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B2B Marketing Trends for 2023: What's on the Horizon?

That time of year has circled back again. The new year is upon us and just like setting your personal new year resolutions, any good marketer will take this opportunity to reflect back on 2022 and look toward marketing trends for 2023.

Looking at up-and-coming trends is a crucial part of the B2B marketing landscape. It helps us dive into the shifts, changes and economic conditions that shaped this past year, and prepare a solid marketing strategy for the near future.

In 2022, we saw shifts toward younger buying committees, a downturn in world economies, and higher customer expectations when it comes to their purchasing journey. The marketplace shifted even further toward the digital sphere and thereby heavily influenced the way information is relayed, content is spread and decisions are made.

5 B2B Marketing Trends for 2023

These shifts and turbulences have shaped 2022 and help us predict what the new year will look like.
Taking this all into account, here are 5 important B2B marketing trends for 2023:

1. Relevant and Diverse Content

Relevant content is the name of the game in 2023. Customers expect more than generic content to successfully guide them into purchasing decisions.

Specifically, B2Bs should focus on producing more educational content for their audiences, as a way to show their expertise and build trust among their clientele.

Historically, a strict divide developed between the type of content produced for B2C and B2B clients. Recently, however, with younger buying committees on the rise, audiences expect more engaging and accessible content.

Source: Hubspot

So while B2Bs should still focus on whitepapers, industry reports and testimonials, they should also include data-driven blog posts, ebooks, webinars and courses, educational videos and informative podcasts for example.

Business professionals are on the lookout for the best possible service. The way to win them over is by doing your research and releasing content that is relevant to their problems and the solutions they seek.

2. Building Purpose-Driven Brand Awareness

Especially during economic downturns, building brand awareness is crucial for B2Bs in order to capture and maintain customer interest and loyalty.

Purpose-driven branding is especially trending for 2023. Nowadays, customers want to know a brand’s story, not just get sold a product.

Brands that are driven by empathy and authenticity, are inclusive, and are humble in admitting their shortcomings and their drive for improvement is more likely to gain customers’ trust and appeal to new prospects.

3. Recession Proofing Your Marketing Strategy

While we could skip over this, eventually we’d have to face this uncomfortable truth sooner than later. Australia is in an economic downturn, and some forecasts even predict a looming recession. What does that mean for B2B businesses in 2023?

Although the thought of a recession spurs panic, it doesn’t have to. Recessions give marketers a chance to develop a sound strategy that doesn’t cut corners and puts budget optimisation first.

Marketers should zero-in on buyers’ behaviour. Buyers are shifting their trust in traditional direct selling and leaning more heavily on their professional network and close ties for advice.

As pockets get tighter, expect buyers to be more hesitant, and seek out more reviews and testimonials before deciding to purchase.

B2Bs should practise value-driven marketing, engage with their existing customers, and increase their online presence to showcase their existing customer satisfaction.

4. Big Data vs. Human Connection

Back in June, we covered the ins and outs of first party data.

While AI-driven big data analytics help marketers drive decisions and forecast future behaviour, it isn’t a bullet proof tool.

Further, some businesses don’t train their teams adequately in digital fluency or don’t use the right analytics programme. According to MarketingProfs, 61% of correspondents didn’t have the right technology, or weren’t using it to its fullest capability when it came to content management.

It is still vital to speak to customers directly and focus more on the customer experience, rather than just relying on metrics.

Human to human interaction will always give clearer insight into prospects’ needs, demands and expectations.

Expect to shift even more toward personalisation and close customer engagement in 2023.

5. Optimising Your SEO

In 2023, whatever you do, do not over-rely on AI-written content. With the newest Google update, machine learning is only getting better at deprioritising poorly-written content that just targets SEO searches.

Thoughtful and unique content will definitely get you farther and ultimately win you more leads.

Further, optimising SEO by using multiple channels such as voice, text and image will prove advantageous in the new year and help B2B stay present and visible.

Key Takeaways

Overall, 2023 presents us with many opportunities to develop sound marketing strategies and pay more attention to our customers.

Don’t let a looming recession intimidate you.

Instead, take it as a chance to innovate, optimise your budget and further get to know your buyers’ behaviour.

In the new year, relevant content is crucial in engaging with your prospects and winning your customers over. Further, don’t overlook the importance of purpose-driven branding and human to human connection.

With these tips and trends, it’s time to walk into 2023 with your head held high. The world is your oyster.

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