A Comprehensive Guide to the Top 5 B2B Marketing Trends of 2024

How to boost your B2B Sales Game in 2024?

Savin Communication
7 min readJan 31, 2024

In the cutthroat world of business and its ever-changing nature, it is essential to comprehend the role of B2B marketing in stimulating growth and promoting innovation while ensuring sustainable success. Business-to-business (B2B) marketing in 2024 is highly dynamic, making it crucial for organisations to understand changes and act before they are left behind.

Comprehensive Guide to the Top 5 B2B Marketing Trends of 2024

Our guide on the Top 5 B2B Marketing Trends of 2024 scrutinises the future of business-to-business marketing with the trends that will be popular in 2024. Stay caught up and ensure you use your marketing efforts to their full potential in changing B2B commerce.

What is B2B Marketing?

B2B marketing, also known as business-to-business marketing, is one of the strategies and tactics businesses use to promote their products or services to other companies. Unlike the B2C kind in which companies target individual consumers, business transactions are integral to B2B marketing.

The prime objective of B2B marketing is to create value between the two parties in a transaction that allows growth and success within it to be achieved. The plan used in B2B marketing is geared to the characteristics of business-to-business trade and addresses specific requirements that individual customers have.

Top 5 B2B Marketing Trends of 2024

Trend 1: AI Takes the Lead

In the evolving current of technology, Artificial intelligence plays a vital role in transmuting B2B marketing by intensifying its ability, personalisation, and decision-making. Personalised content, lead generation, and customer insights are some of the main factors emphasised by AI in marketing.

  • Personalised content: Using AI-powered algorithms, vast amounts of the data are processed to understand customers' preferences and behaviours. Customised content recommendations are provided so companies receive selected recommendations for their needs. Real-time personalisation is made possible by dynamic content creation in line with user interactions.
  • Lead generation: Utilising AI techniques and technologies to locate and draw in new clients is known as AI lead generation. It assists companies with managing sales and marketing, evaluating prospects, and automating procedures. By utilising AI, organisations can find quality leads, make data-driven decisions, increase productivity, boost ROI, and increase conversion rates in their sales and marketing campaigns.
  • Customer Insights: Analytics powered by AI go beyond simple data Insights. They unearth detailed consumer insights that conventional approaches might overlook. Artificial Intelligence (AI) offers a comprehensive view of customer journeys by analysing browsing behaviours, purchase histories, and interactions. This allows businesses to customise their offerings to individual preferences.

IBM Watson, Google's Bert, and Adobe's Sensei are successful examples of AI-powered B2B campaigns.

According to a survey conducted in August 2019 by the American Marketing Association, the use of AI had increased by 27% over the preceding 18 months. Furthermore, three of the top five AI objectives were marketing-focused:

  • Improving current products and services.
  • Developing new products and services.
  • Strengthening customer relationships, according to a 2020 Deloitte global survey of early adopters of AI.

Trend 2: Data Drives Decisions

Data is essential for decision-making, forming the basis for strategic planning and effective implementation. Marketers can learn much about consumer preferences, behaviours, and general market trends by utilising data. In the era of digitisation, data serves as the cornerstone for well-informed decisions about product positioning, target audience identification, and the creation of successful marketing campaigns.

  • Curated and well-structured data makes targeted marketing more accessible in B2B, where accuracy is critical. By using data to build comprehensive buyer personas, marketers can better target their messages and campaigns by profoundly understanding their target market's unique requirements and preferences.
  • Through evaluating key performance indicators (KPIs) like customer lifetime value, conversion rates, and acquisition costs, marketers can assess the effectiveness of their campaigns and modify their approaches as necessary. Budgets and resources for marketing are more effectively used when an analytical method is used through KPI.

Marketers can enhance the resonance and impact of their outreach by fine-tuning their targeting and messaging by grouping the audience according to factors such as industry, company size, location, and purchasing behaviour.

Trend 3: Personalization Matters More Than Ever

To succeed in B2B marketing today, you must establish a solid rapport with your clientele. This has long been the case for B2C businesses, but many B2B businesses realise the significant benefits of personalising their marketing campaigns. You can establish more profound and considerable customer relationships by personalising your marketing strategy to target specific individuals. This translates into better conversion rates, a more extended customer base, and sustained business expansion. B2B personalisation helps businesses examine how they can benefit from epitomising their marketing.

Savin Communication, India's leading PR tech company, offers customised content to engage the targeted audience. While b2b personalisation, they always follow seven cs of communication for customer segmentation, i.e., clear, concise, concrete, correct, coherent, complete, and courteous. Savin's services are the rocket fuel for customer engagement and satisfaction in B2B personalisation.

