B2B Marketing Trends For 2023-2024

From the innovative to the tried and tested, anyone looking to amplify and influence their sales growth from 2023-2024 must focus on the new trends that have emerged over the past few years.

We are constantly faced with the age-old dilemma of how to influence people to buy. Those knowledgeable and creative copywriters will always find intriguing stories that move people to action. At the same time, tech-savvy entrepreneurs in the B2B market will grow their businesses by exploring ever-expanding AI tools.

Trend 1: AI in B2B Companies.

Artificial intelligence (AI) will expand beyond our imagination in the next two years. The Gartner Hype Cycle, published annually, is a helpful tool to find out about newly emerging innovations and more established marketing techniques that could be relevant.

AI is expanding into measurement, targeting, consent, identity resolution and preference management.

Many of us are familiar with AI chatbots which I am pleased to say have become more sophisticated than those frustrating entry-level chatbots that drove everyone mad with frustration. The AI world of humanoid interaction will enter a new galactic development – personalized interaction with bots is about to blast off.  

The potential for emotional AI has B2B marketers particularly intrigued.

Data analyzing the emotional state from audio input sensors, computer vision and other technologies will also take on a new dimension over the coming years. Couple this with algorisms based on behavioural sciences set up to influence your opinion – and change your mind.

Generative AI is a generic term that describes any artificial intelligence that uses unsupervised machine learning algorithms to create a new video, digital images, text or audio code.

Quote from Quidgest:

Some of Gartner\’s top predictions when it comes to Generative AI:

By 2025, generative AI will account for 10% of all data produced, up from less than 1% today

By 2027, 30% of manufacturers will be using generative AI to increase product development efficiency

By 2025, 50% of drug development initiatives will use generative AI

By 2024, 50% of the largest low-code/no-code development platforms will provide ”text to code” functionality in their artificial intelligence suites

By 2025, 20% of all test data for consumer-facing use cases will be synthetically generated

By 2025, 30% of outbound marketing messages from large organizations will be synthetically generated

By 2025, 90% of the material in quarterly reports will be synthetically generated

By 2024, the European Union will pass legislation to mandate the ”watermarking” of AI-generated artifacts

By 2025, 20% of procedural code professionals will have retrained because generative AI will have cannibalized their core skill set and market value

Trend 2

B2B marketing is, obviously, aimed at people and what do people like – they like videos, in fact, short videos. Here are some answers to a survey question:

How do B2B customers want to learn about a new product?
  • 68% from a short video.
  • 15 % from text-based articles

The balance is split between presentations, eBooks, sales calls, etc.

Type of video people wants to see from brands.
  • 39 % Explainer videos
  • 20% entertaining viral style
  • 12% product video
YouTube versus Facebook videos:
  • 57% B2B YouTube channel uses
  • 43 % B2B Facebook uses

Most companies use both successfully and will continue using these two channels and other short video channels like Instagram and TikTok.

B2B marketers, be warned, you have six seconds to hook your viewer into your story and to keep them watching. The first few seconds of your video must pack a punch, driving interest through influencing emotions. This is all part of converting sales down the line.

Micro stories add emotion and personality that others empathize with or relate to. A story told by a person who experienced the story is powerful. So, find your satisfied customers and video them for sixty seconds. Get them to focus on a specific pain point – even over several short videos. Search for people on your customer database with stories to tell, and don\’t let them get away. They are as precious as gold.

This is the trend, and humans will not change in a hurry.

Trend 3

Social media marketing is essential for the next and in the coming years. It is no longer for the B2C marketing sector. If you do not come to grips with this fact now, your company will miss out on a marketing trend.

There is a new type of search engine in which people discuss, research, process and interact with information – platforms like business.com, Instagram and TikTok.

Social media platforms assist in B2B user-generated content (UGC). This influences buyers’ decisions to make decisions.

Social media searches seek user-generated content – not a company website – to learn about a B2B product, service, or brand.

B2B marketers can help businesses to thrive if: their brand is visible on social media and they help customers with information.

Understanding the top 3 B2B digital marketing trends for 2023 – 24 is a significant step to a successful business future. Implementing these trends into your next year’s marketing campaign strategy is the next. Need help with your B2B marketing strategy for the coming year?

Let’s work together

Scroll to Top