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The latest WARC industry snapshot report examines key macro B2B drivers, identifying five trends that will shape marketing strategies in 2024, including: influencer marketing, B2B’s transition to hybrid sales, AI-driven personalisation, marketing’s efficiency drive, and ESG as a catalyst for value creation.
Based on WARC’s GEISTE methodology, the snapshot reviews the macro drivers expected to impact marketing across six pillars: government, economy, industry, society, technology, and environment.
The report, which WARC members can read here, combines the analysis of these factors with sector-specific research to generate a comprehensive picture of the trends shaping the B2B industry and charts how marketers can respond. It also contains a series of hypothetical scenarios to help businesses plan and prepare themselves for different potential futures.
- WARC members can read the full report here.
- See all other reports in the Industry Snapshot series here.
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