5 B2B Marketing Trends To Prepare For In 2023

With 2023 less than three months away, professionals across the business-to-business market are beginning to brush up on their knowledge and prepare for a whole new wave of trends. As a B2B marketer, you will likely be keen to get an insight into new marketing trends likely to emerge in 2023 and unlock tips to keep ahead of the curve. Thankfully, you’ve landed in the right place.

Today we’ll be exploring 5 up and coming trends set to rock the world of B2B marketing in 2023.

#1 It’s getting really personal 

Personalisation has grown massively in recent years – both within the consumer and B2B markets. From using automation to personalise email campaigns to boosting sales with the help of account-based marketing (ABM), more and more B2B marketers are using personalisation within their campaigns to boost sales and build relationships. And the numbers don’t lie – 77% of B2B marketers agree personalisation helps to build better client relationships, with 55% also agreeing personalisation boosts conversion rates and growth.

The latest personalisation trend within the B2B sector is website personalisation, which allows B2B organisations to create customised website experiences for different users. And as we know, the more relevant you can make your content, the more likely a visitor is to make an enquiry or better yet, a purchase.

#2 B2B marketers are succeeding with social selling

As with most areas of business, where B2C goes, B2B will soon follow. In recent years, we’ve seen a huge increase in the use of social media by B2B brands – and it’s showing no signs of slowing. Why? At the end of the day, no matter which market you’re operating within, you’re selling to a person. And with social media playing an increasingly important role in people’s personal lives, businesses are recognising the value of using these platforms to meet their audience where they are most active. Within the B2B space, 75% of buyers are now using social media at some stage in their buying journey, so if you’re not on it already, now’s the time to get started. 

social selling vs traditional selling B2B marketing trend
Image credit: LinkedIn

It will come as no surprise that within the B2B space, LinkedIn is by far the most popular social media platform. And on this platform, it’s all about getting relevant content in front of the right people. According to LinkedIn’s latest social selling report, 62% of B2B consumers respond to salespeople who connect by sharing relevant content and insights.

#3 Influencer marketing is in

Whilst influencer marketing has been a big trend within the consumer market for a number of years, it’s taken a little longer to take off within the B2B space. But as they say, good things take time. With 86% of B2B brands who use influencer marketing reporting it to be successful for their business, it’s clear this trend is here to stay. 

The beauty of influencer marketing is you’re working with people that your target audience already trusts. Not only this, but their large followings are great for brand awareness, they are killer content creators and they have tonnes of inside industry knowledge and insights you can leverage. Bring all of this together? You’re bound to see an increase in sales thanks to recommendations from a highly trusted influencer and top-class content. For actionable insights and tips to boost your influencer marketing campaigns, check out our free ultimate guide to B2B influencer marketing

#4 Making moves with movie magic

Video marketing has made an appearance on these sorts of lists for the last few years – and with good reason. Whether you opt to share video testimonials, on-demand webinars, video podcasts or explainer videos, providing your content is of reasonable quality, is relevant and offers some form of value to your target audience, you’ll likely see some form of return. At least that’s the case for 78% of surveyed marketing professionals, who agreed video marketing has helped to increase sales for their business. Need more convincing? Check out our video marketing blog packed with stats here.

#5 B2B user-generated content is on the rise

In a similar vein to influencer marketing, more B2B marketers are turning to user-generated content (UGC) to obtain authentic content from people that their audience can trust and relate to. And with 93% of marketers agreeing that content created by consumers performs better than branded content, it’s clear the UGC trend will continue to infiltrate the B2B market. 

If you’re looking to step up your B2B marketing game in 2023, get in touch to organise a free consultation to explore how we can help you to achieve big with digital marketing.


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