What techniques can B2Bs apply to win more audience attention?
Why should marketers intentionally attempt to make better mistakes?
And is it really possible to launch an ABM campaign in just a week?
These were just some of the topics we covered in 2024 — all with the intention of helping you keep pace with new trends, better connect with customers, and question accepted B2B beliefs that might have been holding you back.
But four topics caught your attention more than any other.
1. Revenue Teams can help B2Bs maximize profits.
Is your B2B business losing revenue because of how your people work together? Our VP of Digital Strategy, Erin Stuckert, asserted that for most B2B brands, the answer is a resounding ‘yes’.
The reason? Sales, marketing, and customer teams often chase their own goals — at the direct expense of collectively pursuing what matters most: generating company revenue.
Erin shared why it’s time for B2B brands to build a dedicated Revenue Team — and provided three actionable ways you can start.
“From driving revenue to maximizing customer lifetime value, I’ve seen the impact of a Revenue Team first-hand.” Erin Stuckert — Chief Strategy Officer.
2. Brand advocates: B2Bs biggest opportunity?
How have the likes of Tesla and GoPro managed to nail brand advocacy? And what lessons can B2Bs use to build their own loyal followings?
As our Senior Copywriter, Jamie Bailey, explained, they haven’t thrown money at splashy product-focused ad campaigns. They’ve found more organic ways to generate loyalty by building online communities, putting customers at the heart of their story, and finding ways to engage them beyond the sale.
And as Jamie explains, B2Bs can apply similar lessons to create their own brand advocates.
“When your customers become brand advocates, they’ll literally sell your products for you.” Jamie Bailey — Senior Copywriter.
3. B2B brands should focus on these four UX trends.
A simple question but a big one: how can you keep users engaged on your website for longer?
In this article, our Revenue Operations Director, Mike Blake, shared the secrets to creating a winning user experience — without needing big budgets or website overhauls.
From simple ways to minimize friction to hooking attention with easy-to-add VR experiences, Mike’s tips are essential reading for any B2B brand looking to increase on-page engagement.
“Increasingly, great UX is defined by an intelligent mix of interactivity, personalization, and frictionless navigation.” Mike Blake — Revenue Operations Director.
4. How AI video tools could benefit B2B content creators.
A plethora of AI text-to-video tools launched in 2024. And in case you missed them, they can essentially create hyper-realistic video content via a simple prompt.
So promising is their potential that one filmmaker paused an $800M studio expansion in the belief they may eliminate the need for expensive real-world shoots.
The question is, can these tools benefit B2B marketers? Our Senior Copywriter, Richard Holmes, suggests they can, with some concrete suggestions on how they could support content ideation. Just note the caveats around potential ethical/copyright implications.
“Though clearly nowhere near ready for full-blown content creation, (AI video tools) can still benefit digital marketers in the early ideation phase of a video campaign.” Richard Holmes — Senior Copywriter.
A quick shout-out for ABM. We also went big on ABM content this year. And the two assets you downloaded most were related to that very topic:
If you haven’t already, check them out to discover how to build an ABM campaign from the ground up and increase your chances of success.
What’s coming up in 2025?
Basically, more of the stuff you care about. We’ll continue to keep you updated on the latest B2B trends, research, technologies, and revenue opportunities — with a firm focus on providing practical advice you can apply to your marketing.
We’ll also be focusing heavily on the topic of audience insights, and how the right insights can help your brand pursue ‘Forever Customers’ and maximize customer lifetime value.
To see how we’re helping global brands on that journey, watch our showreel.