The most talked about B2B Marketing Trends in 2024

As we step into 2024, B2B marketing is hitting a new stride. It's a fast-moving world out there, and staying ahead means tuning into the latest and greatest, from podcasts making a comeback to TikTok shaking up traditional marketing strategies. This isn't about chasing trends—it's about smart, strategic moves that connect with your audience where they are.

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Let's dive into what's making waves in B2B marketing and branding. From video content getting more eyeballs to personalised emails winning hearts and SEO strategies that still hold their ground despite the AI craze, it's time to explore how these insights can transform your approach, make your brand stand out, and drive real business results.

1. Revival and Strategic Use of B2B Podcasts

Podcasts are gaining traction not for their listener base but as a source of rich content that can be repurposed across platforms. Innovative marketers are creating podcasts primarily to harvest ideas and insights, which are then turned into various content forms distributed across different channels.

2. Enhanced Video Content

The emphasis on video content continues to grow, with B2B marketers leveraging video in more creative ways, including short clips on social platforms like LinkedIn to drive subscriptions and engagement. This trend is driven by the preference for authenticity, suggesting a shift towards content that features real people and experiences over impersonal product demos.

3. TikTok as a B2B Marketing Channel

TikTok is maturing into a significant B2B marketing platform, especially as Gen Y and Z enter decision-making roles within businesses. The platform’s capacity for short-form video content is being utilised to engage this younger audience, who often use TikTok as a search engine for discovering products and services.

4. Personalisation and Human Touch in Email Marketing

With stricter email regulations and a push towards relevance, 2024 will see a trend towards more personalised and engaging email content. The focus will be on genuine human interactions, moving away from overly automated and generic communications.

5. Content Rooted in Original Research

There's a growing emphasis on content based on original research and data, setting new standards for thought leadership. This approach, leveraging proprietary data for insights, significantly enhances brand influence, especially among executive buyers.

6. Investment in SEO and Adaptation to Algorithm Changes

Despite search engines' unpredictability, SEO remains a critical area of focus. Strategies include targeting long-tail keywords related to specific pain points for more consistent results and adapting content for voice search and AI-driven search features.

7. Brand Building through Economic Challenges

In response to tough economic conditions, B2B marketers are placing a greater emphasis on brand marketing as a way to stand out. A strong brand acts as a resilience factor, helping businesses navigate through periods of heightened competition and reduced effectiveness of traditional demand capture channels like SEO and paid ads.

8. Embracing Flexibility in Targeting Strategies

There's a shift away from hyper-targeted marketing approaches towards more flexible strategies. This change acknowledges the rapid pace at which professional roles and industries evolve, advocating for a balance between precision targeting and the ability to adapt to these shifts.

9. Focus on Out-of-Market Buyers

Recognising that the majority of B2B buyers are not actively looking to purchase at any given time, successful marketers are investing in building mental availability among this larger group. By creating memorable and unique experiences, brands can remain top of mind when buyers enter the market.

These trends reflect a B2B marketing environment that is increasingly sophisticated, with a strong focus on personalisation, brand building, and leveraging new platforms. For senior marketers and business decision-makers, staying ahead means adopting these innovative strategies to connect more authentically with their audience and navigate the evolving digital landscape.

Author: Grant Belcher

Sources:

https://www.wordstream.com/blog/b2b-marketing-trends-2024

https://openviewpartners.com/blog/b2b-marketing-in-2024/

https://www.cognism.com/blog/b2b-marketing-predictions

https://searchengineland.com/2024-b2b-trends-marketing-success-435121

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