B2B marketing trends 2024: strategies & tools for a successful year

Table of contents

In B2B marketing 2024, decision-makers are facing new and complex challenges. From adapting to advanced technologies such as artificial intelligence to the need for a differentiated customer approach and the efficient utilisation of resources.

This article offers valuable insights into the most important trends and tools that will lead your company to success in 2024.


Overview: The top 9 trends in B2B marketing 2024


  1. Artificial intelligence in marketing: Use of AI for personalised content creation and efficient marketing automation.
  2. Content marketing as an opportunity: Authentic and valuable content that goes beyond traditional advertising messages.
  3. Trade fairs & live events: Renaissance of physical events with the integration of digital formats.
  4. Employer branding: Importance of building a strong employer brand through corporate brand ambassadors.
  5. Data-Driven Marketing: Use of data analyses for a more precise customer approach and improved lead generation.
  6. Account Based Marketing: Personalisation by focusing on key accounts and their individual needs.
  7. Performance Marketing: Increased efficiency and ROI optimisation through data-driven strategies.
  8. Smarketing: Integration of marketing and sales to increase effectiveness.
  9. B2B e-commerceApproach to B2C strategies with a focus on personalisation and multichannel approaches.


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B2B Marketing Trend #1: Artificial intelligence - driver of innovation


The use of artificial intelligence (AI) in 2024 not only promises to increase efficiency and improve customer contact in the B2B marketingbut also the opportunity to develop innovative marketing strategies through data-driven insights. Companies that use this technology skilfully can secure a decisive competitive advantage.


AI-driven content creation

In the area of content creation, AI enables a new dimension of personalisation. AI tools can learn from large amounts of data and generate content that is tailored to specific customer needs. For example, AI-supported systems can recognise patterns in customer interactions and make suggestions for relevant topics or content formats based on this. This promotes deeper and more meaningful customer engagement without replacing the need for human creativity and empathy in content marketing.


Increased efficiency through marketing automation

AI also plays a crucial role in marketing automation by helping to make campaigns more efficient and targeted. Intelligent algorithms can help to better understand customer behaviour and adapt marketing measures in real time to maximise campaign performance.


Challenges and responsible use of AI

The challenges in implementing AI lie in the need to invest in technology and expertise as well as in the ethical and privacy-compliant handling of customer data. Responsible use of AI requires a balance between technological efficiency and human values.

It is also important to use AI as a complementary tool that supports creativity and strategic planning rather than replacing them.


Read here about the benefits of AI in B2B communication

AI in B2B marketing: use it wisely

Artificial intelligence harbours huge opportunities but also challenges. In this article, you will find out how you can strategically utilise the benefits of AI without ignoring the potential risks. The responsible use of AI in the marketing strategy is the goal.



B2B marketing trend #2: Content marketing as a great opportunity in B2B


According to the bvik trend barometer industrial communication will be 2024 Content marketing in B2B-This is seen as one of the biggest development opportunities, right after AI, employer branding and corporate branding. This trend reflects the increasing importance of authentic and valuable content that goes beyond traditional advertising messages and offers real added value.


The power of storytelling

Content marketing in the B2B sector goes beyond mere product information and includes Storytelling and the development of brand identity. Texts, images and videos play a central role in presenting complex products and services in an understandable and appealing way.

Specialised media offer a trustworthy platform to place target group-specific content and strengthen credibility. They serve as important channels to reach specific audiences and build authority in desired industries.


Human touchpoints in the digital world

Despite advances in AI, technological solutions cannot replace the human component in content marketing. The ability to arouse emotions and build a relationship with the customer remains the domain of human creativity.

In the B2B context, emotional touchpoints and high-quality texts are necessary as they help to make complex information accessible and appealing. They build a stronger, trust-based relationship with business customers.

In 2024, the focus will be on creating content that resonates and tells a story that is both informative and inspiring.


Top development opportunities for B2B services - Marketing Trends
In the bvik Trendbarometer, communication service providers were asked about services with the greatest development opportunities. Content marketing emerged as the top B2B marketing trend for 2024.


B2B Marketing Trend #3: Trade fairs & live events - Indispensable for B2B networks


This year, trade fairs and Live events are enjoying a renaissance in the B2B sector, returning to their importance before the coronavirus pandemic. These events are crucial for networking, building business relationships and the personal interaction that is often lost in the digital world. They offer a unique platform for direct interaction, product demonstrations and building trust between companies and customers.

