4 B2B Marketing Trends to Implement in Your Marketing Strategy in 2023

December 7, 2022

With 2023 quickly approaching, now is the time to start planning your marketing strategy for the new year. The marketing industry is constantly evolving, which means that it’s important for you to stay ahead of the curve by keeping up with the latest trends. To help you with planning, we’ve identified a few trends that we think will help grow your business and make your campaigns successful in the new year.

  1. B2B Influencer Marketing

When we hear the words “influencer marketing” we automatically assume it’s strictly for B2C companies looking to sell a product or service through a well-known figure on social media, however, that couldn’t be furthest from the truth. Although influencer marketing has been around for years, it’s quickly expanding into the B2B landscape.

B2B influencers are subject matter experts who have a large following on platforms like podcasts and social media. They’re trusted individuals who are filled with a wealth of knowledge and educate other B2B professionals on industry news, events and announcements.  According to OneIMS, B2B organizations are more likely to trust recommendations from reputable influencers who endorse products and services; and since we’re constantly on our phones browsing content, it only makes sense to incorporate influencer marketing into your strategy next year.

  1. AI Driven Marketing Technology

Organizations are investing in AI marketing technology now more than ever to make automated decisions based on data collection, data analysis, and observations of audience trends to best optimize campaigns. According to Mage Plaza, 76% of customers expect companies to understand their needs and expectations. With AI technology, businesses can collect information relatively fast, allowing them to make the best-informed decisions for their customers.

B2B companies find that AI technology like chatbots and automated platforms are improving the customer journey and are streamlining and boosting the ROI of marketing campaigns.

Overall, AI technology is a tool that your organization will want to consider to improve your marketing efforts.

  1. Video Content Marketing

As many of you know, video is king and consistently drives results, which is why it’s crucial to include it in your campaigns. Research by Cisco found that video accounts for 82% of all online traffic, and 84% of consumers have been convinced to purchase a product after watching a video. It’s recommended to use short-form videos that are 30 seconds in length or less to retain audience attention. To obtain this, you want to ensure that your videos tell a story, are engaging, contain captivating graphics, and encourage individuals to take next steps.

  1. Account Based Marketing

There has been an increased interest in Account Based Marketing in recent years, making it the perfect tactic to include in your plan. ABM is a highly targeted approach that focuses on key accounts within your industry rather than reaching a broad audience. This approach allows organizations to develop and nurture relationships with decision-makers and move them through the buyer journey efficiently. When you foster relationships with key companies that are interested in your products and services, you’re able to tailor messages and campaigns that are relevant to them. The benefit of this is that you can focus resources on relevant organizations that are more likely to convert, making ABM a win in our book.

As the industry continues to transform, it’s critical that your business stay informed and be willing to adapt to the changes as that’ll help you target customers effectively. Leveraging these tactics will allow you to reach key audiences on a personal level, set you apart from the competition, and position you as an industry leader.  So, let’s make 2023 a successful year by implementing these trends into your marketing strategy.