Today: Jun 13, 2024

9 B2B Marketing Trends You Need to Know in the UK for 2024

B2B Marketing Trends
1 week ago

While most businesses focus on B2C marketing, it is important not to forget the B2B marketing and why it is important. B2B marketing focuses on multiple decision-makers and not merely a buyer.

Since return on investment is compulsory in B2B marketing, they focus on a smaller pool of customers and invest more time in creating a quality relationship with them to quicken their purchase decisions.

Nevertheless, B2B products and marketing trends are constantly updated which makes it compulsory to stay updated and revise your content accordingly, especially in a competitive market like the UK.

Unique factors to consider in B2B marketing in the UK include data privacy regulations, cultural nuances, partnerships, joint ventures, economy, industry trends, needs and goals of the organisation, etc.

This article will educate you on the 9 B2B marketing trends you should always stay updated on as a UK business owner in 2024.

9 B2B Marketing Trends for the UK in 2024

  1. The Rise of AI-Powered Marketing
  2. Data-Driven Decision Making
  3. The Power of Video Marketing
  4. Account-Based Marketing for Targeted Growth
  5. The Integration of B2B and B2C E-Commerce
  6. The Value of Influencer Marketing
  7. The Power of Storytelling in B2B Marketing
  8. The Focus on Employee Advocacy
  9. Sustainability in B2B Marketing

The Rise of AI-Powered Marketing

The truth is that whether we like it or not, AI has come to stay. This means it is better to accept it and learn to use it to optimise your campaign, generate and score leads, and create SEO-optimised content.

Some AI tools that B2B marketers in the UK can use for marketing include Jasper, Botsonic, HubSpot, MarketMuse, Synthesia, Meya AI, Albert, ChatGPT, Gemini, Content Lab, Grammarly, Keyword Insights, etc.

What role does AI play in personalising customers’ journeys for B2B buyers in the UK?

Firstly, AI gives predictive recommendations which means they study and analyse customers’ behaviours and suggest some of your products that they may interested in.

It helps you to create an outline of content based on your customer’s individual preferences. This way, customers read content that appeals to them.

Continuously, it helps you with your A/B testing so that you can see areas that need adjustment and determine whether you need to adopt new strategies.

Data-Driven Decision Making

To make better-informed decisions, you need to first obtain verified data and then analyse it. You can get first-party data from subscribers, site visitors and customer base and use it to determine your marketing objective.

First-party data is usually preferable because it is gotten straight from customers when they interact with your site or make a purchase.

When you’ve gotten your first-party data, it helps with your decision-making and makes your customers happy when they are purchasing from you.

How do you collect customer data specific to the UK market?

You have to first look for opportunities to collect data and set marketing goals for your business. Validate the means through which you wish to collect your data before collecting it.

To analyse the collated data, segment your customers using certain metrics, look out for your customer’s pain points, understand the personality of your buyers and then define the product-market fit.

With your data, you will know where traffic is coming from and easily identify the weak points in your sales funnel. You can now differentiate low-volume accounts from high-value accounts, and focus on the ones you want.

Aside from simply identifying high-value accounts, you can use high-quality videos talking about your products and services to attract them.

The Power of Video Marketing

Using videos to market your products is a powerful way to attract high-value customers. Most customers want to know how your products can solve their problems before they make the purchase.

For instance, you can hire a local digital marketing agency to create quality videos that can grab the interest of your social media followers or site visitors. 

This will give them effective results which will prompt them to come back for a return purchase, or better yet, refer you to their friends and families.

Good platforms for marketing with short-form videos include TikTok and Instagram. It is important that your video is of the highest quality, visual and the audio.

Account-Based Marketing (ABM) for Targeted Growth

When you are able to segment high-value prospects from other website visitors, you engage them because they are a good fit for your brand and will likely bring in sales – this strategy is referred to as Account-based marketing.

The process simply involves identifying key accounts, engaging them till they are convinced enough to make a purchase and then practising advocacy.

Ideal strategies to use for ABM include:

  • creating content tailored to your key customers,
  • personalising your website to enhance their experience on your site,
  • using AI for predictive analysis and precision targeting,
  • using personalised email copy for email marketing
  • being active and engaging them on social media platforms.

To measure the ROI of your account-based marketing strategy in the UK market, simply solve for the return on investment and divide it by the cost of the investment.

The Integration of B2B and B2C E-Commerce

As a UK business owner, you must know when and how to integrate B2B and B2C elements. This involves giving your B2B customers a seamless buying experience using elements such as personalised product recommendations and self-serve portals.

Examples of B2B e-commerce platforms for UK business owners include WooCommerce, Salesforce, Amazon, Shopify, Alibaba, BigCommerce, OpenCart, Adobe Commerce, etc.

To optimise your business on those platforms, you need to ensure that your profile is optimised (both headline and product description), provide accurate prices and MOQs, use high-quality images and videos, ensure your profile is easy to navigate, and that you cross-sell and upsell.

It is important that you create a middle ground by integrating B2B and B2C marketing strategies. This is best done when you develop real-time customer profiles, establish data-driven processes, deliver personalised experiences relevant to your customers, and create seamless experiences for your customers on all your active platforms.

The Value of Influencer Marketing

While you may achieve great success on your own as a business owner, you will achieve more and even go far when you collaborate with people of influence.

There are people with high authority whose recommendations others follow because they influence such people. Good examples include industry experts, social media influencers, thought leaders, etc.

However, it is not all influencers that you should use for your B2B marketing campaign. You should look for influencers that align with your brand and whose followers are your ideal target audience.

An effective influencer marketing strategy that you may wish to explore is working with those influencers to curate the right stories that will persuade their followers to buy from you.

The Power of Storytelling in B2B Marketing

No matter how old a person gets, there is this inner child in them that loves to be engaged with stories.

If you utilise the art of compelling storytelling, you will not only attract the attention of customers, but you will be able to keep it and possibly convince them to make a purchase.

Ensure that your stories center around your products and services, and is something that your audience would be willing to read. Examples of stories you should share would be testimonials from your clients.

It makes prospective customers trust you and establishes your brand as an authority in that industry.

The Focus on Employee Advocacy

Your employees should be your first brand ambassadors. They should wear clothes and accessories, and use tools that promote the company such as t-shirts, wristbands, pens, jotters, etc.

You should encourage them to talk about the company and bring the business in. If possible, let there be a financial incentive or promotion for the person who brings in the most sales or works hardest to achieve the company’s objectives.

Employee advocacy programs are also important to maximise productivity amongst your employees. It simply involves empowering your employees to promote the company’s products and services in their personal online space and with their relations.

Sustainability in B2B Marketing

In your B2B marketing campaign, ensure to incorporate sustainable best practices to show how environmentally responsible you are even while making money.

It is important because the UK market is saturated with eco-conscious consumers who would rather purchase from a business owner who practices sustainability than a business owner who does not.

How do you show that you practice sustainability as a UK business owner?

The best way to let your audience know that you value sustainable practices is by incorporating them into your B2B marketing messages. Also, your method of marketing should show that you are socially responsible.

When your customers see the efforts you put into practicing sustainability, it influences their buying decisions.


As a UK business owner, staying ahead of each of these trends or staying updated on them helps you achieve great success for your business.

If you are not yet following the trend, you may want to adjust your marketing strategies to align with these trends.