In the ever-evolving world of digital marketing and public relations, staying ahead of trends is paramount. As we step into 2024, our team at CBC has compiled a set of predictions that shed light on the key trends that will define the PR and marketing landscape in the coming year.



Account Executive Riley Sampson headshot

Trend 1: Riding the LinkedIn Wave

Riley Sampson, Account Executive, Digital + Content


LinkedIn is poised to become the powerhouse of social media platforms in 2024, especially for clients in the B2B sector. After seeing great Q3 results from our client the Scottish Rite (in September specifically, they had an over 12% engagement rate compared to an industry average of 1-2%!), we’ve wondered what’s to come for LinkedIn’s potential in 2024. Leveraging LinkedIn will be instrumental in implementing thought leadership strategies, sharing educational content, and creating a space for meaningful industry conversations.



Trend 2: Amplifying Community-Building Efforts

Senior Manager Hayley Harris headshotHayley Harris, Senior Manager, Digital + Content


In 2024, brands will prioritize community-building efforts, recognizing their pivotal role in user engagement. Over the past five years, brands have mimicked influencers’ strategies, but what sets influencers apart is their ability to build communities.


Some platform changes we’ve seen already include:

  • Instagram introduced a “close friends” feed and broadcast channels.
  • Meta enhances Facebook group features for a stronger community and culture.
  • TikTok thrives with easy niche community discovery (e.g. #booktok, #cottagecore).


And with that, data shows that event more shifts are to come:

  • Facebook Group active members nearly doubled from 2016-2020.
  • Reddit’s daily users are expected to grow by 24.46% by 2025.


Also, according to the recent social index report from Sprout Social:

  • 51% of survey respondents claimed that the most memorable brands on social media respond to customers.
  • 38% say the most memorable brands on social prioritize original content over following trending topics.
  • 37% agree the most memorable brands on social prioritize engaging directly with their audience vs. publishing a lot of content.


To prepare for this shift to community-centric efforts, make sure you understand your audience and align content with their needs, prioritize original content (leveraging trends when relevant), and emphasize outbound engagement.


Trend 3: UGC Supplants InfluencersCEO Len Cercone headshot

Len Cercone, CEO


A fair portion of influencer marketing dollars will be reallocated to user-generated content. With influencers charging tens of thousands of dollars for very narrowly defined deliverables, brands just aren’t seeing the payback. More approachable content, while on the rise in 2023, will become the rule in 2024.





Trend 4: Embracing the Real Director Whitney Langmaid headshot

Whitney Langmaid, Director, Digital + Content


In 2024, it’s all about embracing the REAL. Whether it’s user-generated content, genuine engagement from brands, or real-life relationships and interactions – celebrating the real is going to be a key focus.




Trend 5: Press Trips & Cultural ExplorationSenior Account Executive Kayla Colon headshot

Kayla Colon, Senior Account Executive, PR + Activation


In the new year, planning for press trips will be just as strategic as brand messaging. Media contacts want exciting destinations and immersive experiences, so picking the right destinations will be crucial to a successful trip. Brands should integrate culture into trip activities, making sure to align with their overall mission. The same can apply to influencer trips. For instance, we recently brought creators to Austin for a trip with Vital Farms. With the brand being based there, they’re very active within their community. Location choice becomes a storytelling element!


Trend 6: The Role of AI in PR

Angela Giering, Manager, PR + Activation Manager Angela Giering headshot



As we know, AI is only continuing to grow. And that includes in the PR space. I predict that PR professionals will embrace AI as a tool for brainstorming and ideation, automating routine tasks, and analyzing data, marking a significant shift in every PR professional’s strategy.





Trend 7 and 8: PR’s Personalized Connection + the Continued Rise of Microtrends

Liz Tarsitano, Account Coordinator, PR + Activation

Account Coordinator Liz Tarsitano headshot


I see PR shifting its focus from mass pitching to reaching specific niche audiences, creating personalized connections between brands and the media. With that, using influencers to target these niche audiences will be important, and help build lasting and genuine relationships with consumers.


Secondly, it’s going to be ever so important to keep an eye on micro trends. Trends have come and gone faster than ever in 2023, and we can expect this to continue in 2024. Keeping an eye on these microtrends will allow PR pros to adapt their evergreen strategies and capitalize off these trends as they appear in real-time. Leveraging these trends will set brands apart from their competitors and situate them prominently in the eyes of the public.



As we welcome 2024, we can’t wait to see how these predictions play out. From the rise of LinkedIn to community-centric strategies, the influence of UGC, strategic press trips, the integration of AI, and the focus on niche audiences and micro trends – it’s sure to be a transformative year in digital marketing and PR.


If you’re looking for an expert partner to help you take on these trends in the new year? We’d love to help – let’s chat.

As the world of B2B marketing rapidly evolves, businesses are constantly seeking ways to stay ahead. 2024 brings a fresh set of challenges and opportunities, with new trends shaping the landscape. From leveraging AI for deeper personalization to harnessing the power of video content, these emerging trends are pivotal in crafting successful B2B marketing strategies. Let’s delve into these key trends.

Navigating the Evolving B2B Marketing Landscape

The B2B marketing world is characterized by a strategic blend of advanced techniques and foundational approaches. Account-based marketing (ABM) and relationship sales are more pertinent than ever, pivoting towards personalized experiences and nurturing enduring customer relationships. These strategies are harmoniously integrated with emerging trends such as AI-driven personalization and the growing significance of video content, crafting a holistic approach to B2B marketing that resonates in today’s digital era.

A vibrant digital network map, symbolizing various interconnected B2B marketing strategies.

