Demandbase, a leader in account-based go-to-market (GTM) strategies for B2B enterprises, has unveiled its 2024 State of B2B Advertising report. This comprehensive analysis captures the latest trends and provides actionable recommendations for B2B marketers. Based on surveys of industry professionals, the report highlights a shift toward data-driven, AI-powered, and account-based strategies.

Key Takeaways from the 2024 State of B2B Advertising Report

• Privacy-Forward Advertising as the New Standard

  • Growing data privacy concerns are driving B2B advertisers to adopt privacy-compliant practices.
  • Emphasizing trust, these strategies aim to balance effective targeting with user privacy, reshaping audience engagement.

• Influencer Marketing Gains Importance in B2B

  • Once dominant in B2C, influencer marketing is now vital for B2B brands seeking credibility and authority.
  • Industry influencers help build trust and engagement with decision-makers, providing B2B brands with added reach and authenticity.

• The Shift to Automated and Programmatic Advertising

  • Manual ad placements are being replaced by AI-driven programmatic advertising, enhancing efficiency and targeting.
  • Programmatic advertising allows B2B marketers to optimize ad spend, reach key audiences, and achieve higher precision.

• Cross-Channel Campaigns for Enhanced ROI

  • Integrated, multi-channel campaigns, particularly across LinkedIn and Connected TV (CTV), are essential for engagement and conversion.
  • Demandbase reports substantial ROI boosts for customers combining CTV and display ads, demonstrating cross-channel's impact.

Expert Insight on B2B Advertising Trends
Kelly Hopping, CMO at Demandbase, notes the evolving landscape of B2B advertising, impacted by new technologies, changing customer behaviors, and economic pressures. The 2024 report provides insights on how marketers can leverage these trends, particularly the growth of Account-Based Marketing (ABM), automation, and privacy-first approaches.

Demandbase’s 2024 State of B2B Advertising report is an essential resource for B2B marketers looking to stay competitive. By understanding and adopting these trends privacy-forward practices, influencer marketing, programmatic ads, and cross-channel strategies—B2B enterprises can position themselves for future success.