Evolving and Elevating B2B Marketing in 2023 – Top Marketer Insights from B2B Ignite USA
By Lee Odden
The one constant in marketing is change and in B2B marketing that truism is no different. B2B marketers in search of insights into dealing with change and elevating B2B marketing gathered in Chicago this week at the B2B Ignite USA conference. Sessions run the gamut of B2B marketing topics including what has changed for marketers and how to adapt.
When thinking about the changes in the role of Marketing for B2B companies, the list is long including:
Digital transformation. The pandemic accelerated the adoption of digital technologies and channels by both businesses and consumers. B2B buyers now expect seamless and personalized online experiences, similar to those offered by B2C brands. In 2023, B2B marketers must leverage digital tools and platforms to reach, engage, and convert their prospects and customers.
Changing buyer behavior. B2B buyers are more informed, empowered, and independent than ever before. They conduct extensive research online before contacting a salesperson, and they rely on peer reviews, social media, and influencers for recommendations. In 2023, B2B marketers must adapt to this evolving consumer behavior by reaching buyers where they conduct their research, providing relevant content and resources, and demonstrating success for customers.
Brand development. B2B buyers are not only looking for products or services that solve their problems, but also for brands that share their values, vision, and purpose. B2B brands must differentiate themselves from their competitors by building trust, credibility, and loyalty with their audience. In 2023, B2B marketers must focus on developing their brand identity, voice, and story, and communicating them consistently across all channels.
Of course we could also go down the generative AI rabbit hole, but that’s for another post.
For now, I’ll share insights shared on a panel that included moderator Josh Okun from 9thWonder, LaSandra Brill from NVIDIA, Steve Cheliotis from Gravity Global, Bob Hastings from Robert Hastings & Associates and Lindsey Salens from CeriFi.
Steve: The environment is now more complex and there’s more competition. There’s been a shift in share of voice to share of attention. Brands need a heightened share of attention and need to focus on always-on. B2B marketers need to embrace the complexity to make sure they are top-of-mind for the 95% that are out-market and are the first choice when buyers are in-market.
“B2B marketers need to embrace the complexity to make sure they are top-of-mind for the 95% that are out-market and are the first choice when buyers are in-market.” — Stephen Cheliotis @TCBA_London
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Lindsay: The entire dynamic has changed in B2B. We’re consuming twice as much content as pre-covid. The attention economy is a bigger focus now. And the B2B buying process is hard. In our case, there are 12-13 people involved in the buying process. So it’s important to leverage the tools we have to get the right message out at the right time to customers. We need to figure out how to align brand, demand …read more
Source:: Top Rank Blog