A vibrant digital network map, symbolizing various interconnected B2B marketing strategies.


Video Content: The Heart of B2B Marketing

 Video content has become a cornerstone in the B2B marketer’s toolkit, offering an unparalleled medium to engage, inform, and influence potential clients. Whether it’s through detailed product demonstrations, compelling customer testimonials, or insightful thought leadership pieces, video has the unique ability to bring a brand’s story to life, making it an indispensable tool in today’s digital marketing landscape.

Video 1: Slick 3D animations, kinetic movement, and energetic music showcase how easy it is to use SurveyMonkey

Video 2: This video from WorkingFrom_ is such a departure from so much of the B2B content we see. Its character animations make it playful, novel, and personable—the perfect vibe for an explainer video.

Video 3: Informational webinar about how to leverage B2B customer stories on websites for maximum impact. 

Authentic Content

a. AI-Driven Personalization

AI-driven personalization is revolutionizing how we approach B2B content. AI personalization involves using big data and machine learning algorithms to tailor products, services, and content to the specific needs of individual users. They can build detailed profiles that adapt over time based on user behavior, location, browsing history, and purchasing decisions. By 2023-2024, around 70% of businesses will be utilizing AI-driven personalization features in their marketing efforts​​​. This surge is due to AI’s ability to analyze customer data, enabling marketers to craft highly personalized and relevant content, thereby enhancing engagement and strengthening customer relationships. Examples include personalized content displays in apps like McDonald’s drive-through menu boards, targeted messaging based on customer profiles, and intelligent product recommendations using systems like Amazon Personalize. This approach is transforming how brands connect with their audience, making interactions more meaningful and effective.

Visual showcasing how AI can be used for various personalization tasks.

Visual showcasing how AI can be used for various personalization tasks.

b. Value-Driven Content: The New Norm

Providing helpful and informative content to users continues to dominate B2B marketing. To create high-quality, value-driven content, focus on storytelling that is human and relatable, avoiding industry jargon and buzzwords. Craft content as if engaging in a one-on-one conversation with your various audiences, addressing their specific needs and decision-making processes. Diversify your content strategy by incorporating various elements such as infographics, interactive posts, and user-generated content. For instance, repurposing a successful blog article into different formats like YouTube videos or newsletters can significantly boost traffic and engagement. By producing high-quality content that addresses specific industry challenges, brands position themselves as trusted advisors, fostering deeper connections with their audience.


Various types of value-driven content, such as in-depth industry reports and practical how-to guides from Canva and ICCO. 

c. Executive Thought Leadership: Building Authentic Connections

Thought leadership has become more crucial in 2024’s B2B tech marketing. By sharing genuine insights and expertise, executives and industry leaders are forging authentic connections with their audience, enhancing brand credibility and trust. For instance, Deloitte’s ‘Watch & Listen’ section on their Insights blog showcases thought leadership through engaging media like podcasts and videos, making their content both informative and appealing. Similarly, Gartner for Marketers, formerly L2 Inc., utilizes their YouTube channel effectively. Their founder, Scott Galloway, presents unique, confrontational yet insightful perspectives, making their videos stand out for their distinct style and humor, thereby establishing the company as a thought leader.

 Thought leader engaging with an audience at a live event.

Thought leader engaging with an audience at a live event.

Email Marketing: Tailoring Messages for Impact

Email marketing continues to be a powerful tool. The effectiveness of email marketing hinges on its ability to deliver personalized, engaging, and timely content. A staggering 52% of consumers say they’ll switch to another brand if an email is not personalized, underscoring the critical importance of crafting messages that cater to individual preferences and stages of the buyer’s journey​​. Segmenting audiences and personalizing messages not only result in higher engagement but also strengthen customer relationships, highlighting how essential personalization has become in today’s digital marketing world.

A creatively designed B2B email to be used for sales pitches to clients in the marketing space.

A creatively designed B2B email to be used for sales pitches to clients in the marketing space.



LinkedIn has transformed into an indispensable platform for B2B marketing. It’s a space where brands don’t just network; they engage, educate, and inspire. Effective use of LinkedIn means creating content that resonates, participating actively in industry conversations, and leveraging the platform’s robust targeting capabilities for maximum impact. This includes strategically crafted posts, insightful articles, and targeted ad campaigns that speak directly to the needs and interests of your audience. Incorporating thought leadership into your LinkedIn strategy, by sharing expert insights and industry trends, can significantly enhance your brand’s authority and influence. Remarkably, LinkedIn Conversation Ads are known to drive 4 times higher open rates and 4 times higher engagement rates than email, and twice the engagement as Message Ads, making them an effective tool for thought leaders to expand their reach and impact.


A snapshot of a LinkedIn feed featuring a variety of engaging B2B content, from thought leadership articles to interactive posts.

A snapshot of a LinkedIn feed featuring a variety of engaging B2B content, from thought leadership articles to interactive posts.


The Critical Role of Mobile Optimization

With more than 50% of the world’s internet traffic coming from mobile devices, optimizing B2B marketing for mobile is essential. This means creating mobile-friendly content, ensuring websites and emails are responsive, and considering mobile-first strategies in all digital marketing efforts.

A mobile-optimized B2B platform.

A mobile-optimized B2B platform.

All of these B2B marketing trends are an important part of the puzzle, allowing you to connect and reach your target audience. If you need help getting your message out, we’d love to chat.

About the Author

Hayley Caligor is an Account Executive at CBC, where she works to help clients in the healthcare, beverage, and consumer health industries tell their stories through communications campaigns, thought leadership initiatives, and media relations

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