The Top B2B Marketing Trends for 2023

(Ad) Marketing trends are constantly evolving. Changes in technology and business practices affect how companies target and convert new customers, and marketers need to stay on top of the innovations if they want to remain competitive.

As we near the end of 2022, it’s time to look ahead to the B2B marketing trends that will dominate in 2023. In this article, we’ll cover everything from branding to advertising trends to influencer marketing to digital marketing trends and everything in between.

B2B Marketing Overview

At a high level, marketing can be divided into two categories: Business to Consumer (B2C) and Business to Business (B2B). B2C is what people often think of when marketing comes to mind—it’s the marketing done by Nike, Coca-Cola, Apple, McDonald’s, and thousands upon thousands of other brands.

B2B, although often overlooked by new marketers, is just as important (and just as exciting). B2B marketers are targeting businesses as customers instead of individual consumers. Think Accenture or other consulting firms, or even Hearst Bay Area. But even though the target customer is a corporation instead of an individual, the secret to successful B2B marketing is to remember that individuals are still responding to your work, hence the saying, “All B2B is B2C.”

With that in mind, let’s look at the trends that will help you be successful in the coming year.

8 B2B Marketing Trends for 2023

Trend #1: Influencer Marketing Is Exploding

Influencers have taken over the global B2B marketing network in recent years.

According to Statista, the market value for influencer marketing at the global level has more than doubled over the last three years and is currently worth $16.4 billion. The metrics for influencer marketing are forecast to continue growing in 2023.

The impact of a brand mention cannot be overstated. Whether it’s a paid shoutout or unsolicited, it gets your brand noticed at a deeper level of connection when influencers tap into their network, reaching more people.

The truth is that people trust influencers and connect with them in a way that’s difficult for a brand to do. When an influencer recommends your products or services, their followers may be more likely to do business with you. Plus, the great thing about influencer marketing strategies is that they have a wide audience reach and appeal to consumers across all demographics.

Influencer marketing trends in 2023 will continue to see more brands collaborating with creators to propel their brands forward.

Trend #2: The Analytics Landscape Is Changing In Mid-2023

A key change businesses need to be aware of is that Google plans to retire its Universal Analytics (UA) tool in July 2023. UA tracks and reports data on website traffic, and the data tracker has undergone several updates since being introduced by Google.

The relevance of this change is that most B2B marketing professionals utilize the tool to evaluate consumer behavior and engagement.

Universal Analytics will stop collecting new data on July 1 of next year, and it will be updated and replaced with Google Analytics 4 (GA4).

The new platform will allow for more integration and will resemble an app. It’s expected that GA4 will work better with eCommerce and marketing websites as well as web and native apps in providing a better picture of how users interact with individual brands.

The change is because of regulatory changes within the digital advertising industry. Third-party cookies are becoming more irrelevant, and ad blockers are becoming more common. That has dealt a devastating blow to marketers and advertisers, making it nearly impossible to measure engagement.

The result is that SEO and organic content are more important than ever to targeting and attracting the right users to your website.

Trend #3: B2B Marketers Are Leaving Google For Other Marketing Networks

More brands are investing in digital marketing since the pandemic has changed how and where B2B marketers advertise.

Google’s CPC, or cost per click, ad campaigns have skyrocketed out of control where costs are concerned, making it more challenging for B2B marketers to justify the investment.

At the same time, many of those clicks are bots, meaning real users only sometimes see your ads.

Paid media trends in 2023 will see more B2B marketers migrating to other networks for their advertising campaigns, particularly Microsoft Advertising and LinkedIn.

Many marketing professionals prefer LinkedIn and Microsoft Advertising because of the quality of users there. It’s an audience you’re not likely to find anywhere else.

Trend #4: Interactive Engagement Will Be A Growing Digital Marketing Trend In 2023

Every marketing conversion begins with engaging the consumer. The truth is that people are tired of the bombardment of advertisements. They want real, interactive encounters that revolve around their interests, goals, and needs.

It’s a consumer-driven world, meaning that your B2B marketing strategies need to revolve around what other businesses want to be able to offer to their customers.

For instance, a survey or a quiz might help to discover those objectives at a deeper level. A comprehensive assessment might highlight an unidentified need and get the attention you’ve wanted from another company you want to do business with.

Contact us for more information on our creative agency The StoryStudio.

Trend #5: Video Remains A Powerful Tool

With all the new B2B marketing trends today, video is often underrated and under-utilized. But it’s just as important as ever to incorporate it into your B2B marketing strategies.

User experience is everything, and what better way to connect than to tell a compelling story of your brand through video content? It’s what has worked for decades, and it will continue to win over audiences when it’s appropriate to do so.

Video marketing is a versatile and effective way of creating brand awareness and reputation. You can include customer testimonials, use them as a platform to educate your intended audience, or engage with your targets.

It’s also successful at driving conversions. Today’s video marketing platforms include your website, webinars, vlogs, live streams, and YouTube ad content.

The biggest allure of video content is its potential to go viral and reach an expansive audience.

Trend #6: B2B Marketers Are Increasingly Targeting Gen Z And Millennials

Millennials and Gen Zers are digital natives. They have likely shaped digital and consumer behavior more than any other generation because they grew up comfortable and familiar with technology.

An omnichannel B2B marketing approach is best for Millennials because you can find them hanging out across various marketing channels. And, wherever they are, your marketing strategies need to feel more personal to them as they don’t particularly care for meaningless advertising tactics.

They prefer tailored approaches that cater to their individual needs. Millennials also often communicate in real-time, so being able to meet their needs whenever and wherever they are (think SMS and chatbots) is more likely to result in a conversion.

That said, businesspeople born in the millennial age want a marketing experience that feels more like a B2C experience than a B2B one because we live in a customer-centric world.

In the business world, 34% of decision-makers are Millennials. Furthermore, nearly three-quarters of Millennials provide input regarding purchasing decisions.

Appealing to Gen Zers is perhaps more important as they are 55% more likely to own a business than Millennials.

By 2026, Gen Zers are predicted to have an enormous purchasing power of up to $200 billion.

Many Gen Z characteristics are similar to Millennials. They prefer meaningful interactions and are more likely to do business with companies that provide them.

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