With a new year underway, it’s important to reflect on where B2B marketing started – and where it’s heading.

Going back a couple of decades, B2B marketing relied heavily on direct sales tactics, cold calls, and industry events. Nowadays, social media, AI, personalization, and the need to connect with the brands we buy from have transformed the way businesses interact with each other and the expectations we have as customers. 

‍Think about it this way: When was the last time you (willingly) engaged with a cold call? Versus when was the last time you engaged with your favorite LinkedIn influencer? 

Needless to say, decision-makers and professionals are seeking authentic, valuable content that both informs and educates – so B2B marketers have quite the challenge ahead of them.

To help B2B marketers create content that resonates, we put together a list of this year’s top 8 B2B marketing trends to leverage along with tangible tips and tools you can implement.

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1. B2B branded podcasts 

A branded podcast is an audio series created and produced by a company, where the content aligns with the brand's values, expertise, and target audience's interests. Unlike many forms of traditional advertising, branded podcasts should not be “sales-y.” 

Instead, branded podcasts allow businesses to share their stories, insights, and industry knowledge in a compelling and entertaining way, establishing themselves as thought leaders and building connections with their listeners.

Here are some benefits of branded podcasts for B2B marketers:

• Establish thought leadership: Branded podcasts provide a unique platform for B2B brands to establish themselves as thought leaders in their respective industries. Through insightful discussions, expert interviews, and deep dives into relevant topics, podcasts showcase industry knowledge and expertise.
• Enhanced brand awareness: With 464.7 million global podcast listeners, B2B brands can tap into an already captivated and loyal audience base by producing high-quality, entertaining, and informative content. The BBC found that branded podcasts increase brand awareness by 89%. 
• Built brand authority and trust: Trust is paramount in B2B relationships, and branded podcasts play a pivotal role in building brand authority and trust. The intimate and conversational nature of podcasts allows audiences to connect with brands on a more personal level, fostering a sense of trust that is essential in B2B transactions. 
• Differentiation from competitors: In a crowded B2B landscape, differentiation is key. Branded podcasts serve as a unique differentiator by offering an engaging medium for communication. A well-produced podcast that aligns with the brand's values and resonates with its audience sets the brand apart from competitors. Audiences appreciate this too with podcast listeners nearly as likely to tune into a branded podcast as they are a celebrity show.‍
• Seamless Integration with your larger marketing strategy: Podcasts complement your other marketing channels so you can easily reach your target accounts wherever they live online. Repurpose podcast episodes through avenues like social media, blog posts, personalized emails/outreach, industry publications, and create a dedicated page for your podcast on your website. 

Examples of B2B branded podcasts 

impact.com, The Partnership Economy 

‍Company Size: Large
Industry: Software Development 
Sector:  B2B

impact.com, the world’s leading partnership management platform transforms the way businesses manage and optimize partnerships including traditional rewards, affiliates, influencers, and more. 

The podcast, The Partnership Economy, helps their team bring partnerships to the forefront of their business by sharing customer success stories and providing actionable tips and strategies listeners could implement in their everyday lives.

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Surescripts. There’s a Better Way

Company Size: Large
Industry: Healthcare Technology
Sector: B2B

To increase patient safety, lower costs, and ensure quality care, Surescripts provides Americans with simpler health intelligence sharing. 

To build partnerships, engage shareholders, and increase thought leadership and brand awareness, the Surescripts team launched There’s a Better Way – a podcast that brings to light the shared challenges in healthcare and offers personal insights on how we're working to address them. 

Quill Tip: If you’ve already ventured into B2B podcasting but need some help getting your show off the ground, here are some of our expert-backed tips to help grow your B2B podcast in 2024.

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2. Influencer marketing 

With 78% of B2B marketers saying that influencer marketing is effective, B2B marketers are increasingly recognizing the power of influencer marketing as a pivotal strategy to enhance brand credibility and drive growth. 

