2024 LinkedIn B2B Marketing BenchmarkReport: Trends to Shape Your Strategy
In today’s rapidly evolving B2B landscape, staying ahead means knowing the latest trends, insights, and technology shaping the industry. LinkedIn’s 2024 B2B Marketing Benchmark Report sheds light on what’s working now—and what will define success tomorrow. With data from over 2,000 B2B marketing leaders worldwide, this report is a vital roadmap for anyone in B2B marketing looking to make impactful decisions. Here’s a breakdown of the key takeaways and what they mean for your strategy.
The key factors for B2B success according to the LinkedIn B2B report.
1. The Power and Potential of AI
The report highlights a sharp rise in AI adoption: two out of three B2B marketers are now using Generative AI (GAI) to improve efficiency and reach. From short-form content to full blog posts, AI is fueling creativity and speeding up production times. However, challenges like skill gaps and privacy remain, underscoring the need for upskilling and clear AI guidelines. Embracing AI isn’t just about adopting new tech—it’s about investing in training and using AI thoughtfully to create real value.Skill gaps and privacy hinder effective AI adoption.
Skill gap may hinder AI implementation.
2. Bold Brand Building and Creativity in the Spotlight
Creativity is driving differentiation in crowded markets. According to LinkedIn, nearly 70% of B2B marketers are increasing investments in brand-building, with a focus on creating memorable, bold campaigns. Video remains a top choice for engagement, with short-form and social videos showing the highest ROI. For B2B brands, this means focusing on innovative content that resonates and builds lasting connections.
Doing B2B Marketing doesn’t need to be uncreative.
3. Data and Measurement: Making Every Action Count
Data literacy is no longer optional—it’s a must-have. With 82% of marketers confident in their ability to show impact, analytics skills are in high demand. Yet, many still feel the pressure to prove ROI in tight timeframes, making flexible measurement frameworks crucial. For those serious about growth, mastering data analysis will be key to refining strategies and demonstrating clear value to stakeholders.
Proving what gives B2B marketing success can be difficult.
4. Fostering Sales and Marketing Collaboration
Sales and marketing alignment is gaining momentum, with 54% of leaders reporting stronger synergies across departments. This unified approach supports revenue growth and drives consistency in customer experiences. Strong communication skills are critical here, enabling teams to collaborate effectively and share common goals.
Aligning the sales and marketing department is key to success.
5. Commitment to DEI and Inclusive Marketing
LinkedIn’s report shows that diversity, equity, and inclusion (DEI) are not just buzzwords—they’re essential parts of a successful marketing strategy. Three in four leaders highlight inclusive advertising as a priority, and many are ramping up efforts to recruit diverse talent and create accessible content. For B2B marketing, setting the standard in DEI isn’t just good practice; it’s a strategic advantage.
DEI is used as a strategic advantage.
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The 2024 LinkedIn B2B Marketing Benchmark Report makes it clear: the B2B marketer of the future will be adaptable, tech-enabled, and data-savvy, with a commitment to collaboration and inclusivity. These insights are not just trends—they’re actionable strategies that can redefine how you approach B2B marketing.
Future B2B marketing strategy according to LinkedIn.
Ready to leverage these insights? Dive deeper into the report and start shaping your strategy today. Let’s stay ahead, build bolder, and create more impactful connections in B2B marketing.