Is Gen Z Rewriting the B2B Digital Marketing Playbook? These Are the Top 5 Trends for 2023.
The pace of change in today’s B2B digital marketing ecosystem is unprecedented—and accelerating. We recently discussed the top trends we expect to drive impressions in the consumer social space in 2023, and B2B businesses would be wise to take note. Though historically, B2B industries and enterprises have been slower to adapt to changes in the broader digital marketing landscape than their B2C counterparts, the lag is quickly diminishing.
Now more than ever, agile and forward-thinking B2B brands are capturing greater share of mind and wallet by meeting a younger generation of buyers on their terms and via the platforms and channels that matter to them. According to the American Marketing Association, millennials and Gen Z (that is to say: buyers between the ages of 18 and 40) now exercise tremendous buying power, comprising 65% of all B2B buying committees within companies.
These individuals have grown up (both professionally and, in some cases, literally) in a fully digital world in which consumers assume nearly total control over the purchasing journey. And it is in this context that we consider the following B2B digital marketing trends for 2023 and beyond.
Though B2B digital marketing is often discussed in monolithic terms, the reality is that different industries evolve and adapt independently and at their own speeds. Nevertheless, this new generation of B2B buyers is driving two fundamental changes across categories and verticals. All B2B brands must acknowledge and internalize that in today’s world:
- The purchasing journey is no longer linear.
- The customer will drive their own purchasing journey.
Modern B2B buyers diligently do their own research, preferring to visit a brand’s website and social media channels before initiating a formal sales meeting. In this self-service environment, brands are judged not just (or sometimes not at all) on the quality of their offering, but rather on their ability to efficiently communicate and drive value for potential customers at critical digital touchpoints. In other words, brands that are able to optimize their digital marketing efforts today to stand out in a customer-driven sales environment will be best positioned for future success.