Another year, another quarter to prepare for, another round of trends that need addressing lest you fall behind. But what does that mean for B2B marketers? We’re breaking down the most popular B2B trends we predict will be all over 2023.
B2B podcasts
Podcasts are only growing in popularity since their explosion onto the scene, and businesses are only just catching up. While everyone and their cousin is starting book clubs, true crime, and political podcasts, businesses are only just realising that there is a B2B audience there. People want to hear about your industry, in depth, and how your business can help them. So, tell them, “anywhere you get your podcast”. Take a look at Oktopost (oktopost.com) to help you manage your B2B social media accounts.
AI will automate the process
There is a lot of hype around AI and the likes of ChatGPT lately. Whether your prediction is that it will change everything or it will change nothing, no doubt you’ve heard the discussion. There are some things that aren’t so hot to debate though because they’re kind of a given. Such as the fact that AI will automate a lot of tedious work. AI will allow you to curate, optimize, automate, and personalize content, streamlining your marketing business operations in the process.
The recession is coming
If it isn’t already here yet. The media and politicians feel better calling it a Cost-of-Living Crisis. Lockdown, politics, war, famine, all the ingredients are there for a recession, and whether you want to call it that or not, the point is that customer behaviour is changing to manage it. In turn, brands will have to adapt to their changing behaviour. A few fundamentals include the fact that the buying journey is no longer linear, most of your buyers are not likely to be in-market, and budgets are going to tighten.
Web3
Web3 is bringing a lot of big changes with it, including concepts like the blockchain and the metaverse, but the biggest change to businesses and marketers in particular is likely to be the decentralisation of data. Customers will soon be in charge of their own data.
Remember the scramble to add “Accept” or “Deny” buttons to every website with the introduction of GDPR? Expect even more scrambling as marketers find means of measuring success without data, more transparent marketing methods, community building and virtual experiences. A lot of change is to come.
B2B micro influencing
Micro influencing is already a greatly useful tool. Micro influencers have a smaller audience, yes, but they are usually a more loyal and dedicated audience. This is usually because the influencer is at the head of a community, often a niche community. So, other users look at this micro influencer and think “They’re just like me” or that they have a more intimate relationship with them.
B2B influencers tick all these boxes, which is why you’re likely to see more of them as time goes on. They have a niche, a dedicated audience and are the figurehead and authority of their niche, making them a great option for B2B affiliate marketing opportunities.
