Five Predictions for Marketing, Selling, and Customer Success in 2024

Predictions for 2024

As we approach 2024, B2B solution providers are facing unprecedented challenges and opportunities. 

In a world where buyers are bombarded with options, grappling with economic uncertainties, and managing tighter budgets, businesses must elevate their strategies in marketing, sales, and customer success. 

This article dives into the five key predictions for 2024,, outlining how value-centric strategies can be leveraged to enhance buyer experiences and achieve organizational goals.

1. Enhancing AI to Enrich Purchase Experiences

Recent research by Forrester reveals a startling insight: 70% of B2B buyers feel that their purchase experience is negatively impacted by generic AI-generated content. This suggests that early attempts at using generative AI in B2B marketing, which often result in simple, un-personalized content, are not meeting buyer expectations.

To combat this, a shift to a more personalized, value-centric approach is essential. Marketers need to employ AI in ways that truly resonate with buyers’ unique needs, offering insightful and tailored advice. This involves leveraging data on customer pain points, successful experiences, and outcome-based success stories within AI frameworks to create content that adds value, rather than contributing to the noise.

2. Revolutionizing Sales Discovery

A critical aspect of sales success, as highlighted by Gartner, lies in understanding the buyer’s unique business challenges. However, the current reality is starkly different. According to CSO Insights, 20% of buyers indicate that sales representatives have a poor understanding of their business needs. Furthermore, 57% of buyers, as per Primary Intelligence, believe sales reps could significantly improve their discovery processes.

This gap in understanding necessitates a more in-depth approach to sales discovery. It’s not just about asking questions, but about engaging in meaningful conversations that uncover the real needs and challenges of the buyer. Investing in advanced training and tools for sales teams is crucial to achieve this deeper level of discovery and alignment.

3. Post-Sale Value: A Growing Imperative

Garner’s research points to a worrying trend: a 40% decline in the perceived quality of deals over the past three years. Only 17% of deals are now seen as high-quality, leaving a majority of B2B customers with regret soon after the deal is signed.

Addressing this issue requires a shift from a product-focused approach to one that continually assesses and communicates the business value delivered. Customer success teams must evolve their strategies to include regular value analysis and storytelling, ensuring that renewal discussions focus on the realized value, not just product usage. This approach can significantly enhance customer retention and advocacy.

4. Achieving More with Less: The Efficiency Mandate

As businesses face the challenge of doing more with fewer resources, the focus shifts to optimizing efficiency. The key lies in empowering sales and customer success teams to independently handle value discussions. This involves simplifying tools and processes, developing intuitive value analysis software, and providing comprehensive training. Such measures can help teams confidently navigate complex value conversations with minimal reliance on external support.

5. Cultural Shift Towards Value Selling and Success

Adopting a value-selling model is both a strategic and cultural shift. Sales teams, traditionally focused on features and benefits, need to be reoriented towards understanding the economic impact of solutions. This shift is challenging but essential. Education and incentivization play a critical role in facilitating this transition. Teams require thorough training on the ‘what’, ‘why’, and ‘how’ of value selling, coupled with aligned compensation and reward structures to encourage the adoption of these practices.

The Bottom-Line

Looking ahead to 2024, B2B businesses must navigate a complex landscape with precision and innovation. This involves leveraging AI to add tangible value to every interaction, improving sales discovery to align closely with customer needs, ensuring post-sale value realization to secure renewals and enable expansion, and scaling value programs efficiently through self-sufficiency and practice adoption. 

By embracing these strategies, backed by solid research and a deep understanding of market dynamics, businesses can not only meet but exceed the evolving expectations of their buyers, securing a competitive edge in the challenging world of B2B commerce.

Learn more about available services to help improve your Value Marketing.


  • Forrester AI Predictions –
  • The Discovery Challenge –
  • Deal quality insights and Gartner research links –

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