In 2023, the world of B2B marketing is expected to see significant changes. With the increasing influence of technology and changes in consumer behavior, marketers must stay up-to-date with the latest trends in order to remain competitive. Here are the top B2B digital marketing trends in 2023 that businesses should be paying attention to.
1. Account-Based Marketing (ABM)
Account-based marketing (ABM) is a highly targeted approach to marketing that focuses on building relationships with specific accounts or customers. In 2023, we can expect to see a continued rise in adopting ABM. According to a survey by the Information Technology Services Marketing Association (ITSMA), 87% of marketers who use ABM report that it delivers a higher return on investment (ROI) than other marketing strategies.
Account-based marketing enables marketers to develop highly personalized campaigns that resonate with the specific needs and pain points of their target accounts. By creating content that is tailored to the interests of individual accounts, businesses can increase their chances of success in winning new customers.
2. Artificial Intelligence (AI)
Artificial intelligence (AI) is another trend that is expected to have a significant impact on B2B marketing in 2023. According to a report by MarketsandMarkets, the global AI market is expected to grow from $10.1 billion in 2018 to $190.6 billion by 2025, representing a compound annual growth rate (CAGR) of 36.6%.
In B2B marketing, AI can be used to automate tasks such as lead scoring, email marketing, and customer service. By automating these tasks, businesses can save time and money, while also improving the customer experience.
One example of the use of AI in B2B marketing is chatbots. Chatbots can be used to provide instant customer service and support, answering customer questions and providing assistance 24/7. By providing this level of support, businesses can improve customer satisfaction and reduce customer churn.
3. Influencer Marketing
According to a recent survey, 86% of marketers used influencer marketing in 2021-22, and 63% planned to increase their influencer marketing budgets in 2023-24.
In B2B marketing, influencer marketing can be used to build relationships with industry experts and thought leaders. By partnering with influencers, businesses can increase their reach and credibility, while also tapping into the influencer’s audience.
One example of the use of influencer marketing in B2B marketing is HubSpot’s partnership with Neil Patel. HubSpot created a series of videos in which Patel shared his insights and advice on marketing and entrepreneurship. The videos were shared on HubSpot’s social media channels, as well as on Patel’s website and social media channels. The partnership helped to increase HubSpot’s reach and credibility, while also providing valuable content for Patel’s audience.
Epsilon’s recent survey concluded that 80% of consumers are more likely to do business with a company if it offers a personalized experience.
In B2B marketing, personalization can be used to tailor content and messaging to the specific needs and interests of individual customers. By providing a personalized experience, businesses can improve the customer experience and increase customer loyalty.
One example of the use of personalization in B2B marketing is Salesforce’s “Journey Builder” tool. Journey Builder enables businesses to create personalized customer journeys, based on factors such as the customer’s location, behavior, and preferences.
5. Video Marketing
According to a recent survey, 85% of businesses that use video as a marketing tool, will continue to do so in 2023.
In business-to-business marketing, video can be used to showcase products, provide educational content, and tell brand stories. Video content is also highly shareable and can be easily distributed on social media channels, making it a valuable asset for businesses.
One example of the use of video in B2B marketing is Cisco’s “The Network” video series. The series features interviews with thought leaders and industry experts, discussing topics such as the future of technology and the impact of digital transformation. By providing valuable insights from thought leaders, Cisco is able to position itself as a leader in the industry, while also providing valuable content for its audience.
6. Social Media Marketing
According to a report by Hootsuite, 4.2 billion people use social media worldwide, and the average person spends 2 hours and 24 minutes per day on social media platforms.
In B2B digital marketing, social media can be used to build brand awareness, generate leads, and engage with customers. By creating content that resonates with their target audience, businesses can increase their reach and build relationships with potential customers.
One example of the use of social media in B2B marketing is LinkedIn’s “Insight Tag” tool. The tool enables businesses to track website visitors who are also LinkedIn members and to target them with LinkedIn ads. By targeting website visitors who are also LinkedIn members, businesses can increase the effectiveness of their advertising campaigns, while also building relationships with potential customers.
7. Virtual and Hybrid Events
According to a report by Bizzabo, 80% of marketers believe that virtual and hybrid events will become a permanent part of the marketing mix.
In B2B marketing, virtual and hybrid events can be used to showcase products, provide educational content, and build relationships with customers. By creating engaging and interactive events, businesses can increase their reach and build relationships with potential customers.
One example of the use of virtual events in B2B marketing is IBM’s “Think” conference. The conference was held virtually in 2021 and featured keynote speakers, educational sessions, and networking opportunities. By providing a valuable and engaging experience for attendees, IBM was able to build relationships with potential customers, while also positioning itself as a leader in the industry.
8. Interactive Content
A report by Demand Metric suggests that interactive content generates 2x many conversions as passive content.
In B2B marketing, interactive content can be used to engage with potential customers and provide a more personalized experience. Interactive content can take many forms, such as quizzes, assessments, and calculators, and can provide valuable insights and data to potential customers.
One example of the use of interactive content in B2B marketing is Hootsuite’s “Social Media Barometer” tool. The tool enables businesses to assess their social media performance and provides valuable insights and recommendations for improvement. By providing this level of personalized insight, Hootsuite is able to position itself as a valuable partner for businesses looking to improve their social media performance.
As we move into 2023, the world of B2B marketing channels is evolving rapidly. Businesses need to stay on top of these trends and adapt their strategies accordingly if they want to remain competitive. From the use of AI to the rise of virtual events, there are many exciting opportunities for businesses to engage with potential customers and build strong relationships. By embracing these trends and staying ahead of the curve, businesses can set themselves up for success in 2023 and beyond.
However, it can be challenging to capitalize on emerging trends using the current workforce and skill set. Therefore, collaborating with a team of marketing professionals who possess a comprehensive knowledge of B2B marketing trends becomes essential. In this regard, a B2B performance marketing agency such as Amura Marketing Technologies can be an invaluable asset.
With 15 years of experience, a proven track record of on-time project delivery, extensive market knowledge, nimble operational processes, and a team of 150+ digital experts, Amura can assist you in accomplishing your marketing objectives more efficiently. With their targeted account-based marketing services and data-driven MarTech solutions, you can increase your ROI and earn higher profits than ever before! Are you interested in exploring new marketing strategies to achieve better results? Contact Amura Marketing Technologies now!