B2B Marketing Trends to Watch for 2023

Changes in Buying Behavior, Martech, and Customer Experience Loom

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Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.
Table of Contents

The B2B market is facing younger buying committees, shifts in buyer expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage, and retain business customers.

Buyers Reject Traditional B2B Experiences

Younger, digital-first buyers want experiences that mirror their B2C journeys. Millennials and Gen Zers are now dominant in B2B buying committees. These age cohorts prioritize vendors that are easy to engage with and expect to manage their journey on their own terms. As a result, marketers will need to provide interactions that meet these buyers’ high expectations.

The buying committee is bigger and more diverse. Buying experiences now have more involvement from multiple stakeholders of varying generations but still must resonate with each person.

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    Table of Contents

    1. Buyers Reject Traditional B2B Experiences
    2. Martech Melds with Companywide Tech
    3. Customer Experience Moves Into the Spotlight
    1. Insider Intelligence Interviews
    2. Read Next
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Colby Cavanaugh
    Integrate
    Senior Vice President, Marketing
    Interviewed October 25, 2022
    Jill Kramer
    Accenture
    Chief Marketing and Communications Officer
    Interviewed October 26, 2022
    Tamara Prewitt
    Arweave
    Vice President, Marketing
    Interviewed October 21, 2022
    Scott Vaughan
    CMO, Go-to-Market, and Marketing Advisor
    Interviewed September 28, 2022
    Deb Wolf
    Lookout
    CMO
    Interviewed October 21, 2022

    authors

    Kelsey Voss

    Contributors

    Dave Frankland
    Principal Analyst, Marketing
    Ann Marie Kerwin
    VP, Content
    Melissa Rosenberg
    Senior Researcher
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