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According to professional network LinkedIn, B2B marketers may consider humanizing their brands and inspiring emotions as part of their strategy this year.
Among the five trends LinkedIn identified that will help B2B marketers elevate their brands in 2023, trust and tested emotion-driven marketing and thought leadership could help companies stay ahead of the competition. I have.
Prue Cox, Director of Enterprise SEA said: , KR & ANZ Marketing Solutions.
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LinkedIn told YouGov to invite senior B2B marketing decision makers in Asia Pacific (APAC) between September 13-30, 2022 to understand the impact of current economic uncertainty on their roles. and asked to conduct 346 online interviews.
Below are five B2B marketing trends identified by LinkedIn.
1. CMOs need to speak the language of the CFO
In 2023, maintaining existing budgets and strengthening future budgets will depend on marketers’ ability to speak the language of their Chief Financial Officer (CFO) and demonstrate their influence. In his recent LinkedIn survey of more than 300 of his B2B marketing leaders in Asia Pacific (APAC), an overwhelming majority (98%) said their CFOs’ understanding of marketing ROI said it was the key to strengthening future budgets.
“In the coming year, economic uncertainty will force CMOs (chief marketing officers) to do more with less. It will be important to measure the impact of your work on sales metrics such as revenue received and impact: return on ad spend,” LinkedIn said.
Learning to speak the CFO’s language will be a key component of the smart senior marketer’s strategy in 2023.
2. Dedicated B2B metrics will emerge
According to LinkedIn’s global survey of over 2,900 C-level executives worldwide, most (77%) of CMOs around the world had their business closed months before the average B2B buying cycle was complete. I found myself under pressure to demonstrate my impact on
“Unfortunately, many B2B marketers have had to force their results into a B2C measurement framework that fails to capture true business impact,” says LinkedIn.
In the coming year, the B2B marketing industry predicts the emergence of dedicated measurement tools that will define new industry standards and help B2B marketers better demonstrate the value of their investments. With economic uncertainty and pressures mounting, there is a call to demonstrate real business impact, not just checkbox results.
3. B2B marketers are taking more steps to humanize their brands
In 2023, marketers will have to be very careful entering the market at a time when prices are more likely to be on buyers’ minds than in previous years. Instead of focusing on marketing functional benefits, marketers are encouraged to lean more towards emotional messages that humanize brands and improve memory.
APAC B2B marketers remain keen to focus on brand building, with more than half (58%) planning to maintain or increase their spending in this area over the next six months.
Research conducted by LinkedIn’s B2B Institute in partnership with Les Binet, Peter Field, and IPA found that in B2B, emotional messages are more effective in the long run, while rational messages are more effective in the short term. more effective. As with B2C, emotional priming is much more effective for B2B brand building. This is because people don’t need to be actively interested in purchasing a product, brand, or category. If branded, engaging, evoking the right emotions and generating the right associations, this kind of advertising can increase demand for brands when buying situations arise.
4. Brands are willing to invest in privacy
The brands that will successfully navigate the emerging privacy landscape this year are those that balance a forward-looking approach to privacy with the ability to pivot quickly in the short term. In 2023, brands will have to make choices to implement strategies that allow them to reach their target audience in a way that does not violate their privacy. These brands will realize the benefits of investing in a number of solutions to stay ahead of current regulations and prepare for further changes in the digital privacy landscape.
5. Thought leadership can be one of the most effective tools in a B2B marketer’s strategy
High-quality thought leadership is the most effective tool organizations can use to differentiate themselves and prove their worth to current and potential customers, according to LinkedIn and Edelman’s latest Thought Leadership Impact Study. will be one of During times of economic uncertainty, B2B sales cycles can become more complex and lengthy, requiring marketers to think of different ways to reach and engage key audiences.
Knowing that some potential buyers aren’t ready to buy now but may in the future helps marketers focus on brand strategies that create long-term impressions. Quality thought leadership is the best way to build relationships with your audience and is one of the most effective and currently underestimated tools in B2B marketing.
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