5 marketing trends to look out for in 2023

Published Dec. 19, 2022, 11:07 a.m. by Rui Tenreiro

Marketing trends B2B - 2023
2023 is just around the corner and with it comes both marketing specific and global trends likely to affect the B2B sector. In his latest blog Spoon’s brand strategist Rui Tenreiro reveals the things to look out for in the new year.

Get personal with your B2B communication

Because today’s technology provides so much detailed data about our users, we now have the possibility to micro-target groups with very specific behaviors. This user-generated content (UGC) is also most often perceived as being more authentic and leads, in turn, to even more engagement. By measuring how users react to different types of content, we also get insights on how we can fine-tune communications to better align with our audiences.

Video - performing stronger than ever

As streaming technology has improved, so has the power of video grown too. Across all the most successful social networks, video now takes a central place. Even those that started as being picture-based quickly saw video becoming highly relevant. You might have heard that video doesn’t work for B2B, but think again. Video is an ideal communication medium to connect brands and consumers, bringing together image, text, sound, and narrative.

Sustainability – for real

At a time when political parties are struggling to put in place the policies that meet climate change targets, businesses are themselves pushing this environmental shift by matching services and products to market demand. And they’re not doing this by selling you even more stuff. Instead, companies are changing their whole business models structurally to increase circularity. This means that services have now taken a larger role in sales and trade relations. Expect leasing, sharing and reusing to be a more visible and profitable activity for many businesses in the future.

Purpose-driven branding

Purpose has always existed in business, but priorities have changed. Before, purpose was a part of the story that helped sell the brand. Nowadays the purpose is the whole story. More than before, customers are choosing to associate with companies that will make them feel good about themselves. But before associating with brands, customers look for guarantees that corporate values align with theirs, and that the whole supply-chain is transparent and fair.

Post-global world

Trade wars often take center stage in the news, leading us to believe that countries are closing their borders to trade. But the reality is more complex. The flow of services and data now play a much bigger role in global trade. The distinction between goods and services is also less clear as new types of leasing, subscription, and other “as a service” business models arise. Consumers now expect to receive goods faster, which is only possible by bringing supply-chains closer to home. This year Chinese EV battery manufacturer CATL opened one of its largest factories yet – in Hungary. The goal is to reduce costs of transportation and other logistics to supply Europe, which is projected to be CATL’s main overseas market.

Rui Tenreiro, Brand Strategist, Spoon

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