B2B digital marketing is constantly evolving, and it can be difficult to predict what the future holds. With new technologies emerging and consumer behaviors often unpredictable, 2023 is set to be an interesting year in marketing. In Forrester’s Predictions for 2023: B2B Marketing and Sales report, we’re reminded that, “Fortune favors the bold and focused!” Today I’d like to share with you a few of my bold marketing predictions for 2023 and where you can find resources here at Cisco to learn more.

Many trends have emerged in recent years that are likely to continue shaping the marketing industry for years to come. One that is not new to many of you but becoming more common-place is the use of account-based marketing (ABM) strategies. ABM is a highly targeted approach to marketing that focuses on a specific set of accounts, rather than a broad target audience. In 2020, 22% of companies reported having a measurable ABM strategy in place, in a survey conducted by Ascend2. Another 14% were just rolling out an ABM pilot program at the time. Now, at the close of 2022, 69% of organizations that use ABM have a dedicated ABM strategy leader as sited by the most recent HubSpot State of Marketing Trend report. Further validating my prediction that all B2B companies will adopt ABM as a core element of their marketing strategy this year.

Along with ABM, I believe the use of data analytics and data visualization tools in B2B marketing will become more mainstream this year. As data collection and management capabilities increase, B2B marketers will be able to use these tools to gain deeper insights into their audience, optimize their campaigns, and make better data-driven decisions. Per Forrester’s Analysis, in 2023, smart business leaders will get rid of any pandemic-era efforts that aren’t producing ROI. Therefore, ask yourself, can you easily identify the most impactful of your marketing efforts? Do use data for planning, measure the success of your campaigns and articulate the outcomes across all levels?

Finally, another trend that is likely to continue gaining traction is the use of artificial intelligence (AI) and machine learning (ML) in B2B digital marketing. These technologies can be used to personalize content and messaging, automate repetitive tasks, and optimize campaigns in real-time. I predict more and more B2B marketers will be using AI and ML in some form in 2023 – but how is the question?

Overall, the B2B marketing landscape is constantly evolving, and as marketers, you will need to stay agile and adapt to new trends to stay ahead of the curve. Marketing has changed more in the past 5 years than in the past 25 years. That’s why we’ve been working hard to curate content just for you! Cisco’s Marketing Velocity Learning (MVL) platform is packed with new material for the new year.

Be sure to check out the latest series, titled Pathway to Measuring Impact. The new series includes an Intro with Tasha Klares, Cisco Global Partner Marketing Transform Lead, a three-part video series with international B2B marketing expert, Pam Didner; and a must-read article, How can Account-Based Marketing (ABM) be an ally in your B2B strategy. We also created a handy infographic for you, How to measure and maximize your marketing impact, now available in twelve languages!

Have an appetite for more? This year, consider MVL value-added thought leadership in your pocket. We’ll be bringing you more topics like the trends above to help you lead the way in marketing!

Wishing you a great 2023!


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Christine Otts

Director, Partner Demand and Acceleration

Global SMB and Partner Marketing