In 2023, the B2B Marketing market will face many significant challenges, along with market fluctuations, technology and changing customer needs. In order to meet those changes, marketing trends for the B2B market are constantly changing and developing year by year. According to MarcomCentral, below are 6 outstanding B2B Marketing trends in 2023 that marketers can refer to to differentiate their brands.

Account-Based Marketing (ABM)
Typically, B2B Marketing trends appear continuously over the years and quickly fade into oblivion a few months later. However, Account-Based Marketing (ABM) is still a method that has been applied and proven effective for decades. This is a marketing strategy used by businesses that focuses on developing relationships and interactions with potential customers or lists of existing customers or organizations rather than a specific customer. . According to Hubspot’s Marketing Report 2022, 92% of B2B marketers are currently implementing an ABM program. 68% of them said they manage the program using automation tools.
An ABM strategy uses a hyper-focused approach to attract B2B customers. Specifically, instead of creating a large net to attract new customers, ABM outreach helps businesses create a list of potential customers based on the value they provide, thereby identifying potential customers. Prioritize customers and appropriate content to increase brand awareness, create potential audiences and increase the business’s conversion rate into customers.
Leverage artificial intelligence (A.I)
One of the recurring trends in B2B Marketing is the widespread adoption of artificial intelligence (A.I). Every year, A.I technology continues to become more accessible and more affordable. This has led B2B marketers to explore new approaches to incorporating A.I into their strategies.
In recent years, chatbots are gradually becoming a “fever” in the field of B2B Marketing. In particular, the appearance of ChatGPT has attracted much of the attention of all personnel from many different industries, including the creative field. Chatbot from OpenAI has demonstrated its outstanding ability to support marketing personnel in performing many different professional tasks, from creating advertising videos, building website content, and supporting content processes. to perform email tasks with customers.
According to a recent Forrester report, 48% of ABM marketers are now using A.I to streamline content personalization and brand management. These applications can increase the effectiveness of ABM campaigns and enable marketers to expand their reach and lead generation.
Partnership Marketing
Partnership Marketing is a form of marketing in which two or more businesses operating in related but non-competing fields agree to cooperate to help each other achieve business goals. This is also considered one of the newest and most potential trends in the field of B2B Marketing.
For example, brands that provide cleaning products can partner with B2B businesses that specialize in providing cleaning equipment such as cleaning robots or glass cleaning machines. This linking helps brands direct traffic from users to the other partner’s site. As a result, both businesses can expand the reach of their campaigns without increasing their advertising spend.
Focus on experience instead of service
Typically, B2B brands have two opportunities to demonstrate customer service prowess: during the sale and when resolving product-related issues. Years ago, providing optimal service during key moments in the customer journey was enough to drive brand loyalty and customer retention. However, today’s B2B customers often expect to receive the maximum service experience from the moment they are exposed to the brand’s content.
As such, B2B brands need to empower and encourage potential customers to discover products and services at their own pace. Also, create engaging videos, easy-to-navigate websites, and allow customers to try out your service before making a purchase.
Promote Content Marketing strategy
A survey by the Content Marketing Institute found that 71% of B2B marketers believe that content marketing is an extremely important method contributing to the success of a brand. The researchers also found that 73% of B2B marketers already have a content marketing strategy in place and 20% plan to implement it by 2023.In total, 93% of B2B marketers have used content marketing or will by the end of the year. Therefore, B2B businesses need to grasp and make good use of this form of marketing to gain an advantage and stand out in the market.
Create content in a variety of formats, from social media posts to blogs to videos to attract the attention of potential customers and drive demand for your products and services. company.
Optimize advertising budget
Google’s average cost per click (CPC) has increased steadily in recent years in both the B2C and B2B sectors. This trend has made advertising on Google Ads a lot cheaper than it used to be.
In addition, many B2B marketers also express concern that click fraud can “eat away” their already tight marketing budgets without making any difference. Which results are valuable for the brand. Therefore, some B2B marketers are gradually shifting their priorities and allocating advertising budgets to other social media platforms such as Facebook or LinkedIn to limit the waste of money pouring into Google. Ads.
Enhance video content
In 2023, video content will continue to be an important resource that B2B marketers should take advantage of. According to a HubSpot survey, 94% of marketers believe video helps users better understand a product. In addition, 81% of respondents also said that using content in the form of videos in marketing strategies has contributed to significantly improving sales.
Quality video content can capture audience attention, help brands convey messages in an interesting and effective way, and demonstrate the usefulness of a product or service. With the rise of VR and AR, the video format remains a dominant form of communication and brings many benefits to B2B businesses.

Cre: Advertising Vietnam