The essence of good marketing is conveying a story to your target audience. The foremost rule in B2B marketing is communicating with that audience on a highly personalized level, identifying your niche, and focusing your marketing efforts on those groups. A good marketing campaign will utilize various avenues to reach your audience and tell your story, but you’ll notice that the root of every marketing effort is identifying and catering to your unique target audience.
The following are some of B2B Marketing’s top trends for 2023 that your company should consider utilizing in your marketing campaign:
Account-based marketing (ABM)
ABM is a strategic approach to B2B marketing that focuses on targeting specific accounts rather than advertising to a broader audience and hoping for a bite. This approach allows marketers to deliver more personalized experiences to their target accounts and can lead to higher conversion rates and ROI.
Conversational marketing
Conversational marketing involves using automated tools such as chatbots and messaging apps to engage with prospects in real-time. This is an efficient and effective approach to helping companies improve customer experience, generate more leads, and close more deals.
Personalization
Personalization is key in B2B marketing; in 2023, companies will be taking advantage of AI and other technologies to deliver even more personalized and uniquely tailored experiences to their prospects and customers. Personalized content marketing, email campaigns, social media efforts, and advertisements, to name a few, are parts of a marketing strategy that B2B companies will tailor to target prospective customers.
Video marketing
Video continues to be a powerful medium for B2B marketers. In 2023, we can expect to see more companies using video across all stages of the buyer’s journey, from awareness to purchase. Both long and short forms of video content can be beneficial in marketing efforts, especially when trying to target certain audiences.
Influencer marketing
Influencer marketing is a great way to build trust from your target audience and isn’t just a tool for B2C companies. In 2023, we can expect more B2B companies to partner with industry influencers to help promote their products and services on social media platforms such as Tiktok and Instagram.
Account-based advertising
Similar to ABM, account-based advertising involves targeting specific accounts with digital advertising campaigns and really dialing in on your audience based on the metrics used to set up your ad campaign. In 2023, we can expect to see more companies using this approach to improve their ad targeting and ROI.
Voice search optimization
As more and more people use voice assistants like Alexa and Google Assistant, B2B companies will need to optimize their content for voice search. This includes using more conversational language and answering common questions that prospects might have.
Artificial intelligence (AI)
AI is already being used in many aspects of B2B marketing, from lead generation to automated chatbots, content creation, and much more. In 2023, we can expect to see more companies using various forms of artificial intelligence to automate repetitive tasks and deliver more personalized experiences.
Overall, the key to success in B2B marketing in 2023 will be to optimize your campaigns and focus on delivering personalized experiences to your target accounts with the use of data and technology. We use a mix of these trends when marketing for ourselves and our clients. We utilize ABM and ABA in our social media efforts to target the right audience, we generate unique video content to create awareness for our clients and convey their story, and AI to generate optimized keywords to develop content around.
What trends is your company currently taking advantage of? Not sure where to start? Our team at PR | Re:public can help you put a B2B marketing strategy in place. Get in touch with our team at [email protected].
