As we transition into 2025, the past year provides insights into the evolving landscape of B2B marketing. From the rise of first-party data and growing audience engagement to the increasing reliance on association media, 2024 marked a shift toward more targeted, data-driven strategies. This Year in Review highlights the key insights, industry trends, and marketing strategies that shaped 2024—and what they mean for the year ahead.
With the decline of third-party data and increasing privacy regulations, marketers have focused on first-party data to personalize interactions while maintaining compliance. Businesses leveraged customer-provided insights to refine targeting, improve engagement, and enhance customer experiences.
Multiview helped businesses leverage first-party data through its association network with web extension campaigns and audience retargeting, ensuring precise reach and agility in an evolving digital landscape.
Association media—such as newsletters, websites, and other member-driven content channels—continues to be a cornerstone of B2B marketing by offering targeted, industry-specific advertising opportunities. As the leading digital publisher for associations, Multiview produced over 387 million newsletters and delivered 122,113,453 impressions on association websites in 2024.
These platforms are highly effective in driving targeted engagement. In fact, advertising on association websites achieved click-through rates twice than industry standard, while engagement in association newsletters saw significant growth across key sectors. The most notable increases included:
These increases highlight the effectiveness of direct placement ads with associations, allowing advertisers to reach highly engaged audiences in trusted, brand-safe environments while driving measurable results.
B2B companies increasingly adopted a multi-channel approach to maximize engagement and extend their reach. Rather than relying on a single platform, businesses diversified their investments across association media, programmatic advertising, paid search, retargeting, and social media to achieve greater visibility and measurable results.
Marketing spend varied across industries as businesses adapted to shifting trends and market conditions. The most significant changes included:
Overall, spending from Multiview’s B2B clients grew by 6%, indicating that companies are prioritizing digital marketing efforts to maintain outreach and engagement despite economic fluctuations.
For more insights, including predictions and closing thoughts from Multiview's leadership team, download the 2024 Year in Review now.