8 B2B Digital Marketing Trends for Your Growth in 2024
2024 digital marketing trends - schematic art

8 B2B Digital Marketing Trends for Your Growth in 2024

Publish date
January 9, 2024
Team Marketechy
Today, we’ll look into the hottest digital marketing trends for 2024. Let’s get started.
Table of contents

The world of B2B digital marketing has been advancing at a neck-breaking speed. In 2023, we witnessed the wide-scale adoption of GenAI that skyrocketed productivity in content creation and fueled decision-making with AI-powered analytical insights.

Now that the agitation has somewhat subsided, it’s time to think: “What’s to come next for growth marketing and its main counterpart, digital marketing?”

How can we adapt approaches and strategies to cutting-edge innovations? What upcoming B2B digital marketing trends and practices will complement marketing automation perfectly and yield greater outcomes?

What Was Key for B2B Digital Marketing in 2023? A Year in Overview

#1. Strategic Multi-Channel Marketing

As we know, B2B digital marketing is about speaking to the right people at the right time. Building a robust multi-channel strategy ensures the target audience sees your messages and engages with your content.

Here are the main points to map your multi-channel marketing strategy:

  • Integrity of Customer Experience. You should ensure superb customer experience throughout the buyer journey so potential buyers receive specific value with every interaction with your brand.
  • Unified Customer Data. This is another aspect that underlies the consistency of UX and efficient ad campaign management across multiple platforms. Ensure that your martech stack allows you to collect signals from different channels. Examine them to find out whether you can reach your Facebook audience via Google Ads, by email, or better yet – both.
  • Address Specific Pain Points. In B2B digital marketing, you must map customer pains for every use case covered by your product or service. Whereas newcomers are satisfied with an entry-level subscription plan, you still need advanced ones that will meet the demands of experienced users.

#2. Production of AI-generated Marketing Content at Scale

We can finally admit that natural language, image, voiceover, and other generative tools shined like never before in 2023. According to industry researchers:

GenAI chatbots work great whether you use them to generate blog ideas and article outlines or ask them to write entire text. Nonetheless, you must fact-check and tweak the tone of voice in AI-generated copy before publishing. Make a QA checklist to assess and improve generated content. You can follow the same guidelines that we do. Combine content marketing automation with our guidelines on how to create excellent SEO-friendly content, and your returns from organic SEO will multiply.

#3. Automated Campaign Monitoring and Analytical Tools

With more precise AI-powered analytics tools, you’ll manage to shorten the feedback loop of your PPC and lead gen campaigns. But don’t rush on early insights – examine case studies to find out how soon you can get solid data to act upon.

The smart bidding for PPC campaigns aid ad spending and ROI maximization. B2B marketers commonly use Optimyzr, BrightBid, and similar smart bidding products when they aim to make the most out of their PPC budgets. Let’s not forget about the smart bidding that optimizes ad placement depending on manually set bid size and campaign goals.

B2B digital marketing copilots assist decision-makers through data-driven insights. Those can reveal various areas for improvements to work on:

  • Customer sentiment based on behavioral signals and brand mentions
  • Poor conversions and funnel drop-offs
  • Identification of untapped target audiences and missed opportunities

Moreover, AI copilots enable you to fine-tune ongoing campaigns in a couple of clicks,  automate A/B tests, and get more detailed, to-the-point reports explaining what worked and what didn’t.

What’s Next? Problems B2B Marketers Will Need to Solve in 2024

What are the market conditions and business goals driving B2B digital marketing in 2024? Regardless of the global recession and massive layoffs we witnessed in 2023, B2B SaaS businesses can still thrive in economic uncertainty. The thing is that their subscription model is fairly resilient and flexible. The thoughtful pricing policy combined with a renewed and holistic vision of the B2B digital marketing strategy can supercharge your business growth – granted, you tackle the key challenges that the current market poses.

#1. Shrinked Marketing Budgets Due to the Recession 

Insider’s Intelligence report showed that ad spending grew by only 10.5% YoY for B2B digital marketing. The growth rate will likely stay nearly the same in the next few years. The global recession nudges B2B stakeholders to go cost-conscious, and marketers must maximize the outcome even within thin budgets.

Marketing agencies already work around these budget limitations by adopting:

  • Marketing Automation. According to Nucleus Research, marketing automation in B2B pays off with $5.44 per dollar invested. Marketing teams benefit from a wide range of martech integrations, but the email automation tools top their lists – about 65% of B2B marketers use them.
  • Planning and Forecasting Based on Solid Data. Untapping the potential of B2B data can guide your strategic planning. B2B marketers already analyze search trends and use AI-powered sentiment analysis to foresee customer behavior shifts. Such a proactive approach helps businesses avoid lagging behind their competitors and maximize revenue by meeting new demands immediately.
  • Cost Management Based on Valuable Metrics. Insightful analysis of marketing KPIs will help you identify the growth levers and determine what channels and practices yield consistently high ROI. Those valuable metrics are different for each stage of the buyer journey. Check the most essential ones we’ve categorized in our article about building a successful digital marketing funnel. 
Common marketing automation products use cases - infographic
source: hubspot.com
  • Automated Content Generation. GenAI tools multiply B2B digital marketing productivity manifold, allowing users to generate ad copy and ad creatives at scale. Moreover, marketers can integrate GenAI tools with email automation platforms to deliver personalized emails. Thus, you’ll ensure higher email open and response rates and improve ROI.

