Unlocking Success in B2B Marketing: Trends to Shape 2024

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Reflecting on an enlightening experience at Hubspot Inbound 2023, where conversations flowed as freely as the espressos, we encapsulate the key B2B marketing trends in 2024 to propel you into a more successful year in demand generation. Let’s delve into a summary of the strategies that promise clarity, from concept to campaign, and foster robust sales pipelines.

Trend 1 – Embrace Emotional Storytelling Like B2C
In a world saturated with information, B2B buyers are drowning in rationality. The remedy? Embrace emotional storytelling.

It’s time for B2B marketers to start thinking more like our B2C counterparts, engaging audiences through stories that resonate emotionally. Understand your audience’s pain points, share authentic customer stories, and inject humor into your narratives. Make your brand more relatable, more human. As Andrew Warden, CMO of Semrush, emphasizes, your branding strategy must translate into tangible leads and revenue.

Trend 2 – Don’t Miss Out on Video, Even for B2B
Video dominates consumer internet traffic, with over 82%. Yet, not all videos are created equal.

So how can we make videos better? Personalize your videos, showcasing authenticity over polish. Leverage interactivity to engage viewers actively and repurpose content for a prolonged impact.

And, by making your videos scalable, you broaden your reach and enhance lead generation results. As Vimeo suggests, let the human side of your brand shine through, fostering a deeper connection with your audience.

Trend 3 – Put the Human Touch Back into Your Email Marketing
While content and video trends evolve, B2B email marketing maintains its rhythm. But there are ways to make emails more resonating, and more human.

This way, you can elevate your email strategy, capture attention and leave a lasting impact.

Trend 4 – Fine-Tune Your Content Strategy for LLM AI Search
Generative AI emerges as a game-changer, transforming search engines and reshaping the future of SERPs. To remain visible, traditional SEO tactics still have a fair shot. Continue to build authority through, gain media mentions, secure backlinks, and leverage platforms like Wikipedia.

Additionally, be present in data sources that AI trains on, extending beyond your blog to channels like books, YouTube subtitles, Github, and more. Do all these while continuing to produce original and quality content promptly for optimal visibility.

Trend 5 – Social Media Influencers Are Emerging in B2B
As B2B buyers increasingly turn to social media for product information, influencer marketing takes center stage. Leverage industry experts and thought leaders as influencers to build credibility, trust, and awareness.

Recognize the shift towards individual trust over faceless institutions, and consider hiring Gen Z creators to infuse authenticity into your B2B brand on platforms like TikTok. The key is to establish direct connections with people, creating a more personal and relatable brand image.

Trend 6 – Build Your Brand by Building a Decentralized Community
Exceptional customer service, when witnessed and shared by a community, amplifies brand loyalty. Embrace decentralized communities, providing a space for like-minded individuals to connect and share value.

A winning decentralized community is niche-focused, value-driven, easy to join, facilitates connections, and maintains a safe space with a clear code of conduct. Building a community offers a unique opportunity to foster genuine relationships and grow your brand organically.

Trend 7 – Use Behavioral Science to Drive Action
Understanding human behavior is pivotal in driving prospects to take action. Nancy Harhut, Chief Creative Officer of HBT Marketing, introduces nine behavior science theories for improving response rates and messaging.

  1. Embrace emotion
  2. Leverage loss aversion
  3. Tap into the endowment effect
  4. Empower through choices
  5. Use labeling for tribal connections
  6. Establish authority
  7. Provide reasons why
  8. Anchor pricing strategically
  9. Frame content favorably

Applying these theories enhances the effectiveness of B2B marketing campaigns.

Wrapping Up: It’s About Customer-Centric Everything
The overarching theme from these B2B marketing experts is the imperative to win the trust of customers. Prioritizing human-to-human connections, especially in the context of generative AI, is the path forward.

What insights did you gather? We’d love to hear your thoughts!

ViB is the B2B demand generation partner for high-tech.

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