B2B Marketing Trends We've Seen In 2023
Which marketing trends have truly shaken things up this year? Let's dive deep into some of the game-changing trends that every B2B marketer should be all over this year.
AI and the Resurgence of Email Newsletters
Let's face it: AI isn't just a buzzword anymore. It's changing the game in B2B marketing. With AI getting smarter by the day, it's offering insights like never before by diving deep into customer data. Take Bloomreach, for example; they're using AI to whip up personalised recommendations based on complex customer behaviours.
But AI isn't just about data. It's powering chatbots, making customer interactions smoother than ever. And guess what? AI-driven email campaigns are seeing more opens and clicks than ever. Speaking of emails, did you know that 89% of B2B emails have the company's name as the sender (SuperOffice)? It just goes to show how branding is everything in email marketing.
Going Green with Sustainability
The world's going green, and consumers are loving it. Sustainable practices are no longer just good for the planet; they're a must-have for any brand looking to stand out. Remember when trade shows were all about flashy stands and heaps of brochures? Well, times are changing. Companies are now seeking sustainable materials and designs that can be reused or recycled. It's all about reducing waste and saying no to one-off promotional items.
Content that Matters (and the Numbers Behind It)
In a world drowning in content, what truly stands out is content that adds value. Brands are realising that to be seen as leaders, they need to offer in-depth, meaningful content. And here's a fun fact: The average content on Google's first page is a whopping 1,447 words long. But it's not just about creating content; it's about setting and measuring the right goals. While 74% of B2B marketers are great at setting goals, only 3% are hitting them consistently (CoSchedule). It's a gentle reminder to keep checking and tweaking our strategies based on what's working.
The Power of Real People: UGC
In an online world, trust is gold. And what's better than real content from real customers? User-generated content, from reviews to videos and even tweets, is becoming a marketer's best friend. It's authentic, relatable, and powerful. Brands are showcasing testimonials and weaving them into their social media stories, making them more impactful than ever.
The Digital Footprint: SEO & Social Media
In today's digital age, the internet has become the primary source of information for many, especially in the B2B sector. Consider this striking statistic: a staggering 89% of B2B researchers rely on the Internet as their first port of call before finalising a purchase (Kurve). This isn't a mere casual glance either; on average, these researchers conduct 12 online searches before they even land on a specific website. But the digital landscape isn't just dominated by search engines. Social media platforms, particularly LinkedIn, often dubbed the 'professional's social network', are responsible for driving an impressive 80% of B2B leads. This underscores the importance of a robust online presence, not just on search engines but also on social media platforms, for businesses aiming to capture the attention of potential clients and partners.
As 2023 draws to a close, the B2B marketing world is buzzing with possibilities. There's a lot to look forward to, from AI to sustainability and the exciting world of the metaverse. The trick is to stay on top of these trends, create content that truly resonates, and build relationships rooted in trust. The digital world is evolving, and for B2B marketers, it's all about staying ahead and embracing the future with open arms. So, what do you think? Ready to dive into these trends?