7 B2B Marketing Trends to look out for in 2023

The B2B marketing field is constantly evolving, and it’s hard to predict which trends will dominate next year. There are, however, a few key areas that are likely to be important in 2023. Companies should be aware of and consider incorporating the following B2B marketing trends into their marketing strategy for 2023.

Personalised Marketing

With so much data available, it’s becoming increasingly easy to tailor marketing messages to specific demographic groups. The use of data and technology to target specific customer segments will become more prevalent in B2B marketing in 2023.

For example, if a B2B company sells industrial equipment, and a particular client has previously purchased a specific type of machinery, the sales team can use this information to make personalized product recommendations and offer tailored maintenance packages for that machinery.

Additionally, by analysing data on a company’s industry, size, and location, the marketing team can create targeted content, such as whitepapers or case studies, that speaks directly to the specific challenges and needs of that company.

80% of consumers are more likely to make a purchase from a brand that provides personalised experiences

Account-Based Marketing (ABM)

ABM is a strategy that focuses on targeting specific accounts, rather than broad market segments.

B2B companies that sell to large organisations can benefit from this approach. B2B companies can create personalised campaigns and messaging that will resonate more with decision-makers at specific businesses by focusing on specific accounts.

It might be possible for a software company to use ABM to create a targeted campaign for a specific enterprise customer rather than a general campaign for all enterprise customers.

97% of marketers say ABM delivers a higher return on investment (ROI) than other marketing strategies

Artificial Intelligence

Machine Learning (ML) and Artificial Intelligence (AI) are becoming increasingly important in B2B marketing. Data analysis and content creation can be automated using these technologies, allowing marketers to focus on more high-value activities.

B2B companies will use AI and ML more frequently in 2023 to improve their personalisation and targeting efforts, as well as to optimise their campaigns. A B2B company, for example, might use machine learning to predict which customers are likely to buy a new product, and then personalise the messages they receive.

AI has already exploded onto the scene in 2023, with Open AI’s ChatGPT revolutionising the way marketers can use AI in their strategies.

Influencer Marketing​

It is not a new trend, but influencer marketing is becoming increasingly important in B2B marketing.

Partnering with industry experts and thought leaders can help B2B companies build trust and credibility.

We can expect to see more B2B companies using influencer marketing in 2023 to reach new audiences and build relationships with key decision-makers. An industry thought leader might partner with a manufacturing company to promote its products to its audience by co-creating content.

95% of those using influencer marketing for their business report that it has helped them achieve at least one of their marketing goals

Interactive Content

Engaging potential customers and generating leads can be accomplished through interactive content, such as quizzes, polls, and calculators. We can expect to see more B2B companies utilising interactive content in 2023. 

For example, a B2B company that sells enterprise software solutions could create a virtual trade show booth where visitors can interact with demos of their software, watch product tutorials, and speak with sales representatives in real-time.

This type of interactive content can help to build trust and credibility with potential customers, and can also provide valuable data on customer engagement and interest.


Micro-Moments are those brief moments when consumers turn to their smartphones to find out or do something. B2B companies can use micro-moments to reach customers when and where they are most likely to be interested.

To reach customers during micro-moments, B2B companies will use location-based targeting and mobile-optimised content in 2023. B2B companies selling construction equipment may use location-based targeting to send ads to customers near construction sites, for example.

91% of smartphone users look up information on their smartphones while in the middle of a task

Investment in SEO​

With more and more businesses moving online, B2B companies are recognising the importance of being easily found by their target audience through search engines. SEO allows them to improve their visibility and ranking on search engine results pages (SERP), making it more likely that potential customers will find them.

For example, a B2B company that sells human resources software could create blog posts and whitepapers that discuss topics such as “HR automation,” “employee onboarding software,” and “performance management systems.” By including these keywords in the content and optimizing the website’s meta tags and structure, the company can increase its visibility in search engine results for these phrases, making it more likely that potential customers will find the company when searching for solutions in the HR software space.

It can be difficult to predict which trends will dominate the B2B marketing landscape in the coming year because it is constantly evolving. B2B companies, however, can stay ahead of the curve by keeping an eye on the trends outlined above.

Business-to-business companies should consider integrating personalisation, account-based marketing, AI and machine learning, influencer marketing, interactive content, micro-moments, and voice search optimisation into their marketing strategies in 2023.

The most effective way for B2B companies to promote their products and services and drive sales is to stay on top of the latest trends and use data and technology to tailor their efforts to specific customer segments.



Blog  •

Latest News.