Just like real estate transitions between a buyer’s and seller’s market, software does too.
Right now, it’s a buyer’s market, and their needs are evolving.
With those new needs comes new marketing strategies to support the changing buying journey.
To help you stay on top of these changes, check out this list of marketing and event trends putting buyers first in 2024.
Companies are saying goodbye to quantity and hello to quality when it comes to lead generation.
A big trend coming from this? No more mass scanning at conferences and trade shows only to spam buyers with contextless follow-ups.
Companies are moving toward more intentional lead generation tactics like hosting smaller ancillary experiences at third-party events or co-hosting gatherings with partners.
These wraparound events give marketers the power to curate and control their own invite list to make sure they get the right people in the room. In turn, they clock some quality time spent establishing and nurturing relationships with prospective buyers who want one-on-one conversations tailored to their needs.
-> Learn how Pendo and AdRoll set up their trade show and conference booths to book follow up meetings with leads post-event.
-> Hear how Tara Robertson, Head of Demand Generation at Chili Piper, hosts with partners to drive quality leads.
This next marketing trend has B2B marketers taking a page out of our own “do more with less” playbook.
In this case, it’s using fewer words to say more.
Smart Brevity is a book written by the founders of Axios and Politico that provides a framework for writing more effectively.
Not only does the framework make your writing easier to read, but it also helps you cut fluff so you get to the point faster.
It’s a win-win for buyers on the other side consuming your content.
In the words of Ann Handley, “We don’t need to overcomplicate marketing. (Although we love to, don’t we?)”
-> Listen to Axios’ CEO and cofounder Jim VandeHei explain the why and how of smart writing.
-> Start editing your work today using Axios’ Smart Brevity AI tool.
(Including an option for readers to dig deeper is a tactic I stole from Smart Brevity.)
B2B tech companies are notorious for gating their product behind a sales conversation.
But the reality is buyers don’t want to talk to a salesperson until they’re ready.
Enter interactive product tours.
Companies like Tourial and Navattic are changing the tech game by letting buyers test out products through self-guided demos.
And they work.
According to a HockeyStack report, interactive demos increase demo requests by 63% and help close deals 23% faster.
If you don’t have a free product or a trial offer for buyers to test, building a library of interactive demos is a great, lower lift alternative.
-> Check out G2’s list of the best interactive demo software.
-> Read the full HockeyStack report on interactive demos.
Nearly 80% of marketers say events are the most effective marketing channel for their company.
It makes sense: it’s the one time buyers and customers get to meet and talk with the people behind your brand. You’re no longer just a from line in an email or talking head in a webinar.
This form of authentic brand connection is going to become increasingly important as more automated and AI-generated content enters the tech space.
-> Read the full 2024 Outlook on Events report.
-> Learn how to build your own event-led growth strategy.
When’s the last time you purchased new technology for your team without asking around or reading reviews on it?
Your buyers are doing the same.
In fact, Gartner’s 2024 Software Buying Behavior Survey reported that 98% of buyers say it’s important for them to read reviews before making a purchase decision.
If you haven’t been investing in your own community or review sites, now is as good a time as any to start.
-> Check out this list of 5 best practices for collecting software reviews.
-> Learn how to build out your customer advocacy marketing.
Data privacy and security is and will continue to become an increasingly important topic.
In response, there’s a growing marketing trend of companies focusing on building more transparency around data privacy practices and capturing explicit consent from buyers.
This is taking shape in the form of ungated content, data anonymization tools, designated data privacy and GDPR sections on website pages and RFPs, fewer data grabbing questions on event registration forms, and more.
-> Read The Uncomplicated Guide to GDPR and Event Marketing.
-> Check out ViB’s list of 6 Laws and 8 Expert Tactics to Know.
Even though your company may be B2B, the buyers behind that business are people too.
Focus on putting them first in everything you do, and you’ll reap the rewards.
