The Future Is Now: 10 B2B Marketing Predictions for 2024

The tools to build your brand and boost your bottom line are here—you just have to grab them.

You’ve seen how quickly technology and marketing techniques have evolved over the last few years. AI, voice search, live video—tools that seemed like science fiction not long ago are now essential parts of any B2B marketing strategy. So what does the future hold?Quite a bit, as it turns out. The pace of change is only accelerating, and B2B marketers need to keep up to stay ahead of the competition. We’ve put together10 predictions of the biggest B2B marketing trends you can expect to take off by 2024. Some you may have already started experimenting with, while others may surprise you. But they all have the potential to transform how you reach, engage, and convert your business customers. The future is now, fellow B2B marketers. The tools to build your brand and boost your bottom line are here—you just have to grab them. Let’s take a look at what the next few years have in store. The future of B2B marketing starts today.


Creativity will finally find its way into B2B advertising

B2B companies are realising that conventional ads just don’t cut it anymore. Buyers today want to be engaged and inspired. In 2024, you’ll start to see B2B brands injecting creativity, storytelling, and emotion into their marketing. Think short films, comics, interactive experiences.

B2B ads will feel more human and less like a sales pitch. Messages will be tailored to the challenges and pain points of buyers. A dose of humour and wit will make an appearance. 

Visually, expect the unexpected.Bold colours, whimsical illustrations and a dash of retro style may emerge.Stock photos will fade into the background. Video and animation will bring brands to life in new ways.

While logic and reason have dominated B2B marketing for years, emotion may become a secret weapon. Tugging at the heartstrings, highlighting the humanity in business, building an emotional connection - these tactics could prove persuasive in 2024.

Of course, for some B2B brands creativity needs to be balanced with a serious, professional image. But in general, 2024 will see B2B marketing emerge from its conservative cocoon, spreading its creative wings and taking flight. The future is looking bright!


B2B influencers will gain more traction

Influencers in the B2B space will gain more credibility and influence over the next few years. With social media platforms now an integral part of the B2B buyer's journey, influencers who can provide valuable insights and thought leadership will see their audiences grow. 

B2B influencers build trust

Influencers help build trust in your brand through authentic recommendations and social proof. As audiences continue to tune out promotional content, the influencers they follow become amore trusted source of information. Partnering with influencers whose content and values align with your brand is a smart way to reach new potential customers.

Look for influencers with an engaged, targeted following in your industry. Build relationships by interacting with their content and inviting them to experience your products and services first hand. When the time is right, work together on content collaborations, product promotions, events, and more.

The influencer marketing trend will only accelerate in the coming years. B2B companies that fail to tap into the power of influencers risk missing out on a huge opportunity to boost brand awareness, build trust, and ultimately drive more sales. The future is now –are you ready?


B2B marketing teams will have to invest in AI training

Investment in AI training will be pivotal for marketing teams seeking to thrive in the competitive arena. As technology continues to revolutionise the way businesses engage with their audience, harnessing the power of Artificial Intelligence (AI) is no longer an option but a necessity.

AI has emerged as a game-changer in the marketing sphere, offering unprecedented opportunities for efficiency, personalisation, and predictive analysis. B2B marketing teams recognise that embracing AI is crucial to stay ahead in a dynamic market driven by data-driven decision-making. 

In 2024, B2B marketing teams will prioritise AI training to capitalise on its transformative potential. From automating routine tasks to unlocking deeper consumer insights through advanced analytics, AI is poised to reshape how businesses understand, target, and engage with their audience. 

Successful integration of AI requires up-skilling marketing teams to effectively leverage these technological advancements. Investing in AI training will empower marketers to navigate complex algorithms, interpret AI-generated insights, and optimise strategies tailored to meet evolving market demands.


Generative AI will be a builder or breaker of brand image

AI tools that generate images, videos, music, and text are advancing rapidly. Companies will leverage generative AI to enhance brand experiences and engage customers in new ways.For example, AI could generate personalised product images tailored to customers’ preferences.

However, generative AI also poses risks to brand image that marketers must address. AI systems can generate offensive, unethical, dangerous or illegal content, and brands may be held responsible if they don’t implement proper controls. As generative AI becomes more sophisticated, distinguishing human-created from AI-generated content will be increasingly difficult. This could undermine consumer trust in brands and content authenticity.

To benefit from generative AI, brands must implement strong guardrails to guide AI systems and ensure responsible, ethical generation of content. With the right controls and oversight in place, generative AI has significant potential to transform digital experiences in the coming years. But without proper safeguards, it threatens to damage brand image and customer trust. The future of B2B marketing in 2024 and beyond depends on how well companies can manage this double-edged sword.


People focused content will be the main driver of brand building

 In 2024, content that taps into emotions and shared experiences will be key for building customer connections.Stories and messages highlighting real people, their challenges and how your solutions impacted them in a positive way will resonate most with audiences.

Creating a personal bond through content is more critical than touting product benefits and business value propositions. Share authentic tales of team members or customer journeys and the human moments along the way. Spotlight relatable people that represent your target personas. These kinds of stories will evoke empathy and build trust in your brand.

Move beyond static images and infographics. Instead, leverage video, podcasts and other multimedia to bring stories to life. Let audiences see and hear people's real reactions and sentiments. Personalised, people-focused content is the path to earning mindshare and gaining brand advocates in the coming years.


