7 predictions for B2B marketing in 2023

As Easter approaches, many businesses will start to feel the positivity of spring. It’s a period when many take time to consider their marketing plans for the year ahead. So, Sarah West of East Anglia’s leading B2B marketing agency takes a look at some of the predictions being made about B2B marketing in 2023:

1 – CANNY BUSINESSES WILL STRENGTHEN THEIR MARKETING

In the face of an economic downturn, many businesses may find the next 12 months challenging.

It’s tempting to cut marketing expenditure but it’s historically those who stand firm who rise to the top. Brighter economic predictions for the autumn and 2024 mean many businesses will double-down on marketing.

If you haven’t got a defined marketing strategy, putting your plans on paper will help crystallise them. Many things take longer than predicted, so beginning your proactive strategy now will also help iron out any kinks.

As marketing success is so often related to momentum, those who work hard through the challenging times to grow brand awareness often benefit most in the inevitable upturn.

2 - SOCIAL MEDIA WILL BECOME EVEN MORE IMPORTANT

If you’ve used LinkedIn over the last 10 years, you will have witnessed quite a change. Once solely devoted to company news or updating connections on your latest job, individuals and businesses are now much more likely to share insights, opinion and even light-hearted posts.

The key is personality. Social media users want to witness the human side of businesses and get a feel for their people and culture.

3 – CONTENT NEEDS TO BE MORE DIVERSE

Though long form content is great for SEO and demonstrating your sector leadership, your audience is looking to be entertained as well as informed.

As such, content marketing has to become more varied to stand out. How-to guides and white papers, blogs and opinion pieces, videos and podcasts, infographics and animations all have a rising role to play.

Personalised and targeted content is likely to play an ever-greater role in 2023 too. Not only can you share your knowledge and insights, but tailor it to your recipient’s own business or sector.

4 – B2B WILL FOCUS MORE ON HUMAN EXPERIENCE

Adding value is everything. Whether it’s the service you deliver or the content marketing you share, your recipients are interested in its worth to them.

Once viewed as emotionless collectives, businesses are made up of people and consumers. The line between what we personally buy and the goods and services we source for our employer is becoming blurred.

In 2023, successful B2B marketing will again continue its path towards embracing individuals, as well as businesses - appealing to emotions and experiences, not just technical features and rational benefits.

5 - LONG-TERM BUSINESS RELATIONSHIPS WILL BE CRITICAL

Most businesses appreciate that finding new customers is costly and holding on to loyal clients is profitable. This has been the key to success for many.

Account-Based Marketing (ABM) – a highly tailored approach to marketing to individual companies and decision-makers – is going to play an even bigger role this year and beyond.

6 - DIGITAL SELF-SERVICE MAY DOMINATE THE B2B BUYER JOURNEY

As in our consumer lives, many professionals and business people wish to engage less with other people and do more online. This is likely to be a growth area in 2023, as businesses who serve other companies seek to provide their customers with greater functionality. Where the company website was once simply an online presence, it now needs greater thought and investment in many B2B sectors.

7 – B2B MARKETERS WILL OWN THE FULL CUSTOMER LIFE CYCLE

This year and beyond, marketers are predicted to concentrate more on upselling other products and services to their clients and encouraging loyalty.

By taking a holistic approach to the customer life-cycle, they will be able to gain insights to use in new business campaigns. Customer experience programmes will centre on brand, company values and talented personalities within the business.

In an age of social media and online reviews, turning satisfied customers into advocates is a key objective for many businesses in 2023.

Need help?

If you’d like more help to improve your B2B marketing in 2023, visit www.fullmixmarketing.co.uk