2023 Marketing trends: Which strategies will come out on top and which ones will be forgotten?

2022 was a pivotal year for marketeers as digital marketing trends took over and B2B brands began to fully embrace the digital-first approach. Looking forward to 2023, as economic uncertainty rises and geopolitical challenges emerge, next year is forecast to be a challenging but exciting one. With this in mind, let’s look back on which trends from 2022 are here to stay and which new trends are forecast to take center stage in 2023.  

2023 Marketing Trends: Which B2B trends are here to stay next year? 

Social media really took off for B2B businesses during 2022 as Social Selling became even more influential as part of buyer journeys. This rise of Social Selling became a by-product of a changing customer journey which featured additional touch points, such as reviews and social media.  

Fact: 75% of B2B leads now use social media during their buyer journey – Source 

It will be no surprise to any B2B marketer that Social Selling is most successful on LinkedIn and this trend of using and fully integrating social media into B2B journeys will remain a must-have as we head into 2023 with Viral B2B Marketing strategies on the horizon for next year.  

2023 marketing trends

2023 Marketing Trends: Which trends are making it big?  

With an uncertain economy ahead of us, experts predict that client retention is going to be the number one most important strategy for businesses in 2023. Marketeers need to make sure that they are providing content that matches their changing customer expectations and needs when building a successful client retention strategy. This means being on top of trends and having a proactive approach towards content that customers value 

Personalization has grown over the past few years, especially in 2022, as B2B customers expect the same personalized experience they get from B2C companies during their customer journey. For instance, regardless of industry, no one wants to wait hours to receive an email addressing their interest in a product, company or solution. Customers want an instant, hyper-personalized email approach that addresses their queries and questions at the drop of a hat.  

Fact: 77% of Marketeers say that personalization helps build better client relationships – Source 

For B2B companies, instant personalized updates require a high-level amount of unification across internal teams. Marketing and Sales teams need to be unified, and tasks automated in order to ensure no mixed messaging or delayed response is experienced by customers.  

Internal team unification and Sales Automation are two of the trends which will become paramount during 2023, as behaviors change and the need for B2C type customer journeys are expected in the B2B world.  

Looking back on 2022’s marketing trends helps us predict what B2B customers will want and expect from companies in 2023. As external factors such as economic changes impact the coming year, staying on top of current and evolving trends that help with client retention and acquisition will be a saving grace for B2B businesses and marketeers in 2023. 

Download our latest ebook ‘The 2023 Marketing Survival Guide’ to find out more about unification, automation and other rising trends.Â