In the ever-evolving technological landscape, one is not armed enough if one cannot think outside the box and tries to play it safe by marketing the old-school way. The world of marketing is changing more swiftly than you can imagine. With a wider scope for inventive ideas and more creative ways of employing them, you can give your B2B company an edge over competitors by keeping pace with the latest marketing trends.
We’ve already learned from the COVID-19 pandemic that no amount of planning can make us immune to external shocks and uncertainties. But many B2B companies survived because of their clever marketing strategies that not just revived but also propelled them and drove their customers and prospects to adopt everything digital.
With 2023 here, it's time for B2B companies to track the top marketing trends and revamp their marketing strategies as needed to draw customers and prospects and grow their revenue.
Top B2B Marketing Trends of 2023
Stay ahead of the competition with these powerful B2B marketing strategies for 2023.
Collaborating with a public figure or "influencer" with a large number of followers on social media platforms such as Instagram, YouTube, or Facebook will gather momentum as an impactful marketing method in 2023. The relevance of such influencers has been soaring, especially in light of the heightening importance of social media.
This kind of collaboration can benefit your B2B company in the form of improved brand awareness, an interesting way to reach your target audiences, build trust among your customers and prospects, and effective lead generation.
A staggering 93% of marketing professionals use influencer marketing, of which 89% of marketers currently engaging in influencer marketing will increase or maintain their investment next year. Also, 17% of marketers plan to invest in influencer marketing for the first time next year.
Short Video Marketing
Research reveals that 50% of consumers would more likely become regular customers of a brand after seeing the video of its business and/or its products/services. This is more psychological than technical. Long-winded texts describing a B2B brand’s products and services often lose the attention span of the customers midway.
Video marketing with exciting visuals is an interesting way to capture customer attention as a means to your end, which is why 86% of business owners utilize it to grow their businesses. Short videos (quick product demos, quick explainer videos, brief informative videos, testimonial videos, and so on) can help in increasing post engagement, thereby driving traffic to your B2B company’s website.
User-generated content is proof that customers are engaging with your brand. Because such content is brand-specific and original, you can promote it on your website or social media pages. Consumers are 2.4 times more likely to trust user-generated content compared to that created by brands.
Branded hashtags, product reviews, trending reels, and so on are ways by which your brand can create a positive ripple, stirring greater brand visibility and authenticity and commanding consumer trust and authority.
Customer Experience Improvement
There are several customer touchpoints where B2B companies are improving their strategies to deliver exceptional customer experience. For example, many B2B companies are working closely with their customer satisfaction teams to address customer queries and concerns as quickly as possible. Other areas where B2B brands are improving their customer experience strategies include their website and social media platforms.
Customers and prospects are always looking for information or content that is easy to consume and can help them make informed buying decisions. They want a seamless, personalized user experience that fulfills their buying needs. To this end, many B2B companies are employing artificial intelligence (AI) technology to improve their overall customer experience strategies and marketing efforts.
AI technology helps track user behavior across the internet to build an algorithm that best represents user preferences. Such algorithms can come in handy to display highly personalized ads.
Enhanced Website UI
When developing your B2B website, you must always prioritize the ease of use or the “user experience.” A complex layout or user interface (UI) with hassles, such as unnecessary logins, intrusive ads, or redundant popups, is a recipe for disaster. You must aim to create a smooth UI that assists users in their buying journey.
Ensure your B2B website is both desktop and mobile-friendly to have a lasting impression on your customers, who are then more likely to patronize you. Additionally, consider employing AI automation to trigger conversational marketing when a customer is surfing your website to assist them in their experience further.
In the modern B2B marketing landscape, social responsibility goes a long way in determining a company's overall image. Customers now look beyond a good quality product or economical prices and base their association on factors like a company's commitment to social responsibility. This is best reflected in the fact that 66% of consumers are willing to pay more for goods from brands that undertake or contribute to social initiatives and causes.
To sustain in a business climate like today's, a company cannot get away with pumping profits at the cost of public welfare. They are held more accountable by the people than ever before and are expected to give back to the society they get all their resources from.