Any online marketing initiatives directed at other businesses are considered B2B digital marketing. Your company may use B2B digital marketing to strengthen your brand and convert leads regardless of whether you are trying to sell, inform, or entertain. And following tried-and-true trends is one approach to have an impact.
These technologies enable businesses to communicate with larger audiences in highly specialized and targeted ways that can boost engagement and results. Let’s look at some of the top marketing trends for 2024.
Top 5 B2B Marketing Trends for 2024
1. Change in the Analytics Landscape
Google Analytics 4 (GA4), a more integrated analytics tool that resembles an app, will take the place of UA. Although UA is excellent for monitoring website activity, GA4 accomplishes much more. It integrates effectively with eCommerce sites, marketing websites, native apps, and web applications to provide you a thorough picture of how users engage with your entire brand.
Why is the shift taking place? Due to privacy laws and product developments, advertisers are under increasing pressure. Third-party cookies are gradually becoming outdated as more and more adverts are being blocked by browsers. Because of this, it is more difficult for marketers to gauge the effectiveness of their brands. As a result, organic content and SEO are becoming more important because B2B marketers need a strategy to attract users to their websites if they can’t target them directly. Additionally, it fuels the demand for specialized networks and partners.
2. The Exodus of Ad Networks from Google
The pandemic has altered how B2B advertisers use Google. Call-per-click (CPC) has gotten out of control on the Google Search side of things since 2020, and there are no indications that costs will decrease. Many B2B marketers are giving up on Google since it’s difficult to see a decent return on investment (ROI) when they advertise services and expensive solutions.
Nothing has improved for the Google display network. Because bots account for 95% of clicks, your advertising won’t be seen by users without effective targeting.
B2B marketers are meanwhile using different networks for their advertising requirements, such as:
- MS Advertising (formerly known as Bing Ad)
Due to its effective job-title targeting, LinkedIn is particularly helpful for B2B marketers. You can create audiences here that you couldn’t reach anywhere else. Additionally, even though purchasing audience data is more expensive (a typical cost-per-click is $40), it is worthwhile due to the superior targeting compared to Google’s.
3. Influencer marketing is on the Rise
B2B marketers have noticed the rise in popularity of influencer marketing over the years. The size of the global influencer marketing industry was anticipated to reach $16.4 billion in 2022, and a huge rise in these numbers is anticipated in 2023.
Because social networks are now controlled by algorithms, the network effect of today cannot be overestimated. People with larger networks are more accessible, and a good shoutout may do wonders for your business. It’s effective when someone tweets about your brand. Your name is being mentioned whether or not it was paid.
B2B marketers can use targeting provided by influencer networks like impact.com and Upfluence to expand their audience. Although B2B influencer marketing isn’t quite as effective as B2C, it still lets you communicate with actual individuals rather than automated bots.
4. Blurred Lines Between UX and SEO
The finest SEO for websites used to be the only thing that mattered for Google rankings. User experience (UX), however, has gained equal importance for Google. In actuality, SEO benefits more from positive user experiences. This means that outdated SEO techniques are no longer effective, which is not a problem if your website offers a positive user experience.
5. AntiTrends are Emerging
Trends in B2B digital marketing that were previously common are now shown to be on the decline. For instance, interest in Web3 (the concept of a decentralized internet paradigm) and the metaverse (Applications for augmented and virtual reality) have peaked and are currently declining. NFT sales are declining. Additionally, B2B marketing cannot benefit from standard voice search.
Businesses are adapting how they frame information in response to the changing voice search patterns. Creators are choosing more casual question-and-answer forms in order to respond to readers’ inquiries based on their intent. In this approach, customers who use voice search will receive thorough, accurate results more rapidly.
Don’t know where to begin? Let us take care of that. Growthym is a digital growth consulting firm that can help you make the best of the latest marketing trends in B2B.