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Key B2B marketing trends to watch in 2024

As the new year begins, the dynamic world of B2B marketing continues to evolve, leaving behind the trends of 2023 and presenting a canvas where fresh challenges and opportunities await. Join us as we unravel the marketing trends that will be staying in 2023 and the trends that will be shaping 2024. 

From cutting down on your metaverse marketing campaigns to pushing User Generated Content (UGC) in 2024, let’s take a look at what’s in and what’s out. 

Trends that are in for 2024


It’s important to delve deeper into the quality of your content if you’re wanting more quality leads. Why not find your customer’s pain points and prioritise your content to those? Ensure you’re giving something of value that makes the recipient feel the need to give something in return. The more value you provide, the more prospects will rely on you for high-quality content. 

Plus, high quality content with relevant links does wonders for your SEO. Google’s algorithm now rewards websites with high quality content rather than those with high quantity irrelevant links. The better your content, the more traffic to your site. 

Why is quality important when nurturing leads?

– Quality leads are more likely to convert into paying customers.

– Quality leads save you time and resources.

– Quality leads lead to better return on investment (ROI).


Artificial Intelligence (AI) has taken over in recent years and will undoubtedly continue its ascendency in 2024. The impact has been evident in all sectors, from education to technology. Its underlying presence has risen to the surface, shaping and influencing how businesses may operate moving forward. 

AI is a stepping stone into the future and that is why many businesses should integrate AI into their operations. Optimise your processes, increase their efficiency, reduce your costs, and work towards enhancing the productivity of your business. 

How AI is revolutionising business processes: 

  • Data-driven insights.
  • Optimised supply chain management.
  • Cut costs and save time.
  • Customer centric approaches.
  • Fraud detection and enhanced security. 

Have you ever purchased software or technology and spoke about it on social media? Or have you created a YouTube video explaining how great it was for your business? Well, if you have, then you should know this is User Generated Content (UGC).

UCG is another trend that is in for 2024. It comes in many forms, from social media updates, blog posts, videos, podcasts and more. Created by individuals and brand loyalists, it gives them a unique opportunity to influence and be a part of the brand’s growth, instead of being a spectator. UGC is considered more authentic and more experience-driven than branded content. This is the modern form of word-of-mouth advertising and can prove pivotal in growing your business. 

But what are other benefits of UGC?

  • People trust people – consumers may turn to UGC just like they would go to their friends and family, influencing the buyer’s journey.  
  • Unlimited authentic and unfiltered content opens up relationships with consumers. UGC provides free advertising to brands with no limits.
  • A humanised approach fosters a sense of participation to get involved and create a community around a brand. For example, when the latest tech product hits the market and gains positive UGC, brand awareness will increase, web traffic will go up, and conversion rates will get better. 

Hyper-personalisation is the best way to tailor your marketing to the individual needs and tastes of your customer base. By analysing online and offline behaviours through AI, you can now build marketing strategies based on the insights of search engine history, lifestyles and buying patterns. 

With hyper-personalisation, you can send targeted, personalised communications to specific customers at the right time, through the right channel. By doing so, you’ll cater to your buyer’s needs, enhance user experience and improve their willingness to invest in your brand. 


Authenticity is such an important factor when it comes to building loyal relationships with your audience. People are more likely to engage with, and ultimately buy into brands that they trust and feel a connection to. 

Working with UGC, brands need to be listening to their customers and driving content that they will be more aligned with. Staying true to your brand and implementing authenticity through your content helps build trust with your audience, and demonstrates that you’re transparent, genuine and honest to your brand’s values. This helps establish more of a connection with your audience and builds a loyal following. 

Trends that are out for 2024


2023 started with great attention on the metaverse, but as the year moved on so did the hype around it. Nearly two years after Mark Zuckerberg rebranded Facebook as Meta, multiple challenges and the lack of clarity forced several companies to take a step back from investment. 

Clearly, the interest in the metaverse has become a distant reality, but AI continues to take the world by storm. AI-driven advancements are not just altering our present, but they are also set to shape the course of technology in 2024. 


In today’s fast paced digital world, it’s difficult enough to grab the audience’s attention but holding onto it for an extended period can also be challenging. Your business wants all eyes on its content, so stick to short form video that’s built for quick consumption. 

Creating longer videos usually requires more planning, production and editing, which can be time consuming and sometimes costly. 


Each customer has different needs and expectations, and one single marketing campaign may not fulfil the wishes of each customer. Interests, demographics and geographical location could all be different, so the response to mass marketing may differ from each buyer. 

As mentioned above, personalisation is important to make consumers feel they can relate to your brand and build a connection. With mass marketing, this may not be the case in some instances. It’s important to think about the different needs of your audience and how you can cater to them.


As we begin to build on sales in 2024, the approach of sales people may shift as buyers have become more informed on what they are purchasing. 

Gone are the days of pushy salespeople. The most impactful sales techniques in 2024 blend personalisation and strategic approaches which will focus on building relationships, understanding customers needs, and leveraging technology supported by AI. 

Key takeaways

As trends come and go, and technology continues to evolve, it becomes integral to stay attuned to the current landscape. Keeping a finger on the pulse of developments is essential for shaping an effective marketing strategy for the future.  

As we head into 2024, the focus on quality over quantity urges businesses to prioritise strong content and lead nurturing. AI plays a pivotal role in streamlining processes and contributing to a shift in sales approaches. Plus, UGC remains an important trend to consider as it paves the way for authenticity-driven content – prompting brands to listen to their customers, align with their values and enhance the user experience.

Want to make the most of your marketing? Contact us to discover how you can tailor your marketing plan.