot towards contextual advertising which places ads based on the content of the page rather than user behaviour.
With the rise of voice-activated devices, we also predict that SEM is going to have a major shift towards catering to the use of voice search. In 2024, B2B marketers will likely need to optimize their SEM strategies to align with the nuances of voice-activated queries, which often feature more natural language and longer phrases. For B2B businesses, this means rethinking keyword strategies and focusing on conversational, long-tailed keywords that match the way people naturally speak.
In B2B, the ability to anticipate user needs is a total game-changer. Enter predictive UX— a trend that we believe will gain momentum in 2024. We anticipate a surge in B2B platforms that harness advanced algorithms and data analytics to predict user behaviour, preferences and needs for a more personalized and intuitive user experience. From anticipatory search suggestions to proactive customer support, predictive UX can help B2B businesses stay one step ahead in meeting the evolving expectations of their audience.
Check out how we leveraged the power of UX/UI for an award-winning website redesign for mchhomes.ca here!
For over four decades, email has been a critical marketing tool for B2B businesses and it is here to stay. Looking ahead to 2024, a prominent trend on the horizon is hyper-personalization. B2B marketers have already started to leverage data analytics and AI to elevate their hyper-personalization strategies and we expect this trajectory to continue in 2024.
Hyper-personalization goes beyond just inserting a name into an email; it’s about crafting content that feels truly tailor-made for the individual, resonating with the audience on a deeply personalized level. Whether it’s predicting user preferences or analyzing user behaviour, the continued development of advanced AI tools will equip B2B businesses with the insights they need to curate emails that not only captivate attention but also provide genuine and meaningful value to their audience.
As we wrap up our predictions for the latest and greatest B2B marketing trends for 2024, it is clear that staying ahead and embracing change is not just a B2B strategy; it is a necessity for thriving in a competitive business landscape.