2024 B2B Marketing and PR Trends: The Year of Authenticity
We’ve waived goodbye to 2023 and have headed into the new year with new goals, objectives and KPIs. Last year brought significant change in our industry that we will continue to see evolve in 2024 and beyond. We’re sharing our predictions on the shifts that 2024 will bring to B2B marketing and PR. We anticipate a stronger focus on humanity and authenticity this year than ever before.
Check out our top three predictions for 2024:
More Human Touch
2023 welcomed the Artificial Intelligence (AI) boom with countless use cases for B2B marketing and PR. We saw an influx of cutting-edge AI platforms that provided an answer to seemingly all of our business problems. With the rise of this transformative technology, we have to be careful not to inundate and oversaturate the market with AI-produced content. In 2024, we’ll see a re-prioritization of the “human touch” accompanying human-created content, which is paramount to attracting and engaging today’s B2B buyers.
We predict that 2024 will bring a plateau to the buzz surrounding AI. This year, people will crave authenticity more than ever — the initial AI “hype” will subside, and they will realize their appreciation for humanity and relatability in the content they consume. Now, we’re not saying that AI will disappear from our industry completely, but we predicts its role will transform into more of a “sidekick” instead of the “star of the show.”
Decrease of Hyper-Targeting
Account-Based Marketing (ABM) is an important targeting method that helps you hyper-target customers with the right message at the most opportunistic time. Many B2B companies have invested in this type of targeting in recent years and succeeded, but this strategy does have some limitations. These drawbacks include inaccurate segmenting, excluding important audience members, and increased costs.
We predict that in 2024, customers will become increasingly aware of these hyper-targeting efforts, feeling alienated and skeptical when they believe their information has been shared without their explicit permission. Like many consumers, B2B buyers are hypersensitive to invasive messaging, acknowledging when pop-up ads seem “too conveniently” placed on their browsers immediately after mentioning a brand name or when they are inundated with non-stop marketing messages.
We expect B2B brands to continue to segment to ensure their messaging reaches the proper audience(s) without overstepping and alienating them.
Conversational Content
2024 will be the year of conversational content — creating copy that feels familiar to your audience — akin to a chat with a friend. Breaking down barriers in your content shows your
audience the humanity behind your brand. While traditional corporate communication can be stiff, increasing casual conversational language and storytelling techniques helps your brand feel approachable and relatable. This type of communication can be implemented anywhere from social posts and emails to articles and blogs. Content should be created with the target audience(s) in mind — and we predict that audiences will crave authenticity and connection more than ever.
Seize the opportunity the new year brings by emphasizing the humanity behind your B2B brand. Do that by considering how you can embrace some – or all – of the above predictions to better target and engage today’s B2B buyers.
Want to learn more? Give us a Chirp!