10 B2B Marketing Trends to Follow in 2024


The world of Content Marketing is evolving rapidly and is making a big mark in the B2B industry. It is influenced by a combination of shifting consumer habits, technology developments, and a focus on genuine interaction. These changes are especially important for business-to-business (B2B) marketers, who have to keep ahead of the curve to be competitive in the ever-changing digital landscape. It’s not just about remaining relevant; incorporating the newest trends into your marketing plan may help you increase the efficacy of your campaigns, establish deeper connections with your target audience, and provide quantifiable economic results.

Before we dive into major marketing trends of this year, let’s take a look at the timeline of B2B Marketing Strategies from different eras of the B2B world.

Examining this timeline shows several trends. Of course, technology is constantly evolving, allowing for the expansion of marketing and other commercial sectors. However, there is also a systematic pattern that has evolved over time.
Even though the customer was always the focal point of throughout generations, the emphasis has now amplified because of the competition in the market. We can identify the most effective strategies to address the demands of our clients and prospects by looking at how evolution has shaped our history and how it has affected marketing tactics.

10 Pivotal Marketing Trends to Drive Growth in 2024 

  • Making use of AI to stand out

Artificial Intelligence is sweeping the globe and is still being incorporated into many facets of company operations. The same is true with marketing.

Start looking at AI if you want your B2B company to remain relevant in 2024.

You might begin utilising a variety of well-liked solutions to support and improve your marketing efforts:

  1. ChatGPT: This generative AI tool may assist you in producing code elements for your website, content clusters, and more.
  2. Microsoft Bing AI: Use this AI chatbot to gain ideas for content, come up with amusing social media captions, and more.
  3. MarketingCloudFX: MarketingCloudFX processes your marketing data and assists you in gaining additional insights that inform your marketing choices.
  4. Drag: You can build email templates, monitor email performance, and do much more with this artificial intelligence-powered email marketing platform.
  • Fine-tune Plan With Video Marketing

Although B2B marketing trends are subject to change, they frequently incorporate well-known methods that you have probably previously invested in. One of the well-known methods is video marketing. It has gained dominance in 2024, so concentrate on your video marketing initiatives.

Due to its adaptability and capacity to provide viewers with a large amount of information quickly, video content is still quite popular. These figures demonstrate the effectiveness of videos:

  1. An adult on an average, typically watches 19 hours of video content every week.
  2. 60% of social media users watch brief videos on Facebook
  3. 167 million people watch one minute’s worth of TikTok videos or Instagram reels.
  4. 88% more time is spent by users on pages having videos.

As you can see, video content is in high demand among users and easily grabs a viewer’s attention. In 2024, short-form video content will help you gain a competitive edge. These videos are the way to go, especially with the continued popularity of sites like Instagram and TikTok.

  • Personalization at its Best

One of the B2B digital marketing ideas that have stood the test of time is personalization. Generic promotional marketing or a too salesy approach fails to impress. Personalize marketing elements below to gain attention, drive engagement, and improve overall customer experience. 

  1. Advertisements: For ads, use data-backed technologies and deliver relevant information to enhance customer engagement
  2. Greetings from the website: It creates a more user-centric experience.
  3. Subject lines for emails: Personalize email subject lines to increase email open rates by catering to individual interests.
  4. Search results for websites: Use tech tools to personalize product/service search to improve the overall user experience. 
  5. Product endorsements: Strengthen the impact of endorsements by aligning with individual preferences.

Your audience will be more engaged and interested in what you have to offer if you use personalization.

  • Interactive and Ephemeral Content 

Engagement in content marketing is being redefined by interactive content, such as polls, quizzes, and live social media events. This kind of material is becoming more and more effective in drawing viewers in and encouraging participation, especially when paired with media that is only accessible for a short period of time, such as Instagram Stories. Events on social media that are live, such as LinkedIn Live sessions, provide an environment for real-time communication and offer opportunities for Q&A sessions, live product demonstrations, and in-depth talks. These forms are quite good at evoking a sense of immediacy and urgency, which is important in B2B settings where meeting deadlines for decisions and staying on top of market trends are critical.

