Do you need new ideas and knowledge of new trends to improve your B2B marketing for 2023? Let's summarize in 5 points the most significant new features to remember.
The Winterberry Group recently released its annual marketing spend projections, with a B2B-specific study . Based on the findings, most of businesses' offline media spend will remain unchanged, with the exception of experiential/event marketing. This should experience impressive growth of 11.8% . Indeed, companies seem to want to return to conferences and trade shows this year. When it comes to digital, 70 % of media spend in the B2B sector is dedicated to two channels, search and social , according to the report. And use of these channels will continue to grow, by +12% and +16.9% .
2- Omnichannel marketing communications are here to stay
Business purchasing is becoming more and more complex. Also, purchasing groups are growing and working from home is becoming the norm. B2B marketers have responded with methods to reach buyers wherever they are. And this, regardless of the screen or printed media they consume. In this regard, one of the most effective approaches to omnichannel is strategic account marketing (ABM).
3- An increased need for precision and completeness of data
According to a new report from DNB, data inaccuracy is the number one barrier to success in B2B marketing . data quality themselves , rather than delegating it to someone in operations.
4- Higher capture rates for visitors
B2B marketing efforts aimed at identifying anonymous visitors to a website are based on identifying IP addresses or web forms . But today you have marketing automation platforms like Magileads . Intended for marketing specialists, the software associates visitors to your site with its vast database of opt-in individuals from a network of partners, regardless of the visitor's commercial affiliation. This is particularly interesting insofar as the arrival of a visitor on your site is probably an indicator of intention strong enough for it to be worth contacted.
5- Learning is the real emotion behind the B2B purchasing decision
New research in Canada suggests that business buyers are mainly motivated by enriching their knowledge . It turns out that it is less a question of power, connection and status . However, these are the motivations that have been commonly supposed for years. This will give something to put the Copywriter and marketers in 2025 to the tooth.
As a bonus, here are some surprising figures on B2B marketing in 2025 to discover absolutely:
- In-person visits fell 68%, while video call sales interactions increased 69%.
- B2B companies that use digital technologies increased their savings by 8%.
- 70% of B2B organizations have an AI strategy in sales, but only 21% have implemented it.
- Top-performing B2B sales teams are 2.3 times more likely to have adopted a digital approach.
- 61% of B2B sales leaders say their industry lags behind B2C in technology usage.
- 80% of B2B buyers expect a B2C-like experience.
- 34% of B2B salespeople believe virtual sales meetings are as effective as in-person meetings.
- B2B sales professionals (CRM) are effective.
- B2B sales managers report a 43% increase in their video call meetings.
- B2B customers typically use six different types of interactions, and nearly two-thirds find seller reps unhelpful.
- 72% of B2B buyers find it more convenient to buy from a website than from a sales representative.
- B2B buyers prefer to make their professional purchases on the same websites as those they use for their personal purchases.
- The average route of a B2B is completed 85 % before it comes into contact with a commercial representative.
- 77% of B2B sellers currently rely on some sort of AI-driven technology in sales.
- Companies that personalize their B2B web experience can increase their conversion rate by 350 %.
- 65 % of sales managers who have exceeded their turnover objectives use sales analysis tools
