The digital landscape is quickly transforming. AI-based tools, like Chat GPT, enable businesses to create content on small budgets. As a result, the web is becoming saturated with media. To differentiate your company online, you need to develop fresh marketing strategies.

So how can you refine your marketing strategy and stand out from competitors? Below we share 5 B2B marketing trends that will help you stay ahead in 2024.

1. AI will accelerate video production.

AI-powered tools will help marketing teams develop and edit their videos faster than before. Teams are starting to use these tools to brainstorm ideas, develop storyboards and edit footage. By freeing up production time, AI tools enable teams to focus on creative work, rather than rote tasks like editing footage.

AI can also speed up the ideation phase, as tools like Chat GPT, Notion AI and Google Bard can turn your ideas into rough scripts. Video teams can use these scripts as starting points, developing them into polished final drafts.

Other tools, like Midjourney, can help visualize video concepts. An AI text-to-image generator, Midjourney lets users generate simple animations from search queries. They can also create mockups of designs, experimenting with different color schemes and visual styles. AI can perform these design tasks instantly, saving time during production.

You can also use AI-based video editors, like Runway ML, to save time on post-production. These tools perform basic editing tasks like speeding up scenes, removing silence and creating jump cuts. They can also remove bad takes from videos and highlight the good shots.

2. Generative AI will transform search.

Generative AI is turning search engines into answer engines. In 2023, Google released Search Generative Experience (SGE), a version of its search engine that uses AI to answer user queries. Unlike traditional Google Search, SGE focuses on conversational queries and featured snippets. To answer user questions, it pulls information from different websites and combines it to form an AI-generated response.

As a result, users may spend more time on the search engine results pages (SERPs) than on websites. This shift could mean that many companies experience a drop in organic traffic to their websites.

3. Third-party data will become scarce.

In 2024, marketers will have limited access to third-party data. Google is testing the Tracking Protection tool, a new feature which removes cookies from the browsers of one percent of Chrome users. Google will remove cookies entirely from Chrome in the second half of 2024.

“Advertisers and publishers need to test more cookie alternatives and identify solutions, at scale and quickly,” said Elizabeth Herbst-Brady, the chief revenue officer at Yahoo.

As third-party cookies disappear, marketers will need to develop first-party data strategies to collect information about users.

4. Companies will focus on short-form videos.

In the upcoming year, we predict that B2B companies will prioritize short-form video content. These videos are an effective way to grab attention. According to Sprout Social, 66% of users find short-form video to be the most engaging type of social media content. Short-form videos last between 30 and 60 seconds, demanding less of viewer attention spans. As a result, viewers are inclined to watch short videos until the end—boosting engagement levels.

In addition to being more likely to engage viewers, short-form videos are cheap and easy to produce. The scripts are concise, and the videos are typically shot vertically, with a smartphone. With this simple setup, brands can easily and quickly produce video content.

5. LinkedIn will gain importance in B2B marketing.

Although LinkedIn is already a prominent social media platform, we predict it will continue to grow in 2024. The platform is attracting many new users to its base. In the first quarter of 2023, LinkedIn reported a revenue growth of 20% year-over-year. The platform is more stable than others, like X, which are losing active members. As social media continues to shift, we predict that LinkedIn will remain a reliable platform for B2B marketers to reach their target audience.

In addition to its large user base, LinkedIn posts generate high levels of engagement. According to one study, 40% of LinkedIn visitors organically engage with a page every week. Organic engagement is hard to obtain, as social media algorithms prioritize sponsored content over organic posts. But on LinkedIn, you can ensure your content is being seen by your audience. You can expand your reach—without paying for it with advertising dollars.

LinkedIn is becoming a central platform for B2B marketers, who use it to attract and convert prospects. Its popularity is reflected in the data: In a 2023 study by Content Marketing Institute, 72% of marketers reported that they increased their use of LinkedIn in the last 12 months. This trend will likely continue in 2024, as LinkedIn expands its user base and influence.

Stay Competitive by Following Marketing Trends

To stay relevant as the digital landscape changes, you need to adapt to emerging B2B marketing trends. From incorporating AI into your marketing strategy to prioritizing short-form video content, there are many ways to maintain your competitive edge as a B2B company.

Questions on where to start? Our B2B experts would be glad to help out!