Discover the B2B marketing trends for 2024

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When it comes to increasing brand awareness and boosting sales in the corporate segment, new ideas and best practices emerge every year. This has been the case for the past 12 months and will be no different in 2024 .

If in 2023 we saw the strengthening of movements such as the creative economy and the recurring use of automation, the year 2024 holds trends that have everything to improve your B2B marketing activities.

Below, we’ll reflect on four of the most important B2B marketing trends c level executive will inevitably have a direct or indirect impact on your business.

Spoiler: you might be thinking about things related to automation, technology or artificial intelligence, but not all the news is related to these concepts. Come check it out!



'Demarketization': marketing that doesn't feel like marketing
We live in times where transparency and naturalness prevail. The public expects genuine movements, full of authenticity, purpose and concrete actions that truly have to do with the positioning of your brand and the people who build it. In B2B marketing, which speaks to a segment full of challenging goals, there is no room for superficial speeches.

That's why, rather than spreading positive messages about your products and services, you need to tell real stories that value setbacks and challenges – until the final goal is achieved. All companies go through ups and downs and, therefore, they prefer to rely on real solutions – the kind that, if they don't prevent these obstacles from arising along the way, help many businesses to overcome them in a less turbulent way.

It is in this context that B2B marketing actions have been increasingly supported by growing investments in content marketing , which allow for an approach much closer to the reality and needs of its customers.

If you communicate with your audience using informal language, through blog and social media posts, emails, newsletters and even chatbot dialogue, you will break down barriers that traditional marketing cannot overcome – and you will also connect much better with the people you need to impact.



The time for micro and nano influencers
“Micro”, “nano” or of the most varied scopes, digital influencers can express a vision capable of engaging thousands of people and that counts greatly in favor of companies, including in the B2B segment.

While a recommendation from an acquaintance can influence 2 out of 3 people (66.6%), on average, a digital influencer can increase this statistic to 83%. Thinking about supporting B2B marketing actions, this practice can take advantage of the high engagement potential of social networks such as LinkedIn, increasingly used to impact decision-makers.

B2B companies need to consider partnerships and activations with niche experts who can help with the adoption of software, services and consultancy. An opinion with a video demonstration and other media formats or participation in events, for example, can reach hundreds of businesses interested in your portfolio and have a considerable impact on your company's results. Have you thought about this?



AI Specialist: You'll Need One
The debate about artificial intelligence has become even more heated with the news of this great technological innovation in 2023, but one thing is clear for the B2B segment: AI has arrived not to get in the way, but to help you be more productive.