…when we finally realise that predicting the future of B2B marketing in 2024 is a bit like listening to Mystic Meg: it all sounds great until you start to compare it with the reality.
But unlike Mystic Meg who built her career on the premise that no-one could be bothered to check her predictions, I do believe in predicting the future accurately as our success depends upon it.
This is particularly relevant in 2024 as none of us (by ‘us’ I mean all the B2B Agency owners with an interest in the future) predicted AI. I mean, did you? Who saw THAT coming?!!! A once-in-a-lifetime revolution that totally changes the industry, and we didn’t even know about it until it happened! Even my better informed colleagues didn’t predict it.
So this month I have been polishing my crystal ball and it has told me that the best way to predict the future is to compare my own thoughts with our leading industry body, the CIM (Chartered Institute of Marketing).
Their take on AI is that the influence of AI in marketing is ‘undeniable’.
They also talk about a ‘paradigm shift’ towards ethical marketing and sustainability (just in case you hadn’t noticed it growing over the last 10 years).
Influencer marketing is going to continue to grow ‘exponentially’.
This is going to change a lot over the next 12 months too, as social media grows in influence over Google as the ‘Search Engine of choice’.
So there you have it: my top four predictions for B2B marketing in 2024. I’d like to say that I’d bet my shirt on all of these coming true, but I think that’s a dead-cert so I won’t even bother. I’m sure Mystic Meg was never so foolish either!
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