• Alicia Lloyd
  • 26 Mar 2024

B2B: What to expect in 2024, and how to prepare for it

Business-to-business (B2B) interactions have continued to evolve rapidly, and 2024 has already hit the ground running with new developments, trends and shifts that will redefine how businesses operate and engage with one another.

To stay ahead of the curve, it's imperative for B2B companies to prepare their websites to align with these emerging trends. Here's a look at what to expect in 2024 and how to prepare your business strategy and website for the changes ahead.

Personalisation is key

“Personalisation” has been an industry buzzword for some time now, but in 2024, it has become crucial for businesses.

Personalisation means a lot to many, but we’re talking about the ability of a website to change how it looks depending on the person using it. Be that text changes, prices, layouts, or messaging, all this is now possible.

By considering personalisation, you can make your clients feel more appreciated and considered, leading to things such as increased customer loyalty and higher conversion rates.

Individuals are coming to expect more tailored experiences that cater to their specific needs and preferences, and it’s either time to join the crowd or get left behind. Not adapting to these trends could lead to a loss of customers and a competitive disadvantage. How? Utilise your data, research, and put your user experience at the forefront of your business strategy.

Enhanced User Experience (UX)

User experience will continue to be a top priority for B2B businesses in 2024. Businesses increasingly demand intuitive interfaces, seamless navigation, fast loading times, tracking analytics, and ensuring that your website is mobile-responsive and optimised for various devices.

Invest in UX design to create frictionless experiences that guide visitors effortlessly through their online journey. Incorporating chatbots, AI search and AI-driven assistants can also enhance user engagement and satisfaction.

In short, the user and their journey is key. By doing the right research and making the right changes to your business and website to target these important clients, you can ensure the platform presenting your business is exactly how your clients need to use and view it.

Time to work with AI?

In 2023, AI picked up its game, and it’s time to realise there are elements of this that business owners can work with as long as you find the right balance.

Now, we’re not saying set up a Chat GPT account and let it write all your content, that would be insane. You’d never hit your optimisation target, and no matter how much people say otherwise, you can always tell when AI wrote something.

Ways it can help? AI chatbots for real-time customer support, automate email marketing campaigns and leverage machine learning algorithms to optimise pricing strategies and inventory management and lay out the ‘skeletons’ of a content strategy.

By embracing AI and automation, you can streamline processes, enhance productivity, and work to deliver exceptional customer experiences.

Consent-based marketing

With the phasing out of third-party tracking cookies, there has been a significant shift in online privacy efforts, meaning the traditional ways marketers and business owners conduct retargeting to capture sales and leads have had to change.

By adopting a consent-based marketing approach, businesses can build trust, enhance customer loyalty, and drive long-term success while respecting individuals' privacy and preferences.

You can:

  • Clearly communicate the purpose of collecting personal information.
  • Use opt-in forms, checkboxes, or other mechanisms to allow individuals to provide consent voluntarily.
  • Be transparent about how personal data will be used, stored, and shared.
  • Offer individuals control over their preferences.
  • Comply with applicable privacy regulations to respect their rights.
  • Implement robust data protection measures to safeguard personal information.
  • Focus on delivering value-added content and experiences alongside incentives.

Content remains king

We’ve all heard the classic ‘content is king’ phrase by this point, and it's true. But in a saturated market, 2024 is about writing compelling, value-driven content from your own industry knowledge and expertise that helps, engages, and connects with your audience, helping you stand out from the crowd. Whitepapers and thought-leadership pieces are great places to start from a B2B perspective.

B2B marketers may increasingly use video for things like demos, customer testimonials, and educational content. That being said, it’s important to consider video content in all its formats. Long-form videos are out, and quick, informative clips, thanks to the likes of TikTok, are in. So, it’s time to get creative.

It’s time to be loud

In a tough market for businesses, it’s time to be active in your sector. Ask for opinions, spotlight community members, and hold Q&A sessions to keep the conversation flowing. Collaborate social media posts with others, keep writing good content, and get involved with talks and conferences.

In everything you need to be considering for your business plan and your online presence, it’s important to get involved with your sector, competitors, and potential clients face-to-face.


In 2024, B2B businesses must adapt to the evolving digital landscape by preparing their websites to meet their clients' changing needs and expectations. It’s a tough year, with many businesses already committing to these practices; it’s time to stand out and showcase how you’re doing this, but better.

With research, you can implement these practices with meaning backed by data.

Want to know how? We can help. Get in touch with our team today to see how we can help advise you by filling in the form below!

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