Do you need new ideas and to know the latest trends to improve your B2B marketing for 2023? Let's summarize the most important new developments to remember in 5 points.
The Winterberry Group recently published its annual marketing spending projections, including a B2B-specific study. According to the results, most companies' offline media spending will remain unchanged, with the exception of experiential/event marketing. This is expected to see impressive growth of 11.8%. Indeed, companies seem keen to return to conferences and trade shows this year. Regarding digital, 70% of B2B media spending is allocated to two channels: search and social media, according to the report. And the use of these channels will continue to grow, by 12% and 16.9%.
2. Omnichannel marketing communications are here to stay
Business procurement is becoming increasingly complex. Buying groups are also growing, and working from home is becoming the norm. In this context, B2B have responded by offering methods designed to reach buyers wherever they are, regardless of the screen or print medium they are using. One of the most effective omnichannel approaches is Account-Based Marketing (ABM).
3- An increased need for data accuracy and completeness
According to a new report from DNB, data inaccuracy is the number one obstacle to success in B2B marketingthemselves data quality, rather than delegating it to someone in operations.
4- Higher capture rates for visitors
Most B2B marketing to identify anonymous website visitors rely on tracking IP addresses or web form submissions. But today, you have marketing automation platforms like Magileads. Designed for marketers, this software matches your website visitors with its extensive database of opt-in individuals from a network of partners, regardless of the visitor's business affiliation. This is especially valuable because a visitor's arrival on your site is likely a indicator of intent to warrant contact.
5- Learning is the true emotion behind the B2B purchasing decision
New research conducted in Canada suggests that business buyers are primarily motivated by expanding their knowledge base. It turns out that it's less about power, connections, and status—something to work with copywriters and marketing copywriters
As a bonus, here are some surprising figures about B2B marketing in 2025 that you absolutely must discover:
- In-person visits fell by 68%, while business interactions via video call increased by 69%.
- B2B companies that use digital technologies have increased their savings by 8%.
- 70% of B2B organizations have an AI strategy in sales, but only 21% have implemented it.
- The highest-performing B2B sales teams are 2.3 times more likely to have adopted a digital approach.
- 61% of B2B sales managers say their sector is lagging behind B2C in terms of technology use.
- 80% of B2B buyers expect a similar experience to that of B2C.
- 34% of B2B salespeople believe that virtual sales meetings are as effective as face-to-face meetings.
- professionals B2B sales (CRM) systems to be 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 of them feel that sales representatives are not helpful.
- 72% of B2B buyers consider it more convenient to buy from a website than to contact a sales representative.
- buyers B2B prefer to make their business purchases on the same websites they use for their personal purchases.
- buyer journey B2B is 85% complete before they come into contact with a sales representative.
- 77% of B2B sellers currently rely on some kind of AI-driven technology in the field of sales.
- Companies that personalize their B2B web experience can increase their conversion rate by 350%.
- 65% of sales managers who exceeded their revenue targets use analysis tools sales
