LinkedIn released their B2B Benchmark 2024 Report in July, and the document offers invaluable insights into the evolving landscape of B2B marketing. Since Microsoft’s acquisition of LinkedIn in 2016, the platform has experienced significant growth and solidified its position as the world’s largest professional network. LinkedIn’s global user base has surged from around 400 million members at the time of the acquisition to over 900 million members in more than 200 countries and territories as of 2023.

The report not only highlights the current state of B2B marketing but also provides a roadmap for marketers to navigate the challenges and opportunities that lie ahead.

One of the key takeaways from the report is the growing importance of technology in B2B marketing. As the study reveals, marketers are increasingly embracing tools like Generative AI (GAI) to enhance their marketing efforts, with 66% of respondents currently using GAI applications, up from 20% in 2023. This rapid adoption underscores the need for agencies and advertisers to stay at the forefront of technological advancements to remain competitive.

At Now We Collide, we understand and have been harnessing the transformative potential of AI and other emerging technologies in driving marketing success. Recognising the transformative potential of artificial intelligence in the marketing landscape, we have established Collide-AI, a dedicated division within our agency. Collide-AI’s mission is to spearhead the exploration, understanding, and strategic implementation of AI tools and technologies across all facets of our agency’s operations. We aim to unlock new efficiencies, enhance our creative capabilities and deliver cutting-edge solutions that drive measurable results for our clients.

By leveraging these tools strategically, we can create more engaging, personalised and effective marketing campaigns. However, the report also highlights the importance of establishing clear guidelines and providing training for the use of GAI, as only 59% of organisations have established such guidelines, and 55% provide training opportunities. Navigating the ethical and practical considerations surrounding the use of AI to ensure its responsible and effective implementation is as important as ever.

Another critical insight from the report is the growing emphasis on brand building and creative excellence in B2B marketing. With 67% of respondents increasing their investment in brand building and 88% of CMOs advocating for bolder creative campaigns, it is clear that standing out in a crowded market requires a strong focus on creativity and brand differentiation.

As a full-service agency where the development of strategy and creative is fully aligned with content production and media distribution, we have always believed in the power of bold, innovative creative to drive business results. In an age of algorithms and automation creativity and the ability to connect with audiences is more important than ever. The report's findings validate our approach and underscore the importance of partnering with an agency that can deliver cutting-edge creative solutions aligned with the strategic goals and the media investment, planning and results. By combining our creative expertise with data-driven insights and advanced technology, we can help our clients build stronger, more memorable brands that resonate with their target audiences.

The report also emphasizes the growing importance of data and analytics in B2B marketing, with one in three respondents saying that data helps inform their decision-making and measure performance. Our team recognises the critical role that data plays in driving marketing success and we are committed to helping our clients harness the power of data to optimise their marketing efforts, while validating strategic, creative and media ivestment decisions.

By leveraging advanced analytics tools and techniques, we can gain deeper insights into target audience responses, measure the impact of marketing initiatives and make data-driven decisions that drive business growth. The report's findings underscore the need for agencies and advertisers to prioritise data literacy and invest in the right tools and talent to maximize the value of their data assets.

Finally, the report highlights the importance of continuous learning and skill development in B2B marketing, with five in 10 respondents increasing their investment in skills training. As the marketing landscape continues to evolve at a rapid pace, it is essential for agencies and advertisers to foster a culture of continuous learning and adaptability.

At Now We Collide, we are committed to investing in the growth and development of our team, ensuring that we stay at the forefront of industry trends and best practices. By cultivating a diverse range of skills, from data analytics and AI to creative storytelling and strategic planning, we can deliver more value and help our clients and partners achieve their marketing goals in an increasingly complex and competitive landscape.

The LinkedIn B2B Benchmark 2024 Report provides some valuable insights for agencies and advertisers navigating the rapidly evolving world of B2B marketing. At Now We Collide we are leveraging these insights to help our clients stay ahead of the curve and achieve their marketing objectives. By combining our creative expertise, innovation and data-driven approach, we are well-positioned to deliver the innovative, impactful marketing solutions that our clients need to succeed in today's dynamic business environment. Download the LinkedIn report here - B2B Benchmark 2024 Report