As INBOUND 2024 came to a close, it's clear that the marketing world is chaning faster than ever. RollWorks was there—taking notes and connecting with other marketing pros—to learn what's top of mind for the industry's leaders. From bold moves to AI-driven innovations, here are the top 10 things marketers care about going into the rest of 2024.
1. The Event Location Showdown
One of the most talked-about moments at INBOUND wasn’t a new product launch or an AI breakthrough—it was HubSpot’s decision to host next year’s event in San Francisco, Salesforce’s backyard. This bold move has sparked conversations about how this might change the trajectory of B2B marketing events, with potential ripple effects across the industry.
Takeaway: Marketers love a good power move, and this bold decision will set the tone for competitive events in 2025 and beyond.
2. AI-Powered Customer Service: Speed Meets Personalization
This year, AI-driven customer service tools were a major focus, with marketers discussing how AI can help balance speed and personalization. Teams can now solve customer inquiries faster while maintaining a human touch, using AI-powered reply recommendations that handle up to 40% of tickets.
Takeaway: The future of customer service is smarter, not faster. Expect AI tools to continue reshaping how brands interact with customers, improving response times without sacrificing quality.
3. Human Connections Matter More Than Ever
INBOUND wasn't just about the tech—it was about people. Attendees emphasized the importance of building genuine human connections in an increasingly digital world. In the end, it’s the people, not just the products, that leave the biggest impact.
Takeaway: While tech advancements are exciting, marketers are reminded that relationships and human connection remain critical. People will always be at the heart of great marketing.
4. AI for Hyper-Personalization: The Future of Outreach
AI was everywhere at INBOUND, but the real buzz came from the practical applications of AI for hyper-personalized outreach. Marketers are shifting their focus from mass content production to quality, data-driven interactions that feel uniquely tailored to each customer.
Takeaway: Personalization at scale is the new frontier. AI tools, like RollWorks’ automation features, will be essential for marketers looking to balance personalization with efficiency.
5. Shifting from Traffic to Targeted Engagement
The traditional inbound model is facing challenges, with speakers noting a decline in traffic on major channels. Instead, marketers are shifting to proactive account-based strategies, focusing on engaging the right audience at the right time.
Takeaway: The inbound playbook is shifting. Expect more marketers to adopt account-based strategies to capture high-value leads iwith shrinking traffic.
6. AI and Human Collaboration: The Perfect Pair
INBOUND reinforced that AI and humans aren’t in competition—they’re a team. AI can handle repetitive tasks, allowing marketers to focus on strategic, creative work that builds authentic relationships.
Takeaway: The key to success will be finding the right balance between AI-driven efficiency and human creativity. It’s not AI vs. humans; it’s AI plus humans.
7. Revamping Ad Strategies on LinkedIn
LinkedIn emerged as a crucial platform for B2B marketers, with attendees discussing how to optimize LinkedIn Ads without defaulting to expensive strategies. Manual bidding and experimenting with video messaging are fresh tactics to watch.
Takeaway: LinkedIn Ads are still highly valuable, but the playbook is changing. Marketers need to experiment with manual bidding strategies and video to cut through the noise.
8. Smarter AI-Driven Insights: The Key to Faster Growth
AI isn’t just for automating tasks anymore; it’s driving growth by providing insights that accelerate the customer journey. Predictive targeting and data-driven actions were hot topics as marketers look to shorten the sales cycle and improve engagement.
Takeaway: The smartest marketers will leverage AI to understand their customers better, drive conversions, and create more meaningful interactions throughout the buyer journey.
9. The Content Sweet Spot: Less Volume, More Value
Content isn’t king—engagement is. INBOUND showed that marketers are moving away from high-volume content production in favor of creating more targeted, engaging content that speaks directly to customer needs.
Takeaway: Focus less on quantity and more on creating content that delivers value. Quality, not volume, will drive engagement.
10. The Long Game: Building Relationships Through Content
Updating content is just as important as creating it. Top-performing brands are revisiting and refreshing their content to keep it relevant to their audience, ensuring the relationship-building process continues long after the initial interaction.
Takeaway: Content strategies aren’t about one-off wins—they’re about building long-term relationships. Marketers who prioritize updating content will maintain relevance and engagement with their audience.
Embrace the Change
INBOUND 2024 has shown us that marketing is changing, and it’s changing fast. Whether through AI, account-based strategies, or a renewed focus on personalization, marketers are poised to make all the big moves.
At RollWorks, we’re here to help you adapt to these trends with data-driven insights and powerful automation.
Want to stay ahead of the curve? Contact us at RollWorks to explore how AI, automation, and account-based strategies can accelerate your growth.
