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The B2B Marketing Trends for 2024

The B2B Marketing Trends for 2024

To succeed in the fast-paced world of marketing it is crucial to stay ahead of the latest trends. Read on and learn more about the most important marketing trends of 2024.

Marketing trend #1: Third-party cookies

2024 will finally mark the end of third-party cookies, as Google is set to ban their use in its own Chrome browser by the end of the year. B2B businesses need to consider strategies to adapt and then implement these quickly. Solutions such as Visitor Intelligence allow you to identify which businesses are visiting your website and which offerings they may be interested in. From there you have a good basis for understanding the problems they need to solve – and an ideal starting point for account-based marketing.  

What does the end of third-party cookies mean for B2B companies? Our article has the answers.

Marketing trend #2: Artificial Intelligence 

It’s hard to think of any other technology that has changed our working world more than Artificial Intelligence. Its use is also becoming increasingly important in Marketing. AI processes large volumes of data and delivers both findings and forecasts. However, this only works when the data on which it’s based is clean, accurate and a trusted single source of truth.  Businesses are encouraged to strengthen their data management processes to enable their use of AI.

Find out more in our article: Companies Using Generative AI Need Clean, Trusted, and Actionable Data

Marketing trend #3: Content marketing

Content marketing remains an important marketing trend, although it now comprises two levels. Firstly, it’s important to both gather and evaluate information and data on companies, as well as to derive the requirements and challenges of companies from this. This then forms the basis for providing personalised and relevant content. In fact, companies are today engaged in greater individualisation than ever before. From the other perspective, creation of content is being increasingly expedited via generative AI. Content managers use AI tools such as Jasper to draft texts or Synthesia for AI-based video production. 

Marketing trend #4: Automation and digitalisation

Many marketing teams are still lagging behind when it comes to digitalisation and automation of their processes. So it’s high time for them to move digital transformation and automation of processes right to the top of their list of priorities. Any company failing to do so risks a loss of efficiency.

Marketing trend #5: Data integration into martech tools

Everything in one place, everything from a single source: the integration of data directly into systems and tools represents another trend. Data records are then always kept up to date with external data (third-party data) flowing into the systems natively. Data integration technologies are available for tools such as Salesforce, Microsoft Dynamics, SAP, Marketo or Hubspot. The trend is moving towards connectors that are quick and easy to install and operate. After all, not every company is capable of handling major integration projects or configuring an API. 

Marketing trend #6: Data analysis

Many companies lack insights and transparency when it comes to their own customer portfolio. This is precisely one of the things they stand to gain by analysing data. This data analysis makes it possible to identify the most valuable customers in the CRM database and then find their twins in the market. It also helps to drive growth within the existing customer base, as well as to find new customers. To this end, the findings from the data analysis are incorporated into planning of campaigns or account-based marketing.

Marketing trend #7: Risk management

Risk management is becoming increasingly important in the field of marketing. Companies use risk indicators from an external data provider such as Dun & Bradstreet to determine XX whether potential buyers are financially sound and able to pay invoices on time and adhere to compliance regulations. Marketing teams eliminate any companies that represent a risk early on, ideally before the sales team even examines them. Potential business partners are also checked and evaluated either manually or in an automated process. 

Marketing trend #8: Environmental, social and governance (ESG)

Establishing business relations with sustainable companies is right at the top of the priority list for many enterprises. Marketing teams are increasingly being asked by their main stakeholder to check if potential business partners are examined with regard to their sustainability and potential ESG risks. They use ESG data for this, such as the data provided by Dun & Bradstreet which highlights how sustainably both customers and suppliers operate.