Meredith Carter


The ultimate guide to building a B2B marketing strategy for 2023

Whether you’re ready or not, 2023 is on its way. It’s time to prepare for the new year and create a B2B marketing plan for 2023 that will help you reach your business’s goals. Keep reading to find out what you need to include in your 2023 marketing strategy.

5 elements to include in your 2023 B2B marketing strategy

While you create a B2B marketing plan for 2023, consider these five trends shifting digital media to inform your content marketing.

  1. User-generated content
    Don’t think you can create user-generated content for a B2B? Think again. User-generated content is growing in popularity in digital marketing, and for good reason. According to Nosto, 79% of people say UGC highly influences their purchasing decisions.There are plenty of ways you can incorporate user-generated content in your B2B marketing strategy. Consider incentivizing users who share content, whether that content be reviews, photos or testimonials. User-generated content will give you more assets to use in your own marketing plan while simultaneously increasing community trust and serving as market research.
  2. Long-term influencer marketing collaborations
    Not sure how influencers can fit into your B2B digital marketing solutions? Similar to user-generated content, tapping influencers in your niche will build community trust and credibility. Look to the social media users that your audience looks to for information, and consider looking at platforms beyond popular Instagram and TikTok. Your ideal influencer might have a strong following and community on LinkedIn, or they might reach your potential clients in a newsletter.Once you’ve found influencers with a large online following, incorporate a long-term brand collaboration into your 2023 marketing strategy. Longer influencer marketing collaborations will lead to increased brand awareness and stronger trust. According to influencer marketing platform Mavrck, long-term influencer campaigns build credibility and increased tracking from influencers.
  3. Video-based content
    If video isn’t already a part of your strategy, it needs to be in your B2B marketing plan for 2023. According to HubSpot, almost 93% of brands see that social media videos have led to new customers. As social media algorithms prioritize video content, you should prioritize it in your marketing strategy.Don’t just rely on trends and reactive marketing that might lead to high viewership but not conversions. Instead, plan out what topics and content you’d like to focus on to increase your audience’s knowledge of your services, then strategize how to distill that content into digestible, short videos.Along with higher chances to show your content to more eyeballs thanks to social media algorithms’ prioritization of video, short-form video content doesn’t require extensive labor. Selfie-facing phone videos can be repurposed across multiple platforms for the highest impact.
  4. New ways to gather user data
    Google is planning to phase out third-party cookies by 2024, so it’s important to consider that change in your targeting and find new ways to gather user data. Instead of relying on third-party data, implement ways to proactively gather your user’s information.There are plenty of options to gather data that you’ll own that your competitors don’t have, including online surveys, community polls, and sign-up forms.
  5. Cohesive customer + user experiences
    As you detail your B2B marketing plan, it’s important to keep your customers in mind for every decision. By attracting customers with useful content in an easy-to-use format and engaging with them in the ways they enjoy, you’ll turn customers into fans who advocate for you and your products or services.

Instead of crafting a marketing plan that treats each channel separately, make sure to focus on the complete customer experience. Make sure your brand messaging is consistent online and offline, and keep everyone on your sales and marketing teams on the same page.

Work with a firm for B2B marketing strategy consulting to build your 2023 marketing strategy today!

The clock is ticking—start planning your 2023 marketing strategy today. Want to see how BRK can help your brand strategy? Contact us today!

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