#2. Increased Cost of Paid Ad Campaigns

Not only do we have to operate on lower budgets, but we also must invest in campaigns wisely so that every dollar spent brings results. Outbidding your CPC competitors also challenges the efficiency of B2B digital marketing. However, it can be offset by deriving actionable insights from proactive campaign monitoring. Additionally, marketers can and must leverage:

  • Smart Bidding. For instance – Google Smart Bidding feature. It optimizes ad performance depending on the business goals you’re after. Such might be reaching the target CPA, increasing the conversion rate, or maximizing the conversion value.
  • A/B Ad Set Testing. This approach is used to hone your ad targeting. In particular, you can check whether native ad network targeting can bring in enough qualified leads. If not, consider choosing other targeting options or feed ad networks with the custom targeted list.

#3. The General Exhaustion of B2B Audiences

These days, B2B customers prefer researching purchase options independently. So, marketers' top priority is to generate opportunities through relevance without nagging the prospects with non-stoping advertising.

Pay attention to these 4 B2B digital marketing practices to avoid ad fatigue or ad exhaustion:

  • Address new audience segments. Empower yourself with more precise intent data, and try reaching new audiences that might be interested in your offers.
  • Deliver personalized content. Personalization is a great way to stand out from the crowd. Modern martech tools allow you to do so. They collect data at every step of the buyer journey and pull it together into detailed customer profiles.
  • Stay vigilant for engagement metrics. The abrupt drop in engagement will indicate that the audience got tired of you, and you should minimize exposure.
  • Allocate budget to channels with consistently high returns. But again, monitor the fatigue indicators and shift to other alternative channels gradually if you spot any.
This is where Marketechy steps in to develop a plan of work tailored to your growth marketing, metrics, and budget.
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#4. Traffic and Conversions Attribution for Paid Campaigns

Given the limitations of GA4 analytics and cookie consent taking over the internet and mobile apps, the attribution still doesn't work properly for B2B digital marketing analytics.The most common issues with traffic attribution are:

‍1. GA4 doesn't show data about your paid campaigns
2. Your Paid Social traffic is being attributed to Organic Social
3. A lot of traffic is reported under "Unassigned"

To solve those attribution issues, you have to make sure that:

‍1. All of your campaigns' UTMs adhere to Google's default channel groupings for manual traffic:
a) Source matches a list of search, social or video sites AND
b) Medium matches regex ^(.cp.|ppc|retargeting|paid.*)$ or is one of “display”, “banner”, “expandable”, “interstitial”, “cpm” for display campaigns.

‍2. Focus on aligning campaign names with GA4 Default channel definitions, as even with UTM Parameters tracking campaigns at the source/medium level, Google Analytics may group traffic into (Other) in the channel report if the channel groupings are not appropriately configured. And in Google Analytics 4, changing Channel Groupings may not be possible.

‍3. Use Auto-Tagging (if available) – If your marketing platform supports auto-tagging (e.g., Google Ads), enable this feature. Auto-tagging automatically adds UTM parameters to URLs, eliminating the need for manual tagging.All of these should help identify proper traffic & conversion sources for your multi-channel marketing campaigns.

#5. Lead Quality vs Quantity

Considering the increased cost per click, further exacerbated by audience exhaustion and attribution issues, finding the right balance between the lead quality versus the volume of leads you’re aiming for is key. Narrowing down your audience and going after high-quality leads only might drive up your cost per click even more, so for 2024, we recommend focusing on cost per acquisition as your key paid ads metrics. Don’t overdo it, though – you still need enough people in your audience to actually run the campaign without exhausting your audience in a week! 

Use data-driven insights for your decision-making. Scrutinize audience prospecting. вUnify and summarize your Ideal Customer Profile based on historical sales data to define the core targeting criteria. And don’t forget about useful, relevant, and fresh creatives for every funnel stage.

#6. Tackle the Customer Churn

Last but not least, it’s not only about getting new customers. Businesses should focus on product adoption in addition to enhancing the customer service experience. There are a couple of ways you can emphasize product value with regular B2B digital marketing practices. Respond to customer feedback and analyze the features of competitor products to know how to highlight your strengths.

