8 Key B2B Marketing Trends to Watch in 2024

As B2B marketers, it’s time for a major reset. Our marketing technology has advanced dramatically in recent years, old playbooks are losing their effectiveness, and customers are seeking solutions in unexpected places. While the future is bright, success hinges on recognizing and adapting to the key B2B marketing trends of 2024.

We’ve been paying close attention to industry podcasts, analyzing data, and following thought leaders on LinkedIn to identify the eight most impactful trends in B2B marketing. We’ve compiled them here, along with actionable tactics to help you stay ahead of the curve this year.

Contents

Integrate these trends into your 2024 B2B marketing strategy to ensure a consistent flow of new leads throughout the year.

1. Ethical data collection becomes a necessary skill for B2B marketers

The growing emphasis on data privacy will directly impact marketers’ ability to track campaign performance and gather user data. In 2024, reaching your customers will require more ingenuity and openness.

The most significant factor driving this change is the much-anticipated end of third-party cookies by Q3 of 2024. Consequently, first-party data will play a crucial role in shaping our quarterly reports.

B2B marketing trends - graphic of data types First-party data offers a high level of accuracy but necessitates user consent or website interaction, making large-scale collection challenging. In 2024, B2B marketers must master ethical data collection strategies that move away from third-party cookies.

Consider these methods for collecting first-party data and preparing your marketing efforts for a future without cookies.

Expand your email list Your email list represents the gold standard for ethically sourced, first-party customer data. It not only provides valuable engagement metrics but also grants you a direct communication channel for other data collection initiatives.

The key to growing your email list is offering something valuable in return for a new subscriber’s email address. Here are a few ideas to explore:

  • Launch a newsletter
  • Provide a discount to new subscribers
  • Utilize your top-performing content as a lead magnet

👋 Employ these free email marketing templates to enhance the open and click-through rates of every email campaign.

Organize a contest Contests present a cost-effective method for gathering first-party data. A single prize allows you to ethically collect information from a large pool of existing and potential customers.

B2B marketing trends - example contents form Contests are versatile data collection tools. They can encourage product feedback, collect demographic information about your customers, or understand how people are using your product.

Prioritize relevant data Clearly define your objectives before initiating any first-party data collection effort. If your goal is to raise awareness about a new product, focus on understanding the types of educational content people are engaging with or their current methods for addressing a specific problem. Conversely, if you’re targeting individuals further down the marketing funnel, concentrate on the product pages they’re clicking on. Ensure you have a clear understanding of the questions you want to answer before collecting any data.

2. AI will make B2B digital marketing more efficient and effective

Innovative AI-powered tools offered by advertising platforms are simplifying ad creation and introducing novel approaches to expand your audience reach.

In 2023, Google unveiled several AI-driven enhancements for Google Ads, with semi-autonomous ad asset creation being a particularly intriguing development. Using just a few prompts, Google’s Asset Creation for Performance Max can generate customized images, videos, and text tailored to your campaign.

B2B marketing trends - screenshot of Performance Max TikTok’s latest tool, AI-powered virtual assistant, empowers marketers to create more effective ads for the platform. Functioning like a chatbot, TikTok Creative Assistant can provide post ideas and ad scripts aligned with your brand or showcase trending TikToks within your industry.

On Facebook, AI powers Advantage+—an advanced feature designed to continuously optimize ad targeting. The platform leverages machine learning to automatically fine-tune targeting parameters based on pixel data, conversion history, and audience engagement with your content.

As competition for ad budgets intensifies, anticipate marketing platforms to integrate even more AI capabilities in 2024. New features are being released at a rapid pace. Here’s how to stay ahead of the curve: Stay tuned for Google Marketing Live Google uses its annual Google Marketing Live event to announce key updates. Keep an eye out for this year’s event. In the meantime, explore the wealth of information available in the content from previous years.

Regularly check announcement boards Each platform maintains a centralized location for sharing announcements. Here are some crucial resources to monitor:

📣 Download this free AI guide to marketing and learn how you can use artificial intelligence ethically.

3. B2B marketing podcasts get a new life

The lifespan of most B2B podcasts seems fleeting, primarily due to the difficulty in cultivating a substantial audience to justify the investment. However, 2024 is poised to witness the emergence of a new breed of podcasts, with their primary objective extending beyond simply attracting listeners.

Forward-thinking B2B marketers are launching podcasts specifically for the wealth of ideas and industry insights they generate.

B2B marketing trends - LinkedIn post from Mark Rogers at Freshpate Freshpaint’s’s new podcast prioritizes idea generation over gaining new followers.

This approach is strategically sound, particularly as Google’s core updates continue to reshape search engine results pages (SERPs) at an accelerated rate. A single podcast episode can yield a plethora of quotes and firsthand experiences, which can be repurposed into numerous assets and distributed across multiple platforms.

