2023 B2B Marketing Trends: How to Adapt Your Strategy for the Future
As marketers, one of our main goals is to stay ahead of the curve and continually adapt our strategies to reflect emerging trends in the industry. It's no secret that this has been particularly difficult over the past year with so much uncertainty; however, we can still pay attention to our need to plan for 2023 and beyond. With many 2021 marketing plans seeing an early retirement due to COVID-19, it's time to look forward to new growth opportunities through B2B marketing trends in 2023. Rather than relying solely on what you heard (and used) two years ago or a hunch about what worked before, let’s focus on proven tactics companies should be incorporating into their strategies right now.
Digital First Buyers
Marketers must keep up, as digital-first buyers lead the charge in B2B purchasing. Millennials and Gen Zers demand vendor ease of access and an ability to manage their own journey with high satisfaction. Modern marketing strategies may require shifts in placements and more experienced customer insights across generations to meet these expectations and take on the challenge presented by diverse buying committees.
MarTech + BizTech
Simplify the tech stack for maximum performance; involve sales and customer success teams in the process. By aligning data between marketing and sales departments, revenues can surge significantly while closer collaboration with customer support personnel leads to even greater loyalty from customers than ever before. In this environment of tough economic conditions combined with shrinking marketing budgets, any costs associated with new martech must be justified through clear evidence that they will provide measurable outcomes without draining staff or resources.
CX Front and Center
As consumer preferences become increasingly influential, customer experience (CX) is being placed front and center. This necessity brings with it great potential for B2B marketers to acquire a reliable revenue stream and bolster their reputations in the market. Marketers should focus on creating strategies that drive retention, loyalty, and upsells/expansions—all of which are grounded by brand identity through meaningful company values and positive employee relationships. A successful program encourages customers to build deeper connections with businesses beyond just transactions: keeping them loyal during changing economic conditions or competing markets.
In summary, marketers must remember that digital-first buyers lead the charge in B2B purchasing. This means that Millennials and Gen Zers demand vendor ease of access and an ability to manage their own journey with high satisfaction. Furthermore, tech stacks should be simplified for maximum performance while data is aligned between marketing and sales departments. Lastly, customer experience must be placed front and center to maintain brand success.