In 2024, B2B marketers are refocusing on Account-Based Marketing (ABM) and content strategies with a heavy emphasis on personalization and Go-To-Market (GTM) alignment. According to the 2024 Demand Generation Benchmark Survey, there’s a noticeable budget increase towards ABM and content marketing due to a strategic shift caused by content overload experienced during the COVID-19 pandemic. The key tactics include leveraging AI and chatbots for real-time engagement, data-driven intent targeting, and creating immersive experiences through multichannel engagement. Marketers are also incorporating emotional storytelling and interactive content to enhance engagement, moving towards a more nuanced, personalized approach in their demand generation strategies.

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