The Landscape Has Shifted
Digital marketing for tech companies in 2024 looks nothing like it did five years ago. AI-powered tools, privacy regulations, and shifting buyer behavior have rewritten the playbook.
Here's what's actually working right now.
Content Strategy That Converts
Content marketing remains the backbone of B2B tech marketing, but the bar for quality has risen dramatically. What works:
- Deep technical content that demonstrates real expertise
- Case studies with measurable outcomes
- Video content — especially short-form for social
- Interactive tools like calculators and assessments
Account-Based Marketing
ABM has gone from buzzword to standard practice. The key is tight alignment between marketing and sales on target accounts. Focus on:
- Building custom content for high-value accounts
- Multi-channel orchestration across email, ads, and direct outreach
- Intent data to prioritize accounts showing buying signals
Paid Channels
For tech companies, the most effective paid channels are LinkedIn Ads for B2B targeting, Google Ads for intent-based search, and increasingly, YouTube for thought leadership content.
The cost per lead on LinkedIn is high, but the targeting precision often makes it worth it for enterprise sales.
SEO in 2024
With AI-generated content flooding search results, original research, expert opinions, and first-party data have become the real differentiators. Google's helpful content updates reward genuine expertise.
What to Ignore
Not every trend is worth chasing. Skip these for now:
- Metaverse marketing — still too early for B2B
- Vanity metrics — focus on pipeline contribution instead
- Generic AI-generated content — it's a race to the bottom
Conclusion
The most effective tech marketing in 2024 combines deep technical expertise with modern distribution. Build genuine authority, measure what matters, and stay close to your customers' actual problems.