Embracing change in B2B marketing: what's in and out for 2024

Most of us probably already know that there is no Staples marketing button that says: That was easy.

However, with a significant shift from traditional methods towards more adaptive, data-driven, and customer-centric approaches, we have to acknowledge that B2B marketing is evolving faster and more drastically in 2024 than ever – which may mean making some brave decisions.

So, what should you be thinking of? How can you embrace change and lead this evolution?

Ins

• Contextual Advertising

• Brand building

• Original, authentic content

• Qualified buying groups

• Community management

• Non-traditional media and emerging platforms

• Executive thought leadership

Outs

• Traditional PPC ads only

• Traditional demand generation

• AI-generated content

• Marketing qualified leads

• Templated, transactional campaigns

• Pay to play

• Product focused marketing

We’d love to hear your thoughts! How are you evolving your B2B marketing strategy and tactics in 2024?

Unlocking AI's potential in 2024: innovative marketing and PR strategies for fintech & tech players

Welcome to 2024! According to Forrester, next year, agencies will bet big on “brand-specific” AI models. Its recent report, Seize The GenAI Opportunity — And More — In 2024, predicts that the top 10 agencies will spend $50 million in partnerships to build custom AI solutions for enterprise clients. Forrester goes on to state that marketers will become privacy champions and that generational differences will alter B2B buying preferences.

Regardless of company size, how can you embrace AI in PR or marketing and unlock its value? Here are just a few ways we have used AI to shape our fintech and tech customers’ brands, fuel demand, and pave the way for a seamless transition into a cookie-less era.

1. Hyper-target audiences. We dove deep into user data, online habits, and social insights with AI. By tapping into these algorithms, we were able to craft highly targeted ads that reached the right audience and resonated better, resulting in higher conversion rates and optimal ad budget use.
   

2. Reach and engage audiences without cookies. With the might of machine learning tools like Page Context AI, we were able to target niche categories and reach users who were presently thinking about such a specific topic—allowing ads to interplay with our audience's mindset. Earned content was able to shine next to great content on relevant websites, creating unique user experiences.
   

3. Redefine accountability. Drawing insights from customer data, market trends, and media consumption patterns, we were able to devise laser-focused messages, identify opportunities for earned media coverage, and measure the impact of our efforts accurately. We're not just talking about measuring the ripple effect of PR activities. It's about evolving communications with measurable results, aligning these closely with marketing objectives, and taking public relations, or performance communications as we like to call it, to the next level of accountability and audience precision.
   

4. Predict crises before they occur. AI doesn't just react; it anticipates. By keeping a pulse on social chatter, news bytes, and more, we were able to spot potential PR storms, enabling swift, preemptive responses.
   

5. Craft engaging narratives. From presentation designs to creating immersive experiences, AI has been our silent partner. Whether it's automating design elements, ensuring optimal user experience, or aiding in color and font choices, AI's touch has helped us elevate the end result.
   

6. Predict and measure customer sentiment. Ever wished for a magic mirror to gauge customer sentiment? AI-powered tools have helped us scrutinize feedback across platforms, offering us a deep dive into brand perception. These insights became the bedrock for identifying brand advocates, shaping strategies, amplifying positive sentiment, and addressing concerns head-on.

As we continue our AI journey, we’ll continue to refine our approach and evolve our use cases. In our next blog, we’ll dive a little deeper into the tools that have empowered us.

We're curious - how have you integrated AI to elevate your marketing or communication initiatives? Share your insights in the comments!

A match made in heaven

Struggling to find the right marketing agency for your business? Not sure how to differentiate a decent public relations firm from a great one?

There’s definitely no shortage of advice on Google. Hubspot’s ‘Ultimate Guide to RFPs or Trendkite’s advice on what you should expect from public relations and its practitioners in the digital age are more than a great start.

However, marketing is taking center stage in the boardroom and more stakeholders are entering the picture. What is obvious or important to some, is not to others. Add to this the pressure that many teams are under to scale the business at unpreceded speed, or where they operate in an environment with outdated expectations or slanted views towards #marketing and/or #publicrelations.

So what makes a great agency match? We asked industry experts and influencers to share the love.

Show me the money!

In any #PR agency or partner there must be market awareness, relationships forged, a sense of innovation and scalability. Having the right knowledge or awareness of a particular client or partner's field is essential to the success. For example, if I'm doing PR for actors in Hollywood I probably don't want to be pitched something going on in the high tech industry. Relationships are key to a successful PR campaign. The right influencers have become more difficult to reach so innovative approaches have become extremely important. Around 72 percent of journalists say PR professionals can improve by tailoring the pitch to suit their beats/coverage. A firm or partner must be on the cutting edge of new and creative trends in order to engage journalists and their client's target market. Finally, there's the data. I was reading that around 39 percent of journalists reported that they use analytics daily to understand the effectiveness of their content. An additional 22 percent do that weekly and a further 19 percent monthly. It's imperative that a firm or partner is scalable in their approach so that they can stay to the forefront of their client's needs. It's pretty simple, leverage the digital PR tools and technologies that are available in order to show true impact of your earned media, use them to chart the course for successful PR and marketing campaigns and at the end of the day show true measurable ROI from the PR and/or communications function.

David Cardiel, Director, Global Segment Marketing, Trendkite

Are you committed?

I’d look at what the agency is doing in terms of a blog or #socialmedia. Some evidence that they are engaged with the subject matter other than writing press releases. Also, of course, in a technical area some indication they understand the field. When I was doing Windows in Financial Services, I would occasionally draw a blank when I asked a PR person what operating system the app ran on ...

Tom Groenfeldt, fintech influencer

Are we exclusive?

First, what is their reach to help get my brand out there? What channels are they using and who in their network can they leverage to extend my reach? Secondly, I’d like to know who in their portfolio is similar to my needs and have they helped (currently or prior) – and what do those programs looks like? I want a team that helps me understand what my strategy will look like, what the objective is and what it will yield. Basically, will the agency be doing something no one else is doing or are they only leveraging current social media or outreach platforms to help?

Johnny Lam, Global Account Manager, Aite Group

There's plenty of fish in the sea. Keep it simple!

Let's face it. There's no shortage of agencies to choose from. Worse yet, it's harder than ever to suss out the "great" from the "good enough". There's one simple way to help whittle down your choices. Ask them what their unfair advantage is. Maybe they point out an incredible process. Or a significant head start in technology. Or deep connections in the industry. Or maybe they can't think of anything. Either way, your decision becomes that much clearer.

Ajay Paghdal, Founder, OutreachMama

it's a two-way street

Look for a partner who understands your business goals. If they’re not familiar with your business or industry then take the time to educate them. This is important as then they can serve as a natural extension of your strategy.

Vinay Prabhakar, VP Product Marketing, Volante Technologies

Are you a keeper?

Look for a team that has deep domain skills in your chosen industry vertical AND has worked with similar software companies in the recent past. Having just one of those skills would not be enough to quickly develop a viable GTM and AR/PR plan.

James Wooster, COO, Glue42

Have you found your perfect agency match? What’s your advice? #Sharethelove and send us your thoughts and feedback.