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Industrial Sales and Marketing Trends to Watch in 2024

Posted by IndustrySelect on Wednesday, February 7, 2024


Industrial Sales and Marketing Trends to Watch This Year

As 2024 unfolds, industrial sales and marketing continues to evolve, driven by groundbreaking technological advancements, changing consumer behaviors, and regulatory changes. Ready to kick your strategy into high gear? Today we’re unpacking the latest trends and challenges for sales and marketing professionals who do business in the industrial sector to watch in 2024—including specific pain points faced by their valued clientele: U.S. manufacturers. First let’s take a look at some of the specific trends, challenges, and opportunities facing sales and marketing teams in 2024.

AI and Marketing Automation

Artificial Intelligence (AI) is revolutionizing how companies analyze data, personalize customer experiences, and optimize campaigns. AI-powered tools like chatbots, voice search optimization, and predictive analytics are becoming more widespread. These tools can help businesses understand their customers better, predict future trends, and make data-driven decisions.

However, it’s crucial not to rely solely on “set it and forget it” automation strategies. Instead, a more collaborative approach between humans and AI is recommended. This approach ensures that the human touch is not lost in the process, and that AI is used to enhance rather than replace human interaction.

Augmented Reality (AR) and Virtual Reality (VR)

Immersive technologies like AR and VR are creating new avenues for brand storytelling and consumer engagement. These technologies allow businesses to create immersive experiences that can help them stand out in a crowded market.

In 2024, these technologies are expected to integrate more deeply with strategic marketing efforts. This means that businesses will need to invest in these technologies and learn how to use them effectively to engage their customers.


With advancements in AI and machine learning, sales and marketing teams can tap into a wealth of customer data to better curate and personalize content, product recommendations, and offers. This level of personalization can lead to increased customer satisfaction, loyalty, and ultimately, sales.

However, businesses must be careful to balance personalization with privacy concerns. Customers are becoming more aware of their data rights, and businesses must ensure they are transparent about how they use customer data.

The End of Third-Party Cookies

The year 2024 marks a significant shift in the digital marketing landscape as major browsers, including Google Chrome, are set to phase out third-party cookies. This move is part of a broader initiative to enhance user privacy and control over personal data.

Third-party cookies have been a staple of digital advertising, enabling businesses to track user behavior across multiple websites and deliver personalized ads1. However, they have also raised concerns about user privacy, leading to increased regulatory scrutiny and changes in user expectations.

In response to these concerns, Google Chrome will disable third-party cookies for 1% of users from Q1 2024 to facilitate testing, gradually ramping up to 100% of users from Q3 2024. This change will require businesses to rethink their digital marketing strategies and explore alternative methods for tracking user behavior and delivering personalized content.

Sales and Marketing Alignment

Aligning your sales and marketing department is a critical factor for business success in 2024. As the business landscape becomes increasingly competitive, companies that can effectively align their sales and marketing teams will have a significant advantage.

Sales and marketing alignment ensures that both teams are working towards the same goals, sharing information, and collaborating effectively. Sounds nice, but what does this really mean? This alignment can lead to improved customer experiences, increased revenue, and more efficient use of resources.

However, achieving sales and marketing alignment can be challenging. It requires clear communication, shared goals, and a commitment to collaboration from both teams. Businesses may need to invest in training, technology, and process changes to facilitate alignment.

In 2024, businesses are expected to place a greater emphasis on sales and marketing alignment. This will involve adopting new strategies and tools, such as customer relationship management (CRM) systems, data analytics, and collaborative software.

Changing Customer Expectations

Customers are no longer passive recipients of sales pitches. They have evolved into active participants in the buying and decision-making process. Sales reps must focus on a strategy that offers meaningful, experience-based selling. This might involve providing customers with valuable content, engaging them on social media, and personalizing their experiences.

Top Manufacturer Challenges in 2024

While recent economic indicators suggest U.S. manufacturing is showing signs of recovery following more than a year of muted growth and decreased demand, industrial companies are still facing abundant challenges that industrial sales and marketers should be aware of this year. Let’s dive into some of these top challenges and how you can adapt to their changing needs and stand out as valued partner going forward into 2024.

Economic Uncertainty: 2023 was the year of economic uncertainty. Between inflation, economic fluctuations and geopolitical tensions, manufacturers have been juggling multiple sets of unknowns. These uncertainties can disrupt supply chains, affect market demand, and pose challenges to financial planning and forecasting. While optimism among manufacturers is on the rise, uncertainty in the sector is still hanging around.

Skilled Labor Shortage: While the labor shortage improved slightly for manufacturers in 2023, finding skilled workers remains a top challenge for industrial companies. The ongoing shortage of skilled labor is a significant concern for manufacturers. This shortage can limit a company’s capacity to innovate, improve efficiency, and meet customer demands.

• Supply Chain Disruptions: While the great post-pandemic supply chain disruptions of 2021-2022 have largely abated, supply chain disruptions, both broad and targeted, continue to pose challenges for manufacturers. These disruptions can affect the availability of raw materials, increase costs, and delay production.

Price Pressures: Inflation, which climbed to a multi-decade high in 2022 and 2023, remains a key concern for American manufacturers. The rising costs of raw materials, labor, and transportation are exerting upward pressure on production costs, directly affecting profit margins. To temper inflation, the Federal Reserve increased interest rates, which can affect varying borrowing costs, impacting capital expenditures and access to financing. Manufacturers are implementing strategies such as cost-control measures, renegotiating supplier contracts, and debt management to navigate these economic challenges.

Adapting Sales and Marketing Strategies to These Challenges

Sales and marketing professionals can adapt to these challenges by employing various strategies. Understanding the B2B buyer is crucial, as sales cycles in manufacturing are typically long, involving many decision-makers.

Professionals need to build relationships across multiple stakeholders and provide helpful, personalized content tailored to their needs. Additionally, crafting industry-specific content is essential. Messages must be carefully customized for specific manufacturing categories, addressing pain points, regulations, technologies, and workflows within those sub-sectors.

Leveraging industry platforms such as sponsoring trade events, engaging in associations, and using specialized forums enables targeted outreach to prospects where they already engage. Moreover, customizing technology is vital. Manufacturers require marketing technology tailored for industry programs. CRM and sales tools that sync with manufacturing platforms can improve data use and workflow alignment.

Summing Up

Staying ahead of the curve in 2024 requires understanding these trends and challenges. By adopting innovative tools, prioritizing valuable content, and balancing in-person meetings with the integration of CRM tools and AI, sales and marketing professionals can enhance their approach and stay competitive in the ever-changing market. The critical step for riding these trends to sales is determining the right leads. 

Looking to reach manufacturers in 2024? IndustrySelect is the industry's #1 most trusted source of industrial leads, powered by real human research. See a sample profile. To get a hands-on look at how an IndustrySelect subscription can help you reach new business in the manufacturing world, visit our website and try out a free demo account, loaded with 500 real company profiles, so you can see the full benefits of this powerful software!

Want to keep up with the latest sales and marketing trends and exclusive industrial statistics from MNI? The free weekly IndustrySelect Insider email is the industry's top source for sales, marketing and industrial news you can't find anywhere else. Subscribe here.

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