What are some of the key strategy, tech, and content trends shaping B2B marketing today? What will be tomorrow's trends?
To find out, LinkedIn and Ipsos conducted a survey in March 2024 among 2,001 B2B marketing leaders from around the world.
The researchers found that key trends shaping B2B marketing strategy today are the allocation of budgets across many channels/activities, the reassessment of organizational structures and teams' skills, and the pursuit of new customers vs. investing in existing relationships.
They expect key future trends to be the prioritization of budget allocation with company goals, the undertaking of reorganization to build the right teams, and the taking of a more balanced approach between acquisition and retention.
The researchers found key tech trends shaping B2B marketing today are the use of generative AI (GAI) and the establishment of GAI usage guidelines.
They expect key future trends to be the embrace of technology to gain efficiencies and the continued development of clear policies on technology use.
The researchers found a key content trend shaping B2B marketing today is the blending of traditional techniques with cutting edge technologies.
They expect a key future trend to be the increasing embrace of connected television (CTV).
About the research: The report was based on data from a survey conducted by LinkedIn and Ipsos in March 2024 among 2,001 B2B marketing leaders from around the world.