B2B marketing continues to evolve rapidly, with new technologies and changing buyer behaviors shaping the landscape. As we continue navigating 2024, we see successful B2B marketing strategies are increasingly focused on personalization, data-driven decision making, and leveraging emerging technologies. Here are some of the key tactics that are driving success for our clients and other B2B marketers this year.
Understanding the Modern B2B Buyer Journey
The B2B buyer journey has become more complex, with Gartner reporting that the typical buying group for a complex B2B solution involves 6 to 10 decision makers. This complexity necessitates a multi-faceted approach to marketing that addresses various stakeholders at different stages of the decision-making process.
Key B2B Marketing Tactics for 2024
1. AI-Powered Personalization
Artificial Intelligence (AI) has revolutionized B2B marketing by enabling hyper-personalization at scale. According to a report by Salesforce, 84% of customers say being treated like a person, not a number, is very important to winning their business. B2B marketers are leveraging AI to:
- Analyze customer data and predict buying behaviors
- Personalize content and product recommendations
- Optimize email marketing campaigns in real-time
2. Account-Based Marketing (ABM)
ABM continues to gain traction, with 87% of B2B marketers reporting that ABM initiatives outperform other marketing investments. In 2024, successful ABM strategies are incorporating:
- AI-driven account selection and prioritization
- Personalized content experiences for target accounts
- Cross-channel coordination for consistent messaging
3. Interactive Content
Interactive content is proving to be a powerful tool for engaging B2B buyers. A study by Demand Gen Report found that 91% of buyers prefer interactive and visual content4. Successful tactics include:
- Virtual product demos and 3D visualizations
- Interactive assessments and calculators
- Augmented Reality (AR) experiences for complex products
4. Video Marketing
Video remains a crucial component of B2B marketing strategies. Wyzowl’s State of Video Marketing survey revealed that 86% of businesses use video as a marketing tool5. Effective video marketing tactics in 2024 include:
- Short-form video content for social media platforms
- Live streaming for product launches and events
- Personalized video messages for account-based marketing
5. Intent Data Utilization
Intent data is becoming increasingly valuable for B2B marketers. According to TOPO, 62% of companies leveraging intent data reported improved conversion rates6. Marketers are using intent data to:
- Identify in-market accounts
- Personalize outreach based on buyer intent signals
- Optimize ad targeting and content distribution
6. Voice Search Optimization
With the rise of voice-activated devices, optimizing for voice search is crucial. ComScore predicts that 50% of all searches will be voice searches by 2027. B2B marketers are:
- Optimizing content for conversational keywords
- Creating FAQ pages to address common voice queries
- Ensuring mobile-friendly website design for local voice searches
7. Influencer Marketing in B2B
B2B influencer marketing is gaining momentum, with 74% of B2B marketers agreeing that influencer marketing improves customer and prospect experience with their brand. Successful strategies include:
- Partnering with industry thought leaders for content creation
- Leveraging employee advocacy programs
- Hosting influencer-led webinars and events
Measuring Success in B2B Marketing
To gauge the effectiveness of these tactics, B2B marketers are focusing on metrics that directly tie to business outcomes. Key performance indicators (KPIs) to consider include:
- Customer Lifetime Value (CLV)
- Return on Marketing Investment (ROMI)
- Net Promoter Score (NPS)
- Sales Qualified Leads (SQLs)
- Customer Acquisition Cost (CAC)
Conclusion
As B2B marketing continues to evolve, staying ahead of the curve is crucial for success. By embracing these innovative tactics and focusing on data-driven, personalized approaches, B2B marketers can effectively engage their target audience and drive business growth in 2024 and beyond.
If you need help with strategy and/or execution of smart digital marketing to drive growth, contact us for a quick intro call. We’re here to help!