For many marketers, this represents uncharted territory. Consider these ideas to effectively leverage podcasts for ideation:

Let distribution guide content creation Before finalizing your podcast’s theme music, develop a comprehensive strategy for disseminating the content it produces. The platforms and methods you choose for repurposing your podcast should inform the types of guests you interview, the format you adopt, and the questions you explore.

Explore creative distribution channels Instagram Reels provides a natural platform for sharing video snippets from your podcast. However, don’t overlook the potential of incorporating transcript excerpts into emails or enriching ebooks with quotes from your show.

Brought to you by

nexus-security logo

Ready to grow your business?

Unlock the results you’re looking for with technology-backed solutions designed for small businesses and agencies.

4. B2B marketers will benefit from more video content in 2024

The impact of video marketing has been evident for some time. On average, video marketing generates than other mediums, it enhances advertising ROI, and a majority of consumers express a preference for video as a means of discovering new products.

In 2024, anticipate B2B marketers leveraging video in increasingly inventive ways. For instance, short clips shared natively on LinkedIn can serve as a funnel to attract new subscribers to your YouTube channel.

B2B marketing trends - LinkedIn post from copy AI Copy.ai utilizes short LinkedIn clips to promote their longer-form videos.

Furthermore, expect to see a shift towards showcasing more human faces and fewer impersonal product demonstrations in videos. The pursuit of authenticity and transparency represents a significant content marketing trend this year.

Video marketing may appear daunting to newcomers, but these practical tips can help you create video content that consistently outperforms text-only posts in terms of engagement:

Don’t get hung up on high production quality Creating engaging video content doesn’t require a full production crew, expensive equipment, or countless hours of editing. A simple, authentic clip of you demystifying a complex topic can be highly effective. Your smartphone and an affordable ring light are all you need.

Repurpose your video content Even basic videos necessitate some time for scripting and recording. Maximize your investment by repurposing them across multiple channels. Create an eye-catching thumbnail and upload your video to YouTube. Embed videos into your blog articles. Share a short snippet as an Instagram Story.

5. TikTok matures into a B2B marketing channel

As older members of Generation Z transition into decision-making roles, marketers will increasingly turn to TikTok in 2024 to connect with this emerging cohort of B2B buyers.

Young adults have already transformed TikTok into a search engine, with 57% of Gen Z respondents indicating a preference for the short-form video platform over Google when seeking answers or products. It stands to reason that this preference will extend to their professional lives as they research vendors or seek job-related information.

B2B marketing trends - TikTok from Monday.com Monday.com’s TikToks are engaging, informative, and relatable.

As Gen Z’s influence in the workplace expands, expect B2B marketers to follow them to their preferred online destinations.

TikTok boasts a vibrant community of creators adept at navigating the platform’s algorithm and captivating viewers. Success on TikTok necessitates a distinct, more creative approach. These tips can help:

Explore TikTok ads TikTok ads provide an excellent avenue for reaching your target audience, even before you’ve established a substantial organic following. TikTok’s advertising platform offers impressive features, including custom audiences and the aforementioned AI-powered ad assistant.

Don’t neglect your call to action Think of your TikToks as attention-grabbing billboards along a bustling highway. You still need a compelling call to action that directs viewers to your website. An effective TikTok CTA:

  • Begins with a strong verb such as “join,” “buy,” or “shop”
  • Is concise, ideally two or three words
  • Is prominently displayed and not buried within a lengthy caption

6. B2B communities will help overcome new marketing challenges

If you’re connected with numerous B2B marketers on LinkedIn, you’ve likely noticed the term “community” increasingly appearing in their job titles. We anticipate this trend to gain further traction in 2024.

Brand communities have achieved remarkable success in the B2C realm. Sephora’s Beauty Insider Community, for example, boasts over 5 million members who actively generate user-generated content, serve as product experts, and passionately advocate for the brand.

B2B marketers are exploring how brand communities can address emerging challenges. When executed effectively, a B2B community can:

  • Provide a consistent stream of ethically sourced, first-party data
  • Serve as an authentic and trustworthy source of information about a brand and its products
  • Crowdsource product support, alleviating pressure on internal customer support teams
  • Accelerate the adoption of new features

B2B marketing trends - Mindbody one signup screen Mindbody One is a thriving community of business owners and managers in the wellness industry, established by scheduling and management software provider Mindbody_.

B2B communities may manifest differently compared to their B2C counterparts. These tips can help you cultivate a community that aligns with your unique business needs:

Explore a range of platforms You have the flexibility to host your online community on a platform you own or a third-party platform. While an owned platform, such as one integrated into your website, may offer greater control, it can be more challenging to establish. Conversely, launching a community as a social media group or on Slack can be quicker, but you’ll be subject to their respective rules and limitations. Determine whether flexibility or ease of implementation is a higher priority before launching your community.

