As another year passes since our last insightful dive into the trends shaping B2B marketing, we’re thrilled to present the 2024 B2B Marketing Mix Report. This year, we’ve identified key takeaways and aim to provide you with actionable tips to propel your marketing strategy to new heights in 2024.
Understanding the Current Landscape
Our 2024 Marketing Mix Report is the result of extensive surveys conducted among industry leaders, marketers, and decision-makers. We received over 2400 responses this year—a record reception for our annual report. The data collected provides a comprehensive snapshot of the current state of B2B marketing, allowing us to draw valuable insights and guide you toward success.
5 Proven and Actionable Insights to Accelerate B2B Marketing in 2024
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- Strategize for In-Person and Virtual Event Marketing
- Embrace Traditional Methods and Refresh Your Resources
- Assess Brand Recognition and Prioritize Brand Awareness
- Allocate Funds for Directory Listings and Sponsorship Opportunities
- Reevaluate Your Marketing Tools, Emphasizing AI and Advanced Reporting
Based on our extensive research, here are our recommended actions for accelerating B2B marketing success in 2024:
1. Strategize for In-Person and Virtual Event Marketing
Takeaway: A Hybrid Presence is Vital
Successful marketing strategies must bridge the gap in an industry where the virtual and physical realms coexist. Encompassing 30% of projected marketing budgets for 2024, our data shows that businesses that strategically balance in-person and virtual event marketing witness a significant boost in brand visibility and lead generation. In fact, in-person tradeshows and events are the #1 source of leads for B2B businesses, and, by that measure, a vital tool for success in 2024.
According to our surveyed audience, in-person and virtual events make up approximately a third of all sales and marketing lead sources, underscoring the importance of these opportunities for brand building.
Take Action:
- Leverage our Ultimate Guide to B2B Event Marketing for a comprehensive roadmap to successfully attending and curating special events.
- Ensure there’s room in your annual budget to attend events in-person and virtually to maximize your chances of collecting leads through this process-proven pipeline.
- Prioritize personalized experiences for both virtual and in-person attendees, ensuring meaningful communication and lead collection.
- Follow through with dedicated objectives for converting your leads from tradeshows and virtual events into customers.
2. Embrace Traditional Methods and Refresh Your Resources
Takeaway: Print Marketing is Back! But Did it Ever Really Leave?
While digital dominates, don’t underestimate the impact of traditional methods. Refreshing your marketing and sales materials, including print ads, can revitalize your brand image, reach a broader target market, and resonate with audiences in memorable ways.
There’s been a resurgence in the use of print advertisements and direct marketing material, and it’s paying off—bringing in approximately 27% and 26% of sales and marketing leads, respectively.
Take Action:
- Conduct an audit of your current collateral and identify areas for improvement, repurposing, or removal.
- Consider a print advertising or direct mail marketing strategy in addition to your digital marketing techniques.
- Extend your marketing opportunities within your existing markets through directories and sponsorships.
3. Assess Brand Recognition and Prioritize Brand Awareness
Takeaway: A Strong Brand is Your Best Asset
Brand recognition directly influences purchase decisions. Evaluate your brand’s current standing and make a concerted effort to enhance brand awareness. This attracts new customers and fosters trust and loyalty among existing ones.
Take Action:
- Ensure consistency across all branding touchpoints.
- Continue nurturing your existing customers to increase brand loyalty.
- Actively engage with your audience on social media to humanize your brand.
- Check out our Branding Made Simple guide to create your roadmap to branding success.
4. Allocate Funds for Directory Listings and Sponsorship Opportunities
Takeaway: Strategic Investment Drives Visibility
Don’t overlook the power of directory listings and sponsorships. Allocating funds strategically in these areas can significantly amplify your brand’s reach and position you as an industry leader.
Our research says it all—32% of our surveyed colleagues reported sales and marketing lead success through direct marketing and sponsorship outlets. This is a sharp increase from 14% in 2022, an uptick not to be ignored.
Take Action:
- Research and select directories relevant to your industry and gain admission to those selected.
- Negotiate sponsorship packages that align with your marketing goals and increase your brand visibility.
- Track the ROI of each directory and sponsorship to refine future investments.
5. Reevaluate Your Marketing Tools, Emphasizing AI and Advanced Reporting
Takeaway: Stay Ahead with Cutting-edge Technology
In 2024, B2B marketers will increasingly adopt AI for analytics, content generation and presentation improvement, leading to more compelling and efficient materials and reporting. Automation and AI-driven video content creation will also enhance engagement and efficiency, reshaping B2B marketing strategies.
If you haven’t already, reevaluate your marketing toolkit. Emphasize AI-powered content and coding solutions and advanced reporting tools to enhance efficiency, gain deeper insights, and stay ahead of the competition.
Take Action:
- Explore and start using AI platforms like these Sagefrog tested and approved tools.
- Train your team on the latest technologies to maximize their capabilities.
- Establish a robust reporting system to measure the impact of your marketing technology efforts.
Bonus: Partner with a Leading B2B Marketing Agency
With these actionable takeaways, you’re equipped to not only navigate but thrive in the evolving landscape of B2B marketing. We invite you to implement these strategies and witness the transformative power they can bring to your marketing plan.
Remember that you don’t have to do it all by yourself. At Sagefrog, we offer our clients expert guidance and partnership for navigating the dynamic B2B marketing landscape across a wide variety of industries. We can do the same for you!
For a detailed breakdown of the stats and figures, view the full 2024 Marketing Mix Report:
Get in touch with us today to learn how we can tailor a plan for your business’s marketing success in 2024.