Some of the best Personalisation tools

  • Active Campaign
  • Customer.io
  • HubSpot
  • Oracle Eloqua
  • Constant Contact
  • Adobe Marketo Engage

Trend 4: Video Content Reigns Supreme

It is more crucial than ever to stand out from the competition and leave a lasting impression on prospective clients in today's cutthroat market. The secret to achieving that is marketing with videos. Even though conventional text-based content marketing worked well in the past, more is needed today to draw in readers because videos are more engaging in the fast-paced world.

Using video marketing to make your target audience's experience more memorable and engaging will raise brand awareness, generate more leads, and improve return on investment. In Wyzowl's Research report, "92% of marketers accept that video content provides good ROI, the percentage up from 87% to 92% in 2022." A well-crafted video, through good storytelling, evokes emotions in the audience, which helps build trust.

Regarding video production, it's critical to remember that producing a high-calibre video, such as a how-to, educational, product and services, brand, or other B2B marketing video, will cost money and take time. However, in the long run, the advantages of making these videos may exceed the expenses.

  • Potential customers' trust can be increased, and a strong brand identity can be established with a brand video.
  • A case study video is a great way to highlight your business's achievements and give potential customers social proof.
  • A testimonial video is a potent marketing tool because it features happy customers promoting your goods or services.
  • An instructional video can establish your business as a thought leader and teach your target audience more about your sector, new goods, and services.
  • A how-to video can give prospective clients important information and increase their trust in your goods and services.

Savin Communication follows its nine-step funnel process for video production with engaging content. The first and foremost thing is that they do dedicated research to attract the targeted audience, followed by a storyboard that designs a good storyline for the video, and the process goes on until the final draft is ready to go live.

Video production funnel process followed by Savin Communication

  • RESEARCH: Research on the topic of Scripting
  • STORYBOARD: Creating a storyline or a plot of video
  • SCRIPTING: Creating a script according to the storyline as per the video requirement
  • SCRIPT FILTER: Creating a final draft after corrections or revisions in script
  • SHOT DIVISION: Finalising each every shoot or footage camera angle for every line in the script (to save time during production editing)
  • PRODUCTION: Recording footage or collecting stock videos as per final shot division
  • POST PRODUCTION: Editing of recorded footage or stock videos with relevant Background sound
  • 1ST DRAFT: Correction or changes in the video for finalising the video
  • FINAL VIDEO: Ready to go live

Extraordinary Video Formats of Savin Communication

  • Logos-Ethos-Pathos Videos: Logos appeals to the audience's reason, building up logical arguments. Ethos appeals to the speaker's status or authority, making the audience more likely to trust them. Pathos appeals to emotions, making the audience feel angry or sympathetic.
  • Whiteboard Animation Videos: This video format is one of the most engaging in recent times, which attracts the audience at a mass level. In this format, appealing storytelling is used with attractive animations.

Trend 5: Prioritising Customer Success

The marketing world is a whole of strategies and approaches, but a customer-centric approach is the need of the hour. In B2B enterprises, the primary differentiator will be the customer experience rather than price and product. Revenues can be significantly increased by even a modest improvement in customer experience. For example, an enhanced customer experience can increase substantially average revenue by $823 million for a company with $1 billion in annual revenues.

Improving the customer experience ranks among the top three goals for 23% of B2B CMOs. Nevertheless, just 12% of B2B marketers believe they are "effective" at providing a memorable customer experience.

Strategies for building long-term customer relationships

  • Aware of the demands of customers
  • From top to bottom, follow a customer-centric approach
  • Always focus on the delivery of personalised experiences
  • Adapt new technologies
  • Offer a consistent experience

B2B marketing is changing quickly and stands at a crossroads. To stay ahead of the curve in 2024 and beyond, B2B businesses must take the proper actions to deliver a positive customer experience and concentrate on becoming a customer-centric organisation.

Tips for measuring customer satisfaction

  • Understand the vision of the customer
  • Always keen on your customer's inputs
  • Provide multi-channel support
  • Take proper action on customer feedback
  • Consistently take follow-ups from customers

The dynamic nature of business-to-business (B2B) marketing in 2024 necessitates that organisations grasp the changes and take action before falling behind. Given how competitive and involved the business world is, it's critical to comprehend how B2B marketing is crucial in driving innovation and growth while guaranteeing long-term success.


The key takeaway from the comprehensive guide is that AI takes the lead in B2B marketing with the help of personalised content, lead generation, and customer insights. Data is the foundation for strategic planning and successful implementation; it is crucial for decision-making.

By personalising your marketing plan to target particular people, you can build more profound and meaningful relationships with your customers. Video marketing is one of the most evolving trends in recent years and has been a trend for a long time. It also gives better ROI. Customer-centric marketing will be at the epitome of marketing in upcoming years.

To remain at the forefront of marketing, adapt to the popular B2B marketing trends. For more insightful information, business tactics and trends, subscribe to Savin's blog.



Savin Communication

Savin Communication is an Integrated Creative Network for Brands.