Three B2B Marketing Predictions for 2024

B2B marketers are continually faced with changing technologies and different ways to reach customers. Staying ahead of the curve is crucial for success. Of course, artificial intelligence (AI), and specifically generative AI, is a key trend, but what else should savvy B2B marketers make a priority? As we step into 2024, here are three other areas we believe will be important: the heightened significance of customer research, the continued growth of LinkedIn as a powerhouse for organic and paid content, and the revival of trade shows and events as connectors for meaningful face-to-face meetings.

1. The Resurgence of Customer Research
The post-pandemic era has reshaped the B2B marketplace, altering the dynamics of customer behavior, preferences and priorities. In an effort to gain a competitive advantage, businesses must place a renewed emphasis on customer research. Understanding the emotional aspects that drive decision-making and how buyers in complex industries get their information is essential. There also continues to be a transition in the generations and expectations of those buyers. B2B marketers should be taking the time to talk with their customers to find out what matters to them.

In 2024, successful B2B marketers will also leverage analytics tools to gain deeper insights into their target audience. Historical and real-time data enable businesses to adapt rapidly to shifting customer expectations, providing personalized experiences that resonate. This is an area where some of the AI tools may start to play a role.

By investing in comprehensive customer research, companies can tailor their messaging and offerings to align with the evolving needs of their customers and prospects. The results of this investment range from shortening the B2B sales cycle to fostering stronger, long-term relationships.

2. LinkedIn: The Primary Platform for B2B Engagement
LinkedIn has long been a powerhouse for B2B professionals, and its influence is set to grow even more in 2024. The platform's unique blend of professional networking, thought leadership and content sharing makes it a valuable resource for businesses aiming to build brand authority and generate demand.

Organic content on LinkedIn will continue to be a focal point for B2B marketers. As the platform refines its algorithm, individuals and businesses that consistently produce high-quality, engaging content will see increased visibility. LinkedIn provides an opportunity for specific individuals within an organization to position themselves (and their company) as industry leaders. This visibility can be further amplified through targeted paid advertising campaigns, allowing companies to reach specific demographics and decision-makers.

The key to success lies in delivering content that is not only informative but also engaging. LinkedIn is evolving to be less “corporate,” and the business audience on the platform is looking for genuine content that provides a sense of connection.

While LinkedIn is the primary network for many B2B marketers, depending on your audience, platforms like Instagram and Facebook still have a large following in certain industries. But we have seen and expect to see a continued movement from brands away from X (formerly Twitter).

3. Trade Shows and Events: The Catalyst for Face-to-Face Connections
While virtual technologies like Zoom have become increasingly dominant, the importance of face-to-face interactions remains important in B2B relationships. In 2024, trade shows and events will continue to make a comeback as vital connectors for fostering meaningful connections and driving business growth.

According to research from event software provider Bizzabo:

• 86% of organizers are planning to schedule more or about the same number of in-person B2B events in 2024 compared to 2023
• 77.7% of attendees agree or strongly agree that in-person B2B conferences offer the best networking opportunities

These events serve as platforms for networking, lead generation and showcasing innovative products and services. As the business world looks for opportunities for more personal interactions, trade shows offer a unique opportunity to humanize brands and build trust.

And as industries convene in major cities for these shows, there are opportunities to capitalize on nontraditional B2B marketing tactics like out-of-home advertising to provide additional exposure. You can target hotels, conference centers, restaurants and more, reinforcing your presence at the show and any applicable messaging. B2B marketers can make the most of a key trade show or event by planning multiple touch points from before to post event, ensuring maximum impact and return on investment.

While these three approaches are not overly groundbreaking, we believe that B2B marketers who deploy customer research, commit resources to LinkedIn and plan strategically for key trade shows and events will see results in building strong customer relationships and achieving sustainable growth.