B2B Marketing in 2024: A Strategic Conversation with Informa's Lauren Majid

At Pershing Square Café, with Grand Central's morning rush providing a fitting

backdrop to our discussion about the fast-paced world of B2B marketing, Lauren Majid, Senior Manager, Digital Campaign Marketing at Informa Engage, shares insights that are reshaping the industry. Fresh from completing the 2024 NYC Marathon! Her perspective on endurance and adaptability in marketing strategy feels particularly relevant.

What Is B2B Marketing Personalization in 2024?

In 2024, B2B Marketing personalization addresses every customer differently, tailored to their individual needs and preferences. In this method, you utilize various AI tools to gather insights from your customers and then send them tailored messages. These messages seem to be tailored just for them. 

To do this effectively, you need tools that track how people interact with your website, emails, and other digital channels. You can collect this data using CRM software and other tools. After gathering data and transforming it into valuable insights, AI automation enables you to send targeted messages or display relevant ads that foster an emotional connection and build trust. 

Why Predictive Analytics Is Key to B2B Growth

Predictive analytics in B2B marketing means staying ahead of your customers' needs and understanding what they are more likely to do next. By using various tools, you know which customers will be converted, their most visited pages, and which ones will leave. 

For instance, if a customer visits your website, you can know which page they open and what their interests are. AI helps you to get valuable insights and predict what they are going to do next.

Using predictive analytics helps you save time and money. You can focus your efforts on the leads that matter most. This also allows your team to work smarter, not harder.

The Strategic Evolution of B2B Marketing

"The transformation in B2B marketing comes down to two critical outcomes: improved alignment and enhanced ROI," Lauren begins, her voice carrying the same conviction that helped her cross the marathon finish line.

"When marketing efforts align closely with business objectives, we see more targeted, effective campaigns that deliver measurable results."

Humanizing B2B: Beyond the Business Card

The conversation shifts to what Lauren considers the cornerstone of modern B2B marketing: humanizing the brand. "We need to remember that behind every business decision is a person seeking solutions to real problems," she emphasizes. "Making your brand more relatable and trustworthy isn't just good practice – it's essential for survival in today's market."

Lauren's approach to storytelling in B2B marketing is refreshingly authentic. "Think less 'sales-pitchy' and more immersive for your audience," she advises.

"Just as every city has its own story – like Rome with its layers of history – every brand needs to find its authentic voice and share genuine narratives that resonate with their audience."

The Data-Driven Revolution

When it comes to personalization and predictive analysis, Lauren's expertise shines through. "By utilizing data effectively, B2B companies can create highly targeted, personalized marketing campaigns that resonate with specific segments of their audience," she explains. "We're seeing unprecedented engagement rates when we get this right."

Her formula for success combines the precision of data analytics with the art of personalization: "When you take predictive analytics and couple it with personalization, you can cater to your audience and make it feel more authentic while delivering better results. It's about using data to understand not just where your clients are, but where they're heading."

Building Lasting B2B Relationships

"Building long-term relationships with B2B clients requires a proactive and value-focused approach,"

Lauren states. "Success in B2B is about anticipating client challenges and being ready with solutions before they even ask. It's like training for a marathon – you need to prepare for challenges before they arrive."

She emphasizes the importance of staying ahead of client needs: "Understanding what trends and solutions your customers may be interested in allows you to be proactive rather than reactive. This anticipatory approach sets the foundation for a successful long-term relationship."

The Technology Evolution

"Digital marketing is changing so rapidly that I don't think there's a single marketer who can say their day-to-day tools look the same as they did a year ago," Lauren observes. "Your ability to adapt to these changes could be the reason you succeed or not."

The ABM Experience Revolution

Lauren's passion becomes particularly evident when discussing Account-Based Marketing (ABM). "The evolution we're seeing in ABM is transforming how we approach B2B relationships," she explains. "Experience is top of mind for brands right now. It's about delivering a customized approach at all touch points for the account."

The Human Element in B2B

Throughout our conversation, Lauren returns to one central theme: the human element in B2B marketing. "Behind every business decision-maker is a person seeking solutions to real problems," she reminds us. "Understanding this is crucial for creating marketing strategies that truly resonate."

Future-Proofing Your B2B Strategy

As our meeting concludes, Lauren offers her perspective on staying ahead in B2B marketing:

1. Focus on authentic storytelling that builds emotional connections

2. Leverage data for personalization while maintaining the human touch

3. Anticipate client needs through predictive analytics

4. Create immersive, customized experiences for each account

5. Stay adaptable with your technology stack

6. Build proactive, value-focused relationships

   
   

"Success in B2B marketing is like training for a marathon," Lauren concludes, drawing one final parallel to her recent achievement.

"It requires strategy, endurance, and the ability to adapt to changing conditions. But most importantly, it requires understanding that at the end of the day, we're all human, seeking real solutions to real challenges."

Lauren Majid is the Senior Manager, Digital Campaign Marketing at Informa Engage, where she leads strategic initiatives that combine data-driven insights with authentic storytelling to drive B2B marketing success.

B2B Relationship Marketing: From Transaction to Trust

Building a strong relationship with your clients takes time and effort. That is where B2B relationship marketing and customer relationship management in B2B marketing come in. It is not just about making a sale. It is about building trust.

When your clients trust you, they will come back. They will also tell others about your brand. To build that trust, you need to understand your clients well. Keep track of their needs, their feedback, and how they use your services.

Furthermore, utilize tools that help you stay connected. Follow up with helpful content. Be there to answer questions. This shows that you care not just about making money but about helping them succeed.

Customer-Centric Campaigns That Resonate

A good marketing campaign talks to the customer, not just about the product. This is what customer-centric campaigns do. You need to focus on the problem your customer wants to solve.

Start by learning what your audience needs. What are their goals? What challenges do they face? Once you understand this, you can craft messages that demonstrate how your product benefits.

You can send emails, post on social media, or create landing pages that match the customer’s needs. Always use clear language and offer real solutions. Keep testing and improving based on how people respond.

FAQs

How to achieve B2B personalization?

To do B2B marketing personalization well, start with data. Use a CRM to collect info about your customers. Group them by company size, job title, or interests. Then, send messages that speak directly to each group.

Use tools that help you send smart, automatic emails or ads. Track what works and change what does not. Keep learning and improving.

What are the 4 Ps of B2B marketing?

They are Product, Price, Place, and Promotion. In B2B, each one means:

• Product: A solution to a business problem

• Price: Often based on long-term deals

• Place: How you sell (online, direct, or partners)

• Promotion: Sharing helpful content in the right places

What is the rule of 7 in B2B?

The rule of 7 means a buyer needs to see your message around seven times before taking action. Use different ways—email, ads, blog posts—to stay top of mind.

What are some B2B marketing tactics?

You can try Account-Based Marketing (ABM), personalized emails, helpful blog content, social media posts, case studies, webinars, or online events to engage your audience.