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6 B2B Marketing Trends for 2024

February 27, 2024

by Anna Peck

Senior SEO Specialist at Clutch.co

With 2024 well underway, it's crucial for B2B marketers to stay informed about the latest trends shaping the industry. In this article, we delve into the dynamic landscape of B2B marketing, exploring the emerging trends set to influence strategies, technologies, and consumer behaviors in the coming year.

As we step into 2024, the realm of B2B marketing continues to undergo significant transformations driven by evolving consumer behaviors, technological advancements, and market dynamics.

B2B marketing refers to the marketing strategies employed by companies looking to promote their products and services to other businesses rather than individual consumers. This type of marketing focuses on fostering beneficial relationships while solving any specific business challenges.

From the impact of AI and personalization to the evolution of content marketing and customer experience, we uncover the essential insights to help businesses navigate and capitalize on the rapidly evolving B2B marketing environment.

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6 B2B Marketing Trends for 2024

  1. Personalization
  2. Value-Based Bidding
  3. Influencer Marketing
  4. Podcasts
  5. Ethical Data Collection & Privacy
  6. Artificial Intelligence & Automation


Enhancing customer experience should be a top priority for B2B marketers. Personalization is one of the B2B marketing trends that has remained prevalent over the years.

Personalization catches the attention of your target audience. Every customer interaction is important.

Some key strategies for harnessing the power of personalization in B2B marketing include understanding buyer personas, personalizing email campaigns, implementing account-based marketing (ABM), and recognizing challenges and opportunities in the market.

Companies can invest in personalization in many aspects of marketing processes. For example, landing pages, product recommendations, and email subject lines.

hubspot email personalization

Personalization piques interest in your products, making it attractive to B2B buyers. Think about how your target audience or even potential customers can feel more connected to your B2B content.

Value-Based Bidding

Value-based bidding is a strategic approach to digital advertising where advertisers optimize their bids based on the perceived value of the ad placement or the potential return on investment.

This method goes beyond the traditional cost-per-click or cost-per-impression bidding playbook. It focuses on aligning bids with the value a click or conversion expects to bring to the advertiser.

Mandy Idol, Founder & CMO of Indigo Collective Group, finds the value in value-based bidding.

“With the growing emphasis on corporate social responsibility and ethical business practices, value-based bidding allows brands to align their advertising efforts with their core values,” said Idol. “This approach not only enhances brand reputation but also resonates more deeply with consumers who are increasingly conscious of the social and environmental impact of their purchasing decisions.”

This strategy often involves leveraging data and analytics to understand the performance of different audience segments and optimize bids accordingly. It's particularly relevant in industries where the lifetime value of a customer or the potential for repeat business is significant.

Influencer Marketing

Influencers aren’t new to social media platforms and apps like TikTok. But now they are making their way more and more into the B2B marketing landscape.

Influencer marketing is a strategic approach that focuses on leveraging individuals with a significant online following, known as influencers, to promote products, services, or brands to their audience.

Influencer marketing is like word-of-mouth on steroids

“Influencer marketing is like word-of-mouth on steroids,” said Rachel Johnson of PWA Media. “It’s about partnering with individuals who have a loyal following and influence within your target audience to promote your brand or products authentically.”

Johnson continues that finding the right influencers only works if you select genuine ones aligning with your brand values.

Tactics employed in B2B influencer marketing include guest blogging, co-creating social media and video content, co-hosting webinars and podcasts, attending industry events, and product endorsements.

The importance of influencer marketing in the B2B space is emphasized as businesses recognize its potential to raise brand awareness, enhance reputation, and drive revenues.


Most B2B podcasts have trouble getting off the ground. Still, if your company can invest the time and resources, you can create an interactive podcast with the right messaging that showcases your company’s thought leadership.

women in b2b marketing podcast

Through podcasts, companies can address trends, challenges, and other topics specific to industries, positioning you as a trustworthy resource.

An important aspect to note before launching a podcast for your B2B company is to have your listener base selected. Your content will fall on deaf ears if that target audience is segmented and identified.

Marketing budgets can be tough. Explore our digital marketing pricing guide to learn what top agencies are charging.

Ethical Data Collection & Privacy

Ethical data collection has become an important skill for B2B marketers. With that, there continues to be an intense focus on data privacy.

To collect data from their target audiences, B2B companies can do the following:

  • Run a contest
  • Conducting reviews and outreach
  • Build an email list

Email marketing is one of the data collection opportunities that can offer value in return. To achieve this, you can create a newsletter with your best content or offer discounts to keep customers returning.

grammarly email

As seen in the image above, Grammarly offers their users a gift card in exchange for a review, giving them much-needed data to help with their marketing campaigns and other projects.

Artificial Intelligence & Automation

Take advantage of AI tools that will speed up processes within your company.

Generative AI has broken barriers in the digital marketing world - but what are other opportunities for AI in the B2B marketing efforts?

Automation is a crucial component of any successful B2B marketing strategy. Companies can use AI technology and software to complete time-consuming tasks automatically.

For example, automation can assist with email management, data collection, social media, and more.

Leveraging AI for marketing automation to create hyper-personalized experiences, gain a more nuanced understanding of customer behaviors, and improve sales processes.

“AI and automation improve marketing productivity through faster analysis, customization, and campaign optimization,” said Oliver Brifman, a financial analyst and consultant. “To remain authentic and relevant, automation must be balanced with human innovation.”

To remain authentic and relevant, automation must be balanced with human innovation.

Additionally, the use of AI and machine learning (ML) is transforming B2B businesses by unlocking new opportunities for data analysis, lead scoring, and predictive analytics in sales strategies.

Incorporating AI and automation into B2B marketing processes is emerging as a significant trend, marking a shift toward more efficient and data-driven marketing operations.

Actionable Insights for B2B Marketers in 2024

The landscape of B2B marketing is rapidly evolving, driven by technological advancements, shifting buyer behaviors, and emerging trends.\

In this new year, decision-makers will see the following trends in the marketing landscape:

  • Personalization in content marketing materials
  • Value-based bidding in ad campaigns
  • Influencer marketing strategies
  • Podcast initiatives
  • Ethical data collection with an emphasis on privacy
  • AI & automation tactics

As we navigate through 2024, it's evident that marketing teams must adapt to these changes in order to stay competitive and effectively engage their target audience.


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