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.
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Fundamental Change Is Coming to B2B Marketing in 2024
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