أعلى B2B التسويق الاتجاهات والاستراتيجيات 2024

Top B2B Marketing Trends to Watch in 2024

يقدر وقت القراءة: 8 دقائق

• AI-driven personalization is transforming the way B2B brands engage prospects.
• Account-Based Marketing (ABM) continues to gain traction with more refined targeting.
• Video and interactive content is becoming central to B2B content strategies.
• First-party data is more valuable than ever amid third-party cookie deprecation.
• ينكدين remains the top B2B social channel, but new formats are emerging.

جدول المحتويات

• 1. AI-Driven Personalization
• 2. Account-Based Marketing (ABM) Evolution
• 3. Rise of Video and Interactive Content
• 4. The Push Toward First-Party Data
• 5. LinkedIn’s Continued Dominance in B2B
• 6. FAQs

1. AI-Driven Personalization

Personalization in B2B marketing is moving beyond basic email segmentation. Leveraging artificial intelligence, leading companies are using real-time data to tailor every touchpoint across the buyer journey.

Technologies such as Salesforce Einstein و Marketo enable marketers to automate hyper-personalized experiences at scale. From dynamic website content to predictive email nurturing, AI ensures relevancy without increasing human labor.

AI Personalization Use Cases

• Dynamic content blocks tailored to user behavior
• Predictive lead scoring to prioritize high-intent prospects
• Personalized chatbot conversations that mimic sales reps
• Real-time product or solution recommendations

In 2024, B2B buyers expect Amazon-like personalization. Companies that don’t invest in AI risk falling behind competitors who understand the importance of tailored engagement at every stage.

2. Account-Based Marketing (ABM) Evolution

ABM continues to evolve beyond high-level targeting. In 2024, organizations are layering intent data, technographic details, and advanced segmentation to create laser-focused campaigns for key accounts.

Modern ABM Tech Stack

• 6sense for buyer intent data
• Terminus for coordinated multi-channel outreach
• Drift for conversational personalization at scale

Smarter segmentation also enables tiered ABM strategies. High-value Tier 1 accounts receive bespoke content and one-on-one messaging, while Tier 2 and Tier 3 accounts are engaged through scalable tactics like personalized email sequences and targeted ads.

3. Rise of Video and Interactive Content

Video is now a strategic necessity in B2B marketing. From product demos to executive thought leadership, video assets increase engagement across channels.

According to Wyzowl, 96% of B2B marketers say video helps users understand their product better. Meanwhile, interactive content—like quizzes, calculators, and assessments—is generating significantly more engagement and time-on-site.

High-Performing Video Formats in B2B

• Product explainer videos
• Case studies and customer success stories
• Live demos and webinars
• Behind-the-scenes company culture videos

Pairing these with interactive formats, such as click-to-reveal graphics or ROI calculators, encourages active participation and keeps prospects moving through the funnel.

4. The Push Toward First-Party Data

With Google phasing out third-party cookies in Chrome by 2024, B2B marketers are doubling down on first-party data strategies. Owning the customer relationship—and the data that powers it—is now mission-critical.

Solutions such as Segment و Customer.io help gather behavioral, transactional, and engagement data directly from brand touchpoints for richer insights.

Why First-Party Data Is Essential in 2024

• Greater control over data privacy and compliance
• Higher accuracy and recency of audience insight
• Ability to build long-term customer intelligence profiles

Forms, gated content, event registrations, and preference centers are being optimized to capture high-intent data without compromising user experience.

5. LinkedIn’s Continued Dominance in B2B

LinkedIn remains the unmatched leader in B2B social marketing. With over 950 million professionals, it offers precise targeting based on job title, company size, vertical, and more.

Live video, document posts, carousel formats, and thought leadership content are delivering significant reach. Brands are also seeing success with employee advocacy programs and community building within niche LinkedIn Groups.

Winning LinkedIn Content Approaches

• Short-form posts with high-value insights
• Video snippets that humanize the brand
• Showcasing client wins and case studies
• Polls and AMAs to engage audiences directly

Boosted posts and sponsored content remain effective, especially when paired with retargeting strategies that nurture prospects through the funnel.

أسئلة وأجوبة

What is AI-driven personalization in B2B marketing?

AI-driven personalization uses machine learning algorithms to tailor content, messaging, and experiences based on user behavior, preferences, and engagement history. It enables dynamic content that adapts in real time, improving lead engagement and conversion rates.

How does Account-Based Marketing differ in 2024?

In 2024, ABM strategies use more granular data like buying signals, firmographics, and technographics to personalize messaging at the individual account level. Platforms like 6sense and Terminus help automate and scale these efforts across personalized channels.

Why is first-party data so important now?

First-party data offers accurate, privacy-compliant insights directly from your audience. With third-party cookies being deprecated, collecting your own data is essential to maintain targeting and personalization—especially in paid media and automation.

What types of video content work best in B2B?

Effective B2B video formats include product explainers, customer success stories, thought leadership interviews, and live demos. These formats address specific buyer questions and build trust throughout the sales cycle.