The marketing landscape is ever evolving, and it could take market leaders considerable effort to keep up with every shift and development. To help marketing leaders maintain their competitive advantage in 2024, SBI has compiled 10 key predictions for what B2B marketing will look like in the year ahead.
1. Increased Reliance on Artificial Intelligence (AI)
AI is increasingly prominent in every aspect of B2B marketing. Effective use of AI tools like chatbots, natural language processing, and machine learning systems can help marketers accurately understand customer behavior and preferences. With more targeted messaging and content, marketers deliver a greater experience for their customers and stay on the top of mind.
2. Rise of Video Content
Videos remain one of the most popular methods to engage audiences and tell stories. Marketers should also leverage the ability for videos to be shared across platforms, multiplying your content’s exposure and engagement for little effort.
3. Data will Lead Decisions
The best marketing strategies in 2024 will be driven by data-backed insights. An agile, adaptive strategy relies on real-time data of how customers engage with the company’s products and services across channels. With accurate and actionable data, marketers can maximize their campaign’s impact and ROI.
4. Virtual Reality (VR) Will Become Commonplace
Once a consumer-focused entertainment medium, marketers in 2024 can also expect to use VR-related technologies to increase engagement and provide immersive customer experiences, over more traditional mediums.
5. More Emphasis on User Experience (UX)
UX design forms the fundamentals of successful products and services. As customers become increasingly savvy about their digital products, companies should adapt their UX design to be intuitive and remain competitive.
6. Smart Investing in Automation Tools
Most marketing systems already incorporate automation, but marketing leaders can expect to see more sophisticated tools emerge, capable of handling everything from email campaigns to account segmentation. Great marketers will invest time in better understanding how these tools can accelerate the buyer journey and how smart utilization can free leaders up to focus on higher-level strategic initiatives to stay ahead of the competition.
7. Cross-Channel Integration
Unified campaigns that span multiple channels and platforms will be key to maximizing the success of your messaging. Utilizing tools that are capable of managing multiple campaigns from one platform, marketers are able to reach more prospects with targeted messaging that drives conversions from any touchpoints.
8. Rise of B2B Influencer Marketing
A tried-and-true method in B2C marketing, influencers have extensive reach and influence over specific audiences and segments. In 2024, B2B companies will invest more resources into leveraging key opinion leaders to drive brand awareness and loyalty among potential customers.
9. Expansion Into Virtual Events & Experiences
Customers have adapted to a post-COVID environment, and they expect new methods of interaction with your content. Virtual events and tools such as webinars and live Q&As allow customers to engage with marketers without the restrictions of traditional settings.
10. Greater Use of Voice Search Optimization (VSO)
SEO is a term familiar to marketers, but customers today are using more devices and services that utilize voice search. For marketers looking to stay ahead of the curve, VSO is crucial to optimizing websites for virtual assistants such as Alexa and Siri. Careful optimization of keywords and webpage loading for allows voice assistants to quickly fetch targeted results for your customers.
Want more insights for commercial success in 2024? Read our latest whitepaper and get a head start in executing your next winning strategy.
