B2B Marketing Trends 2024 and Beyond: Insights from LinkedIn and Ipsos Survey

Hold onto your hats, folks, because the B2B marketing world is spinning faster than a hamster on a wheel! It’s , and the landscape is evolving at a breakneck pace. Thankfully, LinkedIn and Ipsos threw us a life raft with their global survey of B2B marketing bigwigs. They quizzed over two thousand of these marketing masterminds back in March to get a handle on the current and future trends. Think of this article as your cheat sheet to navigate the exciting, sometimes overwhelming, world of B2B marketing. We’re diving deep into the nitty-gritty of strategy, technology, and content – all based on the survey’s juicy insights. Let’s get this show on the road!

Current Trends Shaping B2B Marketing ()

First things first, let’s unpack what’s hot and happening in the B2B marketing world right now. Spoiler alert: It’s a wild ride.

Strategy

Remember when B2B marketing felt as predictable as a game of checkers? Yeah, those days are long gone, my friend. It’s all about agility and adaptability now. Here’s the lowdown:

• Multi-Channel Approach: Gone are the days of putting all your eggs in one basket. Today’s savvy marketers are spreading their budgets across a smorgasbord of channels and activities. Why? Because your target audience is scattered across the digital landscape like confetti after a parade. You gotta go where they are!
• Organizational Restructuring: Remember that dusty old org chart? Time for a serious makeover! Companies are hitting the refresh button on their teams and structures to attract the rockstars with the right skills to crush this whole evolving marketing game.
• New Customer Acquisition vs. Existing Customer Retention: Ah, the classic dilemma: chase shiny new customers or shower your current ones with love? It’s a tough call, and B2B marketers are grappling with how to best divvy up their resources to achieve both.

Technology

Hold on tight; the tech train is leaving the station! Buckle up as we explore the tech transforming B2B marketing:

• Generative AI (GAI) Adoption: Remember when AI felt like something out of “The Terminator”? Well, it’s , and GAI is the cool kid on the block. We’re talking content creation, hyper-personalized campaigns, and data analysis that would make your head spin (in a good way, of course!).
• Establishing Ethical GAI Guidelines: With great power comes great responsibility, right? As GAI takes center stage, marketers are realizing the importance of setting some ground rules. Think of it like teaching your robot doggo not to chase the neighbor’s cat. We need ethical guidelines to keep things transparent and avoid any “oops, the AI did it” moments.

Content

Content is king, queen, and the entire royal court! But creating content that cuts through the noise requires embracing the latest trends. Here’s the inside scoop:

• Trend : (To be continued…)