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6 Emerging Trends in B2B Marketing in 2023-2024

Current marketing trends to incorporate into your marketing strategy.

As the content specialist at Revel, my responsibilities are rooted in writing but extend far beyond that which gets put on the page. Because when we talk about what makes good content, we’re talking about the things that educate, inform, engage, or amuse your audience. Content is broader than people typically assume, and the things that make good content need to keep up with the ways the marketing landscape is continually evolving. A part of my role, then, is keeping up with the trends.

The truth is, today businesses must stay ahead of a curve that is coming in fast to remain competitive. The coming years promise a range of transformative trends and technologies that will shape B2B marketing strategies. From personalized experiences and account-based marketing to the rise of influencer collaborations and the power of thought leadership content, B2B marketers have significant opportunities to engage their target audience and drive meaningful results.

Here are six emerging trends in B2B marketing to keep on your radar:

1. Personalization and Account-Based Marketing (ABM) 

Personalization has become a fundamental aspect of B2B marketing. In 2023-2024, businesses need to focus on delivering highly tailored experiences to individual customers. Account-based marketing (ABM), for example,  is gaining momentum as it allows companies to concentrate their efforts on specific high-value accounts. Moreover, ABM acknowledges that six to 10 people are involved in the decision-making process and takes into account the varying viewpoints and perspectives now involved in many business decisions. By leveraging data analytics and AI-driven technologies, B2B marketers can create hyper-personalized campaigns that resonate with target accounts, resulting in increased engagement, customer loyalty, and conversions.

2. Artificial Intelligence (AI) and B2B 

The global AI market is expected to grow from $58.3 billion in 2021 to $309.6 billion by 2026. As such, Artificial Intelligence (AI) technologies are revolutionizing B2B marketing by enabling automation, data analysis, and predictive content generation. In 2023-2024, B2B marketers are leveraging AI-powered tools to enhance customer segmentation, improve lead scoring, and automate repetitive tasks. AI algorithms analyze vast amounts of data, helping marketers derive actionable insights and make data-driven decisions to optimize marketing campaigns.

3. Influencer Marketing in B2B

According to one recent study, 94% of marketers believe that using influencers is a successful B2B marketing strategy while only 24% of B2B businesses currently use influencers as part of their marketing and sales strategies. While influencer marketing has traditionally been associated with B2C marketing, it is clearly finding its place in the B2B landscape. Collaborating with industry experts, thought leaders, and influential professionals helps B2B companies amplify their brand messages and establish credibility through blog posts, webinars, videos, podcasts, and other means that showcase their knowledge and experience. By leveraging the expertise and reach of influencers, B2B marketers can expand their brand’s visibility, build trust, and drive brand awareness within their target audience.

4. Content Marketing and Thought Leadership

Content continues to reign as the cornerstone of B2B marketing. However, in 2023-2024, there is a growing emphasis on thought leadership content. B2B marketers are positioning themselves as industry experts and thought leaders by producing high-quality, insightful content that addresses the pain points and challenges of their target audience. Thought leadership content builds brand authority, nurtures relationships, and drives customer loyalty. Businesses are investing in long-form content such as whitepapers, research reports, and in-depth articles to establish credibility and provide valuable insights to their audience. Sustainability, building business through a recession, and real, human-anchored opinions on trending topics will rule in B2B content through the rest of 2023 and into 2024.

5. Video Marketing and Live Streaming

Video has become an indispensable tool in B2B marketing, and its importance will only grow in the coming years. In 2023-2024, B2B marketers are leveraging video content to engage and educate their target audience. Video marketing includes product demos, customer testimonials, educational videos, and webinars that provide valuable information and insights. Moreover, live streaming is gaining traction, allowing companies to host virtual events, conferences, and webinars, fostering real-time interactions and driving engagement. Live streaming creates an interactive environment, enabling businesses to showcase their expertise, answer questions, and connect with their audience in real time.

6. Chatbots and Conversational Marketing

Chatbots have become integral to B2B marketing strategies, providing instant, personalized support, and engagement. In 2023-2024, companies are implementing AI-powered chatbots on their websites and social media platforms to deliver real-time customer assistance, qualify leads, and collect valuable data. Conversational marketing, driven by chatbots, helps streamline the buyer’s journey, enhance customer experience, and drive conversions.

As we move into 2023-2024, businesses must embrace these trends to stay competitive and meet the evolving demands of their target audiences. By prioritizing personalization, thought leadership, influencer collaborations, and leveraging the potential of video marketing and AI-driven technologies, businesses can not only navigate B2B marketing now but also unlock new avenues for business growth and success. Because sometimes being trendy isn’t the worst thing.

Amber earned her B.A. in Psychology and English Writing and her M.A. in Clinical and Community Counseling, working for years as an adjunct professor teaching College Composition. She brings her layered experience to her role as Content Specialist here at Revel. Amber’s love for storytelling has rooted her in her work as a therapist, blogger, teacher, and copywriter. In her mind, each role has been an opportunity to help people find the words they couldn’t find on their own.

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