Contributors
It's the start of a new year – a time when many marketers take a moment to reflect on the previous year. We consider what went well, what surprised us, and what we want to leave behind. However, how often do we share our reflections with others?
To encourage this, we asked several marketing leaders to share what they learned in 2023 and what they plan to do in 2024. Each leader answered three questions:
- What did you learn in 2023 that you want to continue doing in 2024?
- What do you want to stop doing in 2024?
- What do you want to learn in 2024?
Let's take a look at what they had to say!
Jonathan Bean
CMO at Sinch
What did you learn in 2023 that you want to do more of in 2024?
The growth at all costs mantra was challenged in 2023, and a focus on efficiency and profitability meant change.
We all realized that, with focus and ruthless prioritization, we can be a lot more efficient than in previous years. With this change, coupled with the rapid evolution of generative AI as a great copilot for all B2B marketing teams, we all learned that a successful future for both ourselves and our organizations is centered around mixing our creativity and experience with the opportunities offered by technology.
Finally, we realized that the communities we build (which for many B2B marketing teams starts with our most loyal and passionate customers) are one of the key sources of growth going forward.
What is out for 2024?
Playing the quantity game over quality.
Since the advent of marketing automation and inbound/content marketing in the late 2000s, there has been a relentless focus on volume and quantity of leads in the field of demand generation. While this is still important in product-led growth, self-serve products, and for small- / medium-sized businesses, I think it is healthy that we are looking to separate our volume and velocity funnels from our high intent funnels. They are two separate games dealing with customers both in and out of the market. Focusing on improving conversion rates and really understanding what moves the needle will be the thing to focus on in 2024.
Johanne Øiestad
CMO at Voyado
What did you learn in 2023 that you want to do more of in 2024?
It's a boring answer, but a true answer: generative AI hit us all this year. During 2023, I learned how to navigate the basics of utilizing Gen AI in my daily work for tasks like writing, analyzing, summarizing, etc.
For 2024, I'm excited to start using the copilots, and I'm curious to see what Gen AI features the different vendors in our tech stack will release.
What is out for 2024?
For 2024, I want fewer interactions with our potential customers to be gated.
What do you want to learn in 2024?
According to my team, my photography skills need to improve. Whenever I have an image, I think we can use it for social media, but I’m made aware that I haven't thought about lighting, composition, etc. That is something I plan to improve during 2024.
Daniel Schröder
Chief commercial officer at Ljusgårda & startup mentor
What did you learn in 2023 that you want to do more of in 2024?
Just because you create something relevant, and even great, doesn’t mean your audience will naturally find it. Be it your strongest ads, website, online store or physical product, it requires proper support. You need to invest in and amplify the message to the market.
Also, doing and seeing more daring (and unpretentious) work in 2024 would be great!
What is out for 2024?
Holding back. The opportunity is always the largest in challenging times.
What do you want to learn in 2024?
How to best take a domestically strong brand and effectively establish it in new markets.
Carolina Pozzolini
Director of brand communications at Vattenfall
What did you learn in 2023 that you want to do more of in 2024?
I’ve been really inspired by the great opportunities that lie within the partnership between a chief marketing officer and a chief people officer. There are some myths to be busted around differences between customers and employees. It’s all about people and how we communicate in a relevant and engaging way.
What is out for 2024?
Maybe the most obvious answer: less admin and defending of budgets, please.
What do you want to learn in 2024?
I’m super curious about new human insights around how we can make our brand work even harder to achieve fossil freedom together with our people, businesses, and society at large.
Chris Ruiz
Associate director of analytics at Dentsu Media US
What did you learn in 2023 that you want to do more of in 2024?
This past year reinforced the power of data visualization in marketing pitches. The same story lands 10 times more effectively with appropriate visualization.
What is out for 2024?
In 2024, I don’t want to continue inefficient processes just because “that’s how we do it.” I am prepared to make a radical change if it saves resources and time while still delivering value.
What do you want to learn in 2024?
In 2024, I want to learn more about automated insights and AI-driven data storytelling.
Johanna Fagerstedt
CMO at Mentimeter
What did you learn in 2023 that you want to do more of in 2024?
- Interactive communication: breaking through the noise
In an era saturated with information, the ability to engage in interactive communication will be the linchpin that distinguishes successful marketing campaigns. It's not just about broadcasting messages; it's about creating a two-way dialogue that fosters a genuine connection with the audience.
Whether through social media engagement, live chats, or immersive online experiences, brands that prioritize interactive communication will undoubtedly stand out in the noisy digital landscape. The key lies in speaking to, not at, the audience and building emotional connections that resonate long after the initial interaction.
- User-generated content (UGC): the cornerstone of 2024
My colleague Solveig Rundquist's proclamation that "user-generated content is key in 2024" resonates deeply with my perspective. Today’s consumers crave authenticity, and what better way to achieve this than by leveraging content created by the users themselves?
UGC provides a genuine glimpse into the user experience while serving as a powerful tool for building trust and credibility. Brands that embrace and amplify the voices of their customers will find themselves at the forefront of the marketing landscape, establishing a community that actively participates in the brand narrative. - The comeback of old-school marketing
Contrary to the relentless march of digitalization, I predict a resurgence of old-school marketing tactics in 2024. Direct mail, TV ads, and radio/podcast ads, especially in the B2B sphere, will make a notable comeback.
In a landscape dominated by digital noise, embracing the traditional offers a unique opportunity to stand out. Classic customer dinners, print ads, and other retro approaches provide a refreshing break from the digital onslaught, appealing to a sense of nostalgia while simultaneously conveying a brand's commitment to being distinctive.
To be unique, brands must dare to go against the grain, embracing strategies that diverge from the mainstream. In an age where everyone is vying for attention on digital platforms, returning to old-school marketing provides a counterintuitive yet effective way to capture the audience's imagination.
What is out for 2024?
Random acts of marketing that aren’t anchored in customer insights.
What do you want to learn in 2024?
I want to spend much more time with our customers, learn about what keeps them up at night, their passions, and their drivers, and put them at the center of everything that we do!
Anna Ålenius-Mathson
Director of brand & comms at Quinyx
What did you learn in 2023 that you want to do more of in 2024?
AI is not a trend, but a great add-on to your marketing stack. It will be a must-have tool in your marketing toolbox.
What is out for 2024?
No more LinkedIn spam, sales emails, and low-quality AI imagery or texts.
Just because you can email 100 ICPs (ideal customer profiles) on LinkedIn or use AI for certain tasks doesn’t mean you have to. Content quality and real value are still going to be more rewarding than quantity.
What do you want to learn in 2024?
How to balance all the information we know about our customers ethically. Also, how can we produce marketing that is of value to the audience without disturbing them?
What are your 2024 ins & outs?
So, there you have it, folks, the collective wisdom of several brilliant marketing minds. The insights shared by marketing leaders clearly indicate that the integration of technology and data-driven strategies will remain key to marketing success in the coming years. However, there is also a renewed focus on building meaningful customer relationships through community building and high-intent funnels, as well as the desire to streamline processes, eliminate inefficiencies, and focus on what truly matters.
As we move forward, let's remember that marketing is not just about pushing products or services; it's about creating meaningful connections with people. By embracing these insights and learnings, we can elevate our marketing strategies and make a lasting impact in the ever-evolving world of business.
Have you learned anything from last year that you intend to keep or do away with? Let us know on LinkedIn! We would love to hear from you and share your thoughts with the rest of the marketing community.
So, let's raise a glass to a year of innovation, growth, and transformative marketing!