Since many SaaS platforms are relatively advanced technology products with various features, educating your customers on how to best use your product for your joint success is now more important than ever.

8 B2B Marketing Trends for 2024

Quite a number of challenges, right? And some have been a constant B2B marketers’ pain for years, like attribution, that’s been addressed in so many different ways already yet still remains a problem. In 2024, we foresee the following ways of approaching the key B2B marketing challenges of balancing cost, value, and efficiency, reliant on attributable data.

1. Deeply Personalized B2B Digital Marketing Experiences

The trend is far from being new or innovative, but the technical capacity to actually serve highly personalized, targeted content definitely is. Businesses can’t ignore the abundance of B2B customer data and enhanced capabilities to source, process it, and act upon it. The CRM data, signals from tracking pixels, and firmographic and intent data sourced from third-party providers unlock the unparalleled possibilities to personalize communication with customers.

This tailored approach strengthens engagement, nurtures loyalty, and allows you to shorten the sales cycle significantly.

2. Empowering Your Target Audience with Self-Service

Nearly 72% percent of B2B buyers prefer rep-free purchasing. That’s understandable, considering how much information they discover from advertising, customer reviews, and lists of best sellers.

The AI chatbots and interactive customer onboarding tours can deliver a smooth and enjoyable purchasing experience. On the other hand, self-service solutions in B2B digital marketing free tons of human resources and time, helping businesses reduce operational costs and increase returns even with shrunken budgets. Salespeople can finally eliminate the routine tasks of negotiating with SQLs. Instead, they can switch to strategically important activities like nurturing customer relationships and running sales analytics.

3. Focus on High-Value Accounts: Account-Based Marketing Expansion

Owing to customer data affordability and breadth, B2B marketers can identify high-value accounts and channel nurturing efforts on them directly. 

For instance, data-driven insights into customer intent result in more impactful personalized cold emails. Those, in turn, can be automated with top-tier mail automation tools integrated with your CRM.  

4. Enablement of B2B Influencer Marketing

Influencer marketing has grown stronger over the past few years. It’s quite reasonable since the overall consumption of influencer content has increased, and B2B decision-makers are no exception. B2B digital marketing teams return, on average, $6.5 for each $1 invested into influencer strategy. The promotion by an influencer can boost brand awareness, but if you develop your partnership strategically, it can bring in qualified leads at later funnel stages and yield more close-won deals.

5. Immersive and Interactive Marketing

Customers are all for the immersive experiences when they engage with B2B digital marketing content. So why not give them what they’re after?

There are numerous interactive services you can offer to your audience:

  • 3D tours around your office
  • Online seminars
  • Simple free calculators
  • Qiuzes and pools 

Just keep in mind that these interactive services shouldn’t be mindless time-killers. Analyze search trends to elaborate activities that will be both useful and compelling for your target audience. If you capitalize on hot trends and manage to communicate immediate value, your pipelines will be flooded with high-quality leads open to your messaging.

When it comes to immersive experiences, B2B digital marketing specialists are eagerly anticipating TikTok. Around 53% of respondents of Reuter’s State of Marketing Report considered it the most intensely developing social media in 2023. TikTok is probably the most convenient platform to interact with the audience through live streams and build engaging storytelling around your brand. Be flexible and communicative, and don’t forget to speak to the audience with your unique brand voice. 

6. New Search Paradigms: Voice Search, Visual Search, and AI-Powered Search

Voice Search Optimization

Voice search optimization will definitely shine in the next couple of years. The common adoption of smart speakers and voice assistant apps has already proved that consumers are delighted with search with an AI-powered boost. 

Voice Assitant Popularity in the US - infographic
source: techreport.com

The key benefit for SEM specialists is that voice search engines integrate with predictive models that can analyze user behavioral patterns and intent. Therefore, AI systems will inform B2B companies what preparatory steps to take to meet customer needs even before they realize them.

Such a new search paradigm will also help with ad fatigue. Predictive algorithms will prompt marketers on how to personalize website content and make it truly mesmerizing. Eventually, you’ll improve customer satisfaction, and we know well that satisfied customers appreciate new offers. 

Visual Search Optimization

Visual search optimization is no less powerful driver of B2B digital marketing success. It actually allows you to capitalize on users’ demand for graphic and appealing visual content. It means you will benefit manifold from optimizing your content for voice queries and image searches.

The core SEO standards that will let you rank higher in visual and voice searches are mostly the same as before: 

  • Fulfill Local SEO requirements.
  • Provide relevant and descriptive ALT text for images.
  • Research and implement long-tail keywords used for voice queries.
  • Add structured data markup so search engines can grasp the purpose and structure of your web pages.

Search with an AI-Powered Boost

Search engine giants like Bing and Google will keep on enhancing their AI-powered copilots for web searches. The overview of Google’s SGE points out that it will extend traditional SERP with new capabilities.