In addition to physical presence, the integration of digital formats into live events is becoming increasingly popular. Hybrid events, which offer both on-site and online participation options, extend the reach and offer flexible participation. The combination of physical presence and digital elements enables more comprehensive interaction by combining live experiences with online features such as live streaming, virtual meetings and interactive content.

The reintroduction and reorganisation of trade fairs and live events as central components of the B2B marketing strategy in 2024 underlines the continued relevance of personal encounters and the growing role of digital innovations in the B2B marketing process. Event Marketing.


B2B Event: Industry Congress - Matthias Heschl
Back to Live: this year, on-site events are in great demand.


B2B marketing trend #4: Employer branding - brand ambassadors are in demand


Employer Branding is the trend in B2B marketing in 2024 and goes far beyond traditional recruitment. In an increasingly competitive labour market, branding as an employer is becoming more and more important in order to attract and retain talented professionals.


Corporate brand ambassadors as key figures

Corporate brand ambassadors, often employees from different departments, play a crucial role in building an authentic and appealing employer brand. Their real-life experiences and stories convey a credible and positive image of the company. Integrating these ambassadors into the marketing strategy can significantly increase the visibility and attractiveness of the company as an employer.


Cooperation between HR, marketing and management

The effective implementation of employer branding requires close collaboration between HR, marketing and management. A coordinated strategy that reflects both the corporate culture and the brand values establishes a coherent and convincing employer brand.

A Strong employer brand is therefore not only important for Human Resources (HR), but also for marketing and the entire corporate strategy.


Strong employer branding has a direct impact on the overall success of the company. (PHOTO: Adobe Stock)


B2B Marketing Trend #5: Data-Driven Marketing - Data as a basis for decision-making


Data-driven marketing is proving to be an indispensable trend in the B2B sector in 2024. Thanks to the use of comprehensive data analyses, companies will not only be able to develop more precise and targeted campaigns, but also gain a deeper insight into customer needs and market developments.


Precision through data

The analysis of customer interactions, market reactions and behavioural patterns enables a tailored approach. By evaluating customer feedback and online behavioural data, it is possible to identify the content and channels that generate the strongest response from the respective target group. This leads to more targeted and relevant customer communication that goes far beyond generic marketing messages.


Improved customer loyalty and lead generation

Advanced analytics techniques such as predictive analytics and customer segmentation are key elements in identifying potential customers and developing customised marketing measures. A data-driven approach makes it possible to adapt and optimise campaigns in real time, resulting in improved lead quality and a higher customer retention rate.

By continuously analysing customer interactions and reactions, companies can constantly refine their offers and communication strategies and thus build long-term, valuable customer relationships.


B2B marketing trend #6: Account-based marketing and selling - focus on personalisation


By focusing on specific key accounts and their individual needs, account-based marketing (ABM) enables a customised and effective customer approach. ABM is therefore establishing itself as a relevant trend in 2024, as the B2B landscape is increasingly moving towards personalised and targeted marketing strategies.


Targeted approach for improved customer experience

ABM sets itself apart from traditional mass marketing strategies by catering to the specific needs and interests of selected accounts. This is relevant as companies look for ways to differentiate themselves from the competition through customised solutions and a personalised approach. Detailed customer profiles allow marketing and sales teams to develop targeted messages that are specific to the challenges and needs of each individual account.


Integration into the overall marketing mix

ABM should not be seen as an isolated tactic, but as an essential part of the overall marketing mix. Combining ABM with other marketing strategies such as content marketing and digital campaigns enables a comprehensive and coherent customer approach.

The close co-operation between marketing and sales that ABM requires ensures that communication and sales strategies are seamlessly aligned and mutually reinforcing, resulting in increased effectiveness of marketing efforts.


B2B Marketing Trend #7: Performance marketing - maximising marketing success


2024 represents Performance marketing The use of the "marketing strategy" is not only a trend towards increasing marketing efficiency, but is also a crucial tool for the strategic planning and implementation of campaigns that offer added value to both the company and its customers.


Focus on measurability and optimisation

The increasing ability to measure and analyse all aspects of a marketing campaign has made performance marketing a trend. Innovative tools and platforms enable companies to accurately measure and optimise the ROI of each campaign. An example of this are Predictive Google Adswhich use algorithms based on historical data and market trends to predict campaign performance and optimise advertising expenditure.


Data-driven strategies for precisely addressing target groups

The use of advanced data analyses is another key to success in performance marketing. These methods allow B2B marketers to segment target groups not only according to demographic characteristics, but also according to behavioural patterns and purchase intentions. This allows campaigns to be even more targeted and relevant, leading to higher conversion rates and more efficient use of the marketing budget.


