The Top 8 Ways B2B Brands Are Reaching Customers in 2017 [Infographic]

The Top 10 B2B Customer Marketing Trends to Watch in 2024

The world of B2B marketing continues to evolve at a rapid pace. Marketers must stay on top of emerging trends to effectively reach, engage and retain business customers in an increasingly competitive and digitally-driven landscape. Based on in-depth research and analysis, here are the top 10 B2B customer marketing trends we predict will dominate in 2024 and beyond.

  1. The unstoppable rise of account-based marketing (ABM)

Account-based marketing has been gaining steady traction over the past few years, and it shows no signs of slowing down. In fact, a report by ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase their ABM budgets in 2024.

ABM is a highly targeted approach where marketing and sales collaborate to create personalized campaigns for specific high-value accounts. With the proliferation of data and advanced marketing technologies, companies can now deliver hyper-personalized content, messaging and offers at every stage of the buyer‘s journey.

"ABM has moved from a nice-to-have to a must-have for B2B organizations looking to drive higher ROI and revenue in 2024," says Megan Heuer, Vice President at SiriusDecisions. "Successful ABM requires tight alignment between marketing and sales, a deep understanding of target accounts, and the ability to orchestrate personalized experiences across multiple channels."

  1. AI and machine learning take center stage

Artificial intelligence (AI) and machine learning have transformed many aspects of B2B marketing, from lead scoring and predictive analytics to chatbots and content recommendations. In 2024, we expect to see even more companies leveraging these technologies to optimize the customer journey and drive better results.

For example, AI-powered predictive analytics can help marketers anticipate customer needs, identify at-risk accounts, and deliver timely, relevant interventions. Machine learning algorithms can also analyze vast amounts of customer data to uncover hidden insights and patterns that inform marketing strategies and tactics.

"AI is not just a buzzword—it‘s a game-changer for B2B marketing," says Toby Bowers, General Manager of Business Applications Group at Microsoft. "By 2024, AI will be embedded into every marketing application, enabling marketers to deliver more intelligent, personalized experiences at scale."

  1. Interactive content engages customers like never before

With so much noise and competition in the B2B space, marketers need to find new ways to capture and hold their audience‘s attention. Enter interactive content—quizzes, surveys, calculators, assessments and more that require active participation from the user.

According to a recent report by the Content Marketing Institute, 81% of marketers agree that interactive content grabs attention more effectively than static content. It also boosts engagement, conversions and data collection.

"Interactive content is a powerful way to educate, entertain and engage B2B buyers," says Marissa Pick, President of Marissa Pick Consulting. "By providing a more immersive, personalized experience, marketers can differentiate their brand, showcase their expertise, and build stronger relationships with customers."

  1. Customer experience takes center stage

In today‘s customer-centric world, delivering an exceptional end-to-end customer experience is no longer a nice-to-have—it‘s a business imperative. B2B buyers expect seamless, personalized interactions at every touchpoint, from the first website visit to post-purchase support.

A study by Walker predicts that by 2024, customer experience will overtake price and product as the key brand differentiator. To stay competitive, B2B marketers must obsess over every stage of the customer journey and work cross-functionally to deliver frictionless experiences that delight customers and inspire loyalty.

"Customer experience is the new battleground for B2B brands," says Shep Hyken, Chief Amazement Officer at Shepard Presentations. "The companies that prioritize CX and make it a core part of their culture will be the ones that thrive in 2024 and beyond."

  1. Intent data powers smarter targeting and personalization

Intent data, which captures web users‘ behavior and signals their likelihood to buy, has become an essential tool for B2B marketers looking to identify and target in-market accounts. By monitoring intent signals like website visits, content downloads and search activity, marketers can focus their efforts on the accounts most likely to convert.

In 2024, we expect to see more companies leveraging intent data to power their ABM programs, personalizing content and outreach based on an account‘s stage in the buyer‘s journey. Intent data can also be used to prioritize and score leads, trigger targeted advertising, and even predict churn risk.

"Intent data is the holy grail of B2B marketing," says John Steinert, CMO of TechTarget. "It enables marketers to be proactive rather than reactive, and to engage the right accounts with the right message at the right time."

