Top 10 B2B Marketing Trends for 2024: Strategies for Success in a Changing Landscape

Marketing specialist Robert Heldt from BBN partner Custom Media based in Japan, unveils his perspective on the pivotal trends set to transform the B2B sector throughout APAC in 2024, highlighting an emphasis on customer experience (CX), innovative video formats, and engaging storytelling techniques.

In the aftermath of 2023, a year characterised by significant geopolitical unrest and notable technological breakthroughs, B2B marketers are stepping into 2024 facing a unique mix of emerging challenges and unfolding opportunities. The key to success in this evolving landscape lies in the ability to adapt to rapid technological changes and to keenly understand the dynamic shifts in customer behaviour. This article, aims to dissect the top ten trends that are expected to significantly influence the B2B marketing domain in 2024, offering insights and strategies for navigating these changes.

1. Strategic Utilization of AI for a Competitive Advantage

The continued evolution of generative AI and machine learning technologies is set to further revolutionize B2B digital marketing strategies. These tools promise to deliver more personalized marketing experiences, refined customer segmentation, and enhanced optimization of marketing campaigns for superior outcomes. However, the effective use of these technologies demands strategic application. Echoing the insights of Phyllis Davidson, vice president and principal analyst at Forrester, the businesses poised for early success in AI-driven personalization are those willing to embrace experimentation and innovative approaches in their strategies.


2. Prioritizing Data Privacy and Security in a Digital Age

In an era where data privacy regulations, such as GDPR and CCPA, are becoming more stringent, it is imperative for B2B marketers to prioritize data security and adherence to these legal frameworks. Effective data management not only aids in circumventing potential legal pitfalls but also cultivates a trust-based relationship with customers. This is critical for building a reputable and reliable brand image in the digital marketplace.


3. Sustainability as a Core Marketing Principle

The growing importance of sustainability to both corporate entities and individual consumers is reshaping marketing strategies. Marketers are now expected to account for a broader spectrum of stakeholders, including suppliers, investors, NGOs, and employees. This trend signifies a shift towards integrating eco-friendly practices and narratives into B2B marketing strategies, underscoring the importance of sustainability in today’s business environment.


4. Elevating Customer Experience to New Heights

Delivering an exceptional customer experience (CX) continues to be a paramount differentiator for businesses. In the realm of marketing, AI plays a pivotal role in enhancing the customer journey. From AI-powered chatbots and virtual assistants that proactively address customer inquiries to intelligent systems that offer personalized recommendations to prevent potential issues, the aim is to foster long-term customer loyalty through superior service.


5. The Rising Dominance of Account-Based Marketing (ABM)

ABM is becoming an increasingly popular strategy, focusing on targeting specific companies or accounts rather than individual leads. This approach enables more tailored and relevant marketing efforts. The growing adoption of ABM in regions like APAC highlights its effectiveness, particularly when traditional marketing methods do not suffice. Overcoming challenges such as language barriers and cultural differences in markets like Japan may require the recruitment of strategic marketing professionals to lead these initiatives.


6. Storytelling at the Heart of Content Marketing

In 2024, content marketing will continue to reign supreme, with an emphasis on producing high-quality, insightful, and value-driven content. Whether through thought leadership pieces, insightful white papers, or engaging narratives, the ability to tell compelling stories that resonate with audiences will be crucial for brands aiming to distinguish themselves in a crowded market.


7. The Expanding Landscape of Video Marketing

Video marketing is set to maintain its growth trajectory, with B2B marketers increasingly leveraging video for product demonstrations, customer testimonials, and educational content. Platforms such as YouTube, LinkedIn, and other specialized B2B networks will play a vital role in disseminating video content, further emphasizing the importance of visual storytelling in engaging potential customers.


8. Harnessing Social Commerce for B2B Sales

Social commerce is expected to become a more significant avenue for B2B companies, utilizing social media platforms not only for networking and lead generation but also for direct sales activities. LinkedIn, in particular, is anticipated to remain a cornerstone for B2B social commerce, highlighting the platform’s effectiveness in reaching and engaging professional audiences.


9. Adapting to the Rise of Voice Search

As voice-activated devices continue to proliferate, optimizing content for voice search will become increasingly important. Adopting a conversational tone and focusing on long-tail keywords will be essential strategies for SEO professionals aiming to capitalize on this trend, ensuring that content is easily discoverable through voice queries.


10. The Evolution of Event Marketing: Virtual and Hybrid Formats

While in-person events return, the demand for virtual and hybrid event formats remains strong. B2B marketers will need to develop innovative strategies to blend these formats effectively, creating engaging and sustainable event experiences that cater to a diverse audience.

As we navigate through 2024, these ten trends offer a roadmap for B2B marketers seeking to adapt and thrive in a rapidly changing environment. By embracing these strategies, marketers can position their brands for success in a competitive and ever-evolving marketplace.


About the Author

This article has been adapted from the original article written by Robert Heldt from Japan-based BBN partner Custom Media. Custom Media harnesses its expertise to bridge the gap between Japan and the world. They understand that Japan can be a rewarding market for global businesses, but it’s not an easy one to enter. To succeed there, you need a partner that understands how Japanese business decision-makers think. Custom Media has helped global businesses succeed in Japan for more than 15 years, and their clients include companies in technology, finance, manufacturing, healthcare, energy, education, and real estate.

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