Outlook 2023: New Realities in Marketing

Alex Kesler Founder & CEO, INFUSEmedia

Insights from INFUSE Demand Experts to Empower Your Growth in 2023 and Beyond

As the sun sets on another year, now is the time to reflect, analyze, and plan new innovative strategies in order to generate the best outcomes for 2023.

Indeed, ahead of next year’s challenges lies the opportunity to drive growth and results for those quick to pivot to trends with flexible and resilient strategies that keep pace with emerging developments. It is evident that if success is to be attained in 2023, a significant shift in marketing strategies will be required.

At the center of the trends driving the evolution in B2B marketing is the need for marketing and demand leaders to demonstrate quantifiable performance and significant results from their marketing investment initiatives. This emphasis on performance and growth marketing born from the pressures of the looming recession has already had noticeable impact on the role of marketing departments within organizations—and will continue to affect how teams operate next year.

In fact, Forrester reports that up to 20% of demand teams stand to be incorporated into sales functions in 2023—a rather concerning statistic that demonstrates the ongoing problem of misalignment between sales and marketing and a wider issue that continues to plague many organizations.

While certainly an attempt to improve performance and boost revenue, this trend only emphasizes the need for marketers to deliver extraordinary growth results in the face of greater budget scrutiny—or risk losing their autonomy to the sales team.

Therefore, driving outcomes despite internal pressures and the challenges of the current economic climate must be the key priority of marketers in 2023. At the core of delivering performance is a greater focus on demand performance, as well as other long-term drivers that support showcasing true marketing value by engaging a higher percentage of organizations’ total addressable markets.

Implementing this strategy will not only necessitate organization-wide alignment, but marketers must further evolve their roles to meet the new objectives and stay up-to-date with emerging trends. Failure to do so will only exacerbate the issue as organizations will be unable to adequately deliver a balanced client experience that matches the needs of today’s buyers to generate effective results.

2023 will also see new realities in marketing due to the emergence of ABX, the economic downturn, and evolving buyer demands, to name a few.

In light of the ever-evolving marketing landscape, it is essential to create an effective strategy and remain precise and responsive in order to ensure performance to drive business forward in 2023.

To aid your decision making next year, our INFUSE leadership team has come together to share their passion and expertise on the key trends and areas of focus that will determine success in 2023 and beyond:

  • The need for marketers to evolve to deliver the demand performance necessary to empower business growth
  • The importance of data and tech to inform decision making and revenue growth
  • The changing needs of buyers and why businesses must enable prospective buyers at target accounts with relevant experiences
  • The role of alignment and organizational structures to yield powerful results and performance regardless of budget restrictions
  • The alliances and partnerships to forge to gain market share during an economic slowdown

With a collective 200+ years of demand experience, we believe that these insights from our team will help you drive impactful outcomes and innovation for your business in 2023 as our leaders do at INFUSE.

Be sure to check back as we regularly update this 2023 Outlook with new insights to aid your strategies.

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