Unlike traditional B2C influencer marketing, which often focuses on celebrities or social media personalities, B2B influencer marketing centers around individuals who wield significant influence within specific industries or niches, for example:

• Executives 
• Consultants 
• Entrepreneurs/Founders
• Speakers and thought leaders
• Authors
• Podcasters

Here are a few reasons why many B2B brands are turning to influencer marketing in 2024:

• Building credibility: Influencers bring a level of credibility that traditional advertising struggles to achieve. When an industry influencer endorses a B2B product or service, it acts as valuable social proof, enhancing the brand's reputation and trustworthiness.
• Reaching target audiences: Influencers have cultivated engaged followings within specific niches, allowing B2B brands to target their desired demographic. Partnering with influencers whose audiences align with their target market ensures that marketing efforts are directed toward the right decision-makers and stakeholders.
• Humanizing the brand: B2B marketing often faces the challenge of appearing impersonal. Influencer marketing helps address this by associating a relatable face with the brand. When influential figures engage with a brand on a personal level, potential clients find it easier to connect with the brand's values.
• Generating high-quality content: Content is a cornerstone of successful marketing strategies, and influencers excel at creating captivating, relevant content that resonates with audiences. Collaborating with influencers provides B2B brands access to a stream of high-quality content that can be repurposed across various channels.
• Leverage industry trends: Influencers are often at the forefront of industry trends, making them invaluable sources of insight and knowledge. By engaging with influencers, B2B brands can stay updated on the latest trends, innovations, and market shifts, allowing them to adapt their strategies accordingly and maintain a competitive edge in their industry.

Quill Tip: If you want to learn more about 2024’s latest marketing trends and channels your brand should leverage, download our complete report in collaboration with Carney.  

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3. Conversational marketing 

Conversational marketing has emerged as a powerful strategy for engaging potential and existing customers. This approach leverages chatbots, live chat, messaging apps, and other interactive tools to facilitate two-way conversations, moving away from the traditional one-way communication model.

So, why does conversational marketing work so effectively for B2B brands in 2024? Above all, it aligns with evolving consumer behaviors and expectations. Today's customers crave supportive and personalized interactions with brands. 

Through the use of technology, conversational marketing enables businesses to transition from impersonal mass communication to unique, individualized customer experiences that ultimately accelerate lead generation and nurture prospects through the sales funnel.

Now, let's delve into some practical use cases for applying B2B conversational marketing:

• Guide prospects through your offerings: Employ chatbots to interact with website visitors, guiding them through your product or service offerings and helping them understand features and how they address their individual needs.
• Replace lead generation forms with a Chatbot: Enhance bottom-of-funnel interactions by allowing prospects to schedule meetings or demo sessions with representatives directly through chat, bypassing traditional lead capture forms.
• Re-engaging with old and existing accounts: Utilize conversational marketing tools to independently interact with customer accounts, and provide them with offers or support without requiring additional resources from your team.
• Broadcasting community events: Leverage conversational marketing tools to promote events, webinars, and product demonstrations to your community, accepting RSVPs and sending real-time alerts via chat.

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4. Account-Based Marketing (ABM) 

Account-Based Marketing (ABM) has emerged as a powerful approach to target high-value prospects and build stronger, more personalized relationships. 

This personalized touch enhances your chances of forging relationships and gaining a deeper understanding of your prospects' needs. In fact, 89% of marketers see a positive ROI when they use personalization in their campaigns. 

This development has come out of necessity – copy-and-paste outreach to a large number of prospects just doesn’t cut it anymore. 70% of brands have opted to ditch the cold outreach and focus on ABM in 2023. 

Here are some tips to make the most of your ABM strategy in 2024:

• Target the right accounts: Identify the key accounts you want to engage with and understand their pain points, challenges, and interests. These should be high-value accounts that align with your ideal customer profile and can generate significant revenue for your business.
• Position your brand as a thought leader: By sharing valuable insights, original research, and guest interviews, you establish brand authority and credibility, making your target accounts more likely to consider your solutions.
• Personalize your content: You can do this in various ways from relying on audience-specific data, referencing the account’s pain points, tailoring your content to align with their industry challenges, and offering potential solutions (without being too promotional of course) 

Quill Tip: If you’re looking to maximize your ABM strategy with branded podcasts, check out our complete guide. 

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5. Video marketing 

According to the B2B Marketing Benchmark, the video among B2B marketers has seen a significant uptick, with 59% now incorporating it into their marketing strategies. This surge in video adoption is for a good reason with 90% of marketers saying it’s effective in lead generation.

The power of video marketing comes from evolving customer expectations. Today's B2B customers expect more than just static text or images – they crave immersive and interactive experiences. 

We can see this in the influence of video on purchasing decisions. 79% of consumers say that video content has played a significant role in their decision-making process when considering software products or applications. 

