B2B Marketing Trends to Watch in 2024

Generative AI Will Have a Bold Impact on the Industry

Report by Kelsey Voss  | UPDATED: Dec 12, 2023
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Table of Contents
GenAI will reshape B2B marketing
GenAI will either help or hinder a brand’s reputation
Data will be at the center of marketing transformations
With genAI’s proliferation, human connections will be a major focus
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.
Topics
B2B Marketing
United States
Table of Contents
GenAI will reshape B2B marketing
GenAI will either help or hinder a brand’s reputation
Data will be at the center of marketing transformations
With genAI’s proliferation, human connections will be a major focus
Insider Intelligence Interviews
Sources
Media Gallery

In 2024, generative AI (genAI) will take center stage in B2B marketing. Its impact will be felt across nearly all marketing activities and will compel B2B marketers to address the challenges that come with using this evolving technology. GenAI will also bring about a renewed focus on brand reputation, the need to address data quality and reliability, and a desire for human interactions—like live events—as a counterbalance to AI-driven campaigns.

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10expert perspectives

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    Table of Contents

    1. GenAI will reshape B2B marketing
    2. GenAI will either help or hinder a brand’s reputation
    3. Data will be at the center of marketing transformations
    1. With genAI’s proliferation, human connections will be a major focus
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    At Least 61% of B2B Organizations Lack GenAI Guidelines According to B2B Marketers (% of B2B marketers using genAI worldwide, July 2023)Reputation Is No. 2 Most Important Product/Service Criterion When Choosing Vendors (% of SMB B2B buyers in Western Europe* and the US, Aug 2023)
    Integration Tops the List of Data Strategy Challenges (% of US advertising professionals implementing a data standards strategy, Aug 2023)In-Person Events Are the Top Marketing Technique for B2B Marketing Leaders (% of B2B marketing leaders worldwide, May 2023)

    Interviewed for This Report

    Obelé Brown-West
    Tracer
    President
    Interviewed November 9, 2023
    Chris Comstock
    Claravine
    Chief Growth Officer
    Interviewed October 23, 2023
    Jennifer Griffin Smith
    Acquia
    CMO
    Interviewed November 1, 2023
    Isabelle Guis
    Brevo
    Global CMO and CEO North America
    Interviewed November 14, 2023
    Kate Hammitt
    Splash
    CMO
    Interviewed November 3, 2023
    Drew Neisser
    CMO Huddles
    Founder
    Interviewed October 24, 2023
    Michele Nemschoff
    Persado
    Senior Vice President, Marketing
    Interviewed October 26, 2023
    Christopher Penn
    Trust Insights
    Co-Founder and Chief Data Scientist
    Interviewed October 16, 2023
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed October 18, 2023
    Michael Treff
    Code and Theory
    CEO
    Interviewed November 3, 2023

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    First Published on Dec 8, 2023

    authors

    Kelsey Voss

    Contributors

    Vladimir Hanzlik
    Executive Editor
    Erika Huber
    Line Editor
    Tracy Tang
    Senior Researcher