A business team studies B2B digital marketing trends at a table with devices
May 30, 2023

7 Digital Marketing Trends All B2Bs Need To Know About in 2023

by Michael Brenner

In the ever-changing world of B2B digital marketing, it’s up to you to stay on top of trends. As of 2022, 97% of companies have moved their digital marketing teams in-house. 

Why would they do that? In short, they have no choice but to keep a constant eye on changes to stay ahead of the competition.

Social media, content creation, and artificial intelligence are just a few elements of B2B digital marketing trends on the rise and primed to stick in 2023. As a result, businesses in every industry have no choice but to change with them. 

The faster, the better. So, here are a few we think will stick around.

Key Takeaways:

  • The latest trends in general B2B digital marketing revolve around artificial intelligence and other technological advancements.
  • Content creation is as important as ever, and podcasting is a growing medium for B2B marketing.
  • Short videos are a must for every social media strategy.
  • Podcasts can introduce you to a growing demographic.

B2B Digital Marketing Trends in 2023

Projections for artificial intelligence market size show growth until 2030.

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Some B2B marketing strategies are undeniably here to stay. For example, quality SEO content should always drive your online presence, but keep an eye open for tech advancements. Here are a few trends born of tech booms.

1. Virtual Marketing Partners

Who runs your digital marketing department? In recent years, we saw a rise in virtual chief marketing officers and practitioners. Traditionally, they used a “set it and forget it” approach to partnerships.

Instead, virtual marketing partners are on the rise, comprising a team of experts to help create an effective, engaged marketing strategy. Make no mistake, this doesn’t mean virtual CMOs are on their way out the door. 

On the contrary, virtual marketing partners are a tool for CMOs to access a pool of other professionals helping them conduct research, identify key strategies, and produce powerful messaging.

2. Artificial Intelligence

In recent years, marketing experts likely told you to be wary of artificial intelligence. It wasn’t sophisticated enough to provide that human experience you need in B2B interactions.

Today, AI offers tools for B2B marketing to help personalize and optimize your tactics. Think automation for:

  • Media monitoring
  • Chatbots and conversation management
  • Photo and video editing
  • Email replies
  • Content creation

Does this mean you can throw caution to the wind and allow tech to manage your marketing campaigns? No, remember, smart tech needs even more qualified humans.

Growing B2B Trends in Content Creation

Content is and may always be king. No digital campaign is complete without high quality content, so, consider some B2B digital marketing trends for content creation in 2023.

3. Podcasts

You can find a podcast on virtually any topic, no matter how niche. According to Inside Intelligence, more than 125 million people listen to podcasts in the U.S. alone. That is a massive number of listeners across varying demographics consuming audio content.

Podcasts offer a unique and engaging way to reach people in and adjacent to your industry. Use it to showcase your product or service, connect with potential clients, and share thought leadership. 

4. Virtual Events

In 2023, practically anything can be virtual, including trade shows and other events. Marketers can use live polling and interactive content during virtual events to gather critical marketing data and keep conversations with existing and potential clients going.

Virtual events are substantially less expensive than in-person events, and it’s easier to get people to log in to a virtual event than to show up at a venue. Your content marketing team can even implement these events into their regular posting schedule.

5. Interactive Content

Interactive content is something you incorporate everywhere. Place quizzes or assessments in your social media posts or email campaigns. Poll existing clients about their experiences with your agency. 

This is an effective way to gather personal insights, build trust, and promote brand loyalty, a hallmark of B2B relationships.

Rapidly Changing B2B Social Media Marketing Trends

Many B2B digital marketing trends for 2023 are repurposed B2C tactics. You’ve known about short-form videos and influencer marketing for a while, but do you know how to use them to reach your demographic?

6. The Short Video Takeover

When TikTok hit the social media world, short-form videos took over the market. Today, every platform has some form of it. So, how does this translate into a B2B marketing strategy?

Short-form videos are a great medium for showcasing products and services and engaging with your audience in a more personal way. You can share industry insights to establish yourself as an expert in your field and use comments and shares to boost your online presence.

7. Influencer Marketing

Eighty percent of marketers find influencer marketing effective.

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Influencer marketing sounds like a B2C marketing strategy, right? Historically, it was. In 2023, it’s barging into the B2B market, partly due to the growing emphasis on brand values and reputation.

Businesses can reach other businesses using micro-influencers. These are niche-content creators with around 15,000 followers and plenty of engagement. 

They’re experts in subject matter related to your field who amassed their following by knowing what they’re talking about. Most importantly, other businesses trust them.

B2B Digital Marketing Trends in 2023 and Beyond

As a marketing professional, you know your way around adjusting strategies. In 2023, B2B digital marketing trends are about developing engaging relationships with your clients by updating your current tactics. Of course, you’ll add some fresh approaches, too.

Michael Brenner is a keynote speaker, author and CEO of Marketing Insider Group. Michael has written hundreds of articles on sites such as Forbes, Entrepreneur Magazine, and The Guardian and he speaks at dozens of leadership conferences each year covering topics such as marketing, leadership, technology and business strategy.