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5 B2B Marketing Predictions Paving the Way for Growth in 2024

Founder of Orchid Agency
Mariya Finkelshteyn
March 28, 2024
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Get ready for another transformative year as we step into 2024 with five key B2B marketing predictions that will redefine strategies and propel growth. From integrated marketing approaches to strategic partnerships fueling new leads – the way we approach marketing and engage with our audience is changing.

Authenticity will become a focal point for brand messages. Generative AI will empower marketing teams in new ways. Collaboration with sales takes on new importance as account-based marketing (ABM) strategies anchor lead generation.

Here are our top B2B marketing trends to focus on in 2024. Plus how to incorporate these trends into your marketing strategy for growth.

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Prediction 1: Leading with Integrated Marketing

This year, we'll see a stronger emphasis on integrating marketing efforts. As the customer journey steers this change, businesses must align and streamline their marketing channels. Integrated tools and analytics will support these cohesive marketing practices.

Why is the B2B customer journey shifting to an integrated marketing approach? 

Because the B2B buying process is complex, having an integrated strategy ensures that marketing efforts work together smoothly at each stage of the buying journey. B2B customers connect with businesses in various ways, like social media, websites, email, and in-person events. That's why it's important to use an integrated approach to keep your brand message consistent across so many touchpoints. Building trust and credibility is crucial for today’s buyers, and using integrated marketing efforts in every interaction helps reinforce that trust. What’s more, according to Forbes, integrated campaigns are 31% more effective at building brands!

How do tools and analytical data support integrated marketing? 

An integrated marketing approach uses data to help businesses collect and analyze information thoroughly. This provides valuable insights into how customers behave, what they like, and where they face challenges, helping us make well-informed decisions. Keeping the messaging consistent across different platforms prevents confusion and conflicting information, which supports B2B buyers as they move through various channels. And, the utilization of integrated tools and analytics brings additional benefits, like efficient resource allocation and adaptability to evolving customer needs. In a nutshell, it contributes to an improved overall customer experience, going beyond just handling the complexity of the customer journey.

How to incorporate this prediction:

  • Integrated Marketing Approach: Strive to align your marketing efforts across different channels, ensuring consistent messaging and collaboration between teams. This will provide a cohesive brand experience throughout the customer journey.
  • Integrated Tools: Using tools that support collaboration and data integration is crucial. Employ CRM systems and marketing automation tools to ensure a coordinated approach to customer interactions. Doing this will display a complete view for better decision-making.
  • Integrated Analytics: Taking a data-focused approach is essential. Integrated analytics empower organizations to gain practical insights by consolidating data from various marketing channels. This enables targeted and personalized strategies based on a comprehensive understanding of customer behavior.

Prediction 2: Partnership-Powered Lead Generation

Our second marketing prediction focuses on partnerships' role in driving net new leads. B2B marketing teams must utilize strategic collaborations for co-marketing initiatives, campaigns, and value-based messaging.

Why are partnerships important for B2B lead generation in 2024?

Teaming with partners lets businesses combine their strengths, resources, and customer bases. These partnerships open doors to new markets, connect with specific groups of customers and make products or services better. When companies collaborate, it builds trust with potential clients who see that others vouch for them. Beyond lead generation, partnerships let businesses share important insights and data, helping them make smart decisions based on what's happening in the market, for long-term growth.

How to incorporate this prediction:

  • Strategic Co-Marketing Initiatives: Join forces with like-minded partners to expand your reach. Coordinated campaigns that use the strengths of each partner not only reach a wider audience but also send a powerful message to potential customers.
  • Innovative Campaigns: It's time to venture beyond the usual collaborations with partners. Consider joint webinars, co-authoring content, or hosting shared events. These inventive approaches not only grab your audience's attention but also showcase a united front, boosting your brand's credibility.
  • Value-Based Messaging: With partnerships taking the lead, it's crucial to prioritize value-based communication. Highlight the mutual benefits of collaboration in your marketing messages to build trust and connect with the shared values of your target audience.

Prediction 3: Game-changing GenAI Capabilities

Our third prediction for 2024 B2B marketing trends is a game-changing impact from Generative Artificial Intelligence (GenAI). Arguably the most exciting marketing technology this year, GenAI will significantly enhance utilization and efficiency. AI technologies are evolving, enabling businesses to leverage predictive analytics and anticipate customer needs and behaviors with amazing accuracy and personalization.  

What is the difference between GenAI and Artificial Intelligence (AI)?

AI is a broad category encompassing various technologies that enable machines to simulate human intelligence, while Generative AI specifically refers to machines generating content or data autonomously in a human-like manner, like ChatGPT

What do new GenAI capabilities mean for today’s B2B marketing teams?

