B2B marketing trends for 2023
Becky Reardon
Managing Director and Brand Strategy Lead at Embrace Marketing & Branding Agency based in Cheshire, South of Manchester
Hello, 2023! It’s that time of year again to set your marketing strategy if you haven’t done already. This blog touches on the key B2B marketing trends to be aware of in 2023 to get the most from your strategy and efforts.
With 63% of businesses increasing their digital marketing budgets in the past year, you can’t afford to be left behind, otherwise you may suffer the consequences!
To help you kick off 2023 with a bang, here are some of our suggestions to help make sure your B2B marketing strategy has real impact this year.
Embrace account-based marketing
Firstly, what is it? If you’re not familiar – account-based marketing is a strategic approach that focuses on a specific target audience in the market. It’s about deciding on your exact target group and generating messaging, materials, and an approach to directly reach and be compelling to that audience.
By demonstrating your knowledge and expertise in their specialism, a cold relationship can quickly become warmer, and you’ll stand out vs. competitors. With an account-based marketing approach usually leading to easier sales conversions – often for high value work – we think it’s a no-brainer!
Building relationships
Time to get personal! Gone are the days of more traditional, transactional and rational B2B marketing that’s largely based on product and service benefits. Making genuine connections on an emotional level is what counts, backed up with evidence of why you.
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Start with your customers at the true heart of your strategy and messaging. Have their best interests in mind and the challenges and needs that they have in their world. Share your brand purpose, beliefs and values consistently so that you attract customers who are similar minded. Allowing your connections to get to know, like and trust you establishes strong connections – and you’ll be front of mind when they’re on the lookout for some help!
Audience-specific targeting using LinkedIn
Time and budget is always of the essence, so take the opportunity to reach your exact audience a whole lot quicker and more efficiently. There are several ways you can directly target your prospects on LinkedIn – location, company, size, industry and job title, to name a few. As well as being able to automate this process, you can also measure your campaigns to help you decide which aspects gained the best results. Automation is also a fantastic way to grow your followers on your company LinkedIn page.
Story sharing
Using your personal account is the way forward when it comes to story sharing. Your company page is fantastic for sharing lots of key added value messages, but when it comes to telling powerful stories, your personal account is far more authentic. It’s time to share your genuine stories – the good, the bad and the ugly, are all reaching far and wide on LinkedIn! Consistently sharing why you do what you do, what you believe in, what challenges you’ve faced and how you’ve overcome them, all help to engage with your audience. Don’t shy away from a human-to-human marketing approach! Afterall, we’re not really targeting businesses, we’re building connections with people.
ROI optimisation
ROI needs to go further than analysing data. It’s about understanding why. Why did something perform well or not so well? Maybe you don’t have the right skills in place, or you’ve tried multiple touchpoints but your efforts aren’t paying off. You can boost your ROI by measuring what’s working and what isn’t; which content gained the most engagement and understanding why. There are a whole host of reasons impacting your ROI. Always go back to the basics and reassess – right audience, right content, right place, right time.
There we have it! Taking on board these digital marketing suggestions could put you in great stead for 2023. If you’d like help in developing your marketing strategy, or in growing your brand, get in touch!