Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

B2B Marketing Trends to Watch for 2023

Changes in Buying Behavior, Martech, and Customer Experience Loom

Download
Share
About This Report
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.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

2charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

    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
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client