Forbes recently published an article detailing four ways that B2B brands will differentiate themselves this year. John Hall writes:

The B2B sales and marketing landscape has seen more disruption in the past five years than it has experienced in nearly a century. First, the pandemic brought unprecedented challenges for customer engagement. Now, rapid technological advances like artificial intelligence have permanently shifted how B2B buyers interact with vendors and how complex sales occur.

This disruption has led to more pressure for CMOs, who are tasked with creating unique value that sets their brands apart. Here are some strategies that Hall says are redefining the B2B ecosystem:

1. Re-thinking digital engagement

For many B2B brands, revamping how they interact with customers is at the top of their 2024 to-do list. Though most have long used digital channels to interact with prospects and customers, these interactions sometimes feel like disjointed experiences rather than cumulative components of the broader purchasing journey.

With that said B2B brands are no longer just posting content and hoping for the best. Instead, they’re reimagining digital engagement by creating interconnected experiences: virtual reality product demos, interactive webinars, and personalized online journeys.

Thinking creatively about how to connect with an audience has led B2B brands to reimagine digital engagement as something more memorable than a photo post or infographic.

These aren’t just about catching the eye of B2B customers but are a matter of creating memorable experiences that resonate with decision-makers on much deeper levels.

Engaging an audience with a cross-platform digital campaign – as many businesses are doing – involves an in-depth understanding of how digital channels work. When executed properly, these kinds of campaigns can lead to increased engagement, loyalty, and conversion.

2. Embracing AI

AI isn’t just a buzzword anymore; it’s a powerful tool reshaping the B2B world.

Brands are using the technology for everything from predictive analytics and personalized recommendations to automated customer service. Customers can have conversations with a chatbot that understands their needs and preferences better than some humans, and other AI-powered tools can accurately forecast market trends and customer behavior.

Right now, many organisations are still exploring the possibilities of generative AI – while some are remaining opposed to these tools. There are mixed opinions on whether AI is helpful or harmful to those working in the creative industries, but many believe it is a way for brands to stay ahead and gain an edge on their competitors.

3. Optimising video content

Today, B2B decision-makers are bombarded with a seemingly endless stream of information. As a result, capturing and retaining their attention for long enough to deliver a value proposition or pitch a product is more challenging than ever, but that is where video marketing comes into play.

B2B brands are optimizing their video marketing strategies to cut through the noise of digital content, and these are more than just promotional videos. B2B businesses are producing everything from educational series and behind-the-scenes glimpses to customer testimonials that tell compelling stories.

Videos can be tailored to various different platforms, helping to reach both new and existing audiences – whether that’s on social media or through a brand’s own website. Short form video content has been rapidly gaining popularity since the mid-2010s, so it’s not a surprise that brands are using this as a way to connect with their audiences.

4. Enabling self-service

People often think that only “regular” shoppers like to do things themselves, whether that’s using self-checkout at the store or managing app subscriptions. However, according to a 2021 study by TrustRadius, 87% of B2B decision-makers are consumers all the same.

B2B clients are regular people too, and enabling self-service might be one way to make their work day a little easier. Some decision-makers might find it easier to be able to do things themselves, while others might prefer the option to talk things through with you – so it’s important to give your clients options.

Looking to the future

The start of a whole new ballgame is just over the horizon for B2B brands, with 2024 shaping up to be a time of significant changes.

Therefore, your brand has to be quick on its feet and full of fresh ideas to keep up.

At Novagram, we work with companies of all shapes and sizes to improve their brands and digital presences. If you think you could use our help – get in touch.

We are Novagram, a UK creative agency
specialising in branding, design and digital development