Last month I had the chance to attend the Social Day B2B Forum at Bounce in Shoreditch. The day was packed with insights from some of the brightest minds in the B2B marketing world. If you’re curious about where the industry is heading in 2024 and beyond, here are my key takeaways from the event.
The State of B2B Marketing in 2024
First up was Charlotte Rogers, who reminded us that the B2B sales cycle is like a marathon compared to B2C’s sprint. The challenge? Proving ROI over such a long cycle. But what resonated most was the idea of quality over quantity when it comes to lead generation. It’s easy to nod along with this principle, but implementing it tends to be the tricky bit. Charlotte emphasised that our tactics must evolve constantly – what worked last year might not cut it anymore.
Key takeaway: Instead of bombarding audiences with generic ads, focus on sharpening your strategy and nurturing those that align with your goals.
How Buyer Behavior Is Changing
Jennifer Shaw-Street brought some real game-changers to the table. One standout idea? B2B buyers often default to indecision unless they feel empowered by confidence, and that comes from brand recognition and emotional connection. Yes, even in the B2B space, emotions are as influential as rational factors, which might surprise some.
She introduced the concept of category entry points (CEPs) — the mental triggers that make a brand top-of-mind when a buying need arises. Think “who,” “what,” “why,” “where,” and “how” to position your brand for relevance. Shaw-Street also made a compelling case for reducing unnecessary noise in marketing. Sometimes, less is more.
Key takeaway: It’s no longer about flooding the funnel but about mental availability, ensuring your brand is the one buyers think of first.
Trends in B2B Social Advertising
Alison Battisby shared some incredible stats. For example, did you know that 84% of B2B buyers use social media during their decision-making process? Even more interesting, they consume 3-7 pieces of content before ever engaging with a sales rep.
The rise of short-form, vertical video was another big topic. Platforms like Meta and LinkedIn are doubling down on this, with reels seeing a whopping 200 billion daily plays. Alison also highlighted new ad formats like LinkedIn’s promoted newsletters and thought leader ads, which have shown promising engagement metrics so far.
Key takeaway: Invest in AI-powered ads to refine targeting, and never underestimate the power of collaboration. LinkedIn thought leader ads are a great way to tap into trusted voices within your industry.
The Power of Personal Branding
The personal branding panel, featuring Ash Jones and Katie Street, was one of my favourite talks. They hit on a simple yet profound truth: people trust people. Whether you’re a B2B buyer or not, you’re more likely to buy from someone you relate to and respect.
Numbers matter less in B2B, but they’re still a form of social proof. One memorable example shared was Ash Jones’ Guardian carousel post – it’s all about visual storytelling.
Key takeaway: Build personal brands within your company. Employee advocacy isn’t just about pushing content; it’s about enabling individuals to become thought leaders in their own right.
Building Successful Employee Advocacy Programs
Speaking of advocacy, Kunal Gandhi made a compelling case for why it’s worth the investment. Advocacy isn’t just a way to amplify your brand; it’s a personal career booster for employees. If you want buy-in, pitch it to them as a chance to grow their personal brand and career prospects.
Measuring the ROI of advocacy was another hot topic. Clear communication is vital, both internally and externally, to track whether advocacy efforts are driving real business results.
Wrapping Up
Attending the Social Day B2B Forum was both refreshing and insightful. From the intricacies of buyer behavior to the rise of employee advocacy and personal branding, one thing is clear: the B2B landscape is evolving fast.
As marketers, it’s up to us to embrace this change and push boundaries, whether that’s through emotionally-driven campaigns, sharper social ads, or giving our teams the tools to become advocates.
