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B2B marketing trends to look out for in 2024

What are the trends, tools and technologies that you need to look out for in 2024 to take your B2B marketing game to the next level? From generative AI to micro-influencers, we explore the developments that can make your life easier and achieve the positive marketing results your business is looking for.

The rise of AI

The growth of AI is the really big trend to look out for in 2024. Marketers are already using it to automate repetitive tasks and crunch huge amounts of data. This will increase in 2024 as professionals seek faster, more cost-effective ways to gain actionable insights and run efficient marketing campaigns. And then there’s generative AI like ChatGPT. This has all kinds of potential uses that could dramatically change your business, including the way you market your product or service.

The bottom line? If you’re not already using AI-powered tools, now is the time to consider whether they’d work for your business.

Hyper-personalised marketing strategies

Big data technologies and machine learning algorithms also make it easier to create hyper-personalised marketing strategies with content, product recommendations and even adverts tailored for individual customers. In fact, many marketing gurus are predicting that mass marketing campaigns will become increasingly obsolete.

Personalised content that reflects a customer’s preferences and previous interactions makes them feel valued and listened to, building loyalty and a sense of connection.

However, personalised marketing only works if the content really is personal. So if you’re going to leverage advanced analytics, consider how you’re going to create the quality content that will resonate deeply with the individual concerned.

Video marketing is still king

Video marketing will continue to flourish in 2024, with brands using engaging short-form content to tell their story, showcase new products, share customer testimonials and generally forge deeper connections with their audience.

If you’re not leveraging the full power of video marketing, 2024 is the year to start. Live-streaming an event or product launch can enable real-time interaction with your customers, helping you achieve higher levels of engagement. The use of virtual reality and augmented reality are also well worth considering. While not necessarily applicable to all brands, they’re a great way to create an immersive experience, demonstrate your products and services and show how they can help your customers. Not sure where to start? See our guide to creating video content.

Brand purpose and social responsibility

Brand purpose and social responsibility have become increasingly important in B2B marketing over recent years. Now the focus is on authenticity. It’s not enough to say what your business stands for – you need to genuinely embody it and make sure it comes through in every single marketing communication you put out.

Inconsistency and a lack of authenticity risk damaging your credibility and while it may take a long time to build an authentic brand, it can take seconds to destroy it. Conversely, strong, concise and authentic messaging will help you stay competitive and reach your target audience, particularly on social media where attention spans are short.

If it’s a while since you’ve refreshed your messaging, now is a good time to take a look and see whether it still hits home. For starters, see our article on how to make your brand’s first impression count.

Pick the social media channel(s) that work for you

Threads is the latest arrival on the social media scene, taking on X (previously Twitter) as a content-based platform that allows public conversation. If you’ve yet to get your head around Threads, our article about this new channel walks you through the basics.

Historically, X hasn’t been seen as a great way to promote businesses because of the way it polarises audiences. However, Threads’ promise to create a positive and creative space to express your ideas could see marketers test the waters in 2024.

Meanwhile, LinkedIn will remain the go-to channel for many businesses in 2024, allowing them to demonstrate their knowledge and capabilities as a business, build relationships with existing and potential customers and win influential followers with journalists, bloggers and influencers.

If in-bound marketing is important to your business, take a look at your LinkedIn activity. Are you sharing quality insights that demonstrate your thought leadership and expertise to existing and potential customers? Or are you just churning out low-grade news that no one is really interested in?

The growth of the micro-influencer

Social media algorithms currently prioritise brands with faces. So, if you want to get the best results on these channels, you need to look for influencers who can amplify your message.

2024 will see the rise of the micro-influencer as brands discover the benefits of working with people who may have fewer followers than the big names in your industry but highly loyal and engaged audiences.

The starting point is understanding who’s influencing your customers. Distributors, telesales teams and media partners are all potential key partners, depending on your industry. But what about influential individuals like thought leaders or industry lobbyists?

Or could you take the same approach that we did with our award-winning #builtwithBosch campaign and grow your own social media influencers? Building a long-term relationship with individuals who have a personal connection with their followers allows you to tap into their authenticity and create a social proof point for your brand.

User-generated content rings true

Your users are one of your most powerful marketing tools. When you say your product is great, a customer’s default reaction is ‘Well, you would say that, wouldn’t you?’ When a user says the same thing, the customer sits up and takes notice.

User-generated content like product reviews and user images and posts promote your products and services without you having to get involved. That makes them much more credible and explains why B2B companies are harnessing the power of AI together with the creativity of their marketing partner to drive more user-generated content.

It’s this powerful blend of technology and human imagination, creativity and thought that will define B2B marketing in 2024.

So, if you’re looking to adapt and innovate in 2024, contact Rachel Arquati to see how Clear B2B can support your business.

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