As the sun sets on another year, now is the time to reflect, analyze, and plan
new innovative strategies in order to generate the best outcomes for
2023.
Indeed, ahead of next year’s challenges lies the opportunity to drive growth and
results for those quick to pivot to trends with flexible and resilient
strategies that keep pace with emerging developments. It is evident that if
success is to be attained in 2023, a significant shift in marketing strategies
will be required.
At the center of the trends driving the evolution in B2B marketing is the need
for marketing and demand leaders to demonstrate quantifiable performance and
significant results from their marketing investment initiatives. This emphasis
on performance and growth marketing born from the pressures of the looming
recession has already had noticeable impact on the role of marketing departments
within organizations—and will continue to affect how teams operate next year.
In fact, Forrester reports that up to 20% of demand teams stand to be incorporated into
sales functions in 2023—a rather concerning statistic that demonstrates
the ongoing problem of misalignment between sales and marketing and a wider
issue that continues to plague many organizations.
While certainly an attempt to improve performance and boost revenue, this trend
only emphasizes the need for marketers to deliver extraordinary growth results
in the face of greater budget scrutiny—or risk losing their autonomy to the
sales team.
Therefore, driving outcomes despite internal pressures and the challenges of
the current economic climate must be the key priority of marketers in 2023.
At the core of delivering performance is a greater focus on demand
performance, as well as other long-term drivers that support showcasing true
marketing value by engaging a higher percentage of organizations’ total
addressable markets.
Implementing this strategy will not only necessitate organization-wide
alignment, but marketers must further evolve their roles to meet the new
objectives and stay up-to-date with emerging trends. Failure to do so will
only exacerbate the issue as organizations will be unable to adequately
deliver a balanced client experience that matches the needs of today’s
buyers to generate effective results.
2023 will also see new realities in marketing due to the emergence of ABX,
economic downturn, and evolving buyer demands, to name a few.
In light of the ever-evolving marketing landscape, it is essential to create
an effective strategy and remain precise and responsive in order to ensure
performance to drive business forward in 2023.
To aid your decision making next year, our INFUSE leadership team has come
together to share their passion and expertise on the key trends and areas of
focus that will determine success in 2023 and beyond:
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The need for marketers to evolve to
deliver the demand performance necessary to empower business growth
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The importance of data and tech to inform
decision making and revenue growth
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The changing needs of buyers and why
businesses must enable prospective buyers at target accounts with
relevant experiences
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The role of alignment and organizational
structures to yield powerful results and performance regardless
of budget restrictions
-
The alliances and partnerships to forge to
gain market share during an economic slowdown
With a collective 200+ years of demand experience, we believe that these
insights from our team will help you drive impactful outcomes and innovation
for your business in 2023 as our leaders do at INFUSE.
Be sure to check back as we regularly update this 2023 Outlook with new
insights to aid your strategies.
