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Inska Agency’s Top 10 B2B Digital Marketing Undeniable Trends for 2023 and Beyond
In our experience, the most impactful Business-to-Business (B2B) Digital Marketing Campaigns shouldn’t just sell (or feel like you are being marketed to), they should inform, inspire, educate and/or entertain your audience.
An effective campaign should elevate your brand by demanding attention, igniting interest, building desire, prompting action – and ultimately convert leads.
Digital marketing is an ever-changing arena. With technology evolving at a rapid pace, and it can be tempting to adopt every new trend that comes to the surface – it can be tempting to experiment without the experience and expertise that will see your campaign reap the results you are seeking.
But the reality is – if you spread your digital marketing strategy too thin, you run the risk of exhausting your budget and stamina, only to receive subpar results.
That’s why it’s important to know which B2B digital marketing trends are worth focusing on – especially when you are starting to plan for 2023.
By outsourcing your marketing to Inska Agency you get access to the best B2B Lead Generation, Creative & Digital Marketing “Architects” that are focused on making your business stand out from the crowd and scaling revenue through Sales Qualified Leads and Campaigns that work! One overarching way to make your B2B digital marketing more impactful is by following proven trends. In this blog, Inska shares 10 B2B Digital Marketing Undeniable Trends for 2023 – all of which are here to stay for the foreseeable future.
1. Google Analytics is Changing
Google has announced that on July 1, 2023, they will be terminating their existing Universal Analytics (UA) ‘Google Analytics’, replacing it with Google Analytics 4 (GA4) – a next-generation measurement solution which integrates web and app data, offering new and improved opportunities for digital marketing.
Google Analytics 4 promises the necessary flexibility that companies urgently need in their tracking and analysis. Every interaction is now an event with configurable properties – with real-time reports to understand more about what users are doing on your websites and apps.
While UA was great for tracking website engagement, GA4 offers deeper insights into your customers interactions over a cross-channel dataset – ideal for businesses with marketing sites, eCommerce sites, native apps and web apps.
Why the change? Obstacles like browsers blocking more ads, third-party cookies slowly becoming more obsolete, tighter privacy regulations and changes to products, had made it more difficult for advertisers to measure how campaigns are performing.
The creation of GA4 is Google’s response to shift to a “privacy-first” approach to cross-channel data tracking. The goal is to focus on the user and their journey.
As a flow on effect, this transition to GA4 also placed a greater emphasis on the role of organic content and SEO to lead the users to them. Moreover, propping the importance of building stronger networks and partners.
2. Many Marketing Agencies Are Favouring Alternatives Over Google Ads
Without trying to downplay the value of Google Ads, there are many alternative advertising networks that can be just as effective for paid ad campaigns – with a lower price tag.
Due to the exorbitant growth and rising costs of advertising with Google over the past few years, many marketers are abandoning this big player, in favour of other platforms for their advertising needs, including:
3. The Line Between UX and SEO Is Blurred
Up until recently, websites were rewarded for having the best SEO for Google rankings. However more recently, User Experience (UX) has become equally as important to Google. Ultimately, an incredible UX is better for SEO. This means that in today’s climate, sole reliance on SEO is obsolete.
4. Fundamentals Still Matter
The B2B market is placing more value on useful content, not algorithmic junk that is oversaturated with keywords that amount to meaninglessness. Previously, B2B marketing was largely about getting clicks. Now, people want content that comes from actual humans – content that answers the questions they have, solves problems and adds value to audiences.
Just look at Google’s recent “helpful content update” that is part of a broader effort to ensure people see more original, helpful content written by people, for people, in their search results.”
5. Create More Engaging & Interactive Content
Engagement is critical to B2B marketing. However, people are exhausted by attempts to trick into engaging with brands. That’s why B2B marketers are turning to useful downloads, calculators, polls, organic posts, assessments, quizzes and human-trained chatbots that offer more value to your target audience.
For example, a construction company sends out a lead magnet to help people realise the value of engaging a fixed cost contractor. An architectural product manufacturer creates an engaging quiz that makes users look at specification in a new way. And a manufacturer or supplier sets up a calculator to help users determine the return-on-investment on a given product.
6. Influencers Are for Everyone
Influencer marketing has exploded in popularity over the years. Did you know? The global influencer marketing market size is expected to hit $16.4 billion in 2022, and numbers are slated to rise in 2023. Today’s network effect can’t be overstated due to algorithmic control over social networks.
7. Some Trends are on the Way Out
Some B2B digital marketing trends that have been growing over the past decade are now proving to be on their way out. For example, traction for Augmented Reality, Virtual Reality and Web3 (the idea for a decentralised internet model) that were predicted to constitute for a large part of the digital marketing landscape are on the decline.
8. Video Is Still Relevant
Video content continues to remain relevant and impactful to any B2B digital marketing effort – directly relating to User Experience (UX). Videography has the ability to humanise your services and products, ignite more engagement, action and perspective that isn’t possible with static images and photographs.
9. User-Generated Content Is Taking Charge
User-generated content in the form of content created and shared by the users based on their experiences, testimonials, opinions, ideas, review or feedback, continues to uphold trust, value and credibility in the B2B marketing world.
B2B companies that lever off user-generated content find that it is a powerful way to build engagement, and gain trust of their audience. Accordingly, consumers are almost 2.4 times more likely to trust user-generated content compared to company-generated content.
That’s why the global user-generated content platform market size is expected to be valued at $18.65 billion by 2028. Now is the time to implement it into your B2B digital marketing strategy.
10. Outsourcing to Digital Marketing Agencies
In today’s competitive digital marketing climate, B2B companies that are struggling to keep up with the latest trends are spending too much time, money and resources on building campaigns.
It’s hard enough managing a business, when you include the need to stay on top of digital marketing trends, it becomes overwhelming.
Digital marketing agencies like Inska Agency provide the expertise and support you need to take your brand to the next level. Since your success is their success, you can have peace-of-mind and confidence knowing that they have your best interests in mind.
Looking to implement and execute a B2B Marketing Strategy that is tailored to reach your Business Objectives?
At Inska Agency, it’s not about filling the gaps, it’s about building your brand! We are a full-service design, communications, branding and digital agency with extensive capabilities and considerable experience in strategic brand development, digital marketing campaigns, lead nurturing and the seamless integration of all marketing elements.
Our team of marketing experts are here to help your company and brand reap the benefits of personalised traditional and progressive digital advertising, web development and creative design.