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Molly MillerMay 8, 20244 min read

2024 B2B Marketing Trends: A Light at the End of the Tunnel

The past few years have been a rollercoaster for businesses worldwide, and B2B marketers have navigated their fair share of ups and downs. Challenges such as B2B marketing budget cuts and the immense pressure to drive results have dominated the landscape. However, as we look forward to 2024, there appears to be a promising shift in the atmosphere. The latest findings from our new B2B marketing research report, The 2024 B2B Marketing Outlook: The Data Confidence Divide, suggest a brighter future for B2B marketers, filled with optimism and potential growth. 

Embracing a positive outlook

This year, B2B marketers are ushering in an era of renewed optimism. According to our B2B marketing research, there is a notable shift in sentiments compared to previous years, with an overarching theme of positivity echoed across the industry. Marketers have expressed greater confidence in their strategies and outcomes, hinting at a more stable and prosperous year ahead.  

The data shows marketers are feeling optimistic about factors like: 

  • Increases in revenue
  • Bigger marketing budgets
  • New lead pipeline acquisition
  • Expanding marketing teams   

2024 B2B marketing trends  

We recently partnered with research firm Ascend2 to survey 429 marketing leaders across North America, Europe, and APAC to learn how marketers are balancing authenticity, AI and evolving audiences. 

A major focus of the 2024 B2B marketing trends is on the importance of data strategies and the pursuit of reaching evolving audiences effectively. As digital landscapes expand and customer behaviors shift, the ability to build effective strategies and use accurate data becomes more crucial than ever. Marketers are aware of the challenges posed by data quality and technology integration but are also recognizing the opportunities these areas present for driving better marketing outcomes. 

Another key area highlighted in the report is the role of authenticity in marketing strategies, especially when intertwined with artificial intelligence (AI). As B2B marketing continues to embrace AI, the need for genuine, relatable content that resonates with audiences remains paramount. Marketers are finding that combining AI with a human touch can lead to enhanced engagement and customer loyalty. 

Revenue growth  

One of the most encouraging aspects of the report is the positive outlook on revenue growth. An impressive 37% of B2B marketers expect a significant increase in revenue for 2024. Even further, we can see revenue is on the upswing because when asked about their change in revenue over the past year, 30% of 2024 marketers reported a significant increase compared to just 21% in 2023. 

Marketers who are expecting a significant increase in revenue this year are paying attention to changing customer behaviors. When compared to their less optimistic peers, they’re much more likely to have observed an increase in the number of members of buying groups and an increase in the length of sales cycles, where their peers are more likely to report these customer behaviors haven’t changed. Plus, they’re much more confident they’re able to target the right personas and ICPs. 


Budget expansion 

For years, tight budgets have put stress on B2B marketers, but 2024 is set to change that narrative. The report shows that 2x the number of marketers expect a significant increase in their marketing budgets compared to last year. With 31% anticipating a considerable rise and an additional 45% expecting a moderate increase, it’s clear that there is growing financial confidence across the industry. 

This increase in budget flexibility allows marketers to explore new strategies and expand their reach to new audiences. This year 51% of marketers are prioritizing testing new tactics. On top of that, 58% of marketers are exploring new demographics or industries and expanding market segments. With more flexibility in their budgets and less fear around scarce resources, these marketers are able to try out new tactics to strategically prioritize growth. 


Lead generation and team growth 

The optimism extends into expectations around lead generation and pipeline development, with a third of marketers expecting a significant boost in their lead acquisition efforts in 2024. This confidence is likely fueled by the increased budgets and a greater emphasis on innovative marketing strategies. 

Moreover, after years of cutbacks and reduced team sizes, there’s a positive shift in expectations regarding marketing team growth. A quarter of respondents are hopeful that they will significantly increase their marketing team size, signaling stronger organizational support and investment in marketing functions. With more team members dedicated to different parts of the marketing process, marketers can expect to plan and execute stronger campaigns which will lead to increased pipeline and growth.

A promising year ahead for B2B marketing 

As we continue through 2024, the findings from The 2024 B2B Marketing Outlook: The Data Confidence Divide report paint a hopeful picture for B2B marketers. The industry is on the verge of a significant transformation, driven by enhanced data strategies, deeper audience understanding, and a stronger focus on authentic engagement through advanced technologies. 

For B2B marketers, these insights are not just numbers and trends; they are indicators of a shift towards a more positive and successful marketing era. It’s a pivotal time to leverage these insights to refine strategies, embrace new tools and technologies, and build stronger, more connected relationships with audiences. 

The road ahead is bright, and with the right strategies and outlook, B2B marketing is set to experience one of its most prosperous years yet. It’s time to embrace this light at the end of the tunnel and push towards a year of remarkable growth and success.


Molly Miller

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