5 B2B Marketing and Sales Trends to Look Out for in 2023

Digitization is not as simple as some may believe. Marketing and sales trend in 2023 will involve leadership and, in essence, the entire organization.

5 B2B Marketing and Sales Trends to Look Out for in 2023

The world's recent encounter with the pandemic has made it crystal clear that more than anything else, digital transformation is of critical importance. As a result, all B2B solutions are accelerating their digital transformation.

But digital transformation is difficult because many businesses do not achieve the desired results from digitization. When asked which weak points the pandemic has exposed, 56% of B2B firms pointed to technology infrastructure. 70% fall short of their potential because they became disoriented during this transition.

As a result, digitization is not as simple as some may believe. Marketing and sales trend in 2023 will involve leadership and, in essence, the entire organization.

According to a B2B trends report, top B2B companies combine human and digital interactions into a single hybrid customer journey. Companies with the best digital capabilities generated an 18% total return to shareholders while reducing costs by 40 to 60%. (McKinsey).

Having said all this, let's discuss B2B sales trends to look out for in 2023 to survive the ever-changing market.

5 B2B Marketing and Sales Trends To Look Out For In 2023

1.Artificial intelligence

Within the next few years, artificial intelligence is expected to have a significant impact on a variety of industries. To better understand their target audience, marketers are now using AI methods such as data models, algorithms, and machine learning.

Using AI, your team can collect valuable data on customers, which you can then use to develop marketing strategies that will increase sales. This information can assist marketers in optimizing spending, customizing and targeting content, and personalizing the customer experience.

Furthermore, It also aids sales by recommending products to customers based on their previous purchases. Finally, it forecasts industry trends to help you plan.

Ai-based lead prospecting tools like are helping marketers, bridge the gap between their current situation and their goals. is a lead generation tool power packed with advanced features. It helps marketers and salespeople enrich their outreach marketing/sale campaigns with the help of AI technology and its smart features.

With the assistance of leadzen, you can skyrocket your business by enriching your b2b database with the most reliable data contact and reach prospects who fit your ideal customer profile, as well as generate optimal prospecting lists of millions of decision-makers.

No matter the scale of your company, new artificial intelligence solutions can instantly revolutionize your marketing and sales game. assists B2B organizations at both the micro and macro levels, making it safe to predict that AI technology will soon become the souls and bodies of marketing and sales.

2.Social Responsibilities

With the rise of Genz, consumers today place a premium on brands that practice social responsibility by balancing profit-making initiatives with socially beneficial practices.

According to one study, more than half of consumers now consider values when making purchasing decisions. To attract as well as retain customers who want to make a positive difference and hold this reputation with each purchase, marketing professionals have made it a point to take their social responsibility seriously and showcase these efforts in their campaigns.

Furthermore, 66% of consumers are willing to pay more for goods produced by brands that demonstrate social responsibility like tetra packs with paper straws instead of plastic ones.


  • Recyclable packaging
  • Giving a portion of the profits to charity
  • Having community services sponsored by the company etc.


Today, consumers, particularly Generation Z, place a high value on inclusivity. They will not buy if they do not connect with the product or the brand. Professionals have made significant progress in diversity, equity, and inclusion efforts in recent years, but it remains an issue that will need to be addressed more in 2023.

It's more important than ever to avoid alienating segments of your target audience with your marketing tactics.

Facebook says, 71% of consumers anticipate brands promoting diversity and inclusion in their digital marketing strategies. Companies like Fenty Beauty, Nike, and Bumble are leading the "inclusive revolution" with innovative campaigns that feature people of various races, body types, ages, sexual preferences, and other characteristics.

Here is what representation and inclusivity and representation do for you:

  • Your company becomes a driving force in advancing diversity and inclusion efforts.
  • More people will trust your brand, value your authenticity, and, hopefully, buy from you if you can connect with a larger audience.

4.Data Privacy

In recent years there is a lot of emphasis laid on data privacy and security of data. Many reputable companies are developing new systems to ensure customers feel secure when providing personal information.

While identity theft and data breaches have always existed, the rise in cyber-attacks has made consumers aware of the vulnerability of their data.

While this isn't strictly a marketing strategy, increased data security allows customers to sign up for services, demos, white papers, and other similar offerings without fear of data leaks or identity theft.

If generating qualified leads is your marketing goal for 2023, consider upgrading your privacy software and only requesting data when necessary to carry out further operations.

5.Human touch > bots

Yes, chatbots are available 24 hours a day, seven days a week, but do you agree that a person-to-person conversation is more beneficial, especially when attempting to resolve an issue such as payment recipes or order status?

Because only 10% of B2B buyers buy online, this is a fantastic opportunity. B2B companies should take advantage of this big opportunity. This is, however, only a subset of the larger trends that eCommerce sellers should be aware of.

What you need to understand is that B2B buyers also have similar online B2C purchasing experiences. Online or offline, B2B buyers now expect an immediate response. They want information that is simple to find and easy to use. Furthermore, they are dissatisfied with the fact that they cannot efficiently complete repeat orders on many sites.

The challenge here is to take the excellent customer service skills that B2B representatives provide online and support them digitally.

Bottom line

The last few years have had a significant impact on marketing and sales trends and best practices. Consumers today place a higher value on authenticity, transparency, privacy, and inclusivity than ever before.

And, as advanced technology such as AI and IoT becomes more common, marketers have an opportunity to incorporate these values into their messaging in novel ways.

With this being said we also know that the use of AI tools such as VR, chatbots, and lead prospecting engines will be prominent, but efforts to retain the human touch will also be visible.

With all these things going on behind the scenes, companies will also be adapting inclusive and environmentally responsible approaches to market-sell their products.

So it is safe to say that AI and customer representation will take the lead in 2023!




(Above mentioned article is a Consumer connect initiative, This article does not have journalistic/editorial involvement of IDPL, and IDPL claims no responsibility whatsoever.)