GenAI will empower marketers to create dynamic chatbots for real-time customer support, lead generation, and personalized communication, boosting customer engagement and streamlining interactions throughout the marketing funnel.

AI's presence in marketing is undeniable and here to stay. According to HubSpot, the year 2023 witnessed a remarkable surge in AI adoption, marking an impressive growth of 250%. Moreover, according to Nerdynav, 25% of US companies saved $50-70K using GhatGPT.

How to incorporate this prediction:

  • GenAI for Content Creation: Use GenAI to create content that’s compelling and personalized. This not only accelerates the content production process but also ensures consistency and relevance in messaging. This may sound shocking but it’s predicted that 30% of B2B marketing messages and content will be AI-generated by 2025, according to Gartner.
  • Enhanced Personalization: GenAI’s ability to analyze large datasets facilitates highly personalized customer experiences. By understanding individual preferences and behaviors, you can tailor marketing strategies, offering products or services that align precisely with customer needs. 
  • Predictive Analytics for Strategic Planning: Use predictive analytics to predict market trends, so you can make adjustments on the fly to your campaigns, messaging, and overall marketing strategies.

Here’s more Orchid content specifically on harnessing ChatGPT for your marketing strategy.

Prediction 4: Authenticity at the Forefront

You’ve got to keep it real in the AI era and authenticity is the key to standing out. 

B2B buyers want transparent and genuine interactions with brands. Our fourth prediction emphasizes that authentic brand messages and connections will be pivotal, not only for retaining the loyalty of existing prospects, customers, and investors but also for attracting new customers and partners. Companies that showcase authenticity in their communication, values, and actions will likely build trust and loyalty. 

What’s more, is that showcasing your commitment to ethical practices communicates values that align with those of socially conscious consumers. This transparency not only builds credibility by demonstrating integrity but also resonates with a growing audience segment that values ethical considerations in their purchasing decisions.

To give you an idea of loyalty when it comes to social media, Gartner states that 53% of consumers believe the current state of social media is declining due to fake accounts, misinformation, etc. This is a huge opportunity for B2B and B2C marketers alike to realign customer acquisition and loyalty strategies from social media to beyond. 

How to incorporate this prediction:

  • Consistent Brand Messaging: Building authenticity starts with a consistent brand message. Make sure your communication aligns with the core values and mission of your organization. This consistency builds trust and reliability among your target audience.
  • Transparent Connections: Always make transparency a priority in your interactions. Embrace open communication by sharing both successes and challenges. This approach creates a genuine and human connection with your audience, fostering a strong sense of partnership. 
  • Personalized Engagement: Get to know what your target audience needs and prefers, whether they're potential clients, customers, or partners. Tailor your interactions accordingly, showing that your B2B marketing efforts are committed to building individual connections.

By putting authenticity at the forefront, B2B marketing will become less about transactions and more about genuine connections that resonate with the values of the audience, establishing a foundation for loyalty and growth.

Prediction 5: Elevated Sales Collaboration

Drumroll please… our fifth and final marketing insight for 2024 points to a deep collaboration between marketing and sales teams. Marketing teams who strive for better collaboration with sales will capitalize on Account-Based Marketing (ABM) strategies. What’s more, this will expand relationships with customers who align best with your organization’s objectives.

You can’t deny the numbers, according to MarTech Alliance, when both marketing and sales teams collaborate closely, businesses see a 27% faster profit growth. 

How do sales and marketing collaborate better?

Both teams should share continuously data and participate in joint training initiatives. CMOs should empower team members to communicate openly with continuous feedback loops.  Taking down traditional barriers and fortifying collaboration will amplify the collective efforts. This ensures a synchronized and personalized customer engagement approach, fostering effective strategies for both acquisition and retention, driving growth, and maximizing the impact of marketing efforts.

How to incorporate this prediction:

  • Integrated Planning and Execution: Marketing and sales collaboration goes beyond communication, it requires integrated planning and execution! Work together in strategy sessions to align marketing initiatives with sales goals. This ensures a unified approach to identifying and nurturing high-value accounts.
  • Account-Based Marketing (ABM) Strategies: Collaborate with sales to craft personalized campaigns, content, and outreach plans designed specifically for the unique needs and challenges of your targeted accounts.
  • Shared Metrics and KPIs: Make collaboration a success by aligning metrics and key performance indicators (KPIs) with the sales team. Define and track these metrics together to measure how effective your ABM strategies are, fostering a culture of shared responsibility for achieving common objectives.

If you have any questions about marketing trends, please reach out.