In the post-pandemic world, digital marketing has taken on unprecedented importance, underscored by an accelerated digital transformation and becoming a cornerstone for B2B brand success. Integral to this landscape is the growing emphasis on sustainability and ethical business practices, where ESG (Environmental, Social, Governance) services play a pivotal role. As we explore the top B2B marketing trends in 2023, incorporating ESG services into your strategy is not just about ticking a box for corporate responsibility; it’s about aligning your brand with the values of transparency, sustainability, and ethical governance that increasingly dictate market preferences and consumer choices.
Here, we’ve put together a list of some of the top B2B marketing trends in 2023.
1. Data-driven marketing
Known to be highly effective, data-driven marketing is essential to improving the return on investment. With data-driven marketing, not only can you use customer information to predict their needs and future behaviour, but you’ll also be able to personalise marketing strategies that target them.
2. Storytelling
Gone are traditional marketing methods that don’t have a storytelling element to them. B2B marketing has now evolved and there’s a need to add a storytelling component to assist with building connections – whether that be humanised emails or personal journeys that show the authentic and emotional side of the brand.
3. Environmental Social Governance
With rising demand for corporate social responsibility, ESG is extremely important for brands. With that, B2B brands will not only need to have a clear strategy to communicate ESG information, but also the platform that they would like to utilise to do so.
It’s also important that B2B brands are genuine and consistent when communicating ESG as consumers would be able to tell if brands are talking about ESG just to gain more customer loyalty.
4. Diversity and Inclusion
An important aspect of B2B marketing, younger individuals especially are taking greater notice of inclusivity advertising when deciding whether or not to purchase something. In addition, consumers are also more loyal to brands that commit to addressing social inequities.
With that in mind, in order to gain customer loyalty, it’s imperative that businesses are looking to showcase workplace diversity through their marketing efforts.
5. Outsourcing Digital Marketing
The other trend that’s happening in 2023 is outsourcing marketing to agencies – especially social media and content creation. With more and more B2B companies realising the value of both social media and digital marketing, it’s important that they turn to agencies to not just maximise value but also for consistency.
With B2B marketing agencies, they also have a tendency to provide detailed reports and insights so you’ll be able to see what’s currently working and what’s not. Since they also have some good expertise in the field, they’ll be able to assist with growing the digital presence of your brand and be able to help you achieve your goals.
Being aware of B2B Marketing Trends
As seen from the above, these are some of the important B2B marketing trends to take note of in 2023. Not only will these trends help with gaining customer loyalty, but it also helps with building the brand and starting genuine conversations.
Whichever trend you choose to incorporate within your marketing strategy, it’s important to remember that consistency is key, along with the tone of your message and how it is communicated.
