For us B2B marketers, it’s time to reassess everything. Our tech tools are light years from where they were a few years ago. Old strategies aren’t producing like they used to. And customers search for solutions in places we never thought to go. Here are 4 trends in B2B marketing that you can use to get ahead of the curve this year.
1. AI Enhances Efficiency and Effectiveness
AI-powered tools are revolutionizing ad creation and targeting. Google, TikTok, and Facebook have introduced features that use machine learning to automate and optimize ad performance. Marketers should stay updated on these developments by following platform announcement boards and events like Google Marketing Live.
2. Revival of B2B Marketing Podcasts
Podcasts are gaining popularity not just for attracting listeners but for generating industry insights and ideas. B2B marketers are using podcasts to create content that can be repurposed across various platforms. Effective podcasting strategies include planning content distribution ahead, being creative with distribution channels, and leveraging the content for multiple purposes.
3. Leveraging B2B Communities
B2B brand communities can solve various marketing challenges by providing ethically acquired first-party data, generating authentic brand information, and offering user support. Successful communities can be built on owned platforms or third-party sites like Slack or social media groups. Engagement and avoiding excessive promotion are crucial for maintaining a thriving community.
4. The Influx of Influencers in B2B Marketing
Influencer marketing is expanding in the B2B space, with internal influencers from within companies playing a significant role. These influencers can create authentic content and engage with audiences on social media. Micro-influencers with high engagement rates can be particularly effective. Clear goals and appropriate rewards for internal influencers are essential for a successful strategy.
Summary
B2B marketing in 2024 will focus on leveraging AI for efficiency and exploring new content formats like podcasts. TikTok’s rise as a B2B channel and the importance of brand communities and influencers will shape marketing strategies. Adapting to these trends will be key for B2B marketers aiming to generate leads and build strong customer relationships.
Source: Word Stream