In particular, two types of video have been dominating the B2B landscape in 2024:

Video podcasts

While in 2019 only 17% of podcasts were leveraging video, it’s been reported that 85% of companies captured video for their podcasts in 2023. Looking into 2024, Riverside’s Future of Video Podcasting for Brands report reveals that over 84% of brands surveyed think that video will be a central part of their future podcast strategy.

We expect to see this trend expand this coming year. One reason for this is that YouTube is continuing to adapt to podcast consumption. We can see this most notably in Google Podcasts migration to YouTube this year. Additionally, with 5x as many users as podcasting platforms, YouTube represents a massive opportunity for audience growth.

Short-form video on social media

Turning to social media, short-form video content has demonstrated its ability to foster deeper engagement with brands. LinkedIn data reveals that videos are shared 20 times more than any other type of post. 

This heightened level of engagement not only amplifies brand visibility but also facilitates meaningful interactions with target audiences, driving brand awareness and loyalty.

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6. Focus on authenticity 

Today's audience is discerning, seeking more than just flashy campaigns or superficial content. They crave authenticity – a true reflection of a company's identity, values, and mission.

To effectively harness the power of authentic marketing, B2B marketers must prioritize transparency and sincerity in their communication strategies. Here are some actionable tips to guide your approach:

• Highlight your mission and values: Your company's mission and values are a crucial part of your brand identity. By openly sharing these with your audience, you provide them with insight into what your brand stands for and believes in.
• Prioritize transparent communication: Transparency is essential across all aspects of marketing. Whether it's through social media posts, email communications, or website content, be forthright and candid with your audience. Transparency brings trust, and trust is the foundation of strong, long-lasting relationships.
• Develop a unique brand: Emulating the styles and tones of other businesses may dilute your brand recognition. Instead, focus on creating a style that is uniquely yours. This distinction makes your brand stand out amidst competitors.

By incorporating these tips into your B2B marketing strategy, you can effectively connect with your target audience on a deeper level, building trust and loyalty that translates into long-term business success.

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7. AI

Artificial Intelligence (AI) has become an indispensable tool for B2B brand marketers, revolutionizing the way they approach various aspects of their strategies, and enhancing efficiency, precision, and effectiveness across their campaigns. 

Let's delve into how AI is impacting B2B brand marketers in 2024 and explore the trends they can leverage to stay ahead of the curve:

AI in video marketing 

AI's capabilities are reshaping the way B2B brands create, customize, and deliver video content. Here are the three biggest areas AI is impacting video marketing:

• Content personalization: AI enables marketers to delve deep into customer insights, allowing for the creation of highly personalized video content tailored to specific customer segments or even individual decision-makers. 
• Quality of B2B video content: By automating routine editing and post-production tasks, AI empowers video creators to focus on storytelling and other creative aspects. For B2B marketers, this means a significant uplift in the effectiveness of their video content in capturing attention, building brand credibility, and driving action.
• Accelerating production cycles: By streamlining processes and reducing manual intervention, AI enables faster creation and distribution of video content. B2B brands can leverage AI-powered tools to swiftly respond to emerging trends or market shifts, thereby maintaining relevance and engagement with their target audience.

AI in podcasting 

Similarly, B2B brands can look to leverage AI in podcasting. AI-driven podcasting reaches 45 million Americans each month and AI-powered podcasts have experienced a staggering 500% growth in the past year. 

Here are some of the notable developments of AI in audio:

• Personalized CTAs (Calls to Action): By leveraging AI analytics, you can determine the most suitable CTA for each listener. Personalizing CTAs can enhance engagement and lead to more meaningful interactions with your brand.
• Dynamic Ad-Insertion (DAI): Algorithms take into account various factors to select the most fitting ads to ensure they closely align with the viewer's interests, reducing disruptions and ultimately improving the viewer experience.
• Content Recommendation: By understanding which episodes resonate most with individual users, AI can curate a custom playlist that keeps them coming back for more.

AI in content repurposing

94% of marketers repurpose their content, but leveraging AI tools can help you repurpose your content in a fraction of the time. Here are three ways AI can help B2B marketers enhance their content strategy this year:

• Automated content generation: AI-powered content generation tools can analyze existing content assets and automatically generate new pieces in various formats. Whether it's transforming a blog post into a video script or generating email newsletters from webinar transcripts, AI streamlines the content repurposing process for B2B marketers.
• Content optimization and personalization: AI-driven content optimization tools enable B2B marketers to enhance the performance of their existing content through data-driven insights and personalization. AI analyzes audience behavior, preferences, and engagement metrics to identify opportunities for improvement and tailor content accordingly by dynamically adjusting headlines, images, CTAs, and more. 
• Multimedia conversion: AI-powered tools can automatically transcribe audio and video content into text, making it accessible for blog posts, articles, and ebooks. Conversely, AI can also convert text-based content into engaging multimedia assets such as videos, infographics, and interactive presentations. 