A move from sales led to product led growth

The days of pure sales-driven growth are coming to an end. Companies will shift to focusing on product-led growth, where the product itself fuels customer acquisition and revenue.

Rather than relying solely on a sales team to generate new business, companies will build products that are so useful, helpful and irresistible that customers flock to them. Self-service options, free trials, onboarding and educational content are some of the tools that will drive this new model.

With product-led growth, the key metrics will move from sales quotas and close rates to product engagement, retention, and expansion. The sales team's role will evolve into more of a consultative one, helping existing customers expand their use of the product and providing strategic advice. 

This trend will require a mindset shift for many B2B companies and their leaders. But those able to make the transition will benefit from faster growth, higher customer satisfaction, and amore scalable business model. The future of B2B growth is product-led.


B2B buyers require more self-service options

Today's B2B buyers expect informative and user-friendly digital experiences. In 2024, self-service will be the norm. As a B2B marketer, you’ll need to provide resources that enable customers to get information and answers on their own.

 Give your audience self-serviceoptions like:

-     An online knowledge base withFAQs, how-to guides, and video tutorials. This allows buyers to find what they need 24/7.

-     Live chatbots or virtual assistants to quickly provide answers and recommendations. Chatbots utilise artificial intelligence and natural language processing to understand questions and respond helpfully.

-     An online community forum where customers can discuss with others, ask questions and share advice. Building a community fosters brand loyalty and word-of-mouth marketing.

-     Webinars, podcasts and video content on your product, services and industry topics. On-demand and streaming content satisfies the self-sufficient B2B buyer.

To meet the demands of customers in 2024, focus on digital experiences, online resources and community building.Self-service options provide B2B buyers the autonomy and information they crave. Balancing self-service with human interaction will be key to success.While technology plays a role, remember that people still prefer a human touch.


B2B businesses will explore ways to utilise dark social

 B2B companies will start exploring"dark social" platforms as a way to reach new potential customers.Dark social refers to private online interactions that occur outside of public social media platforms. This includes messaging apps like WhatsApp or We Chat where people share information with select contacts.

As privacy concerns grow, more people are turning to dark social channels for communication. Savvy B2B marketers will find ways to tap into these private networks to spread their message and build brand awareness. This could include creating special content for popular messaging apps or working with influencers who are active in these spaces.

While it may be difficult to directly track ROI from dark social efforts, establishing a presence in these private networks will help B2B companies stay ahead of the curve. They'll gain valuable insight into how their target customers prefer to communicate and what type of information they share behind the scenes. With some experimentation,B2B marketers can determine the right balance of public social media and private dark social interactions for maximum impact.

The future of B2B marketing includes venturing into uncharted territory. Those willing to take calculated risks by engaging customers on emerging platforms will be poised for success in2024 and beyond. Dark social may seem obscure, but it represents an opportunity to start conversations with influential individuals and reach new segments of your target audience.


Short form video will dominate content strategies

Short-form video is poised to dominate B2B content strategies. As attention spans decrease, video under 2minutes will be essential.  

Keep it short

Aim for 30 to 90 seconds. Short clips get more views and shares. Keep your message simple and focused. Cover one topic or theme and avoid trying to cram too much in.

B2B buyers want information fast.Short videos deliver key messages quickly while keeping viewers engaged.According to a recent study, 59% of executives prefer video over text.Short-form, micro-video is perfect for on-the-go viewing.

Whether it's an explainer video, product demo or thought leadership piece, short and sweet is the way to go. As platforms like TikTok and Instagram Reels gain more B2B use, short-form video will emerge as a must-have content format. Brands that prioritise concise, visually compelling clips will reach more viewers and build stronger connections.

The future is now, and it's unfolding in seconds. Make short-form video a pillar of your 2024 B2B marketing strategy.


More investment and focus on out-of-market buyers

 Investing in out-of-market buyers will be crucial to growth in 2024. As competition intensifies in existing markets, B2B companies will look outward to new segments and territories.

Out-of-market buyers represent major opportunities, as they are unfamiliar with your brand and offerings.While converting these “cold” leads requires significant effort, the payoff can be huge. Many of these buyers are underserved, giving you a chance to make a first and lasting impression.

Reaching new buyer groups will demand innovative approaches. Simply exporting your current marketing playbook won’t cut it. You’ll need to re-examine how you research, message, and engage with different audiences. Personalisation, localisation, and building trust and credibility will be key. 

The future is global. While borders remain, the internet has made the world smaller. In 2024, smart B2B marketers will adopt an international mindset to drive growth. They’ll invest in understanding the needs, values and preferences of new buyer tribes around the world. And they’ll be handsomely rewarded for it. The future is now—are you ready to meet it?



You've seen what the experts predict for B2B marketing in the coming years. The future is filled with opportunity if you're willing to adapt. Personalisation, video, and social media are going to dominate. You'll need to meet your customers where they are and provide value on their terms. Don't get left behind - start planning now how you'll integrate virtual reality, leverage live streaming, and take advantage of the booming influencer marketing industry. The tools and technologies may evolve rapidly, but some principles remain: Know your audience. Focus on engagement and relationships, not just leads or sales. Provide an experience, not just a product or service. Keep learning and evolving along with the field. The future is now in B2B marketing. Are you ready?

+7 years of marketing experience, working with global companies like Informa, Tesla, JBL, Coca Cola.