This Week in Marketing: Feed Your Ambition

B2B marketing underwent significant changes in 2023, from AI upending the internet overnight to B2B audiences increasingly demanding more B2C-esque, highly personalized digital experiences.

It looks like the coming year will bring even bigger changes.

Between crackdowns on data privacy, the depreciation of third-party cookies (for real this time), and the rapidly increasing sophistication of AI, the trends of 2024 are poised to radically transform B2B marketing once again. The B2B marketers who distinguish themselves in this brave new world will be the ones who get ambitious: rising to the challenge, embracing the changes, and evolving just as fast as their role demands.

If this week’s roundup is any indication, B2B marketers are raring to get started.?

What to Read

Andreas Fyrlund’s Ambitions For Digital Media (LinkedIn Collective): Tobi Demuren interviews Andreas Fyrlund on why he believes digital needs to move beyond optimization and embrace brand building.

Solving B2B Creativity’s C-suite Conundrum (The Drum): Ian Darby summarizes the ‘Risk vs Reward: Creativity’s C-suite Conundrum’ session held at The Drum’s recent B2B World Fest.

Current Trends: B2B Marketing Ops (MarTech Series): Sakshi John breaks down marketing operations (MOPS), their role in marketing campaigns, emerging MOP AI trends, and top MOP dos and don’ts.

Industry Jargon Is the Silent Killer of B2B Marketing (AdWeek): Jessica Marie argues that B2B marketing’s overreliance on jargon is harming its ability to communicate with its audiences.

Top B2B Expert SEO Trends & Predictions for 2024 (TopRank Marketing): Lane Ellis asks B2B marketing experts including Aleyda Solis, Barry Schwartz and more how they think SEO will change in 2024.

What to Watch

Crafting the B2B Content Kingdom

Unmiss Founder and host Anatolii Ulitovskyi and B2B Creator Newsletter Founder Robert Katai unpack the secrets of successful B2B content strategies together in this in-depth conversation, recorded live.

What to Know

B2B buyers spend roughly two-thirds of their time engaging with suppliers online, either through digital self-service or remote human interactions. The remaining one-third of interactions occur via traditional channels such as face-to-face meetings or direct mail.

This is one of five key statistics WARC included in their recent Industry Snapshot: Five Trends Shaping B2B Marketing in 2024. A full report on all five trends is also available to WARC members.

To keep up with the latest B2B marketing news every week, subscribe to LinkedIn Collective.