B2B Marketing Trends to Watch Out for in 2024

As we gear up for 2024, let’s chat about the exciting trends shaping the digital B2B marketing scene – and as a digital marketing agency in Birmingham, we know what we’re talking about! So, grab a cuppa, and let’s dive into the trends we predict will make waves in the marketing landscape this year.

Data-Driven Decision Making

Let’s talk data! In 2024, B2B marketers will increasingly rely on data analytics and insights to tailor their strategies. McKinsey states that firms that lack effective data strategy could have to spend 20% more on marketing to generate the same outcomes.

Account-Based Marketing (ABM)

If you’re not using Account based marketing (ABM), it’s time to start! With ABM, marketers and sales teams work together to target accounts. While it’s not a new concept, it’s evolving rapidly with more advanced strategies in 2024 and 87% of B2B marketers are swearing by the higher ROI it brings!

Personalisation at Scale

It’s marketing, with your name on it! Personalisation is all about directly resonating with your audience, and with the help of marketing automation and AI, 2024 will see B2B marketers delivering personalised experiences at scale – with studies finding emails with personalised subject lines are 26% more likely to be opened than those without.

Micro-Moments Marketing

B2B buyers have unique needs and questions as they navigate their buying journey. Armed with devices like tablets or smartphones, they’re ready to act – whether it’s going somewhere, learning, doing, or making a purchase. Pinpointing these needs and delivering spot-on information significantly boosts the chances of them hitting that ‘purchase’ button.

Video Content Marketing

In 2024, B2B marketing is honing in on content type, and video is the frontrunner. Webinars, live streams, and video series are gaining popularity, with 87% of B2B marketers citing a positive impact. In advertising, video is the go-to for brand storytelling and conveying complex ideas, boasting an average click-through rate (CTR) of 1.84%– surpassing other ad formats.
woman filming video content on camera

Mobile Optimisation

With 52.2 percent of all website traffic generated from mobile phones, mobile-friendly is the way to go! Whether it’s website content or social media, content should be optimised for mobile devices – as mentioned above short-form vertical video content leads the way, and mastering it is the key to success.

B2B Influencer Marketing

With 86% of B2B marketers vouching for its effectiveness, creating long-term partnerships with industry experts is the way to reach a broader and more engaged audience, as well as build trust.

Voice Search

It’s time to speak up! With 43% of voice-enabled device owners using voice search to shop, and 51% to research products, optimising for voice search is your ticket to capturing this growing audience.


Chatbots are becoming more advanced, offering personalised, real-time support to website visitors. Chatbots can enhance user experience and provide valuable data for lead generation. Using chatbots in businesses can save up to 2.5 billion hours as customer support representative handles 17 interactions every day on average!

AI to improve efficiencies

With AI, marketers can schedule posts, craft copy, and analyse user behaviour effortlessly, and we’ll move from experimenting in 2023 to full-scale implementation in 2024. For example, Generative AI can create new text, images, video, audio, or code. Successful marketing strategies will involve a combination of user-generated content, high-quality content, and the strategic use of artificial intelligence (AI).

User-Generated Content (UGC)

Keep it real – user-generated content is becoming more valuable than high-production content. Brands are expected to share UGC as a cost-effective and authentic way to connect with their audience.

Virtual and Augmented Reality

Step into the future! While still emerging, VR and AR will take centre stage in 2024, offering unique opportunities for product demos, training, and immersive experiences.

man using metaverse VR goggles

Privacy and Data Security

Trust is the new currency – with a substantial 41.57% of UK respondents becoming more aware of their personal data collection after seeing ads tracking them online. As data privacy concerns continue to grow, B2B marketers need to ensure their data collection and usage practices comply with regulations.

Sustainability and CSR

Brands showcasing environmental and social responsibility have a competitive edge. Recent research by Deloitte showed a third (34%) of consumers would trust a brand more if they were recognised as an ethical/sustainable provider by an independent third party.

The rise of TikTok & LinkedIn

TikTok and LinkedIn are predicted to be the top-performing social media platforms across B2B and B2C in 2024. TikTok is expected to focus on features like ecommerce, generative AI, and search, while LinkedIn’s growing user base makes it valuable for networking, thought leadership, and advertising.


So to wrap up, B2B marketing in 2024 will continue to evolve, driven by AI technology, data, changing behaviours and more! If you need support in navigating these trends and implementing them into your own marketing strategy as we approach the new year – look no further than vbx! As an award-winning event, creative and digital marketing agency in Birmingham’s Jewellery Quarter, we’re here to help – get in touch here.

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