From 2023 into 2024 – A Gen AI perspective

As 2023 ends, it's time to reflect on the B2B marketing tendencies that shaped this year and look ahead to the upcoming trends for 2024. In this blog post, we will share our insights and predictions based on our experience and research in the B2B marketing field.

2023 was a year of challenges and opportunities for B2B marketers. The pandemic continued to affect the way we do business, forcing us to adapt to new customer behaviors, expectations, and needs. At the same time, the digital transformation accelerated, bringing new tools, platforms, and strategies to enhance our marketing efforts. We can safely say that 2023 marked the beginning of the Gen AI revolution, that will take full force into 2024.

Here are some of the key tendencies that we observed in 2023:

Content marketing remained a crucial element of B2B marketing but with a focus on quality over quantity. B2B buyers are looking for relevant, valuable, and engaging content that helps them solve their problems and make informed decisions. Content marketing also became more personalized, interactive, and diverse, thanks partly to Generative AI.

Account-based marketing (ABM) gained more popularity and sophistication, as B2B marketers supercharged their ability to target and nurture specific accounts, leveraging more customer data than ever. Allowing marketers to run more efficient and effective campaigns while scaling.

Social media marketing expanded beyond the usual platforms, such as LinkedIn, X and Facebook, to include emerging channels such as TikTok, Clubhouse and Discord. B2B marketers experimented with these platforms to reach new audiences, build communities, and showcase their brand personality. Social media marketing also became more conversational, authentic and humanized, fostering trust and loyalty among customers.

One of the most significant trends in B2B marketing during 2023 was the adoption of Gen AI, a powerful tool that can generate high-quality content for various purposes. Over the year Gen AI addressed many of the challenges that B2B Marketers faced, such as IP concerns and hallucinations. Gen AI definitely empowered marketers to customize and highly personalize content according to contextual data.

However, despite the impressive capabilities of Gen AI, many enterprises still fear the total automation of marketing and sales content.

Of course, they worry that relying too much on Gen AI will result in losing the human touch, authenticity, or trust that is essential for building long-term relationships with customers. Well, we at Acerca have a solution for that. We call it Talent and Technology, a hybrid approach that combines Gen AI and humans to curate all content. We use Gen AI to generate the first drafts, and then we use our skilled and savvy consultants to refine, polish, and optimize them. This way, we can ensure that our content is not only catchy and effective, but also reflects our brand personality, values, and vision. Want to know more about how we can help you with your B2B marketing goals and how we can bring some magic to your workflows and/or engagement? Talk to Acerca today.