Looking Ahead: B2B Marketing Trends to Watch for in 2023
The B2B marketing landscape is constantly evolving.
The world is a different place to what it was ten or even two years ago, and this rapid rate of flux is reflected in marketing ecology. In the last two years we’ve seen unprecedented changes, increased market complexity and shifting customer behaviours.
So where will B2B marketing be a year from now? Time to get out the crystal ball and have a look.
Focus on brand personalisation
Unique voices are more important than ever. In the attention economy, standing out from the competition means having a brand that is vibrant, distinctive and sure of itself.
Brand personalisation stems from knowing your target audience and connecting with them at the level of voice, reflecting your customers’ style, tone and patterns of speech.
Step into their shoes.
Empathising with your audience’s identity and desires means discovering more marketing opportunities for the future.
Sustained multichannel marketing
Let’s forget the role of marketer for your offering for a moment and remember that we’re consumers too.
Thanks to digital channels we’ve gotten used to having more options than ever when it comes to brands we like.
Omnichannel marketing takes this idea and runs with it. It’s all about creating a convenient, seamless user experience for consumers that offers increased opportunities for fulfilment.
An omnichannel strategy incorporates online and offline touchpoints: for example, giving consumers the option to “buy online and pick up in-store”.
Data collected from Think with Google suggests that omnichannel strategies drive an 80% higher rate of incremental store visits. Engaging with brands on their own terms promotes positive experience for consumers.
Emphasis on B2B customer storytelling
In 2023 we’ll see an increased focus on the power of storytelling, as purpose-powered communities group together around brands that inspire them.
Forbes marketing strategists predict that B2B customer storytelling will slowly replace influencer marketing. According to this forecast, value realisation and shared experience through storytelling will soon be the new language of brand awareness and sales.
Developing platforms for your customers to share their stories and connect with community will be a key marketing strategy for 2023 and beyond.
Increased popularity of video marketing
Video is not going anywhere (except for all over your phone and computer screens).
The good news is that last year, Australian Business News surveys showed around 85% of marketers say video marketing generates an increase in leads.
It’s user-friendly, visually stimulating and often more memorable than text-based content, which might be why 93% of marketers think video marketing increases their audience’s understanding of the product.
In coming years video will have an increasing role in brand advertising. Stay on top of the digital landscape, build trust and appeal to the millennial market with video-marketing in 2023.
Thought leadership for the future
Writing for your audience is nothing new, but there is no doubt it’s one of the more sustainable B2B marketing trends which will remain vital in 2023 and beyond.
When looking to the future we marketers need to see the big picture.
Long-term brand building isn’t based on quick sales or strategies but on thoughtful connection with the customer base.
Thought leadership will always be an effective way to evoke emotion, elevate brand perception, drive sales, promote trust and support your brand’s longevity.
It’s all about agility
In marketing, it’s our role to be agile: keeping up with trends, looking to the future and adapting our strategies to support your brand’s success.
If you need someone to bounce ideas off or source ideas from to level up your business, we’re right here.