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5 Trends and Tactics for B2B Marketing in 2023

1. Account-Based Marketing (ABM) Will Become More Popular

B2B marketing is considerably more complex than B2C marketing. This is because the buying decision process involves numerous stakeholders. Hence, Account-Based Marketing is gaining traction.

To hop on this trend, you should segment all your leads on your lead generation platform into distinct accounts. Then, approach each of these accounts with tailored content and engage with them to drive conversions.

The best part is that even Small and Medium-sized Businesses (SMBs) in the B2B space can leverage email for implementing Account-Based Marketing using e-commerce tools for SMBs

2. Video Marketing as a Means of Brand Storytelling

Brand storytelling is emerging as a pivotal method for promoting B2B businesses, and with video content, it becomes even more potent. In fact, 70% of marketers who haven't used video content are planning to start doing so in 2023.

What's more significant is that video viewers prefer watching it over other content forms. In reality, 73% of viewers state that they prefer short videos to understand a product. Furthermore, 88% of individuals say they were convinced to purchase a product or service after watching its video.

While B2B businesses have always leaned on B2B platforms like LinkedIn or email, they are quickly realizing there are other channels available, such as Facebook. You can join this trend by utilizing the best 4K video editing software and begin creating videos to narrate your brand's story. You can then distribute these videos using social media targeting tools

3. AI-based Marketing Campaigns

Unless you've been living under a rock, you're likely familiar with the artificial intelligence, ChatGPT, which took the world by storm. It became so popular that within two months of its launch, it garnered over 100 million users. Even Microsoft's Bing incorporated ChatGPT into its search options.

However, the application of artificial intelligence isn't limited to just written content. In fact, there are brands eager to harness AI for creative purposes. A multitude of AI products exist, ranging from chatbots and image generators to video creation tools and marketing automation solutions.

Given the widespread usage of ChatGPT, it's safe to say that numerous B2B marketers are already employing AI chatbot solutions to bolster their businesses.

You too can jump on this trend by utilizing tools like Jasper, Synthesia, Fotor, and others. These will enable you to expedite your processes and launch powerful marketing campaigns.

4. Strategic Partnerships Will Become Crucial

Of course, competition will always be present in the market. However, businesses are rapidly recognizing the benefits of collaborative efforts. This is where the significance of strategic partnerships comes into play.

B2B businesses can collaborate with other companies in similar industries to deliver superior products and services. Such collaborations can also be a fantastic way to expand business, as both entities will be mutually supportive.

You can launch referral programs or affiliate initiatives and ask your clients to recommend your services to other companies.

5. Podcasts Will Grow in Popularity

Podcasts have been around for a while, but they're starting to gain more traction. In fact, the number of podcast listeners in the US is expected to rise to 131.2 million in 2023, up from 125 million the previous year, and this figure will continue to grow in the coming years.

Considering this large audience, podcasts present a significant opportunity for B2B businesses to promote their brand. Here are a few ways you can advance your business using podcasts:

  • Launch your own podcast series.

  • Create a video podcast and upload it to YouTube.

  • Guest star on another podcast.

  • Sponsor other podcasts.

In doing so, you'll be able to promote your brand and establish yourself as an authority in your industry. And that's exactly what you need to boost your sales.


Now that you're aware of the latest B2B marketing trends for 2023, it's time to start leveraging them and reaping the benefits. By getting an early start, you can gain an edge over your competitors.

From utilizing AI to creating videos and podcasts, B2B businesses have a plethora of opportunities to boost sales.

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