2023 B2B Marketing Trends.

You can’t start a new year without the tradition of forecasting trends and predictions for the year ahead! Yes……it is that time of year again. 2023 is upon us and in IMS tradition, we have compiled our top B2B predictions and trends for the 12 months ahead.

Whether you are selling high-tech medical components, machined parts for equipment, building engineering services, or a piece of software…. there’s something in here for you.

Buying committees are getting younger, martech can’t be ignored and customers expect a far greater experience than they are currently being served. All of these factors are changing how we can reach, engage and retain B2B customers.

B2B marketing is constantly evolving. What worked well this year may not be as effective next year, or even in the same year. It’s important to stay ahead of the curve and keep up with changing trends so that your business can make the most of its marketing efforts. The world of B2B marketing is always shifting and adapting, so it’s essential to stay informed. In this article, we’ll explore some of the latest B2B marketing trends for 2023 and beyond, so you can make sure your business stays ahead of the competition.

B2B buying committees are getting younger.

B2B buying committees are getting younger, and this is a trend that is likely to continue. This is a result of the increasing number of millennial and Gen Z workers in the workforce. Millennials and Gen Z or Zoomers, make up the largest percentage of the typical buying committee today. 65% of B2B buyers are now in the age range of 18 to 40 years. They grew up in a digital age and have largely different expectations from their predecessors. They won’t accept a meeting with a salesperson without having first visited your website or perhaps watching a corporate video or product animation, and they will most certainly visit your social media channels. The same can be said when you’re looking to attract talent for your business. Potential candidates will also do their research!

The fact of the matter is…. this new buying generation does their homework. And expect a good experience at each juncture. As sellers, we must meet buyers’ high expectations in 2023 and provide experiences that mirror their expectations. As millennials gain more experience and responsibility, they are increasingly being included in decision-making processes at work.

This trend has implications for B2B marketers. They need to ensure that their marketing materials are accessible and relevant to this younger audience. They also need to be aware of the different decision-making styles of millennials, which can be more collaborative than previous generations.

Marketers who understand these trends will be better positioned to succeed in the changing B2B landscape.

Martech can’t be ignored, and customers expect a far greater experience than they are currently being served.

In today’s digital world, martech is becoming increasingly important and customers are expecting a far superior experience than what they are currently receiving. With so many options and channels available, it can be difficult to stand out from the competition and deliver an exceptional customer experience. However, with the right martech in place, businesses can create a seamless customer journey that leads to higher satisfaction and loyalty.

The first step is to understand the customer’s needs and preferences. This can be done through research or by using data gathered from previous interactions. Once you know what the customer wants, you can start to map out their journey and identify touchpoints where martech can be used to improve the experience.

Some examples of using martech to improve the customer experience include:

  • Using chatbots or virtual assistants to provide quick and easy answers to common questions
  • Setting up automatic triggers based on customer behaviour that sends personalised messages or offers
  • Using data analytics to track customer engagement and identify areas for improvement
  • Building a CRM system that captures all relevant customer information in one place


By leveraging martech throughout the customer journey, businesses can provide a much more seamless and satisfying experience that will lead to repeat business and brand loyalty.

All of these factors are changing how we can reach, engage and retain B2B customers.

The way we connect with other businesses has changed dramatically in recent years. The internet and social media have made it possible to connect with potential customers from all over the world at the click of a button.

This global connectivity has also changed the way we market to and engage with potential customers. To reach, engage and retain B2B customers in today’s landscape, businesses need to be aware of the following changes and trends:

  • The way consumers get their information has changed dramatically in recent years, with the rise of social media and other online channels. This means that businesses need to have a strong online presence to reach their target audience.
  • There is an increasing trend of customers doing their research before making a purchase- influenced of course by the incoming millennial generation, however, their predecessors are also becoming more and more savvy and expectations are growing rapidly. This means that businesses need to make sure that their website and online content are informative and engaging.
  • With the rise of mobile devices, more and more people are accessing the internet on the go. This means that businesses need to make sure their website is mobile-friendly and their content is easy to consume on a small screen.
  • Due to the above factors, there is an increasing trend for customers to want instant gratification. This means that businesses need to make sure they are responsive to customer inquiries and provide fast turnaround times.


What’s more, this increased connectivity has also led to a change in customer expectations. Customers now expect a more personalised and engaging experience from the businesses they do business with. They want to be able to connect with brands on a deeper level and have their voices heard.

To meet these new customer expectations, businesses need to invest in developing strong relationships with their customers. This means focusing on providing a great customer experience, building trust and loyalty, and using technology to create personalised experiences for customers. It has never been more apparent that businesses need to adapt their marketing strategies and approaches. They need to find new ways to reach, engage, and retain their B2B customers.

A Recipe for 2023

By leveraging the latest technologies, businesses can create an omnichannel customer experience that is tailored to their individual needs. Additionally, businesses should focus on building trust and loyalty with customers through providing excellent customer service and engaging content. Finally, use data and analytics to better understand customers’ needs and preferences in order to create personalised experiences.

For more information or to discuss your 2023 marketing needs, email [email protected] to set up an initial meeting.