As the business world evolves, so does the field of B2B marketing. The winds of change (in technologies, frameworks, and models) are altering the established ways companies interact and thrive in competitive environments. We asked AI to explore the frontiers of B2B marketing and speculate on the trends and technologies that will define the industry in the coming year. For the purity of the experiment, we decided to limit it to an "act as" with no clarifying questions.
In many ways, we received a rather controversial and even seemingly naive response (see the list of AI trends at the end), mostly confirming that generative models are not yet ready for prediction and forecasting - they are more like "copying the Internet". However, the answers we received gave us some thoughts on what to expect in B2B marketing in 2024:
1. A large amount of manual work in B2B marketing will not disappear; at most, AI can help save time when working with large amounts of data and its systematization.
The following thoughts are based on what is in our area of interest - the promotion of large and complex technological and industrial solutions and products. We would be pleased if our thoughts and observations are relevant to the B2C market, as well as to products and services with a short sales cycle.
AI does not distinguish between the decision maker and the user of the product. The decision maker is not the person(s) who will use the product/service/solution you are promoting and trying to sell. Therefore, AI is not aware of the basic truths - solving the end user's problem does not mean the decision maker cares; the decision maker needs what he needs, regardless of how much the end user likes what you do, etc. And this is where the idea of fast personalization using AI breaks down.
On the other hand, to get a meaningful answer and solution, for example, to formulate a strategy, to write a series of letters or scripts (i.e., something more serious than data analysis, systematization, and identification of trends from Custdev reports or databases), it is necessary to immerse AI in the context of the problem or situation, and then show with many clarifications what is important and what is not. Such tasks take time and often more than sitting down and writing everything yourself 😊. It's clear that prompt engineers (or those who consider themselves such) have already appeared, but even they need time to understand what we want to get from AI. The time problem will be solved, but clearly not this year.
2. True personalization will become, if not a magic key that opens the doors of companies, then something close to it.
The trend to solve all problems with AI and generative models will continue (or rather, it will continue with even more force). But it won't lead to anything good. Unfortunately, we'll get even more emails and messages starting with "Hope you're doing well" and ending with "Let's schedule a call" 😊, as well as more educational posts and articles generated by AI and, at best, edited by practicing marketers.
This volume of noise, which will continue to increase, will mean that only the use of personal triggers will help to break through the blindness. As this has already happened with banners, cold calls and mass mailings.
3. Lead generation and demand creation will begin to merge.
This process has been going on for several years, and this year B2B marketers will probably admit it. Theorists will begin to draw models and frameworks for beginners to learn from. The reason is simple - we increasingly base our advertising on the problem issue. The presence of a problem in companies is most often recognized by lower or middle level employees, but they do not make the decisions. Decisions are made at higher levels, where they are not aware of the problem, or they consider the problem unimportant. Therefore, when we start to promote something, first of all, using the traditional formulation, we start to create demand among those who make decisions. And then everything follows the standard.
Instead of a conclusion
Actually, some of the following points from AI are quite sound (especially about micro-influencers - this activity has been used by many companies for a long time and very successfully, sometimes even without realizing it). It's up to the reader to decide who's right and which trends to consider in their work this year.
In fact, B2B marketing is not a static and adaptive thing that is hard to fit into any frame. Moreover, B2B marketing is highly individual: it depends on everything from the industry and sector to the personal preferences of individual employees.
And now, as promised, here are the trends AI has predicted for 2024:
1. AI-based personalization: Revolutionizing B2B Relationships
Interactive content isn't just for B2C - it's a key tool in the B2B marketer's arsenal. From interactive newsletters to immersive product demonstrations, companies are finding new ways to engage decision makers. The future of B2B marketing lies in creating experiences that engage and inform, turning prospects into active partners.
2. Interactive content: Engaging Business Decision Makers
Interactive content isn't just for B2C - it's a key tool in the B2B marketer's arsenal. From interactive newsletters to immersive product demonstrations, companies are finding new ways to engage decision makers. The future of B2B marketing lies in creating experiences that engage and inform, turning prospects into active partners.
3. Voice Search Optimization for B2B: A New Era of Efficiency
As voice technologies become an integral part of business operations, B2B marketers are optimizing content for natural language queries. B2B voice search is not only about visibility, but also about efficiency. Imagine executives and decision-makers verbally interacting with your brand, streamlining processes and facilitating seamless B2B operations.
4. Blockchain in B2B: Strengthening Trust in Transactions
Trust is the cornerstone of B2B relationships, and blockchain technology helps strengthen it. B2B marketers are using blockchain to create transparent supply chains, secure transactions, and build trust with customers. In 2024, B2B brands implementing blockchain will not only facilitate transactions, but also ensure the integrity and security of every business transaction.
5. Social Selling: Transforming B2B Interactions
Social media is not only a platform for B2C brands, but also a powerful tool for B2B relationships. Social selling in 2024 will be easily integrated into professional networking platforms, changing the way companies interact. The future of B2B marketing is about building relationships with decision makers, using social channels for strategic engagement and lead generation.
6. B2B micro-influencers: the voice of trust
In an age of information overload, B2B micro-influencers are emerging as trusted voices. These niche experts bring authenticity and trust to the B2B landscape, connecting with specific industries and audiences. In 2024, successful B2B marketing will not be about attracting the attention of the masses, but about resonating with the right audience through trusted voices.
7. Data Security in B2B Marketing: A priority, not an afterthought
As data breaches continue to make headlines, B2B marketers are prioritizing data security. In 2024, respecting customer data is not only a legal obligation, but a fundamental aspect of ethical B2B marketing. Brands that prioritize data security and communicate their commitment to it will gain a competitive advantage in an era where trust is paramount.
8. Emotional Intelligence in B2B: Strengthening Professional Relationships
B2B marketing isn't just about products and services; it's about building professional relationships. In 2024, B2B brands that demonstrate emotional intelligence by understanding and responding to their customers' needs and desires will forge strong partnerships. The future belongs to brands that build connections beyond transactions.
9. Sustainable development in B2B marketing: Corporate responsibility
Sustainable development is not just a consumer concern; it is a corporate responsibility. In 2024, B2B marketing involves integrating environmentally responsible practices into the brand narrative, demonstrating a true commitment to sustainability. Companies that align with their customers' environmental values will build stronger and more lasting partnerships.
10. Virtual B2B events: Rethinking Collaboration
In a world where physical distance is no longer a barrier, virtual B2B events are redefining collaboration. Marketers are creating engaging online events, from virtual product launches to interactive conferences, that are changing the way companies interact. The future is not just about attending B2B events, it is about experiencing them, facilitating collaboration and innovation wherever your business operates.
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