The Future 100: 2024

In the past 5 years, B2B marketing has undergone seismic shifts, driven by a deeper understanding of brand drivers and emotions. Recognizing the tech landscape, influences on decision-makers, buyer group dynamics, comparison experiences, and digital media opportunities are all critical in this evolving landscape.

Discover the latest B2B trends!

Key B2B Trends

Emotioneering

VML Intelligence’s data shows that crafting experiences with emotional payback brings mutual reward: consumers are more likely to spend on a brand that makes them feel, from joy to surprise, inspiration, and more.

Why it's interesting

It’s time for brands to disrupt the rational and explore the disruptive power of emotion. Consumers will invest in the brands that add emotional value to their lives in the form of re-enchantment.

Omnilingual tech

Instant translation tools create a global village as AI software is unlocking the power of speech in almost any language. Translation technology like this offers brands, content creators, influencers, and educators the potential to accelerate revenue by unlocking a truly global audience for the first time.

Why it's interesting

For companies and brands, AI translation will usher in a new age of global engagement, enabling them to speak freely to any audience without a clunky translation process.

Brand jesters

Better Climate Store

It’s time for brands to bring back the funny. Brands have been putting on their solemn faces to tackle purpose and pandemic, but evidence shows that it’s laughs, not lectures, that consumers now want. Rather than an alternative to purpose, humor can be a vehicle to talk about issues in more approachable ways.

Why it's interesting
Humor can differentiate and engage, while offering some much-needed uplift for consumers still laboring through tough times.