Alright, B2B marketers, as we’re wrapping up 2023 and eyeing 2024, let’s channel the ‘rizz’—Oxford’s word of the year that perfectly encapsulates the style and charm we need in our strategies. As we dive into the latest trends, we’ll blend traditional marketing savvy with this fresh, charismatic approach, preparing for the exciting opportunities and challenges in the B2B arena.
As we pivot towards 2024, it’s also time to embrace the beautiful blend of creativity and science that is digital media marketing. Think of it like a scientific method for the digital age – hypothesize, experiment, analyze, and iterate. This approach not only fuels innovation but also empowers us to present data-backed strategies to leadership.
Challenging leadership can be daunting, but remember, it’s a dialogue, not a battle. Approach these conversations with data and creativity as your allies. Don’t feel defeated if your ideas aren’t immediately embraced. Instead, use this as an opportunity to refine your hypotheses, just like in a scientific experiment. Every setback is a step closer to a breakthrough.
1. Realistic Upper-Funnel Expectations
In 2023, we learned the hard way that brand awareness at the early stages of marketing is crucial. As we step into 2024, let’s get real with our upper-funnel expectations. Remember, up to 90% of buyers have a set of vendors in mind before they even start researching. If you’re not on that initial list, you’re likely out of the game. Let’s focus on creating brand awareness that sticks.
2. Quality Content in the Upper Funnel
Content has always been king, but now it’s the emperor. In 2024, the focus on quality content in the upper funnel will be paramount. We’re talking about tailor-made content that resonates with potential customers, keeping them engaged and making your brand unforgettable.
3. Investing in Out-of-Market Buyers
This one’s big: 95% of B2B buyers aren’t actively seeking purchases at any given time. In 2024, we need to invest in these out-of-market buyers to ensure our brand is top of mind when they’re ready to make a decision.
4. Personalization for Maximum Impact
If you thought personalization was a buzzword, think again. In 2024, it’s all about tailoring experiences for each customer. This means optimizing our online presence for an enjoyable mobile experience and ensuring every interaction is consistent and positive.
5. Value-Based Bidding
Google Ads’ value-based bidding will be a game-changer in 2024. It allows us to tell Google which customers are more valuable, enabling more efficient and ROI-driven advertising. It’s time to get savvy with our bids and make the most out of our advertising budget.
6. Moving Beyond Hyper-Targeting
Hyper-targeting has its place, but in 2024, we’re embracing a more balanced approach. We’re talking about a strategy that strikes a balance between precision and adaptability, ensuring that we’re not missing out on potential buyers who might not fit into a narrow target but are still valuable.
Reflect, Prepare, and Plan
As we look ahead to 2024, it’s clear the B2B marketing landscape is ripe for transformation. From optimizing the upper funnel to enhancing personalization and shifting targeting strategies, we can evolve our approaches for greater efficiency and sustainability.
Your Homeworkđź“š
- Revisit your upper-funnel strategies. Are you making a memorable impression on potential buyers?
- Assess your content. Is it engaging, valuable, and tailored to your audience’s needs?
- Plan your investment in both in-market and out-of-market buyers.
- Review your online and mobile experiences. Are they seamless and personalized?
- Get ahead of the curve with value-based bidding and flexible targeting strategies.
Let’s make 2024 a year of strategic triumphs, blending effective marketing strategies with a touch of style and charm. If you’re looking to add some strategic ‘rizz’ to your B2B marketing for 2024, let’s chat. Together, we’ll navigate these trends and start the year strong.
You’re welcome💋,
Soraya Janae