This Week in Marketing: Looking Back, Moving Forward

New year, new you? I hate that saying. You’re great the way you are; no need to make wholesale changes simply because you turned a page on the calendar.

Having said that, the arrival of a new year does represent a great opportunity to reflect, learn and make improvements. You have a whole 12 months' worth of data to look back at and analyze as you aim to optimize your day-to-day activities, your campaigns and your marketing strategies in 2024.

In this first newsletter of the year, we’ll offer a quick look back at key topics and themes that defined 2023 in B2B marketing before turning our attention forward, to help you forge ahead with confidence and conviction. Happy New Year!

What to Read

Year End Review: The Topics and Trends that Shaped 2023 (LinkedIn Collective): The rise of AI and adaptive upskilling were among key focal points that shaped the story of 2023 for marketers, according to my colleagues Yolanda Zaw , Christopher Treshan Perera and Sophie Wang .

7 B2B Marketing Predictions for 2024 (LinkedIn Collective): From leveling up brand measurement to leveraging connected TV, I explore the trends that will rule B2B marketing in the year ahead.

B2B Marketing Budget and Spend Trends for 2024 (MarketingProfs): Digging into the recent 2024 B2B Marketing Mix Report from Sagefrog , Ayaz Nanji highlights notable findings and takeaways to help marketing leaders plan for the coming year.

How Can CMOs Find Common Ground With CFOs For B2B Brand Building In 2024? (The Drum): According to research by Transmission , 64% of CMOs feel that in times of fiscal uncertainty, brand marketing should be given a higher level of importance, but only 26% of CFOs agree. Find data-driven guidance to overcome the divide.

B2B Growth Plan: Perfecting Partner Ecosystem Marketing (Digital Commerce 360): Paul Demery encourages B2B organizations to think more strategically about their partner ecosystems for customer value and sales growth, citing Forrester Research to help make the case.?

Before It Was Cool: 5 Iconic Creative B2B Campaigns from the Past 20 Years (LinkedIn Ads Blog): Get inspired to kick off your 2024 with a visionary branding push by reminiscing on these breakthrough B2B campaigns from the past two decades, as shared by our Keith Browning .?

What to Watch

Meet the Analyst: B2B Marketing Trends to Watch for 2024

Insider Intelligence principal analyst Kelsey Voss is joined by Sitecore’s Heather Polen to discuss major trends that will influence the B2B marketing landscape this year.

What to Know

What’s next for Generative AI? At Chief Marketer, Jason Dea recently shared these three 2024 predictions concerning this disruptive technology:?

1. Quality dethrones quantity
2. Demand for human-to-human engagement increases
3. The reality of AI will sink in and the wow-factor will wear off

Make sure to follow the LinkedIn Collective for more insights.