Christine Russell is the chief marketing officer of Simpler , an enterprise healthcare company .
By 2024, the golden trinity for B2B marketers will include technology adoption, content personalization, and a people-centric approach. In an ever-changing landscape characterized by innovative technologies and changing consumer behaviors, marketers are challenged to stay relevant in the face of competitive voices. As enthusiasm for the upcoming presidential election grows, proposals for diversification and market value will become more important.
As we delve deeper into the intersection between the use of technology and omnichannel strategy, here's a look at what we can expect from marketing teams across industries in the year ahead.
The solution to success. Maximize marketing investments in AI and technology
By 2024, a renewed focus on marketing fundamentals and return on investment (ROI) will be central to the pursuit of marketing excellence. The importance of aligning business objectives with marketing strategy cannot be overstated. Artificial intelligence (AI) and other technologies have become key players in providing valuable insights into vast databases that would otherwise remain untapped.
Less than a year after the public launch of generative AI tools, a third of respondents in a McKinsey & Company survey said their organization regularly uses generative AI in at least one job function. Additionally, 40% said they plan to increase their investments in AI due to technological advancements. Gartner, 2016
Overcoming AI-related hesitancy requires targeted implementation to improve critical decision-making rather than completely replacing humans. AI tools can improve content production, increase target user engagement, and increase satisfaction by integrating idea generation, search, and search. However, organizations implementing these tools must take steps to ensure authenticity and prioritize creating and maintaining a unique voice in their communications products.
We are opening omnichannel. personalized content
In the symphony between marketing effectiveness and organizational success, strategically organizing your omnichannel marketing and communications plan for 2024 is essential. When you realize that only 5% of the B2B purchasing market is actively buying at any given time, your marketing strategy needs to reflect a long-term view of customer acquisition. Some of the best strategies I expect to see in my own and other organizations' strategies include more creative and personalized external communications, as well as more proven account-based marketing.
Creative quality is a key factor in ensuring marketing effectiveness. Today, individuals, people, People, not businesses or general demographics. Create memorable and engaging content, ads and emails across all industries. Email and website design is essential to standing out in a noisy and cluttered ecosystem.
After all, consumers can't buy a brand they've never heard of, or find or remember its name. By aligning your brand messages with customer needs through a personalized strategy, you will ensure that your brand resonates with your customers. A human-centered approach not only grabs attention, but also attracts potential customers by tailoring the brand message to the buyer's needs.
With decades of experience now established, account-based marketing is proving to be the cornerstone of successful sales and marketing teams. By focusing their resources on specific target accounts in the market and implementing personalized campaigns, organizations can direct these resources toward accounts that send strong buying signals. The marketing message is also based on the unique characteristics and requirements of the customer, allowing a more precise focus on the service offering.
In 2024, quality will prevail over quantity and targeted, personalized conversations, complemented by well-crafted creative content, will need to be a priority to ensure engagement from an engaged audience. Facing various challenges, marketing teams must focus on critical aspects such as prioritizing technology investments, creatively integrating the voice of the customer into strategy, and maintaining an overall vision. These areas will be critical as we navigate a changing landscape.
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