15 Exciting Trends That Are Impacting B2B Digital Marketing In 2024

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Cutting-edge technologies and innovative strategies are redefining how businesses connect and engage with each other. The B2B marketing space, in particular, is at the forefront of a revolution that promises to transform lead generation, content creation and distribution, customer engagement and, ultimately, the nature of business relationships in the digital age.

With more sophisticated and impactful tools at their disposal than ever before, B2B marketers are reimagining customer outreach and reshaping the digital landscape around them in 2024. Below, members of Forbes Agency Council discuss exciting tools, technologies, tactics and trends B2B marketers will be integrating into their digital strategies this year to build deeper connections with customers and drive greater success.

Better, more strategic use of video in the ongoing "consumerization" of B2B experiences is a key trend. With video, there is a huge opportunity to boost engagement in complex B2B buying cycles through inspired, creative brand storytelling and elevated production values. And with more B2B decision-makers coming from younger generational cohorts, video is a powerful medium for humanizing B2B brands and building relatability. - Pete Stein , Merkle

I'm excited by all that we, as digital marketers, are able to achieve by using website visitor identification software and intent data. If you consider that the vast majority of your site visitors do not submit a form, it would be a lost opportunity to not engage with them. Instead, uncover new opportunities with visitors showing strong buyer intent signals, even when they don't submit a form. It's a game-changer. - Tom Shapiro , Stratabeat

CGC from customer testimonials can be a real game-changer for B2B marketers. When real customers share their experiences, it builds trust and authenticity. Using these testimonials in paid social and programmatic ads makes the content relatable and more impactful, driving higher engagement and conversions by showcasing genuine success stories. - Danielle Wiley , Sway Group