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 Top Trends to Watch in 2023 to Help You Crush Your B2B Marketing Game!

B2B digital marketing is an incredibly complex and nuanced industry, with plenty of trends and developments to keep track of throughout the next year. That said, it’s still important for B2B business owners and marketers to understand where they are in the process so they can be better prepared for what’s coming down the pike. 

In this post, we’ll look at some key predictions around B2B digital marketing in 2023, including how new technologies will impact the space and why it’s crucial that marketers stay ahead of those changes by staying on top of emerging trends such as AI (Artificial Intelligence), Chatbots and Virtual Reality.

Growth Of Automated Marketing

AI and automation are two different things. Automation is a subset of AI.

Automation involves using algorithms to create automated processes that can be used in business settings. 

For example, an automated email campaign could be sent out at pre-set times based on certain criteria; this use case can help companies target their audiences more effectively.

Using AI For Improved Data Collection and Lead Generation

The main value proposition of AI for B2B businesses is its ability to collect and process data, which can free up marketers’ time and resources to pursue other leads. 

As AI becomes more ingrained in people’s daily lives, it will also become more ingrained in business-to-business practices, serving as a tool that highlights the human aspect of B2B interactions, particularly in fostering connections and conversations.

Greater Focus On Account-Based Marketing

As B2B businesses recognize the value of personalized, targeted marketing efforts, account-based marketing (ABM) has grown in popularity as a viable method for strengthening relationships with high-value accounts and driving revenue growth. 

Companies that implement ABM have higher ROI, revenue growth, and overall success, according to the statistics. B2B marketers can effectively identify and engage high-value accounts using advanced technology and tools, aligning their sales and marketing efforts with the needs and preferences of the target accounts. As more B2B companies recognize the value of ABM, they increase their ABM budgets and incorporate it into their overall marketing strategies. 

Finally, ABM provides a valuable opportunity for B2B businesses to optimize their strategies, strengthen their relationships, and drive revenue growth in 2023 and beyond.

Continued Growth of Video Marketing

The B2B industry continues to see significant growth in video marketing. Businesses are increasingly recognising the value of video in attracting, engaging, and converting customers. 

According to Wyzowl, 87% of businesses use video as a marketing tool, with 91% saying it’s an important part of their overall strategy. According to HubSpot, 54% of consumers want to see more video content from companies they support. Demos, testimonials, and thought leadership content benefit greatly from video. 

Video marketing has become more accessible to businesses of all sizes thanks to affordable production tools. As a result, video marketing is expected to remain a popular trend in B2B marketing for many years to come.

Rise of influencer marketing

Influencer marketing is a viable strategy for B2B businesses to increase brand awareness and drive lead generation. It uses industry experts and thought leaders to endorse a brand’s products/services. By collaborating with influencers, B2B companies can increase their reach and influence among their target audience. 

According to Traackr, 71% of marketers believe influencer marketing increases brand awareness, while 63% report reaching a more targeted audience. According to MarketingProfs, B2B companies that use influencer marketing save up to 50% on lead costs. Its growing demand for authentic marketing messages is expected to boost influencer marketing in B2B in the coming years.


To sum it up, staying up to date with the latest trends and technologies in B2B marketing is essential for any B2B business looking to drive growth and engagement. By leveraging customer involvement, brand advocacy, and data analytics tools, you can gain a competitive edge and build valuable relationships with your audience. Authentic and valuable content is crucial for capturing and retaining prospects’ attention. Experiment with new strategies and platforms, such as TikTok, to see what works for the business you run. So, what are you waiting for? Take action and put these techniques to use now to see your B2B business thrive in 2023!

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