Influencer Marketing, Programmatic Approaches & Privacy Compliance Shaping Advertising Strategies: New Research

B2B advertising is increasingly driven by data, AI and personalized account-based strategies, new research revealed. The “2024 State Of B2B Advertising” — fielded by account-based marketing (ABM) platform Demandbase — highlighted how marketers must embrace automation, integrate cross-channel campaigns and prioritize privacy-first approaches while maintaining the flexibility to adapt to evolving technologies and buyer expectations.

Specifically, the research suggested:

• B2B advertising is increasingly focused on privacy-compliant strategies that build trust while maintaining effective targeting;
• B2B brands leveraging industry influencers are better positioned to engage decision-makers and build trust with target accounts;
• Manual ad placements are becoming obsolete as AI-powered programmatic advertising streamlines efficiency, optimizes spend and enhances targeting precision; and
• Integrated campaigns across channels, particularly LinkedIn and Connected TV (CTV), are essential for amplifying engagement and conversions.

“I’ve seen the B2B advertising landscape change rapidly over the past few years and 2024 has been no exception,” said Kelly Hopping, CMO at Demandbase, in a statement. “This year, new technologies, shifting customer behaviors and economic pressures are changing how businesses connect with their audiences. What worked 2 years ago doesn’t work anymore. This B2B advertising research reveals key trends shaping our industry, from the growth of ABM to the impact of AI, automation and privacy-first strategies. We hope the report helps B2B marketers understand the trends now to stay ahead in the future.”