Marketing trends show 2023 to be the year of the customer

Marie Griffin

Discusses results of Forrester’s 2023 trends report and what marketers should focus on in 2023.

Jon Krause/theispot.com

Business marketers spent most of 2022 trying to navigate under clouds of economic and geopolitical uncertainty, and they don’t expect the skies to clear this year, what with the threat of a recession, ongoing waves of layoffs, and pesky inflation.

“The pressure of the economy is going to force companies to do things differently,” says Ross Graber, VP and Principal Analyst at Forrester and one of the authors of the research firm’s recent study titled ‘Predictions 2023: Fortune Favors the Bold and Focused.’ “We’re seeing B2B organizations figuring out how they can rely...

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