Home Knowledge Articles B2B marketing trends to look out for in 2023

B2B marketing tactics have been evolving at a rapid rate for some years now, and rightfully so. There are a huge number of platforms and methods in the potential arsenal but sometimes it’s difficult to know where to start. As 2022 draws to a close, we’ve taken a look at some of the key trends to look out for in 2023… and beyond.

Get personal

B2B marketers are well versed in personalisation but our prediction is a renewed focus on innovation here.. We all want to feel seen and now more so than ever. People are aware that browsing behaviour influences the content that they’re served and with a huge arsenal of personalisation tools, there’s no excuse to not tackle this effectively in 2023. Next year we predict a rise in personalised web content (dynamic pages being served to users based on their browsing behaviour), even more focus on personalised email campaigns and social selling targeted to relevant individuals. The power of human interaction partnered with digital services cannot be underestimated.

Be purpose driven

Purpose – easy to display, more difficult to prove. When a brand gets it right it’s a powerful thing (looking at you Patagonia), but it must be authentic. Corporate social responsibility (CSR) has been a mainstay of B2B marketing for a long time, but purpose is bigger than this. Purpose must align with a company’s values and strategy, be relevant to their target audience and demonstrated in all communications. Prospective employees are a lot easier to attract if a company’s purpose is clear, so it’s a potential double win.

Creating brand advocates

Beyond Google and Bing where is the first place you go to for a B2B solution? LinkedIn? Your personal network? It’s very likely that you’ll seek external recommendations from people that you trust so why not create your own army of advocates? We’re predicting an increase in the focus on creating brand advocates through the effective use of post-sale engagement. Happy customers buy more and are happy to talk to their peers on your behalf, so this cost-effective approach should be part of your marketing mix for 2023 and beyond.

User Generated Content is hitting B2B

User Generated Content (UGC) is not a new phenomenon. It’s been incredibly successful in the B2C space for years but has not been utilised in B2B marketing to the same extent. Just as post-sale engagement creates advocates, a bank of UGC will create trust; a prospective audience will be more receptive to an independent view than your own brand generated content. To maximise results, don’t rely solely on current clients, seek UGC from employees, partners and potential influencers.

Intent-based marketing

Effective marketing is not cheap and as we’re entering a recession, every penny counts. By focusing your efforts on individuals that are already in the market for your service or product, you’re maximising your spend. At this stage of the marketing funnel the user may be aware of your brand and what you offer but just need a little extra push to convert. This is where the previous two points help. In 2023, we expect more marketing budget to be invested in intent-based advertising, making sales and driving efficiency for your brand.

With a potentially difficult year ahead for some, focusing efforts on what works, being aware of current trends and effectively analysing campaigns will give you the best possible chance of success. Be personal, timely, demonstrate what makes your brand different and create an army of advocates to succeed in 2023.

At The Telemarketing Company we’re results-focused, agile, collaborative and experts in our field. Nothing says personal like voice so if you are looking to bring a human touch into your 2023 marketing mix, we can help.