Strategies Brand Marketers Need to Focus on in 2023

The time has come for marketers to simplify customer journeys for B2B tech products and align online purchasing processes with customer expectations.

Most marketers will spend the first few weeks or months of a new fiscal quarter or year formalizing strategies and frameworks they will use over the following few months.

The latter is a more significant aspect in 2023, given the constant economic predictions that 2023 will be a difficult year due to inflation and stagnant growth resulting from a turbulent economic environment.

Marketing to Price-Aware Consumers

When trying to coordinate efforts and outreach strategies to cater to a more price-sensitive market, marketers need to keep in mind that many business and economic leaders are warning the world about a recession and downturn in 2023.

In order to emphasize the greater benefits and cost advantages of their services/products, brands will need to actively work on reorienting their messaging and core positioning. The ability to quickly add value to a customer deal by working closely with the product and delivery teams can help improve the overall customer experience and increase retention over time.

In a highly price-sensitive market where end users and businesses are tightening budgets and expenditures, marketers must be more astute regarding their marketing value and strategies while catering to customers’ requirements. The focus will be on making customers loyal through creative loyalty programs, remarketing to old customers, and keeping customers.

As brands advance through 2023, there will be a more significant need to enhance processes, strategies, and measurement variables to make sure that end goals are met without delay.

Managing Smooth Online Shopping Journeys

In most cases, during a downturn, seasoned marketers and even salespeople are expected to accomplish more with fewer resources. This is something that marketers can take advantage of by developing frameworks and online buying journeys that are constantly changing and loaded with instant shopping / buying capability.

Live shopping has become a prominent choice for B2C tech marketers, and B2B brands can derive greater benefits from this trend. When marketers struggle to boost market share when budgets and spends are not a concern, ensuring that all digital channels have the appropriate call-to-actions that start driving product purchases through customized discounts must take precedence. Marketers must also focus on utilizing social media platforms to drive instant product renewals and purchases, as well as providing customers with the ability to self-purchase or contact a live agent in a more seamless manner.

Marketers will have an advantage if they implement the “right” MarTech, such as conversational AI and unified platforms that integrate sales-marketing journeys and processes. The time has come for marketers to simplify customer journeys for B2B tech products and align online purchasing processes with customer expectations.

Also read: Three Strategies to Focus on When Shifting to Outcome-Based Marketing

Increasing Marketing Priorities

For instance, the fundamentals of content marketing have evolved over time and in different ways. Content marketing trends are becoming standard, from ensuring consistent, dynamic blog content to promoting social media presence to now using podcasts and webinars to improve leads and traffic. But, marketers who simply adopt the newest strategy because their rivals have done the same will not succeed in the long run as trends change over time.

Future marketing strategies must prioritize what can be done more effectively, given available resources and short-term objectives. For instance, knowing whether a podcast channel will aid a brand in increasing revenue or customers, understanding whether an event or webinar will effectively reach a particular audience set, and identifying what channels are currently performing well and bolstering those tactics against those are important. This will help marketers clarify their priorities, concentrate only on things they can change, and align them to achieve real brand growth and ROI.

Using a “being active everywhere” mentality is less effective in a multichannel marketing ecosystem than optimizing processes to generate revenue and real growth from channels that can be staffed effectively.

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