Performance Marketing B2B
Performance marketing gives B2B companies a digital edge.


B2B Marketing Trend #8: Smarketing - Synergies between marketing and sales


In 2024, "smarketing" - the integration of marketing and sales - is establishing itself as a key trend in B2B marketing. Previously often separate and sometimes even in competition with each other, smarketing aims to overcome these barriers and create synergies between the two areas.


Common goals and strategies

The core idea of smarketing lies in the development of common goals and strategies. By aligning marketing and sales objectives, companies can ensure a consistent message across all customer touchpoints. This unity leads to more consistent customer communication and improved customer acquisition


360-degree view of the customer

A key element of smarketing is the strengthening of data expertise. In addition to CRM and marketing automation systems, advanced data analysis tools that integrate predictive analyses and sentiment analyses are increasingly being used. These not only enable a 360-degree view of customers through the consolidation of information, but also offer deeper insights into customer behaviour and sentiment, leading to more precise and personalised marketing and sales strategies.


Team training: Agility and flexibility in marketing and sales

Promoting cross-team training and knowledge sharing between marketing and sales is crucial to the success of Smarketing. Interdisciplinary training and workshops further break down the boundaries between departments, resulting in even closer collaboration and a better understanding of common goals and strategies.

However, these advanced analysis tools and cross-team training sessions are only as effective as a company's resources allow.


Challenges: Lack of resources in B2B marketing departments


Despite the clear benefits of a smarketing strategy, B2B marketing departments face real challenges. Although marketing and communication are essential for business success, according to bvik trend barometer industrial communication Many departments are confronted with budget cuts, a shortage of skilled labour and insufficient recognition from management. Added to this are price increases and increasing price sensitivity on the part of customers, which influence marketing strategies.

These challenges are exacerbated by times of crisis and the need to keep pace with rapid digitalisation. In this environment, both all-rounders and specialists are needed to meet the growing and constantly changing requirements.

As a solution, many companies rely on collaboration with external Agenciesto gain access to specialised expertise and free up their internal resources. These partnerships enable companies to respond flexibly to market changes while efficiently pursuing their marketing objectives.


Best practice for lead generation in B2B

Best practice: Messer's content marketing triumph

Discover how Messer achieved remarkable success through strategic content marketing. Thanks to customised content, SEO and targeted marketing, Messer's online presence was sustainably strengthened.


B2B Marketing Trend #9: B2B e-commerce - merging with B2C strategies


In 2024, B2B e-commerce will see a clear convergence with B2C strategies. This marketing trend is reflected in the increasing adoption of traditional techniques and approaches from the B2C sector and is having a profound impact on digital commerce in the B2B sector.


Integration of B2C strategies into the B2B sector

One of the most striking changes is the growing importance of personalisation in B2B e-commerce. B2B customers now expect similar shopping experiences to those in B2C, which requires online platforms to be customised to individual customer needs. This includes personalised product suggestions, tailored offers and an intuitive user interface.


Multichannel approaches and self-service options

Multichannel approaches, where customers have a consistent brand experience across different channels, are also becoming increasingly important. At the same time, the demand for self-service options that enable B2B customers to manage orders independently, retrieve information and make support enquiries is increasing.

This merging of B2B and B2C strategies in the e-commerce sector leads to a more efficient and customer-centred shopping environment that improves both customer satisfaction and sales efficiency.


Conclusion: Pioneering marketing trends and strategies for your success


The B2B marketing landscape of 2024 is characterised by profound changes and progressive innovations. Trends such as the integration of artificial intelligence, data-driven marketing and the convergence of B2B and B2C e-commerce strategies demand creative and flexible approaches from marketing managers.

In this era of change, our Agency with its expertise in content marketing and the in-depth knowledge from the Specialised media of WEKA Industrie Medien optimally positioned to overcome challenges such as budget restrictions and the shortage of skilled labour. We offer customised solutions that aim to increase reach and customer engagement through high-quality, targeted content - a direct response to the needs of marketing departments that need to do more with less.

We encourage you to embark on a journey with us to refine your marketing strategies and adapt them to constantly evolving requirements. Through our specialised content marketing strategies, we are ready to support you in establishing the cornerstones for future-oriented and successful B2B marketing: Let's get to know each other!

Written by

Picture of Barbara Plöchl
Barbara Plöchl
Project management for SEO and content marketing - Barbara is an expert in marketing conception, SEO, content creation and online marketing. She accompanies projects from the idea to the finished campaign and formulates accurate messages. Barbara.Ploechl@b2impact.com
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