It’s time to toss out the old B2B marketing playbook and adapt if you don’t want to be left behind. That much is clear as we reflect on 2023.

But the newest (and most effective) trends can be hard to pin down. So, which strategies should you focus on in 2024—and which ones are just a distraction?

We’ve created a roundup of 2024 marketing predictions from experts across the industry, from content and demand generation to SEO.

Here are the B2B marketing trends you can count on to take your company into 2024.

What to Expect in Content Creation: SMEs Will Take Center Stage

54% of B2B decision-makers say they spend more than one hour per week consuming thought leadership content; however, 71% say that half or less than half of that content gives them valuable insights.

Producing high-quality, informative thought leadership demands collaboration with subject matter experts. Beam, a content creation agency focused on B2B SaaS marketing, is centering this approach in their strategy for next year.

“With what we're working on for 2024, we'll have a hand-selected community of SMEs to draw on for a whole host of themes and topics,” explains Brooklin Nash, Co-Founder and CEO at Beam.

“We've been working more directly with demand gen and product marketing leaders, and I'm here for that pattern.”
Brooklin Nash, Co-Founder and CEO at Beam Content

“We've been working more directly with demand gen and product marketing leaders, and I'm here for that pattern….having content roll up to these two functions often translates into more effective, focused content—which leads to more ROI, which leads to more buy-in, which leads to more content budget, and so on.”

What to Expect in SEO: B2B Is the New B2C

B2B marketing now resembles B2C in terms of creating authentic connections, telling compelling stories, and building relationships—and SEO is no exception.

Mordy Oberstein, Head of SEO Brand at Wix, explains what he thinks companies got wrong in 2023: “B2B brands thought all of the chatter around how content consumption trends are changing didn't apply to them. Conversational content? That's B2C, that's not for us B2B folks!”

“B2B brands thought all of the chatter around how content consumption trends are changing didn't apply to them.”

Mordy Oberstein, Head of SEO Brand at Wix

Turns out, it is. According to Backlinko, 52% of B2B buyers say they’re “definitely” more likely to buy from a brand once they’ve read their website content.

Going into 2024, Oberstein advises SEOs that there is no significant difference between B2B and B2C SEO.

“I think it's just a matter of being smart in how you target different audiences. This is a trap SEOs can easily fall into,” he explains. “While going after a relatively uncompetitive term with decent search volume (assuming it aligns with the site's identity) is more or less a win for a B2C site, how you position that content and the angle you take can at times come into stronger focus in B2B.”

What to Expect in Demand Generation: Allbound Marketing Is on the Rise

In 2024, experts see a more balanced approach to demand generation on the horizon.

Nicole Siegal Fuselier, Vice President of Marketing at Bonusly, wants leaders to realize that reducing their paid strategy will cause them to lose out on organic and direct opportunities. This is because they aren’t creating demand.

“2023 and 2024 are now ‘allbound:’ marketing inbound, outbound, customer success, partnerships, and services.”

Nicole Siegal Fuselier, Vice President of Marketing at Bonusly

“Inbound marketing with tons of money on digital demand isn’t going to cut it anymore. 2023 and 2024 are now ‘allbound:’ marketing inbound, outbound, customer success, partnerships, and services.”

Companies need to embrace B2B marketing on the allbound spectrum to hit their revenue targets.

But Wait—What’s the Deal with AI?

People generated a LOT of buzz about AI in 2023. The global market size for generative AI climbed to $11.3 billion in 2023 and will reach $51.8 billion by 2028.

41% of B2B marketers say that generative AI is a top trend they have adopted, or are planning to adopt, in 2023.

But our experts agree: Generative AI is a tool—not your new marketing director.

Brooklin Nash, CEO of Beam: “AI can help marketers make more efficient use of their time, but I'll say this: GenAI should never (ever, ever, ever) replace the creative process,” says Nash. “I've given GenAI a fair shot in 2023, and I don't think any B2B brand should rely on it for creative in 2024. Maybe 2034.”

Mordy Oberstein, Head of SEO Brand at Wix: “Don't fall for some dope sharing a random graph that shows hockey stick growth, offering zero context and who says ‘I did it with AI.’”

Our Take on the Trends

At LANC Marketing, my team and I expect to see continuous transformation in B2B marketing in 2024. We predict that next year will be all about leaning into authenticity: knowing your audience, establishing trust, providing valuable content, and leveraging the right tools to drive revenue.

61% of US B2B buyers will read three to seven pieces of content before speaking with a salesperson, and they prefer to choose how, when, and where to interact with a business.

You know those people at mall kiosks who try to sell you skincare products or perfume? Basically, your marketing strategy should be the complete opposite of that. If you shrink away uncomfortably in those scenarios like I do, then you don’t want to be that person in your marketing career.

We predict that next year will be all about leaning into authenticity: knowing your audience, establishing trust, providing valuable content, and leveraging the right tools to drive revenue.

Using jarring or intrusive marketing tactics, or having an unclear value proposition, means you’re missing the mark (and huge opportunities) with your audience. So, don’t be the mall-kiosk marketer pitching vague sentiments like, “Would you like to give your website a makeover or get more followers on social media?”

B2B marketing is about creating value for your customers, understanding them, and supporting them throughout the entire lifecycle. This is why I focus so much on authenticity and connection in marketing. There are any number of companies out there who can provide a service, or a tool, or a product—but the way your customer experiences that process can truly set you apart.

Final 2024 Takeaways

We hope these expert perspectives will enable other marketers to meld creativity and strategy, and stop relying on obsolete metrics of the past. The most agile marketers will see huge wins, while those who remain static will continue the age-old struggle to justify marketing costs.

Now, for a quick elevator pitch: If you feel like that guy at the mall begging customers to stop by your kiosk, we can help you ditch the desperate tactics and elevate your marketing program in 2024. Check out LANC Marketing and our services—including corporate consulting, brand strategy, PR and earned media, and online marketing—to learn more.

This article was originally published on LinkedIn.

A New Era of B2B Marketing: Experts Predict 2024’s Top Trends