New year. New strategies. 🎉
Between longer sales cycles, bigger buying committees, and must-have tech stacks (all in an uncertain economy), 2024 is sure to bring us all kinds of change. With 82% of B2B marketers finding success with account-based strategies, how to reach target accounts, engage with audiences, and speak to customers will be anything but familiar.
Here are 7 predictions on how B2B marketing will look in 2024.
1. AI 🤖 in B2B Marketing: Beyond the Hype
AI's potential in B2B marketing extends far beyond its current hype. While short-term applications like chatbots and predictive analytics grab headlines, we foresee a deeper, more transformative role for AI in strategy and execution. By leveraging AI-driven insights and targeting, marketers can achieve unprecedented personalization and efficiency.
2. Building 🏗️ Brands with Audience Marketing
Building a brand today means creating spaces where your audience wants to hang out. It’s about making your own media channels places for meaningful conversations and community. That’s why we focus on driving audiences to platforms where you control the message and the relationship.
3. Acceleration of revenue💰marketing & demand generation
The demand for maximum performance with minimal resources will hit an all-time high this year. This will only accelerate revenue-focused marketing leadership and reduce the money invested in non-hyper-targeted channels.
Expansion will become the new-NEW business, making the line between revenue marketing and demand generation very thin. More of an emphasis will be on preserving revenue through retention and expansion efforts over acquiring net new customers.
4. Efficiency 💼 for the win
Discretionary marketing budgets, sales headcount, and software costs will continue to be scrutinized closely in 2024. This will push all GTM leaders to critically evaluate the way in which they acquire customers, including increasing their focus on the technology that helps them prioritize the right accounts. B2B companies beware, It may feel like you have fewer “in-market” accounts than in prior years, so the risk of wasting resources on accounts that won’t buy is much higher. To avoid this, double down on the ‘95-5’ rule. Shift your focus to getting in front of the 5% of in-market accounts that are ready to buy now. Keep in mind, if you’re not actively pursuing this 5% of in-market accounts, it's inevitable that your competitors will swipe them up first.
5. Data-Driven📊 Content: The New Thought Leadership
Move over, traditional thought leadership. The future is about stories told through data. We’re all about backing up our words with hard facts and original research. It’s not just about sounding smart; it’s about being smart, using data to inform and engage.
6. Rethinking Email Marketing ⚖️: Quality Beats Quantity
Gone are the days of email blasts. It's all about sending the right message to the right person. We’re big believers in making every email count, ensuring that what lands in your audience's inbox is something they actually want to read. This approach is right up our alley – targeted, meaningful, and, above all, effective.
7. Dial ☎️ to the dollar
Sales teams will become more strategic than ever giving a whole new meaning to the phrase “time is money.” Before even making a cold call they must be ready with information insights to give prospects the best possible buying experience. As a sales rep ask yourself, “What is my velocity? What and where are my levers to optimize?”