The reality of B2B marketing in 2023

B2B marketing is a whole new ballgame in 2023 and as the graphic above shows, a lot goes into scoring a success in this space.

1. Longer, more complex buying process

In B2B marketing with 5+ figure deal sizes, the buying process has never been linear. In 2023, buyers are even more critical and risk-averse, so they will take even more time to decide.

2. Larger buying committees

To control spending, more people are involved in approval processes.

3. Educated buyers

Dealing with educated buyers is nothing new. But buyers in general are doing more research and becoming more critical, which means they often need to justify their requests to more people.

4. Fiercer competition

Now that there’s no rising tide to lift all boats, it’s crucial to have a real advantage and stand out.

5. Slashed budgets

With reduced budgets and resources, teams need to figure out how to do more with less.

What does this mean for marketers?

1. Stop focusing on acquisition alone