Outlook 2024
As we near the close of another year, it is a pivotal moment for reflection. B2B leaders are in a critical position to assess the effectiveness of their strategies and chart a new course for 2024.
In recent years, the business landscape has undergone rapid transformation, largely influenced by the COVID-19 pandemic. In the years following, companies adapted swiftly, leading to a post-pandemic economic resurgence. However, this was short-lived as 2023 brought economic uncertainty, provoking widespread budget cuts and downsizing.
This also shifted attention to technology purchases as many B2B organizations found themselves burdened with bloated tech stacks that proved difficult to maintain. Coupled with diminishing PE/VC resources and the AI hype cycle leveling off, this trend has given rise to a more defensive approach among buyers.
As a result, organizations are now facing a complex business environment as expectations to drive performance and ROI are met conversely with reduced budgets and teams.
So, what does success look like in 2024?
The challenge of maintaining growth with reduced resources remains at the core of B2B trends going into 2024, highlighting a significant GTM misalignment affecting many organizations as marketers abandon their goals to support sales pipeline growth. As a result, GTM is set to become the new demand in terms of overall focus, as businesses assess the role of key operational functions.
Adapting GTM models is crucial for prioritizing the seamless experience and highly personalized brand engagement buyers have come to expect. The rise of AI has also mostly been focused on scaling content, with over half of marketers using AI to enhance content creation and optimization in multiple formats. Few have utilized this technology for predictive data analysis, market insights, or other complex operations.
Achieving complete organizational alignment through RevOps, coupled with delivering outstanding buyer experiences through ABX and CX-centric approaches, will become a paramount strategy to B2B organizations striving to exceed their customers’ expectations in a time of more independent and scrutinous buyers. Ultimately, businesses must focus on optimizing how they conduct GTM motions by fueling interdepartmental collaboration between sales, marketing, client success, and operations functions—all through the lens of how this contributes to a positive impact on prospective buyers.
This calls for an agile approach to current strategies while also developing new, high-impact strategies to pursue goals and attain excellence in the evolving B2B landscape.
To help you prepare for the challenges ahead, we have come together to provide insights and expertise on the crucial trends essential for success with Outlook 2024. This includes:
-
Key data findings from our INFUSE
Insights research of over 1800 tech buyers
and marketers at the forefront of driving business decisions
and strategies:
- Voice of the Buyer 2024
- Voice of the Marketer 2024
- The great tech stall and what it means for marketers in 2024
- How to tackle buyer scrutiny with effective demand generation strategies
- Actionable steps to drive outcomes with ABX
- How RevOps can be utilized to anchor your GTM success
- How AI is being leveraged in demand generation in 2024 and beyond
- A detailed look at the partner and channel opportunities in the upcoming year
I am confident that these valuable perspectives, and our annual INFUSE Insights research, will empower you to achieve demand excellence and cultivate innovation for your business in 2024.
Discover the upcoming three-part Demand Excellence webcast series launching in the coming year. Join us as we delve into our research and insights from industry leaders and continue to explore the state of the market and its trajectory for the year ahead.
Outlook 2024 contributors
