Ready for the hottest B2B marketing trends for 2024?! As new trends, strategies and technologies emerge, find out the latest approaches to grab the attention of your customers and to stand out from the crowd.

Let’s explore some of the most anticipated trends that we predict will shape B2B marketing this year and beyond…

Authentic marketing

Audiences are exhausted by faceless, corporate marketing and 2024 is the year to get more authentic! So, avoid boring, corporate and impersonal and opt for reflecting the genuine life and soul of your company and the fantastic individuals in it. Refresh your brand at the start of this year to add personality and what makes you special. Up your creativity and nail your authentic tone of voice!

Interactive content

Interactive content will take centre stage in 2024, with marketers making the most of tools like augmented reality (AR) and interactive videos. In recent studies, 88% of marketers said that interactive content is effective in differentiating their brand from their competitors. By using interactive content, businesses will have more opportunities to create memorable engagements that will linger in the minds of their audiences. Interactive content can include web-based functionality such as interactive infographics that the user can directly engage with.

Genuine thought leadership

This one has always been super valuable, but its importance can’t be understated! Presenting yourself as a leading, expert voice in your industry can really set you apart, especially with the current prevalence of cookie-cutter, AI generated content. So, if you really know your stuff, make sure you shout about it in the form of articles, videos, webinars, podcasts, industry event presentations and more. AI can help generate SEO content, but to stand out and build trust your customers need to hear your personal, expert perspectives on the topics that matter most to them.

AI-enhanced customer experiences

Artificial intelligence (AI) will continue to transform how businesses interact with customers. AI-powered chatbots and personalised recommendations are just some of the ways that businesses will use AI to provide a more tailored and inexpensive service for their clients. However, companies should make sure AI is used to enhance rather than fully replace customer service, or it may lose its personal touch.

Video marketing

Video marketing will evolve as a powerful marketing tool, with short-form video content continuing to increase in popularity. It is believed that the average adult consumes 38 hours of video content each month with users spending 88% more time on pages with videos. Smartphones are in favour over expensive cameras to shoot  to generate authentic and unscripted content.

Genuine sustainability

Businesses are set to further integrate sustainable approaches and emphasise corporate social responsibility (CSR) in their marketing strategies. From highlighting sustainable sourcing to promoting green initiatives, marketers must emphasise their commitment to environmental responsibility. Make should ensure your sustainability strategy is fully aligned with your brand purpose and values, to avoid coming across as greenwashing.

Are you looking to outsource your marketing efforts, or wondering whether it’s the right choice for your business? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. It makes our outsourced client relationships seamless, as we deeply understand the best way to integrate our team with your team.

Contact us for an initial chat.

This latest thinking article was written by:

Katie Hargreaves
Content Manager