The SGE-generated snippet answers informational queries more amply. It will summarize information from long reads and provide to-the-point answers. If a search query touches on a broad topic, the algorithm will display a hoverable pop-up item with the definition of a specific term.

Google search with an AI-powered boost will also provide informative how-to results for coding-related questions and “SGE while browsing”. The latter is an AI integration that derives key insights from long reads while browsing to help you get to the ins and outs of a complex topic faster.

In practice, further development of search with an AI-powered boost can significantly strengthen user engagement and reduce bounce rate. With brief summaries in front of them, users can immediately recognize your landing page as relevant and valuable.

Optimizing landing pages for SGE isn’t rocket science – the general SEO practices work as they did before. That said, your SGE-friendly content will likely hit Position Zero if you map your content strategy based on insights from trend and sentiment analysis.

NOTE: SGE and Google Workspace integrations are currently available for private Google accounts and run on the latest Chrome Browser version. The services are also unavailable for some regions.

7. Automation and AI for Increased Productivity

Marketing GenAI

In March 2023, Google announced the pack of GenAI enhancements for Workspace apps. Then, in August, they officially rolled out a search with an AI-powered boost – SGE with search results generated from long-form content. SGE runs on Gemini, the Google’s original ML model. 

On top of that, there is a hell of a lot of AI-powered marketing tools that simplify and automate a huge range of B2B digital marketing tasks:

  • Midjourney, AdCreative.ai, and Semrush’s AI Social Content Generator – AI tools for high-quality ad creative design
  • ChatGTP, Crafty, Publer, and Semrush’s Writing Assistant – content writing automation
  • HubSpot’s ChatSpot and Salesforce’s Einstein GPT – CRM management and AI-prompted decision-making on marketing efforts and sales follow-ups.

Gartner expects GenAI to generate 30% of companies’ marketing content by 2025. Other areas where B2B marketers can boost their productivity using AI and automation include marketing automation tools for ad campaign management and analytics, especially those used for sentiment analysis. Thanks to advanced machine-learning technologies, sentiment analysis is about to become pure gold for BI in the B2B space.

That said, GenAI products are merely advanced tools for optimizing B2B digital marketing workflows and boosting overall productivity. The customer focus of B2B marketing strategies still underpins their efficiency. Therefore, the outcome of your efforts heavily depends on messaging that resonates with potential customers and consistent monitoring of audience engagement and sentiment.

We’ve touched on crucial engagement and customer satisfaction metrics in our previous article about building a successful digital marketing funnel.

Automated SEM Practices 

Digital marketers already benefit from the automation of keyword research, backlink analysis, and search trends reports. However, the GenAI chatbot can become a full-fledged assistant in case you need assistance with on-page SEO. Such is the case for Google Bard, which can:

  • Generate a Schema markup code. Bard understands the essence of the page precisely and offers proper Schema markup regarding the content type.
  • Analyze URLs and map recommendations for on-page content optimization. Specifically, Bard can guide you on improving the header tag hierarchy and rewriting them for better relevance to the seed keyword.
  • Identify and analyze top SEO competitors. Although Bard offers rather general guidance, it can tell what your top competitors are for selected keywords or keyword phrases and what their content gaps are.

AI-powered SEM automation is far from fully autonomous performance. However, industry experts generally agree that analytical AI tools will soon manage to derive data-driven SEO strategies. Then, the action-based AI systems will come into play and fulfill those non-supervised strategies.

That said, today’s SEM automation already allows B2B marketers to reach unparalleled productivity boosts and higher cost-efficiency. While SEO tools are still merely automation tech, AI-powered CPC management tools can serve as full-power co-pilots. Innovative smart bidding and A/B test automation already benefit business goals and marketing teams’ productivity.

Eventually, SEM automation will free up more time and human capital, enabling marketers to switch from tedious chores to more creative activities like experimenting with strategies.

8. Heightened Attention to Data Privacy Compliance

Data privacy compliance is also far from a new concept. Still, the lightning-fast adoption of GenAI raised a new tide of new privacy concerns. Addressing those concerns will strengthen customer trust and benefit your brand positioning in general.

Build your privacy policy based on the global and regional standards:

  • GDPR – shared US and EU privacy standard
  • COPPA and TLDR Act – the US nationwide privacy standards
  • CCPA (California) and VCDPA (Virginia) regional standards

Luckily, you can already use online privacy policy checkers to ensure your web services are regulatory compliant.

Strategize Your B2B Digital Marketing in 2024 and Beyond with Marketechy

Marketechy’s team is here to tailor a growth-oriented and multi-channel marketing strategy for your business. With vast experience in B2B marketing, we enhanced our approaches by integrating innovative tools into our martech stack.

Apply to our team of experts so they can operationalize your marketing moves, make them data-driven, and align them with your core business goals – send us a note right now!

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