Recent Trends in B2B Marketing (2023) Hybrid and Online Events 🌐 Rise of hybrid events combining virtual and in-person experiences. Online events offer broader reach, cost-efficiency, and flexibility. Integration of interactive features to enhance engagement and networking. Sales Enabled PR 📈 PR strategies tailored to support sales efforts directly. Collaboration between PR and sales teams to generate leads. Leveraging media coverage and thought leadership to drive conversions. AI and Other Tech Advancements 🤖💡 Increasing integration of AI for personalized customer experiences. Predictive analytics aiding in lead scoring and identifying high-value prospects. Automation of repetitive tasks, enhancing efficiency and resource allocation. Gated Content Strategies 📚 Strategic use of gated content to capture valuable lead information. Balancing between valuable insights and accessible content for nurturing. Customizable content journeys based on user preferences and behaviors. Marketing and Sales Alignment 🤝 Closer collaboration between marketing and sales teams. Shared goals, data, and feedback loops for streamlined processes. Clear communication enhancing lead handoff and customer engagement. Remember that these trends reflect the dynamic landscape of B2B marketing in 2023, where businesses are adapting and innovating to cater to evolving customer expectations and technological advancements.

1. B2B Marketing Trends in
2023 to Watch Out for
Online & hybrid events are taking center stage in
marketing as they continue bringing more
innovative experiences to the table compared to
live events.
Significant Perks:
• Unparalleled attendee and networking capacity
• Budget-friendly
• Flexibility to adapt
Fusing PR with sales creates a formidable team
that focuses not so much on short-term PR
objectives as that on long-term business goals.
It helps in:
• Driving demand
• Lead nurturing
• Shortening sales cycle
• Driving revenue growth
Technology is turning into a household name in
marketing as the latter keeps getting challenging and
complex.
AI, ML, big data, Web3, Extended Reality, etc., are some
technologies driving the wheels of B2B marketing
forward now.
Key advantages:
• Faster, more efficient, and tailored marketing processes
• Improved communications and CX
• Better marketing insights and predictions
Authority, value, and thought leadership – all can be
put together into creating content; the catch is to
offer it as gated content in exchange for
information like name, email, company, and other
info.
Benefits:
• Driving demand through value sharing
• Capturing lead information
• Amplifying brand image and value
This alignment has lost the tag of “secondary” and
earned the “must-have” tag for businesses.
Key perks of this arrangement are:
• Comprehensive view of leads and customers
• No gap or redundancy in outreach
• Better CX and implementation of customer
feedback
1
Hybrid &
Online Events
86% of B2B companies
experience positive ROI
from their hybrid events.
AI and Other
Tech
3
Gated Content
83% of marketers prefer
quality over quantity when
it comes to content
marketing.
4
Marketing &
Sales Alignment
5
Sales-Enabled
PR
2
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