  • Sustainability Marketing

An approach to marketing known as “sustainable marketing” takes into account how a company’s goods and services will affect society and the environment. It considers what the current and next generations will require. A major emerging trend in B2B marketing is sustainability. Concerning sustainability, at least 71% of Millennials and more than 67% of Gen Zers think it ought to be a primary priority.

Millennials alone will account for 75% of the global workforce by 2025, thus businesses will need to refocus their objectives to include sustainability.

Therefore, it’s imperative that you emphasise the sustainability-related components of your business when selling it. Try to incorporate the 17 SDGs (Sustainable Developmental Goals) into your business. 

  • Voice Search Optimization Along With SEO

Voice search has a big impact on SEO techniques, which means that B2B marketers need to adopt a more intent-driven and conversational strategy. Search Engine Journal highlights the shift from traditional keyword-focused SEO to a more conversational, question-and-answer style – correctly pointing out that, as voice-activated devices grow more ubiquitous. Optimising for voice search is optimising for the way people speak naturally. With search behaviour changing and ChatGPT becoming more and more popular for digital content generation, marketers must adapt by focusing on long-tail, conversational keywords and creating content that directly answers specific, often challenging requests.

  • Expanding ABM

Account-Based Marketing, or ABM, entails developing highly customised campaigns aimed at particular accounts or clients. ABM will be more widely used in 2024 as a result of its efficacy.

  1. Produce targeted material: Personalization, even in the content you produce, is a key component of ABM. Make unique material for your accounts to spark their curiosity and encourage interaction.
  2. Examine your funnel: It is an important factor in your sales funnel that helps you convert your prospect into a customer. Make sure your sales funnel is effective for the accounts you are targeting by taking the time to examine it.
  3. Provide case studies and client testimonials: Testimonials from satisfied customers are a great way to show targeted accounts what you can do to support them. 
  • Data Driven Content Strategy

One of the biggest trends for marketers in 2024 is the incorporation of data analytics into content planning. Through the utilisation of data, marketers are able to adjust their SEO tactics to better suit search intent, guaranteeing that brand content efficiently reaches and engages their intended audience.

In an era defined by relentless pressure to deliver results, this strategy surpasses conventional keyword optimization. It focuses on generating content that not only meets but delves into the intricate informational requirements of B2B clients. This increases engagement and conversion rates.

  • Localized and Niche Content

In the realm of B2B marketing, the significance of localized and niche content cannot be overstated. As businesses increasingly recognize the value of personalized interactions, tailoring content to specific geographical regions and niche industries becomes imperative. Localized content allows companies to resonate more effectively with regional nuances, addressing the unique challenges and preferences of businesses in a particular area.

Simultaneously, crafting niche content that speaks directly to a specialized industry or market segment establishes credibility and relevance. By addressing the specific needs and interests of their target audience, businesses can foster deeper connections, positioning themselves as authorities within those niches and enhancing the likelihood of meaningful engagement and conversions.

  • Authenticity of Your Business

Authentic marketing is one of the major B2B advertising trends of this year. Consumers want to see brands provide real and honest content that accurately represents the business.

  1. Emphasise your company’s mission and values: The public can learn a lot about your business from your mission and vision values. Give your audience a glimpse of those to help them understand your brand better.
  2. Be open and honest: Be open and truthful with your audience in anything that you publish, whether it is through emails, social media posts, or your website. You will gain trust by being honest.
  3. Develop a look that is all your own: Attempting to mimic the tone and style of other players in the market will not result in a genuine representation of your brand. To differentiate yourself from the competition and accurately represent your business, develop your own style


2024 presents a promising opportunity to capitalise on these trends and develop more impactful and captivating content marketing tactics. This list emphasises the value of being flexible, creative, and constantly focused on providing value to the business audience. It covers a wide range of topics, including the intelligent use of AI, data analytics as well as the combined power of audio and video content, voice search optimization, and more. B2B organisations may enhance their content marketing campaigns and genuinely connect with their customers and prospects at a deeper level by using these trends. 

Join hands with Koda

Say Hi to us, and let’s connect to incorporate these trends into your B2B marketing strategy. We at Koda Integrated Marketing Services, help you find the missing gap in your marketing plan for 2024 and implement the above marketing trends to drive better engagement, brand visibility and growth for your business.