{"id":21328,"date":"2022-12-06T14:35:00","date_gmt":"2022-12-06T14:35:00","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/linkedin-details-3-b-to-b-marketing-trends-that-will-shape-2023\/"},"modified":"2022-12-06T14:35:00","modified_gmt":"2022-12-06T14:35:00","slug":"linkedin-details-3-b-to-b-marketing-trends-that-will-shape-2023","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/linkedin-details-3-b-to-b-marketing-trends-that-will-shape-2023\/","title":{"rendered":"LinkedIn Details 3 B-to-B Marketing Trends That Will Shape 2023"},"content":{"rendered":"

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LinkedIn Marketing Solutions<\/a> vice president of marketing Jim Habig<\/a> and LinkedIn global vp of sales solutions Alyssa Merwin<\/a> shared their takes on three trends that they believe will strongly impact business-to-business marketing in 2023.<\/p>\n

Both executives at the professional network see evolving buyer preferences causing significant disruptions to the b-to-b buying process, noting that with economic uncertainty causing decision-makers to seek ways to do more with less, some traditional elements of the buying journey are becoming outdated.<\/p>\n

Shifting buyer preferences will disrupt the b-to-b purchase path:<\/strong> \u201cThere is little resemblance between business-to-consumer purchase paths today and those of a decade ago. But in b-to-b, the opposite is true,\u201d Habig said. \u201cWith very little change in the b-to-b buying process over the past few years, the industry is poised to undergo a significant transformation in the coming years, driven by evolving buyer preferences for more transparency and control over how they engage with brands.\u201d<\/p>\n

He pointed out that although buyers are continuously exploring new products and services, only 5%<\/a> of them are actually in the market to purchase at any given time, but brands must still strive to reach the other 95% with the right message at the right time.<\/p>\n

Habig believes buyers exploring potential solutions will seek ways to limit risks in their decisions, \u201cwhich will reshape the purchase path and lead to new innovations in how brands go to market.\u201d<\/p>\n

Relationship-building will be framed as a key performance indicator: <\/strong>Merwin said deals have stalled for 81% of sellers<\/a> in the past year due to a key stakeholder in the deal changing jobs or leaving the company altogether, making it vital for sales organizations to invest more time into nurturing existing relationships and mapping out new strategic relationships they need to build.<\/p>\n

She added \u201cIn 2023, sellers will likely hear \u2018no\u2019 and \u2018not right now\u2019 more than in years past as many organizations will be slow to agree to new investments, further extending b-to-b sales cycles.\u201d<\/p>\n

With this in mind, some leaders of sales organizations have begun tracking relationship building as a KPI or adding the health of relationship-building within targeted accounts as a dimension to pipeline reviews.<\/p>\n

\u201cWallet share will be challenging to gain this year, but sellers can prioritize gaining mindshare in order to ensure that they\u2019re in a strong position once budgets open up,\u201d Merwin said. \u201cThe increased focus on relationships will be a pivotal development, given that it is a fundamental shift from the smile and dial approach of transactional sales performance from the past few years.\u201d<\/p>\n

Unwelcome outreach will damage brand and seller reputation:<\/strong> Merwin sees a move away from \u201ccanned, impersonal sales outreach\u201d and toward a focus on the potential buyers with the highest likelihood to convert, investing more time in \u201cmeaningful and personalized outreach\u201d with those buyers.<\/p>\n

She pointed out that the top sellers in LinkedIn\u2019s State of Sales 2022<\/a> report spend 10% less time broadly selling, using that time for more in-depth preparation for engagement with high-probability buyers.<\/p>\n

Merwin said, \u201c2023 will be the year that canned, impersonal sales outreach poses a significant risk to company brand and seller reputation. In a period of economic slowdown, decision-makers will have to ruthlessly prioritize resources while managing headwinds such as layoffs, hiring freezes and reduced budgets. In this environment, irrelevant and shallow outreach from a seller will shift from benign annoyance to a demonstration of poor judgment, leaving buyers with a negative impression of the seller and likely damaging that company\u2019s chance of landing a future deal.\u201d<\/p>\n<\/p><\/div>\n