2024 Planning: Trends that Will Shape B2B Marketing

In this session, we dive deep into high-level go-to-market planning and specific trends shaping the future of B2B marketing. Using a demand generation framework, we break down actionable strategies and insights to drive growth and navigate the coming year's challenges.

KEY TAKEAWAYS:

Balancing Immediate and Future Focus:

• Prioritize immediate lead generation while laying the groundwork for future opportunities.

• Importance of being one of the top-of-mind vendors when buyers transition from future to current buyers.

• Harvard Business Review study insights: Most of B2B buyers purchase from vendors they had initially considered, emphasizing the need for early and consistent mindshare.

Website Optimization for Buyer Enablement:

• Transform your website from an online brochure to a buyer enablement resource.

• Focus on improving user experience, reducing friction, and enhancing conversion rates.

• Focus on E-A-T (Expertise, Authoritativeness, and Trustworthiness) in SEO to boost your digital presence.

Content Strategy and Distribution:

• Promote your best content across channels where your target audience consumes information.

• Shift focus from gating content to delivering value throughout the customer journey.

Mid-Funnel Engagement:

• Address the challenge of engaging buyers in the mid-funnel without relying solely on gated content.

• Develop strategies to continuously engage and provide value to prospects, leading to a stronger connection when they're ready to purchase.

Retention Strategies in Tough Times:

• Emphasize customer retention and expansion during economic headwinds.

• Share a case study from Vende Digital, highlighting the importance of focusing on existing clients to meet revenue targets.

Leveraging AI in Marketing:

• Explore tools and strategies for integrating AI into your marketing workflows.

• Consider how AI can enhance personalization, content creation, and efficiency.

Strategic Planning and Execution:

• Align marketing strategies with overarching business objectives by starting conversations with CEOs and leadership.

• Implement a systematic approach to identify business drivers and influencers, then build a tactical plan to address these.

Serializing Events and Building a Content Flywheel:

• Explore the benefits of serializing events to build community and establish authority.

• Understand how a content flywheel can amplify your marketing efforts across different channels.

Activating Audience through Innovative Channels:

• Consider podcast guesting, serialized events, and always-on campaigns as methods to activate and grow your audience.

Nurturing Relationships and Rethinking Traditional Tactics:

• Rethink trade show strategies, utilizing them more for content creation and networking rather than expensive booth setups.

• Innovate your email marketing by creating personalized, behavior-triggered communications.