B2B Demand Generation Trends
A good B2B demand generation agency will have a full understanding of current marketing trends, and know the best ways to make your brand stand out against the competition in 2024.
These are some of the biggest trends in demand generation marketing right now:
Content marketing. Today's B2B buyers do their own research. Did you know only 5% of the buyer's journey is spent talking to a sales rep these days, according to Gartner? The rest of the time the buyer is researching solutions independently. So as a marketer, it's your job to ensure all the content they need, whether gated or ungated – from topical/news-led information, to guides to the services you offer, and the complete specs of your product – are all available for them to find digitally.
Buying committees. Not only have buyers become more independent, there are also more of them involved in the average B2B transaction. The buying committee has grown in recent years: as many as 14-23 people from one company can now be involved in a purchase, according to Gartner. That means you potentially need to market your content to a much broader range of job roles, which means you need to think harder about the messaging of your content and the way you're targeting it.
Account-Based Marketing (ABM). Linked to the buying committee, we find ABM really exciting. Instead of taking a scattergun approach with your marketing, you decide in advance which businesses it would be most advantageous for you to work with, and create a target account list of a few hundred potential leads, instead of trying to reach thousands. You can then spend more time on targeting those specific accounts, and personalizing communications.
Intent data. On the subject of personalization – intent data targeting is another big trend within demandgen, as marketers find the most effective pieces of content are personalized to their audience. With intent data you can get really personal – it's the art of reading your potential leads' buying signals, the 'digital breadcrumbs' they drop as they browse the internet.