Gartner predicts upheaval in the marketing industry, as trust in some social networks erodes and AI-generated content creates new problems. The landscape is changing rapidly and marketers must stay ahead of the changes to succeed.
Agencies and marketers will prioritize automation as budgets tighten. Time savings and efficiency are key as AI continues to expand, especially in B2B lead generation. Organizations that embrace automation will see new opportunities for growth, while those that don't will fall behind.
Efficient demand generation will be the top focus for marketing organizations and agencies in 2024. With slow global GDP growth and budget constraints, marketers must do more with less. ABM approaches will evolve to focus on buying committees, rather than just accounts, to improve performance and drive sales conversions. Hyper-efficiency will be essential for success in the rapidly changing marketing landscape.
... continue reading below
Fundamental Change Is Coming to B2B Marketing in 2024
Don't worry ... it's FREE!
B2B leaders say economic climate is the top factor influencing marketing spend, whereas B2C leaders say corporate financial performance is the top factor influencing spend, according to recent research from The CMO Council and Zeta Global.
Today's CMOs are transforming their roles by integrating data and technology to drive measurable business results. Read more.
Marketing agencies tend to be much more confident about the quality of their work compared with the level of satisfaction their brand clients express regarding that work, according to recent research.
What are some of the key strategy, tech, and content trends shaping B2B marketing today? What will be tomorrow's trends? See finding from this LinkedIn and Ipsos survey of B2B marketing leaders.
Discover how to unlock sales by increasing market penetration using various marketing approaches. See how to boost market share and drive growth. Read now.
B2B influencers say co-created content and speaking at in-person events were the most successful types of brand collaborations they did in 2023, according to recent research from Onalytica.