Resist the urge to be overly promotional Having access to a group of loyal customers can tempt you to bombard them with sales promotions. While an occasional offer (especially if it’s exclusive to the community) is acceptable, prioritize fostering conversations and mutual support among members.

Maintain active engagement People appreciate being heard by the brands they support. Demonstrate your commitment by actively participating in your community. Solicit opinions, highlight community members, and host Q&A sessions to keep the conversation flowing.

7. We’ll see an influencer influx in B2B marketing

In 2024, B2B marketers will seek ways to foster authentic engagement by partnering with real people who can offer relatable insights and solutions. Influencer marketing has a proven track record of success in the B2C space, and this year, we anticipate a significant increase in B2B marketers investing in influencer strategies.

B2B marketing trends - Instagram post showing GE’s jet engine facility GE generated substantial new content and brand awareness by granting a group of Instagram photographers access to one of their jet engine testing facilities.

Many of these emerging B2B brand advocates will come from within the companies themselves. These internal influencers will share company content, announce product launches, and assist in recruiting new team members.

B2B marketing trends - Instagram post from IBM about worklife IBM established an Instagram account where employees can share their experiences of working at the tech giant.

As with any marketing initiative, the effectiveness of your influencer marketing strategy will depend on its execution. Follow these tips to develop a high-performing B2B influencer marketing campaign:

Consider collaborating with micro-influencers The ideal influencer for your brand may not necessarily be the one with the largest social media following. In fact, an individual with high engagement rates among a thousand followers who align with your target market could yield a substantial return on investment. Remember, your influencer’s followers have their own networks, potentially amplifying your reach far beyond the initial audience.

Recognize and reward your internal influencers If social media engagement falls outside an employee’s regular job responsibilities, ensure they receive appropriate compensation for their brand advocacy efforts. They are not only creating content but also granting you access to their personal social media accounts, which they have invested time and effort in building.

Establish clear goals from the outset You’ll need to demonstrate the value of your influencer marketing investment. Before launching your campaign, define what constitutes a successful return on investment for your company. Secure buy-in from senior management regarding your chosen metrics to avoid any ambiguity about the program’s effectiveness.

Original data will be key to working with, and besting, AI

While AI-generated content may temporarily outrank your website in search results, original data and experiences will not only reclaim those rankings but also attract clicks from sources beyond search engines.

Certain AI content farms initially experienced a surge in traffic by rapidly churning out hundreds of articles. However, Google is taking action, de-ranking those automated posts and restricting traffic to those websites.

B2B marketing trends - Tweet about falling Google traffic from AI content. In 2024, we can expect to see more marketers prioritizing content based on original data and firsthand experiences as an AI-resistant strategy. This includes customer stories, “building in public” posts, industry surveys, and in-depth analyses of internal data.

This type of content aligns with Google’s E-E-A-T guidelines and therefore tends to perform better in search results.

Content rooted in new information you’ve gathered possesses another significant advantage: it naturally attracts backlinks from other writers who will link to and share your work with their networks.

B2B marketing trends - graphic from nexus-security’s facebook ad benchmark report Our Facebook Ads benchmark report consistently generates new backlinks and is frequently referenced in industry newsletters.

Marketers who prioritize firsthand experiences and data-driven insights are poised for the most substantial gains in 2024. Businesses of all sizes can leverage original data to enhance their marketing efforts. These tips are universally applicable, regardless of the scale of your marketing operations.

Conduct customer interviews Virtually every business has customers, and they represent a goldmine of stories and insights relevant to your industry. You can engage with them to understand how they utilize your product or delve into their experiences by asking them to describe a common industry challenge they faced and how they overcame it. The goal is to leverage their unique perspectives to educate others facing similar situations.

Analyze your internal data What insights can you glean from the data you’ve collected about your customers? If it holds value for others and can be anonymized, consider crafting a blog post, report, or video around it. Software companies often have a wealth of data readily available, but even businesses operating in other industries can uncover valuable information. For instance, if you sell power tools to professional landscapers, consider analyzing trends in tool purchases or identifying peak buying seasons. These insights could be valuable to resellers or landscapers preparing for upcoming purchases.

Share your own journey Every business has a unique origin story, and it can resonate with other businesses striving for growth. Don’t shy away from sharing your missteps and the lessons learned along the way; such content often attracts significant interest and engagement.

2024 presents both significant opportunities and potential challenges for B2B marketers. Those clinging to outdated strategies may face difficulties, while those who embrace experimentation with new technologies and adapt to evolving customer preferences are well-positioned for an exceptional year.

Seeking more 2024 marketing trends? We’ve got you covered:

Licensed under CC BY-NC-SA 4.0