B2B Marketing Trends 2023: Navigating the Ever-Changing Landscape

By Digital Deluxe / August 3, 2023

In today’s rapidly evolving digital landscape, B2B marketing is constantly adapting to new trends and technologies. As we look ahead to 2023, it’s crucial for businesses to stay ahead of the curve and embrace the latest strategies to effectively reach and engage their target audience. In this article, we will explore the top B2B marketing trends for 2023 and provide insights on how businesses can leverage these trends to drive success.

The Rise of Video Content

In the fast-paced digital world, video content has emerged as a powerful tool for B2B marketers. It allows businesses to engage their audience in a more immersive and memorable way. In 2023, the optimization of video content will be a key trend in B2B marketing. Creating short, authentic, and shareable videos can help businesses cut through the noise and capture the attention of their target audience.

Marcus Clarke, Founder at Searchant, emphasises the importance of incorporating video into your marketing strategy. He suggests developing an SEO strategy that includes video content to enhance your online presence. Short videos, such as behind-the-scenes footage or product demos, can be easily shared on social media platforms, making them an effective way to reach and engage your audience.

Additionally, personalised videos are gaining traction in the B2B space. Boyd Norwood, VP of Marketing at Nozzle, highlights the power of customised videos in building trust and establishing a personal connection with potential customers. By addressing specific questions and needs through personalised videos, businesses can differentiate themselves from competitors and foster stronger relationships with prospects.

Elevating Content Marketing Strategies

Content marketing continues to be a driving force in B2B marketing. In 2023, the focus will shift towards creating high-quality, customer-centric content that adds value and resonates with the target audience. Carrie Mok, Content Marketing Editor at EPM Digital, emphasises the importance of prioritising the customer’s needs and illustrating the value your business brings.

Instead of simply creating content for the sake of it, businesses should focus on creating content that addresses customer pain points and provides valuable insights. By elevating the quality and relevance of your content, you can establish your brand as a thought leader and build trust with your audience.

To stand out in the crowded content landscape, businesses should also embrace creativity. Laura Simis, Digital Marketing Manager at Hum, suggests balancing the efficiency of automation with the effectiveness of personalization. By leveraging first-party data and using tools that enable omnichannel personalization, businesses can deliver highly tailored messages to their target audience, creating a more impactful and engaging customer experience.

Embracing Creativity and Personalization

In 2023, B2B marketing trends are shifting towards a focus on creativity and personalization. To differentiate themselves from competitors, businesses need to find new and innovative ways to engage their ideal clients. Interactive content, such as quizzes and infographics, can capture attention and increase engagement. Nirosha Methanada, VP of Marketing at Influ2, emphasises the importance of relevance, creativity, and consumer experience throughout the advertising journey.

One emerging trend is the use of augmented reality (AR), virtual reality (VR), and the Metaverse in B2B marketing. These technologies offer businesses the opportunity to create immersive and interactive experiences for their audience. Carol Tompkins, Business Development Consultant at AccountsPortal, highlights the potential of AR and VR in industries such as construction, architecture, and personnel training. By leveraging these technologies, businesses can simulate complex structures, provide interactive tours, and save costs in the long run.

The Power of Direct Mailers

While digital marketing has dominated the B2B landscape, direct mailers are making a comeback in 2023. With digital spaces becoming cluttered, businesses are turning to physical mail to stand out and make a personal connection with their prospects and leads. PostcardMania, a marketing company specialising in direct mailers, experienced a 31% increase in earnings in 2020, signalling a growing trend in this area.

Direct mailers provide a tangible and personalised experience for recipients. Joy Gendusa, Founder & CEO of PostcardMania, suggests using triggered direct mail from your CRM to send personalised messages and notes to prospects. This approach can help businesses create a lasting impression and build rapport with potential customers.

To ensure the success of direct mail campaigns, accurate and verified contact data is crucial. Data management and accuracy play a critical role in reaching the right audience and avoiding wasted resources. Businesses should prioritise data hygiene and invest in solutions that provide fresh and accurate contact data.

Harnessing the Potential of AI

Artificial intelligence (AI) continues to transform the B2B marketing landscape. In 2023, AI-powered chatbot software is expected to make significant advancements, blurring the line between human-like interactions and automated responses. Michael Williamson, a marketer for Hoist, predicts that chatbots will play a larger role not only in customer service but also in direct sales.