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8. Leverage outside help when needed

To be blunt, B2B marketers understand that success is hard-won and typically arrives after many grueling months of executing your marketing plan. After that, you have to maintain those initiatives and the hard-earned momentum you’ve built.

Needless, it’s safe to say that in today’s landscape, B2B marketers have a lot on their plate. That’s why in 2024, leveraging the right tools and people to save your marketing team valuable time and resources is key.

Here are a couple of ways you can help take some of the heavy lifting off B2B marketers this year:

Partner with a full-service podcast agency: 

Creating a podcast that resonates with target listeners requires expertise in storytelling, production, and marketing. That's where a podcast agency comes into play. By leveraging the specialized skills and insights of a podcast agency, companies can turn the challenges of podcasting into impactful content opportunities. 

Podcast companies or more specifically, podcast agencies, are experts in the field of on-demand audio and their skill set commonly covers everything from content development, podcast production, and podcast SEO, to podcast marketing, measurement, and growth. 

Quill Tip: If you’re interested in learning more about why brands choose to partner with a full-service podcast agency in 2024, check out our blog.

Leverage time-saving tools:

Whether your focus is podcasting, social media, email marketing, or (ideally) a mix, there’s never been a better time to automate tasks and leverage time-saving tools.

Here are a few of our favorites:

Social Media:

• Buffer: Buffer is a social media management platform that provides tools to streamline their social media marketing efforts. The platform offers a range of features designed to simplify the process of planning, scheduling, publishing, and analyzing content across social media channels.
• Hootsuite: Hootsuite provides a centralized dashboard for managing multiple social media accounts, scheduling posts, monitoring conversations, and analyzing performance metrics.
  

Podcasting:

• CoHost: Created by the award-winning podcast agency, Quill, CoHost is a podcast analytics and audience insights tool that equips brands and agencies with the data and tools they need to measure podcast reach, growth, and impact. Trusted by leading brands and agencies, like PwC, Paramount, Expedia, and Interac, CoHost empowers users with in-depth insights and tools like Advanced Audience Demographics and B2B Analytics to understand who their audience is and how their podcast is performing. 
  Simplecast: With Simplecast, you not only get secure hosting but also access to Recast and a stunning web player, creating a captivating website for your show. Moreover, their analytics platform is one of the industry's most comprehensive, providing valuable insights into your listeners' demographics and locations.

General Marketing: 

• Hubspot: HubSpot is your one-stop-shop hub for all things B2B marketing. The CRM software platform serves as a hub for all your sales, marketing, and customer service needs, offering something useful for every member of your team from marketers to salespeople and even operations folks.
• BuzzSumo: BuzzSumo is another valuable tool for gaining insights into your B2B marketing efforts, generating new content ideas, and analyzing data. The platform has an archive of 8 billion articles from around the world, so it’s great for getting inspired, finding engaging new topics, and tapping into viral content. 

AI:

• Copy.ai: Copy.ai is a platform designed to streamline and enhance the copywriting process for marketers. It leverages artificial intelligence to generate high-quality, persuasive content across various marketing channels.
  ChatGPT: With ChatGPT, marketers can brainstorm new campaign concepts, craft compelling ad copy, and generate engaging content ideas tailored to their target audience in minutes.

Quill Tip: If you’re interested in a full list of this year’s top B2B marketing tools, agencies, and platforms, check out our blog where we go over our top recommendations. 

Level up your B2B marketing this year

As B2B marketers navigate through the complexities of group decision-making, protracted sales cycles, and niche markets, embracing emerging trends is essential to stay ahead of the curve and drive meaningful results. 

From the utilization of AI for personalized content experiences to the power of influencer marketing in building trust and authority, the trends outlined in this blog offer valuable insights and strategies for B2B marketers to level up their business strategies.

By embracing these trends, harnessing the power of technology, and prioritizing authentic engagement with their audience, B2B marketers can position themselves for success in 2024. 

If you’re interested in learning more about how a branded podcast can fit into your B2B company, reach out to the Quill team.