Top Best Practices for B2B Demand Gen Marketing Across APAC

Business-to-business (B2B) marketing has undergone revolutionary changes in 2023 with the rise of artificial intelligence (AI). This was a hot topic, which opened more subtopics for debate. Aside from AI, Google SEO algorithm updates have brought tremendous impacts on how marketers must optimize their content to rank higher in search results pages (SERPS). Of course, gamification marketing has brought more interactive engagement to the B2B sector digitally during the pandemic and post-COVID year.

But what’s in store for B2B marketers in 2024? Check out my top B2B marketing predictions for the next year to help you plan ahead and implement your strategies early on for a competitive edge.

Aggressive AI-Based B2B Marketing Initiatives

The most impactful B2B marketing trend in 2023 is AI. With the rapid development of AI capabilities, more platforms and software systems have emerged, offering promising outcomes for B2B companies. From generative or content-producing AI, automation has expanded across various business operations, including billing, inventory, lead generation, marketing, and sales.

In 2024, more B2B companies will launch more aggressive AI-based marketing initiatives. Meta has already started using AI and machine learning (ML) to power its platform. As a result, more marketers will leverage Meta’s AI Sandbox to boost ads.

Furthermore, generative AI will continue to enhance its capabilities from text- and photo-based content to interactive recorded and livestreamed videos. B2B marketers will use generative AI for autopilot, to simplify and streamline the marketing workflow for making data-driven decisions.

AI-Related SEO Algorithm Updates

As I previously explained, the Google AI memo leak is a wake-up call for the B2B community. In 2024, generative AI will build a big web of ecosystems among giant digital players, including Google.

Google will continue to push against AI-generated —perceived as unhelpful content based on its November 2023 core update. This poses a huge challenge for marketers leveraging AI to produce content for speed, quality, graphics, and other content attributes. How can B2B marketers strike a good balance between AI adoption and SEO compliance?

Marketers must closely monitor Google SEO algorithm changes and how new AI features can be used to enhance content quality without rendering it unhelpful by search engines. The call for creating more effective AI content marketing strategies is loud. In 2024, this call will be more aggressive and proactive.

Gamification AI-Based Adoption

Gamification will become more AI-powered in 2024. From SEO, content marketing, to outreaching or public relations, AI will surely be a key ingredient when creating gamification campaigns. In 2024, we can expect more real-world B2B gamification examples.

The B2B gamification strategies that will change the marketing gameplay in 2024 will include the following:

  • More interactive video quizzes combining animation, avatars, and real people
  • Gamified B2B business apps and websites
  • Gamified flip cards and other creatively user-manipulated graphics
  • Chat boxes with more dynamic AI-gamified graphics and video content

Gamification next year will definitely test the creativeness of B2B marketers. The challenge in gamification marketing in 2023 was creating more effective gameplay mechanics. But in 2024, the struggle will be maintaining the momentum of successful gamification campaigns.

A stringent demand Generation Marketing mindset

Every B2B brand must generate a demand. Marketers must deeply understand their target audience and channels that consume information in demand generation. As I mentioned, demand generation is one of search marketing’s most difficult pain points. It involves attracting potential B2B customers and generating interest in a product or service they may not even know they need.

Examples of demand generation that will still be relevant in 2024 include display advertising, gamification, virtual events, and content solutions. More B2B companies will seek help from top online media publishers to boost their demand.

ThinkLogic Media Group offers demand generation marketing services like intend-based lead generation and media syndication. ThinkLogic helps B2B companies drive demand and awareness through its niche online publications and bespoke marketing methodology. What is evidently critical of is the role it plays in the tech media landscape for its IT readers, PR partners, tech vendors and other research houses as the go to platform for all things B2B technology.

Therefore, sales and marketing alignment is crucial for moving leads to the bottom of the marketing funnel and effective demand generation. In 2024, marketers must strengthen their relationships and collaborative work with sales reps. Failure to do so will only lead to misaligned goals and actions. If you want to achieve successful campaigns, don’t underestimate the power of nurturing a sales-marketing relationship.

I highly recommend the following tips to nurture the collaborative relationship of sales-marketing teams:

  • More interactive video quizzes combining animation, avatars, and real people
  • Gamified B2B business apps and websites
  • Gamified flip cards and other creatively user-manipulated graphics
  • Chat boxes with more dynamic AI-gamified graphics and video content

Conclusions

B2B marketing will be more aggressive, proactive, gamified, and AI-based in 2024. The competition will no longer be just between companies, but the battle lies deeper within themselves, migrating from conventional methods to more transformative and innovative B2B marketing solutions using tech tools. So, are you ready to drive your B2B marketing initiatives in 2024?

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Written by

Dexter Low

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sample8
Director of Media and Partnerships
CybersecAsia, DigiconAsia, MartechAsia

Written by

DEXTER LOW

Director of media and Partnerships CybersecAsia, DigiconAsia, MartechAsia