Automation is another area where AI can enhance B2B marketing strategies. By leveraging AI-powered tools, businesses can streamline processes, improve efficiency, and deliver personalised experiences at scale. Laura Simis, Digital Marketing Manager at Hum, emphasises the importance of striking a balance between automation and personalization. Utilising first-party data and tools that enable omnichannel personalization can help businesses deliver tailored messages to individuals based on their unique preferences and needs.

Leveraging Intent Data for Targeted Marketing

Intent data is becoming increasingly important in B2B marketing. With changes in data privacy regulations and the phasing out of third-party cookies, B2B marketers are turning to intent data to gain insights into their target audience’s behaviour and preferences. Intent data allows businesses to identify prospects who are actively researching and showing interest in their products or services, enabling them to deliver highly targeted marketing messages.

Christiaan Huyen, CEO and Founder at DesignBro, emphasises the need for alternative strategies for data collection and analysis. Utilising first-party data, insights from social networks, and email marketing can provide valuable information for targeted marketing. Caleb Rule, Marketing Manager at The Pedowitz Group, highlights the importance of fully utilising intent data platforms and leveraging the insights to drive ROI.

To effectively leverage intent data, businesses should focus on operationalizing the data and integrating it into their sales and marketing strategies. By aligning sales and marketing efforts, businesses can optimize their lead generation and conversion processes.

Exploring the Possibilities of AR, VR, and the Metaverse

As technology continues to evolve, B2B marketers are exploring the possibilities of augmented reality (AR), virtual reality (VR), and the Metaverse. These technologies offer businesses new avenues for engaging and interacting with their target audience. In 2023 and beyond, businesses should consider incorporating AR, VR, and the Metaverse into their marketing strategies to create immersive and memorable experiences.

Audrey Truitt, Digital Marketing Manager at Virtudesk, predicts a shift towards augmented and virtual reality in the future. With Meta (formerly Facebook) placing a strong emphasis on these technologies, businesses need to adapt their strategies to the hybrid world of AR, VR, and the Metaverse. By leveraging these technologies, businesses can create unique and captivating experiences that set them apart from their competitors.

Talent Attraction and Retention

In 2023, talent attraction and retention will be a top priority for B2B marketing teams. The Great Resignation has had a significant impact on marketing agencies and departments, making it crucial for businesses to focus on creating an environment that attracts and retains top talent.

Kate Kandefer, Co-Founder and CEO at SEOWind, highlights the importance of finding the right balance of pay, benefits, and work-life balance to retain key talent. Creating strong employee engagement can also lead to a team of micro-influencers who are passionate about promoting the company’s brand and driving sales.

Lattice Hudson, a Business Coach and Leadership Mentor, emphasises the importance of employee engagement in unlocking the full potential of your workforce. Engaged employees can serve as brand ambassadors, helping to increase sales and start conversations about your products or services. By recruiting employees who align with your company values and prioritise personal development, businesses can foster a loyal and motivated team.

The Growing Importance of B2B Data

Accurate and verified data is crucial for effective B2B marketing. In 2023, businesses will need to prioritise data management and accuracy to drive successful marketing campaigns. B2B marketers are increasingly relying on first-party data and utilising tools that enable account-based marketing and personalised communication.

Identity-based ad targeting allows businesses to reach key audiences with precision across channels. By leveraging account-level IDs, businesses can deliver highly tailored messages to buying groups throughout the customer journey. Intent data also plays a vital role in understanding customer behaviour and preferences, enabling businesses to deliver relevant and personalised experiences.

In a world where data privacy regulations are evolving, B2B marketers must adapt their strategies and explore new ways to collect and analyse data. By staying ahead of the curve and utilising data-driven decision-making, businesses can effectively target their desired audience and maximise their ROI.


As we enter 2023, B2B marketing is poised for significant changes. By embracing video content, elevating content marketing strategies, and focusing on creativity and personalization, businesses can stand out in a crowded digital landscape. Direct mailers offer a unique and personalised approach to reach prospects and make a lasting impression. AI, intent data, and emerging technologies like AR, VR, and the Metaverse provide new opportunities for engaging and interacting with the target audience. Talent attraction and retention, along with the growing importance of B2B data, will be critical for driving success in the ever-changing B2B marketing landscape.To navigate these trends successfully, businesses should stay informed, adapt their strategies, and leverage the latest tools and technologies. Get in with the trends with Digital Deluxe.