B2B Marketing Trends to Watch in 2024

Generative AI Will Have a Bold Impact on the Industry

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.

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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    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

    Interviewed for This Report

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

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    First Published on Dec 8, 2023


    Kelsey Voss


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