Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

B2B Marketing Trends to Watch in 2024

Generative AI Will Have a Bold Impact on the Industry

About This Report
In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.
Table of Contents

In 2024, generative AI (genAI) will take center stage in B2B marketing. Its impact will be felt across nearly all marketing activities and will compel B2B marketers to address the challenges that come with using this evolving technology. GenAI will also bring about a renewed focus on brand reputation, the need to address data quality and reliability, and a desire for human interactions—like live events—as a counterbalance to AI-driven campaigns.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

10expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. GenAI will reshape B2B marketing
    2. GenAI will either help or hinder a brand’s reputation
    3. Data will be at the center of marketing transformations
    1. With genAI’s proliferation, human connections will be a major focus
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Obelé Brown-West
    Interviewed November 9, 2023
    Chris Comstock
    Chief Growth Officer
    Interviewed October 23, 2023
    Jennifer Griffin Smith
    Interviewed November 1, 2023
    Isabelle Guis
    Global CMO and CEO North America
    Interviewed November 14, 2023
    Kate Hammitt
    Interviewed November 3, 2023
    Drew Neisser
    CMO Huddles
    Interviewed October 24, 2023
    Michele Nemschoff
    Senior Vice President, Marketing
    Interviewed October 26, 2023
    Christopher Penn
    Trust Insights
    Co-Founder and Chief Data Scientist
    Interviewed October 16, 2023
    Lynn Tornabene
    Interviewed October 18, 2023
    Michael Treff
    Code and Theory
    Interviewed November 3, 2023


    Kelsey Voss


    Vladimir Hanzlik
    Executive Editor
    Erika Huber
    Line Editor
    Tracy Tang
    Senior Researcher
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client