Updated May 2024

Overview

2024 B2B Marketing Trends, Challenges & Opportunities

• B2B Digital strategy overview
  – B2B vs B2C
  – Short-termism
  – Business objectives and focus
  – MQLs and SQLs
• Brand building
  – Why does it matter
  – Full funnel campaign developing
  – Proving the business case
  – Inbound marketing
• B2B beyond sales
  – Product Led Growth
  – Ecommerce

Developing a B2B Marketing Strategy

• B2B Digital strategy framework
  – Strategy vs tactics
  – Key components
  – Big picture thinking
  – Full funnel campaign developing
  – Investing in creativity
• B2B beyond sales
  – Product Led Growth
  – Ecommerce
• Inbound marketing in B2B
  – Channel integration
  – Customer avatar development
  – Content planning

Analytics and Performance Measurement in B2B Marketing

• Measuring your B2B strategy
  – What’s the point?
  – Tracking full-funnel success
  – Short-term and longer-term KPIs
• Upper and lower funnel data
• Establishing conversions
  – Macro conversions
  – Micro conversions
  – Attribution
  – Path visualisation
• B2B Campaign tagging
  – Avoiding common pitfalls
  – Understanding UTMs

Content Marketing for Business Audiences

• Content marketing for B2B
• Understanding demand generation
  – Finding a distinctive way to add value
  – Tone of voice
  – Amplifying via owned, earned and paid media
  – Planning
  – Processes and systems
• Social media content marketing
  – Pivot to video
• Optimising content for Search
  – SEO vs SEM
• Email amplification

SEO Copywriting Essentials

• Optimising user journeys to drive more conversions
  – Reducing friction
  – Collating quantitative and qualitative CRO insights
• SEO copy optimisation
  – Page titles
  – Header tags
  – Image tags
  – Meta descriptions
• Optimising Search content marketing performance
  – Boosting engagement
  – Encouraging repeat visits
  – Rich results

Social Media Marketing in B2B

• B2B content in social media Rise of short-form video
  – Tik Tok-ification of content marketing
  – Generative Al impact
  – B2B video
  – Content creation tools
  – Generative Al
• LinkedIn content creation & engagement
  – LinkedIn Feed & engagement
  – Video growth
  – Maximising employee interaction
  – Groups
  – Showcase and Product pages

Email Marketing, CRM and Automation

• Understanding what B2B audiences want 
• B2B Email creative and copy best practices
  – B2B email design considerations
  – Engagement boosting
  – Email copy and creative testing
• Improving email deliverability
  – Data hygiene and list management
  – Engagement tagging
• Customer relationship management (CRM)
  – Email sequences
  – Automation

Advertising & Thought Leadership in B2B Marketing

• B2B ads strategy
  – Full funnel campaigns
  – B2B ads channel mix
  – LinkedIn’s ad business: From zero to hero
• Social ad strategy, targeting and creative
  – Set up
  – Objectives
  – Targeting
  – Apple iOS 14 impact
  – Ad formats and creative
• Maximising your people
• Search Engine Marketing (SEM)