Much like other sectors of the working world, business-to-business (B2B) marketing has experienced many changes throughout 2023. From advanced tech tools to newly explored strategies, companies are like boats being rocked by the ever-changing currents.
So, what should organizations do to remain afloat and dash ahead of the competition? They need to chart their course and learn how to turn previous trends into the winds in their sails!
Deep Dive into the Top 5 Trends of 2023
Learning about the past is a way to prepare for your future. As a marketing leader, understanding the top trends throughout the year is vital in ensuring future marketing success.
Knowing the trends allows you to gain the following:
- Preparedness – Knowing the previous trends would help you anticipate changes in the industry and consumer behavior. You could learn from past shifts and gain preparedness against anything coming your way.
- Agility – When you’re prepared for the dynamic world of work, you gain the skill of agility. With it, you can quickly adjust your strategies and game plans in response to shifts in market conditions.
- Risk Mitigation – Using your agility and preparedness, you can gain perspective regarding risks that are worth taking. The previous trends in your industry would give you insights into failures and mistakes made by others. Other than helping you avoid them, these errors can also aid you in making informed decisions that would veer away from disaster and towards success.
Now that you can see the value of previous trends to your company’s future marketing efforts, we’ve listed five trends to focus on.
1. Customer Personalization
As the market for different industries grew to become more competitive, organizations worked hard to find a way to stand out in their target market. This is how the trend of customer personalization began.
According to McKinsey’s research, in 2021, around 71 percent of consumers expect companies to incorporate customer personalization in their marketing strategies.¹ In the same study, they found out that 76 percent of people get frustrated when they don’t experience personalized interactions.
Noting this, savvy staffing marketers like yourself can take it up a notch by refining how you promote opportunities through digital marketing. Now you can enhance your attractiveness to clients and address their pain points by creating a centralized campaign for customer personalization.
For example, you can launch personalized email campaigns. Consider launching personalized email campaigns that speak directly to individual career aspirations. Create hyper-specific content for your target talent pool, providing insights and advice tailored to their industry or job role. It’s about connecting personally and showing candidates that you understand and cater to their career journey.
2. Content-Driven Lead Nurturing
Aside from making content more personalized, another good digital marketing strategy is to make it valuable. Relating to your audience isn’t enough for an effective content strategy.
Imagine publishing an article complaining about the problems they might have been experiencing. Although this can reach leads, it can’t nurture them because it lacks offered solutions. In a way, you’ve connected with your audience, but you gave no value at all. Don’t leave them hanging!
Based on research, many marketers find it hard to effectively nurture leads and turn them into actual customers. Around 54 percent of respondents identified improving conversion rates and customer retention as the top challenges for their organization.²
Luckily, trends of 2023 show the importance of educational content in lead nurturing. Jumping on the 2023 education trend is a game-changer for nurturing leads. Get in on the action by whipping up some solid stuff, like:
- Whitepapers spilling the beans on gig economy secrets and championing workplace diversity and inclusion.
- Guides made just for job seekers, dishing out tips for acing interviews and conquering today’s job scene.
- Webinars with the inside scoop on snagging the best candidates and creating a killer personal brand.
3. Prioritizing Brand Awareness
Another trend that became observable in 2023 is the importance of branding in the marketing field. As 77 percent of consumers claim, brand recognition heavily influences their purchasing behavior. Meanwhile, 51 percent of marketers have noted brand awareness as their company’s top priority.³
These statistics suggest that raising awareness of a brand is a trend that should not be taken lightly. Companies like yours must build and reinforce their branding to drive consistent business growth. This can be done through the following examples:
- Create a clear message that’s consistent throughout all marketing channels. When we say message, it’s not always a sentence or a phrase. Establish your company’s main goals and values and ensure all of your marketing strategies reflect them.
- Participate in industry events. Remember that marketing banks on meaningful interactions. Taking part in physical and virtual events that allow your name to be known improves people’s awareness of your brand’s existence.
4. Chatbots and Automation
Customer-centered marketing strategy calls for creating a great customer experience. One of the best ways to make this happen is to assist them accurately and timely.
Cell phones and internet availability can allow customers to connect with your company 24/7. However, hiring round-the-clock staff to handle inquiries can be challenging. That’s where the 2023 trends of chatbot usage and automation come in. Many savvy organizations have invested in programming chatbots capable of swiftly addressing potential customers.
Picture this: someone starts probing about the costs of collaborating with your recruiters at midnight. Instead of waiting until morning for answers, your company could deploy chatbots ready to respond instantly to straightforward questions like that.
Other than chatbots, automation has also played a massive role in improving company processes in recent years. Automation handled repetitive tasks like collecting customer information with great accuracy.
By leveraging the power of automation, your marketing teams can have extra time and effort to focus on more critical projects and strategies that can later lead to more satisfied customers.
5. AI-Powered Marketing
The rise of AI tools and technology has been a game changer in many fields, including the marketing industry.
Based on a study, 85 percent of professionals who responded view AI as a tool that can positively impact B2B marketing. Regardless of this, only 38 percent have created actual plans to use AI in their marketing plans effectively.⁴
Artificial intelligence’s overall trend and popularity give marketers like you many chances to improve your marketing efforts for 2024. For example:
- Predicative Analysis uses AI algorithms to analyze historical data sets. It can find patterns from past trends and market dynamics to predict possible industry shifts. Using AI, you can adapt your strategies to improve marketing and lead generation efforts.
- Generative AI allows users to generate content that only humans could produce before. It relies on existing algorithms and data to create content such as texts and pictures. Budget-wise, marketing can help your company lessen the budget for content generation and focus on other aspects of your marketing campaigns.
- Lead Scoring is also another practical AI usage as a way to market staffing firms like your own. It can assess the success rates of placements by assigning scores to leads based on different factors. For instance, it evaluates engagement levels, job requirement matches, and more.
LOOKING FOR A MARKETING PARTNER THAT CAN KEEP UP WITH THE TIMES?
Embrace these B2B trends to stay ahead of the staffing landscape. And if you’re looking for a partner to elevate your strategies, Allied Insight is a full-stack marketing agency that leverages different programs and strategies to resolve your challenges. We invest our time learning more about you, your industry, and your target audience to identify the best marketing approaches.
With a commitment to learning and delivering quality content, we can help you leverage past trends and navigate the year ahead. Reach out now to learn more!
1 McKinsey & Company. “The Value of Getting Personalization Right—Or Wrong—Is Multiplying.” McKinsey & Company, 12 Nov. 2021, www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying.
2 Shea, Sean. “Adapt Or Persist? Analyzing 5 B2B Marketing Trends In 2023.” Forbes, 29 Sept. 2023, www.forbes.com/sites/forbesbusinesscouncil/2023/09/29/adapt-or-persist-analyzing-5-b2b-marketing-trends-in-2023/?sh=45b23fb67d26.
3 Top Branding Companies. “These Are the Top Brand Naming Agencies, According to New Report.” PRWeb, 15 Jan. 2020, www.prweb.com/releases/these_are_the_top_brand_naming_agencies_according_to_new_report/prweb16834127.htm.
4 Top Branding Companies. “These Are the Top Brand Naming Agencies, According to New Report.” PRWeb, 15 Jan. 2020, www.prweb.com/releases/these_are_the_top_brand_naming_agencies_according_to_new_report/prweb16834127.htm.