B2B marketing, since it can get a little more complicated, needs a good strategy. However, for your B2B marketing strategy to work, you also need to take into account the latest B2B marketing trends. These B2B marketing trends will help you find the right approach for your strategy, give you a new perspective, and boost your digital marketing efforts altogether.

What are the B2B marketing trends for 2024?

As 2023 comes to an end and the new year grows near, it’s evident that modern and digital marketing continues to be influenced by a lot of new factors. Because of this, B2B marketing will also evolve and transform over the next few months. Here are some of the B2B marketing trends you need to look out for in 2024:

The Integration of AI

AI, or artificial intelligence, is one of the B2B marketing trends to come out this year, and it will likely continue until the next few years. Automation tools powered by artificial intelligence (AI) help streamline marketing processes, enhance customer experiences, and improve targeting. Meanwhile, generative AI has made its way through various business operations. AI can be used for data analysis, personalization, chatbots (which also became a B2B marketing trend on its own), and more.

AI tools can also be used to enhance or be integrated into the content marketing process and SEO. Because of these, content marketers will try to explore the potential of AI and learn how to write AI prompts that will most likely lead to the best results.

Video Marketing at the Top

Video content continues to gain popularity. Whether it’s product demonstrations, webinars, or storytelling, video has become a powerful tool for conveying complex information and building a stronger connection with the audience.

Businesses will likely explore using short-video video platforms like Instagram or TikTok. Meanwhile, others will also formulate a plan for long-form video content and explore YouTube marketing strategies as they greet 2024.

Voice Search Optimization

Voice search is increasingly becoming popular, which means voice search optimization is one of the B2B marketing trends brands need to consider. Voice search assistants answer 93.7% of search queries on average, and it’s been reported that the number of voice assistants in use will reach 8.4 billion worldwide in 2024.

Businesses need to ensure that their websites, web pages, and other platforms are optimized for voice search. As a brand, you will need to accommodate the over 50% of adults who use voice search daily.

Podcasts as a B2B Marketing Channel

Podcasting is also on its way to becoming a definitive B2B marketing channel. In the United States alone, Spotify and Apple Music have over 60 million combined podcast listeners. It’s also been reported that 43% of decision-makers say they turn to podcasts for business-related content. This means that B2B buyers and decision-makers are actively listening to podcasts to learn something or explore value for their businesses.

B2B brands can either create their own broadcast to put themselves in front of their target audience or establish themselves as thought leaders. Meanwhile, others can advertise on the existing podcast shows that are popular among their audience. These are great ways to reach your audience and connect with them as a B2B brand in 2024 and beyond.

Competitive B2B Content Marketing

Creating valuable and informative content has always been important, but B2B content marketing will be as competitive as ever. Recently, the focus has shifted towards establishing thought leadership.

Some B2B marketers are increasingly seen as industry experts, providing insights that go beyond traditional advertising and sales pitches. As a business owner or an entrepreneur, you need to build on your own thought leadership experience and establish yourself as a frontrunner if you want to get ahead of this B2B marketing trend.

Engaging content will also be a priority for B2B brands. Content that encourages user interaction, such as quizzes, polls, and interactive infographics, is becoming more prevalent. It not only captures attention but also provides valuable data on customer preferences, which can be leveraged by B2B brands.

B2B Influencer Marketing

While traditionally associated with B2C, influencer marketing is also slowly making its way into the B2B space. This is because industry influencers thought leaders, and other micro-influencers operating in a specific niche could collaborate with various B2B brands to boost exposure, generate leads, and reach those B2B buyers and decision makers. These B2B influencers can play a significant role in building trust and credibility for B2B brands.

B2B brands can explore and find influencers in their industry or niche and create partnerships that will prove to be fruitful for both parties.

The Human Touch and Customer Experience

The customer experience is a critical factor in B2B marketing success. This means that while AI and a lot of digital solutions are making their way through B2B marketing, the human touch is still one of the most significant B2B marketing trends.

Providing a seamless, positive experience throughout the customer journey is essential for customer retention and advocacy. Foster genuine interactions with customers along their journey. Show them that you can care about them as a human being, not just an enterprise or a faceless company.

How to spot the latest B2B marketing trends?

Staying updated with the latest B2B marketing trends is crucial to ensuring your strategies remain effective and competitive. Here are some effective ways to spot and stay informed about the latest B2B marketing trends:

1. Attend Industry Conferences and Events

Attend B2B marketing conferences, seminars, and workshops. These events often feature keynote speakers and industry leaders, panel discussions, and networking opportunities where you can learn about the latest trends and innovations.

2. Join Online Webinars and Virtual Summits

Participate in online webinars and virtual summits hosted by organizations or industry leaders. Many of these events offer valuable insights and discussions on emerging trends in B2B marketing.

3. Utilize Social Media Monitoring

Actively monitor social media platforms for discussions, hashtags, and posts related to B2B marketing trends or specific marketing trends in your own industry. Platforms like X (formerly called Twitter) and LinkedIn are particularly rich sources for industry conversations and updates.

4. Network with Peers

Join B2B marketing groups and communities on social media platforms. Engage in discussions, ask questions, and share your own insights. Networking with peers can provide valuable firsthand information on trends and challenges.

5. Listen to Podcasts and Watch Video Content

You can also listen to B2B marketing podcasts and watch video content from industry experts. Many professionals and organizations share their insights and experiences through these mediums. This offers a convenient way to stay informed.

6. Research Reports and Whitepapers

Access industry research reports and whitepapers from reputable sources. Organizations and market research firms often publish in-depth analyses of market trends, which provide valuable data and insights for business owners and marketers.

7. Read Industry Publications and Blogs

Follow reputable industry publications, blogs, and websites. Make sure to subscribe to newsletters or RSS feeds to receive regular updates on the latest news, trends, and best practices in B2B marketing.

8. Review Web Analytics and Data Analysis

Regularly reviewing web analytics and performance data for your B2B marketing efforts is also effective. You can identify patterns and changes in user behavior, conversion rates, and engagement metrics, all of which can indicate shifts in market trends.

9. Join Professional Associations and Forums

Join professional associations and forums related to B2B marketing. These platforms often host discussions, share resources, and provide access to exclusive content that can keep you informed about the latest B2B marketing trends.

Ready to create a B2B digital marketing strategy for your business? Keep these B2B marketing trends in mind and talk to Twin Rams Media now to get started!