2024 Predictions: GenAI Will Take Centre Stage in B2B Marketing

Scanning the horizon of 2024, the B2B landscape is brimming with technological advancements poised to reshape marketing strategies and change the way organisations acquire business clients. At the forefront is GenAI, a term that embodies the next generation of artificial intelligence in the business world.

But even as AI takes centre stage, it brings with it a heightened emphasis on brand reputation, data integrity, and the irreplaceable value of human interaction. Let’s take a closer look at the impacts of GenAI, as well as some other B2B marketing trends, to keep an eye on in the new year.

GenAI: A new era in B2B marketing

Generative AI refers to a specific class of artificial intelligence that can generate content. ChatGPT is the most well-known example that runs on a prompt-and-response format. Users input a prompt, and ChatGPT generates a text or image reply.

However, GenAI does more than simply respond to basic user enquiries. It can analyse huge amounts of data, predict customer behaviour, and create highly personalised experiences. From crafting precise website copy to powering efficient chatbots, this technology is set to enhance the efficiency and effectiveness of marketing campaigns.

Additionally, marketers can use AI to generate product descriptions by simply uploading an image of the item. When implemented at scale, this feature can provide significant time and cost savings.

AI will make or break brand reputations

Artificial intelligence, and specifically generative AI, is not infallible. As businesses implement AI, they must ensure that the content the tech produces aligns with their values and messaging. This means painstakingly reviewing any content for factual accuracy, tone, and bias.

Additionally, companies must prioritise the ethical use of GenAI. This means protecting customer data and ensuring that AI-driven interactions are transparent and respectful. In other words, you need to tell customers if they are talking to AI.

If you use AI to enhance the user experience, be careful not to overstep personal boundaries or violate data privacy regulations. Misuse of AI can break your reputation, whereas the strategic use of GenAI tools can build trust and expand your reach. The bottom line is that AI is a double-edged sword, and you need to treat it as such.

Data quality and reliability

AI is only as good as the data you feed it. In 2024, you’ll need to clean up your data and ensure it is accurate and complete. This is no small feat; it requires robust data governance and hygiene practises to ensure the information is accurate and up-to-date.

Faulty data could lead your marketing strategies astray. In turn, this could lead to significant resource waste and damaged customer relationships.

The human element is more important than ever

There is a common misconception that the proliferation of GenAI is going to reduce the demand or need for the human touch. The opposite is true. 

Despite the allure of AI, human contact remains indispensable to your B2B marketing strategy. B2B buyers want more than just a product or service; they are after a connection, a story that resonates, and an emotional interaction.

Even if you successfully implement genAI at scale, remember that people are at the heart of all you do. Your sales and marketing team can seal deals by chatting with prospects over a cup of coffee, telling your brand story in a relatable way, and listening to the concerns of hesitant buyers.

Storytelling: Moving beyond algorithms

Storytelling in B2B marketing moves beyond the presentation of facts and features. It’s about creating a narrative that connects with your target audience on a personal level.

Think of GenAI as a tool for enhancing your storytelling capabilities. When combining AI assets with a human touch and great storytelling, you can generate more leads, improve sales, and make 2024 your most productive year yet.

Retool your partnership marketing strategies with Acceleration Partners

GenAI will have a huge impact on B2B marketing, especially affiliate and influencer campaigns. If you haven’t retooled your partnership marketing strategies to accommodate GenAI, now is the time.

At Acceleration Partners, we provide custom strategies and actionable insights to help you achieve more with your B2B partnership campaigns. Whether you need to revamp an existing strategy, break into a new market, or want a complete affiliate programme overhaul, we’ve got you covered.

Connect with AP today to learn more about staying ahead of your B2B competition!