Five B2B marketing trends to watch in 2023

Benedict Buckland

New technologies, platforms and data have offered increased opportunities for B2B marketers but that doesn’t mean they’ve been used to their full potential.

B2B marketing is boring. The saddest part of that statement is that it’s not even controversial. It’s not even original. In fact, recent research by alan. reveals that 82% of people still find most B2B marketing boring, expected and repetitive, compared with 71% in 2017. While the B2B market rebounded from the COVID-19 pandemic in 2021, increasing by 16.5% year-on-year to about $26 billion, there is clearly still a lack of innovation and provocative storytelling among even the best B2B marketers. 

New technologies, platforms and data have offered increased opportunities for B2B marketers but that doesn’t mean they’ve...

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