Innovation is what drives success in world of B2B technology marketing, but that shouldn’t mean just focusing on what’s new. While keeping pace with the latest technologies and ideas is crucial, B2B technology marketers can find immense value in 2024 by revisiting older marketing approaches, too. But what would this entail, exactly? And what benefits can marketers gain by blending together the old ways and the new?
In this post, we examine some of the biggest B2B technology marketing trends to answer the above.
#1 Make personalisation a top priority
Drab, dull, one-size-fits all marketing is rarely seen in B2C – yet so many people still accept it as the norm in B2B. What they fail to realise is that B2B buyers are just as human as the average consumer – each with their own unique wants, desires, pains, and challenges. Successful marketers are those who recognise these individual needs and carefully tailor their content strategies around them. In the Nightmare Customer campaign for Okta, for example, LogicLogicMagic revived the power of the fluent device, creating a character that guided prospects attending a virtual event to the most relevant content. This ensured the experience was both memorable and meaningful for all buyer personas, regardless of where they were on the buyer journey or their specific job role.
80% of B2B buyers say they are more likely to engage with a brand that offers personalised experiences - Epsilon
#2 Don’t fear AI; embrace it
“All these robots coming over here and stealing our jobs” seems to be a common concern in the age of AI – but not one we need to worry about in B2B marketing. In fact, the huge advancements in generative AI over the last 12 months have not only saved us time but have accelerated the creative visualisation process – helping us push boundaries and do more with less. In our recent B2B Marketing Awards campaign, for example, the LogicLogicMagic team creatively blended imagination, stock imagery, and a Midjourney subscription to craft standout messages that will be remembered for years, all within the constraints of a limited budget.
7 in 10 marketers currently use generative AI to inspire their creative thinking - Salesforce
#3 Sell your brand, not just your product
In B2B, generating leads and making quick sales has always been the go-to game plan – but the times are changing! LinkedIn research shows us that 95% of B2B customers aren't ready to buy products right now. That’s why marketers need to start investing more in brand building and developing innovative ways to keep their business top of mind until their audience is ready to buy in the future (like turning a simple logo into a distinctive brand character that then raps about the product benefits, for example).
59% of B2B marketing leaders say their C-suite has increased the importance of brand building given economic conditions - LinkedIn
#4 Focus on telling stories your audience will enjoy
Though historically underutilised in the B2B space, B2B marketers are finally starting to realise the value of storytelling at scale. As today’s decision makers grow bored of seeing the same old corporate drivel, emotionally led narratives offer a way for brands to connect with people on a deeper level. These unique experiences don’t just sell, they entertain – and by doing so help brands embed messages into their audience’s memory structure until the time is right to recall them.
62% of B2B marketers now hold storytelling in high regard as an effective content marketing tactic - Search Engine Watch
#5 Consider using influencers (…seriously)
While it’s unlikely we’ll see Kim Kardashian promoting Oracle products on her TikTok channel any time soon – the role of the influencer in the world of B2B is rapidly evolving. Given that 73% of millennials now hold decision-making roles, it makes sense for B2B technology brands to employ influencers to engage their audience and build trust. That’s why as part of the Okta Virtuoso campaign, LogicLogicMagic arranged for the award-winning journalist, Olympic table tennis player, and business strategy influencer, Matthew Syed, to host “The power of diverse thinking and the security it delivers" event. By drawing on anecdotes from his book 'Rebel ideas', Matthew led the discussions around the idea that cognitive diversity among those in charge of protecting an organisation, reduces the probability of security blind spots – much like the Workforce Identity solution that Okta provides.
49% of millennials worldwide found influencers' recommendations of a brand or product more engaging than regular advertisements - Statista
Summing up
2024's B2B technology marketing landscape demands innovation. Key trends like personalisation, AI, brand building, storytelling, and influencer marketing all stress the importance of adaptability and breaking away from the norm.
Embracing change and creativity is pivotal to forge meaningful connections and stay competitive in this dynamic environment – and LogicLogicMagic offers expertise in crafting emotionally compelling campaigns that set your brand apart.
If you're interested in learning more about the LogicLogicMagic approach and how we can help your organisation establish stronger connections with your target audience in the year ahead, download our guide here: "Mogic's guide to making marketing more memorable."