What are some of the key strategy, technology and content trends shaping B2B marketing today? What are the trends of tomorrow?
To find out LinkedIn And Ipsos carried out a survey in March 2024 among 2,001 B2B marketing leaders from around the world.
The researchers found that the key trends shaping B2B marketing strategy today are the allocation of budgets across many channels/activities, the reassessment of organizational structures and team capabilities, and the pursuit of new customers versus investing in existing relationships.
They expect key future trends to be prioritizing budget allocation according to business goals, restructuring to build the right teams, and taking a more balanced approach between acquisition and retention.
The researchers found that the key technology trends shaping B2B marketing today are the use of generative AI (GAI) and the establishment of GAI usage policies.
They expect that the use of technology to increase efficiency and the continued development of clear guidelines for the use of technology will be the most important future trends.
The researchers found that a key content trend shaping B2B marketing today is the combination of traditional techniques with cutting-edge technologies.
They predict that an important future trend will be the increasing penetration of connected television (CTV).
About the research: The report is based on data from a survey conducted by LinkedIn and Ipsos in March 2024 among 2,001 B2B marketing leaders from around the world.