Q4 is here, and with it, so is next year’s planning. As you dive into planning sessions, you can’t just rinse and repeat. New ideas and emerging trends are critical to your success, especially if you hope to stay ahead of your competitors.
Here are seven trends our B2B healthcare marketing agency is tracking.
Are these 7 B2B marketing trends on your radar?
1. Sustainability initiatives as a brand differentiator: In B2C, environmental, social and governance (ESG) claims have been important to consumers for years. However, more Zoomers are taking on roles as B2B buyers and influencers. As such, their business interest in sustainability and reducing carbon footprints should be addressed sooner rather than later as a way of standing out, especially in crowded industries like health tech and life sciences.
2. AI transparency in marketing: You’ve probably already seen the labels for AI-generated images on Facebook and Instagram, and you’ll likely see more in the coming months as notifications to readers become standardized across platforms. For marketing leaders, it’s essential to develop internal guidelines and processes for the acceptable use of AI for your organization’s marketing.
3. AI’s impact on SEO can’t be ignored: Speaking of AI, the biggest strategic change marketers need to prepare for is how to optimize websites for Google’s search generative experience (SGE). If you haven’t revisited your SEO strategy since you updated your website, 2025 is the year to prioritize it. Dare I predict an FAQ comeback!? Also, don’t sleep on Google Ads to supplement your SEO strategy.
4. (Organic) LinkedIn fatigue is real: It’s not just you; organic engagement and reach on the platform are trending downward. In the year ahead, marketers need to invest more budget to continue reaching and engaging with your target audience. However, the bigger question we need to ask (and test) is how best to reach niche B2B audiences organically and where.
5. Zero-click marketing hits home: Hot on the heels of the previous trend, one of the primary reasons engagement and reach are down on LinkedIn and every other platform is that their algorithms favor native content. Linking to your company website within posts is a surefire way to continue driving down reach. The solution? Invest in zero-click native content.
6. List building (aka first-party data) is where it’s at: As more privacy rules are enacted and consumers have more options to deny tracking, third-party data isn’t what it used to be. B2B marketers need to get creative (and strategic) about capturing email addresses while staying compliant. Investing in sponsored content with professional associations and media partners is a great starting point, as relying on high-volume lists is simply a thing of the past.
7. In-person events are in demand (for buyers!): According to the HIMSS 2024 Buyer’s Survey, company websites and in-person events are the top two sources used to research vendors in the past year. This is up significantly from the 2023 survey, in which in-person events were fifth on the list. Partner with your sales team to make connections and give your buyers what they seek—a high-touch experience.
Bonus trend: Struggling to find enough in-person events to connect with buyers throughout the year? Don’t worry, webinars are still working! The previously mentioned HIMSS 2024 Buyer’s Survey ranks webinars after in-person events as the third most popular source for researching vendors.
Our trick for increasing webinar value is reassessing expectations. Instead of trying to be all things to all buyers, lean into niche topics that may only interest ten buyers. Opt for quality over quantity, especially as you build the ideal experience for prospects.
Start with a marketing plan
B2B marketers must seize opportunities to fill emerging market needs or risk allowing the competition to reach your target audience first. When it comes to marketing trends, the purpose is to inform a marketing plan that will help your organization meet its marketing and sales goals and stay ahead of the competition.
Need help budgeting your marketing plan? Get our tips for budgeting wisely and planning creatively for 2025.
