Top B2B Marketing Trends for 2024 – What to look out for

key B2B marketing trends for 2024

When looking at key B2B marketing trends for 2024, many predict companies will shift towards a more authentic approach, prioritising human interactions and developing genuine connections, which naturally should improve your client retention rates. Let’s look forward and see what you can do to stand out and differentiate yourself from the competition.


Be smart with artificial intelligence

Question, who used ChatGPT last year?

Integrating artificial intelligence (AI) into your marketing can support businesses on multiple levels, brands are using AI for everything from content creation and personalised recommendations to automated customer service.

And although it can be a useful tool, experts are predicting a backlash.

As businesses turn to AI even more, we will all become more attuned to content that has been AI-generated. When audiences are craving authenticity and real interactions, what do you think will happen when they stumble on content very clearly created by AI? They will hit that back button quicker than you can say ROI.

Take the time to plan your strategy, identify where AI should and shouldn’t be used. AI has its uses, but relying on it entirely for your content efforts can have a negative effect in the long run.

There’s no doubt that AI is here to stay, but for B2B marketers, the trend in 2024 will be to use it, don’t abuse it!


Conversational content

This brings us to our next trend which also hinges on authentic communication.

Businesses traditionally use formal language in their B2B marketing materials, 2024 is likely to bring a significant switch towards more conversational, everyday language, with the use of buzzwords and industry jargon being dismissed.

A survey by Bospar and Propeller Insights reveals how buzzwords and cliché phrases actively reduces trust and credibility.

This shift signifies a realisation within B2B markets—the craving for authentic human connection.

This key B2B marketing trend means we are more likely to see content written to feel more like a one-on-one chat with a human. Blog posts, articles and eBooks will mimic engaging conversations with shorter sentences, using simple language and storytelling techniques.

By communicating using conversational language and introducing that into social media posts and email communications, businesses can bridge the gap and develop a genuine rapport with their audience, elevating customer loyalty beyond transactional exchanges.

In an increasingly digital world, the desire for human interaction within B2B markets only grows stronger, making authentic communication a pivotal trend in 2024.


Influencers… that’s right!

Using influencers in B2B marketing is a relatively new approach and offers the opportunity to get ahead of the competition.

According to a new report from Ogilvy, B2B influence has reached a global tipping point, positioning itself as one of the most rapidly growing priorities in marketing.

The study features insights from 550 chief marketing officers (CMOs) across 11 different markets and reveals that 75% of B2B marketers are now actively employing B2B influencer marketing, with 93% of them planning to amplify their B2B influencer campaigns.



The key B2B marketing trends for 2024 are all about embracing the power of real conversations, building trust, and making genuine connections in the B2B world.

We have some great technological advancements, with new systems being developed constantly. When used correctly, they can be a fantastic tool to support businesses, but no tech can replace genuine conversations that build lasting partnerships. It’s about blending the best of both worlds.

In a world that is craving true authenticity be sure your 2024 marketing plan reflects this.

If you would like any support on how to approach your marketing, Definition Consulting offers tailored advice to get the most out of your marketing efforts. Find out more by getting in touch today.


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