It’s pretty much impossible to stay fully up-to-date on everything happening and changing in the marketing world.
Just 10 years ago, marketing professionals were trying to wrap their heads around the value of collaborating with strangers online (social media influencers) to talk about their products to new audiences.
20 years ago, people were still reading newspaper ads and watching television commercials for their next buy.
While change can be intimidating, especially in the tech and marketing sphere, humans are adaptable. YOU are adaptable. Taking the plunge to learn about what trends are to come is half of the battle to wielding these resources like a pro.
To get you started on your journey to be a savvy B2B marketer, here's a cheat sheet of a few notable trends shaking things up in 2024.
1. Buyers will keep relying on self-serve content and resources to make buying decisions
Freely available educational content is still king. When it comes to making buying decisions, people appreciate having loads of helpful content at their fingertips (and digesting it alone) and not having to talk to a sales rep up until the last part of their journey.
Sharing valuable content such as practical tips, real-life case studies, and testimonials will help potential consumers make buying decisions - much more than pushy sales pitches and talking about why your solution is the best. While you might center lead gen and ROI as your main goal - your audience doesn't have to (or want to) know that.
Additionally, honing in on strategic content like prior customer experiences and comprehensive reviews creates a foundation for building trust and credibility between your brand and consumer audiences.
The more you can show off previous experiences and happy customers, the better your chances are at gaining people’s trust. You may be tempted to reach out to leads right away - but you’re better off letting them come to you when they’re ready.
2. Telling authentic customer stories will help you be genuine
Customers want to feel connected to their purchases.
What really hits home? Authentic customer stories.
Hubspot reported that up to 88% of consumers value authenticity when considering what brands to support.
Marketing is no longer just about selling, it's about connecting on a real, human level. Beyond the traditional sales pitch, authentic narratives and origin stories (and transformations!) in the age of AI-generated content resonate deeply with potential buyers and offer real-world insights into the value and impact of a product or service.
Focus on outcomes and solutions. Staying consistent with your messaging will help you distinguish yourself from competitors and go the extra mile.
3. Email marketing will endure but will have to change
Email marketing isn't going anywhere. But it is getting a big makeover.
As of February 1st, 2024, Google and Yahoo are ushering in a new era by implementing strict requirements to combat the influx of unwanted mass emails - specifically cracking down on those generated by sales engagement platforms.
It's time to ditch the one-size-fits-all approach and generic mass email blasts to huge lists.
Rethink your B2B marketing strategies - prioritize targeted and personalized communication over indiscriminate outreach and implement a more nuanced and customer-centric approach.
This year is all about personalization and connecting with our audience in a way that actually matters.
4. Short videos will prevail in content marketing strategies
Platforms like TikTok and Reels have set the groundwork for short-form videos to take center stage this year, and it’s time for B2B marketers to hop on the bandwagon.
Everyone is busy. Short, snappy clips covering specific topics or delivering quick messages, often complemented by subtitles resonate strongly with today's buyers.
Video content continues to reign supreme due to its versatility and capacity to convey substantial information in a concise timeframe.
In fact, Hubspot highlighted insights from the Wyzowl's State of Video Marketing Survey on the uptick of B2B professionals employing video content this past year:
- In 2023, up to 91% of businesses leveraged video content as a marketing tool
- At least 96% of marketers surveyed that video content is an essential part of their brand’s marketing strategy
- Approximately 92% of surveyed marketers found that video content is key to generating a positive ROI
Embracing short videos promises not just engagement but a dynamic way to communicate and connect with your audience.
5. AI-assisted marketing will grow but with a ‘human touch’
AI and machine learning platforms offer a lifeline for businesses on a budget by brainstorming marketing campaigns while also handling the heavy lifting of tasks like content writing, ad testing, and audience research. Last year, more than 80% of marketing professionals used some form of AI to support their daily work tasks.
While AI is fantastic at data-driven insights and efficiency, it might miss the mark on replicating that genuine, relatable 'human touch' and brand voice that connects with your audience.
Leverage AI to automate repetitive marketing tasks and optimize your processes to save time.
6. We will see tighter consumer privacy regulations
Gearing up for a tech-advanced future in B2B marketing, there is one upcoming major hurdle— the tightening of consumer privacy regulations.
As we enter what seems like the golden era of marketing and content personalization, brands have to maintain a careful balance when walking the tightrope between using consumer data for tailored experiences and respecting privacy boundaries.
This isn't just a legal obligation, it's about building and preserving trust.
Striking the right balance means being quick to adopt appropriate security measures, transparent data practices, and a keen awareness and respect of user preferences to commit to ethical marketing practices.
7. Virtual & Augmented Reality will get more popular
In the not-so-distant future, B2B campaigns won't just be about content and emails. Very soon, marketing agencies quick to hop on trending tech advancements will meet audiences in a new virtual dimension: we're talking about virtual and augmented reality (VR/AR) also known as the Metaverse.
The goal of adapting VR/AR to B2B marketing is not just about pitching products, it's about creating virtual spaces where clients can interact with offerings or virtually step into a product demo in an immersive experience that goes beyond a static webpage.
Uneeq reported on a survey revealing that 56% of brands responded that they either currently have a metaverse strategy or are developing one. Why is VR/ AR such a game-changer? These tools offer brands the motherlode to personalized experiences - making digital browsing and shopping as real as it gets.
It might sound too futuristic, but that future is closer than we think.
A final word of encouragement to readers
As a B2B marketing professional, staying ahead of the game not only lies in having the pulse on recent digital transformations but also in a willingness to proactively learn and leverage these new skills and resources. The marketing landscape has seen massive shifts, from the rise of influencers to the demise of traditional ads, and it's easy to feel overwhelmed.
Your adaptability is your most formidable asset. The journey may seem daunting, but with a commitment to continuous learning, you're not just navigating change in B2B marketing – you're harnessing it.