  1. Human connection remains essential in a tech-driven world

Despite the rise of automation and AI, human connection remains a critical component of effective B2B marketing. In a world of impersonal digital interactions, brands that infuse their marketing with authenticity, empathy and personality can stand out and build deeper relationships with customers.

Tactics like storytelling, user-generated content, and employee advocacy can help humanize B2B brands and foster an emotional connection with buyers. Marketers should also prioritize face-to-face interactions through events, video content, and personal outreach to build trust and rapport.

"Technology is an enabler, but it‘s not a substitute for human connection," says Kathy Klotz-Guest, CEO of Keeping it Human. "The most successful B2B brands in 2024 will be those that use technology to enhance, not replace, authentic human experiences."

  1. Chatbots and conversational marketing go mainstream

Chatbots and conversational marketing have been on the rise for a few years now, but in 2024 they will become ubiquitous across the B2B landscape. These AI-powered tools enable brands to engage customers in real-time, answer questions, provide support and even guide them through the sales process.

According to a report by Drift and LeadMD, B2B marketers believe conversational marketing will be the fastest growing lead acquisition channel in 2024, overtaking social media, paid search and email. As natural language processing and machine learning continue to advance, chatbots will become even more sophisticated at handling complex queries and delivering personalized responses.

"Chatbots are the future of B2B customer engagement," says Mark Kilens, VP of Content and Community at Drift. "They allow marketers to scale one-to-one conversations, shorten the sales cycle, and provide a more convenient, frictionless experience for buyers."

  1. Data privacy regulations reshape marketing tactics

With the enactment of GDPR, CCPA and other data privacy laws, marketers are facing increased scrutiny and restrictions around how they collect, use and protect customer data. In 2024, we expect to see even stricter regulations and heightened consumer awareness of data privacy issues.

To stay compliant and maintain customer trust, B2B marketers will need to be transparent about their data practices, obtain explicit consent, and give customers more control over their data. This may require changes to data collection tactics, website design, and personalization strategies.

"Data privacy is not just a compliance issue—it‘s a customer experience issue," says Lorraine Marie Maurice, CEO of Lorraine Marie Coaching. "Brands that prioritize transparency, security and customer control will be better positioned to build long-term, trusting relationships with their customers."

  1. Marketing and customer success align for seamless CX

In the past, marketing and customer success operated in silos, with little coordination or shared metrics. But as customer experience becomes a top priority for B2B organizations, these teams will need to work together more closely to deliver a seamless, personalized journey from awareness to advocacy.

In 2024, we expect to see more companies aligning their marketing and customer success teams around common goals, KPIs and technologies. By sharing data, insights and strategies, these teams can create a more holistic view of the customer and orchestrate consistent, high-quality experiences across every touchpoint.

"Alignment between marketing and customer success is essential for driving customer loyalty and lifetime value," says Anne Janzer, Author of Subscription Marketing. "When these teams work together, they can identify opportunities to upsell, cross-sell and retain customers more effectively."

  1. Micro-targeted advertising expands to new channels

As traditional advertising channels become more crowded and expensive, B2B marketers are looking for new ways to reach their target audiences with micro-targeted, personalized messaging. In 2024, we expect to see more companies experimenting with emerging channels like streaming audio, digital out-of-home, and voice-activated devices.

These channels offer unique opportunities to deliver contextually relevant ads based on factors like location, time of day, and user behavior. For example, a B2B brand could target decision-makers with ads on their favorite podcasts during their morning commute, or display personalized offers on digital billboards near their office.

"Micro-targeted advertising allows B2B marketers to reach the right people in the right place at the right time," says Alex Anderson, CRO of Streaming Audio Advertising. "By diversifying their ad spend across new channels, brands can cut through the noise and deliver more impactful, memorable experiences."

Conclusion

As we look ahead to 2024 and beyond, one thing is clear: B2B customer marketing is becoming more data-driven, personalized and customer-centric than ever before. To stay ahead of the curve, marketers must embrace new technologies, prioritize customer experience, and find creative ways to engage and delight their audiences across every channel and touchpoint.

By keeping a pulse on these top 10 trends—from ABM and AI to micro-targeted advertising and customer success alignment—B2B organizations can build stronger relationships with their customers, drive more revenue, and achieve sustainable growth in an increasingly competitive marketplace.