B2B Digital Marketing in 2024

Learn how B2B marketing is changing and how to develop strategies to attract more quality leads
Digital Marketing
January 1, 2024

In 2024, Human Digital predicts business-to-business (B2B) marketing will shift towards more human-centric content. Account Based Marketing (ABM) will take a more significant share of marketing budgets, and emails will require fewer but more authentic messaging.

If you are a B2B marketer, read on to learn more about these strategies. If not - STOP READING THIS NOW (jokes, you can read on too if you like).

Original human-centric content

As generic content, proliferated by outdated Search Engine Optimisation (SEO) strategies and artificial intelligence, continues to lose appeal, B2B buyers will shift to original content grounded in research and data. Creating original human-centric content begins with formulating a solid objective in a known interest area for the audience and a comprehensive literature review to identify existing knowledge and gaps. 

B2B brands recognised for creating original content include;

  • HubSpot: Renowned for its inbound marketing content, HubSpot offers a wide range of resources, including blogs, ebooks, templates, and webinars that provide valuable insights into marketing, sales, and customer service.
  • Salesforce: As a leader in CRM software, Salesforce produces various content, including reports, blogs, and webinars that delve into customer relationship management, cloud computing, and digital transformation.
  • Slack: As a popular business communication tool, Slack publishes content that helps improve workplace communication and collaboration, including productivity tips and best practices.
  • Human Digital: yes we have a blog full of ideas for B2B marketers. If you are interested in ways to grow your business and career do check it out!

Investment in this content is essential and, if done well, can generate substantial returns when it is used across campaigns and channels. Search engines will prioritise quality content as they move away from traditional Search Engine Optimisation methods that aim to trick search engines by loading them with keywords and referral links.

Account Based Marketing

In 2024 Account-Based Marketing (ABM) will take a greater share of marketing budgets. ABM is a strategic B2B marketing strategy where campaigns are targeted to individual prospects or customer accounts. This contrasts traditional marketing strategies, which focus on wide-reaching marketing campaigns that target large groups of prospects. 

Targeting specific accounts with highly personalised campaigns will require increased collaboration between sales and marketing teams to develop target lists and relevant content and messaging for campaigns.

The power of account-based marketing (ABM) lies in how it prioritises quality over quantity. This means sales can focus on higher quality leads that are more likely to lead to new business.

Authentic email communication

Successful B2B email campaigns will focus on sending fewer but more relevant and engaging emails. Personalisation will go beyond basic customisation, aiming to be genuinely relevant to the recipient's interests and problems. Authentic human interactions in email communications will be emphasised over AI-generated content​​. 

Sending fewer but highly relevant and valuable emails can be more effective than bombarding recipients with frequent, less personalised messages. Content that provides real value – whether through insights, tips, or solutions to common industry challenges – will engage the reader more effectively.

Want to get a head start?

If you want to get ahead in 2024 Human Digital is your trusted marketing partner. If you would like to have a chat to see if we can help your business get in touch today and we will set up a quick video call. Let's connect today!

Let's build something good together

If you have a project in mind, we would be happy to have a chat about how we can make it happen.

Ben van Rooy

Strategy Director

Nick Brown

Marketing Director