Over the last month the team here at Focused Marketing have been discussing what we think is in store for 2023 on the B2B marketing front. With a risk of showing my age, as a Gen X I still think straightforward messaging and practical solutions will always stand you in good stead, but I am no longer the largest target market… and with technology evolving at lightning speed, it’s time to embrace some of 2023’s trends.

Content is still king, but we need to think about how and where we use it and who we are talking to. Millennials and Gen Z will soon comprise the biggest portion of your target audience and their decision process differs from mine. They are much more digital: they research, watch, and assess before buying. You can no longer hide behind an old, worn-out website or not have a social media presence if you want to reach and influence this growing pool of customers. Having grown up in a digital world they are self-serve and look for proof, particularly from their peers. They value collaboration and customisation.

There are lots of lists out there in the typical new year blogs, just like this one… and the one thing they all seem to have in common this year is technology. Technological advancements are arriving faster than ever before, and we need to adjust quickly.

Here is our list of the top B2B marketing trends for 2023 that companies need to keep an eye on.

1. Artificial Intelligence (AI)

Thanks to the likes of ChatGPT and Midjourney, this is one of the most talked about and potentially daunting content trends of 2023. Having had a play with ChatGPT lately, we feel it’s certainly not good enough to write all of your original content, however it has the potential to help supplement your content strategy. It can help generate more content in less time by getting you started. It comes with a warning though, as more research comes to light that it lacks expression and creativity. AI-generated copy tends to sound formal and is usually fairly neutral. So, it lacks opinion, and it also lacks insight; the things only you know about your business, and what makes your services unique to your customers. So enjoy playing with it, but use with caution.

2. Personalised marketing and Account Based Marketing (ABM)

As consumers become more savvy, they expect brands to cater to their unique interests and needs. In 2023, personalisation will be the key to engaging and retaining customers. Account based marketing takes the same highly personalised approach, but it is where you focus on a specific set of accounts rather than the entire market. This can be useful in providing a more tailored and effective targeting strategy.

3. Video marketing

Video is quickly becoming the preferred format for content consumption, especially in the B2B space. Engaging and informative video content can educate your target customers and showcase your expertise while expressing your company’s personality.

4. Interactive content

Interactive content, such as quizzes, surveys, and gamified experiences, are gaining popularity as a way for brands to capture attention and connect with people. There is so much content produced every day, making it stand out amongst the noise makes sense as a next step.

5. Content curation

Creating high-quality, relevant content that is tailored to the needs of your customers. This is the opportunity to add the social proof that Millennials and Gen Z are seeking in their decision-making process (think case studies). Curating the content across all your channels such as email, social media, and website will give you a professional consistent image that builds trust.


B2B marketing is constantly evolving and becoming more sophisticated, and embracing digital channels and tools is now expected. Younger generations are now occupying leadership positions and making purchasing decisions and they have different values, behaviours, and communication preferences than older generations. This means B2B businesses need a strong brand presence, driven by an engaging website, and relevant and concise targeted content that is easy to digest. It is now a given that B2B brands need to stand out and communicate more like their B2C counterparts.


If you need advice on any aspects of marketing, please contact Caitlin Dillon for an informal chat. We would love to MAKE IT HAPPEN.