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What will 2023 bring for B2B marketers? Scott Gillum, founder of Carbon Design, shares his thoughts.
2022 has been a strange year for us. The first half was burning, but the second half didn’t even have a spark.
What is clear, at least for our clients, is that the recession hit the psyche at the end of the summer. Starting with the budget being reclaimed, the ax has come down for 2023.
Heading into the new year, I think we will see a similar situation. It has a slow first half, then improves in the summer and gains a lot of momentum heading into 2024. That’s why he breaks this year’s forecast into two parts.
The image for the first half is as follows.
Hiring freezes and downsizing
This probably isn’t shocking, but where it occurs might surprise you. Covid he hit event and travel budgets in 2020, but it looks like it’s hitting digital spending during this downturn. In that case, companies freeze the hiring of digital staff (once seen as a never-ending need).
CMO depletion
it’s already happening. CMOs are exhausted by internal battles over budget, staffing, strategy, and more. The last three years have been a roller coaster of ups and downs.
message confusion
I’ve never seen a B2B market shake up in such a short period of time. From chaos in his supply chain to overstocked warehouses to endless job openings and layoffs, the situation goes from one extreme to the next. With so many fluctuations between effectiveness and efficiency, it’s virtually impossible to keep your value proposition up to date.
As I said earlier, the economy should improve somewhat in the second half of this year. As a result, you will find that:
CMO turnover rate
The above burnouts whet the CMO’s craving for a clean start. I think we’ll see a lot of movement if the economic and employment outlook improves.
AI adoption at scale
ChatGPT is just the beginning. Agencies are looking to broadly adopt AI across all types of creatives, not just content. Open AI CEO Sam Atlman believes he can make the most of AI for creative uses, rather than replacing blue-collar jobs as many predicted.
A great tool for improving your ROI
Better tools will be available online to improve the quality of intent data, the cost of content syndication, and the effectiveness of ABM programs.
And of course, like any prediction, I could be dead wrong. But I’m optimistic that we’re in a much better place for 2024 than we are now.
Scott Gillum is the founder and CEO of Carbon Design, a B2B consulting firm.
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