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Top B2B Marketing Trends to Watch in 2023

It’s that time of the year again- analyzing past performances and creating new strategies to crush your marketing goals for the year.

But where do you begin?

While the core B2B marketing principles remain the same, there are several new marketing trends in 2023 that you must look out for to start the new year on the right foot. In this blog, we’ll help you do just that.

The Ultimate Guide to B2B Marketing in 2023

B2B marketing is evolving. And to stay relevant and competitive, you need to stay updated with the latest marketing trends. While 2022 was all about hyper-personalization, artificial intelligence, and content marketing, are these strategies still relevant in 2023? 

The answer is yes. But that’s not all. Here are the top B2B marketing trends in 2023 that every marketer must look out for-

1. B2B Influencer Marketing

Influencer marketing has been exploding in recent years. Most B2C brands are tapping into the strong social media presence of individuals to influence the purchase decision of their followers. 

According to a Statista report, the global market value of influencer marketing has increased by over 50% in the last three years and is worth $16.4 billion. This trend will not only continue to grow in 2023 but will also take over the B2B marketing landscape.

 Liam Bartholomew, Global Head of Demand Generation, Cognism, says, “Working with someone who knows the subject matter well instantly levels up your content. People are pulled into reading your content because they actually want to know what you and your B2B influencer have to say.”

B2B influencers are subject matter experts with a large audience base that trusts their opinions. When it comes to marketing your product or service to your target audience, these influencers can bring a lot to the table. For example,

  • They lend professional authority to your brand.
  • They present your content from a unique perspective.
  • They deliver engaging content that is relevant to the audience.
  • They act as a spokesperson for your brand when interacting with the audience.

Content marketing isn’t new to B2B. From e-books and blogs to whitepapers and webinars, there are multiple ways to leverage this powerful strategy. But what is trending in B2B content marketing in 2023?

For starters, you must focus more on interactive content. Why? Because they drive better engagement. Some interactive content formats that are popular among B2B marketers include product tours, explainer videos, interactive demos and website pages, etc.

Here are some other B2N content marketing trends that you must look out for in 2023-

Content for Online Events

Events and trade shows are common in B2B. And as we enter 2023, companies will continue offering users online and offline options to attend these events. You can use content like quizzes or live polling to make them more interactive and drive engagement.


Podcasts are a massive hit in B2B and will continue to hold the fort in 2023. They are an excellent content format to connect with your audience and educate them on complex topics. You can also invite industry experts for an interview or discussion to add more value to your podcast.

Crisp Content

This strategy is evergreen. As a marketer, you’d know readers have a short attention span. So while you’re making your content more interactive and valuable, don’t forget to keep it concise and easy to consume. 

Here are some macro marketing trends in B2B that are making their way from 2022 to 2023-

Digital Marketing

As more and more businesses go online in 2023, digital marketing will continue to be a key driver of B2B marketing. This includes tactics like search engine optimization, social media marketing, email marketing, and paid advertising to strengthen your digital presence and engage your target audience.

Data and Analytics

As B2B decision-making becomes more data-driven, marketers need to amp up the use of data and analytics to understand customer behavior, optimize campaigns, and measure the effectiveness of marketing efforts. 

For example, collecting and analyzing data on customer demographics, preferences, and interactions with the brand or using tools like CRM or website analytics to track and analyze customer data.

Artificial Intelligence and Machine Learning

AI and ML are revolutionizing the way businesses operate and market themselves. Expect to see more B2B marketers leveraging these technologies in 2023 to better understand and predict customer behavior, optimize campaigns, and personalize experiences. 

For example, you can use AI to analyze customer data and identify patterns that indicate a high likelihood of making a purchase. With this information, you can target marketing efforts more effectively or trigger personalized email campaigns for customers who are interested in yourbrand and are most likely to make a purchase.

As we enter 2023, B2B marketers must stay updated with the latest marketing trends and developments to hold a strategic position in the fast-paced world of B2B marketing. From influencer marketing and interactive content to digital marketing and data and analytics, you can hop on a trend that works for you to boost your revenue in 2023.