Marketing Trends in 2023 Shaping the Customer Experience
Estimated Read Time: 3 minutes
Intended Audience: B2B Business Owners, B2B Marketers, Business Strategists
The world of marketing is and will continue to be greatly influenced by the emergence of innovative technologies. As we step into 2023, improving customer experience with modern marketing tools is essential to business success. Utilizing artificial intelligence and machine learning, monitoring performance & tracking customer feedback, and tailoring social media to semantic search continues to be a vital tool in the world of digital marketing. To stay competitive, B2B tech companies should keep an eye on these three trends and be sure to incorporate complementary practices in their marketing strategies accordingly.
With many changes happening across the customer experience landscape, let’s take a deep dive into the customer experience landscape and how it will be shaped this year.
Marketing Trend #1: Continued Rise of Artificial Intelligence (AI)
Artificial intelligence are revolutionize many industries, including the marketing and customer experience landscape. As B2B businesses strive to stay ahead of the curve and connect with customers in new and innovative ways, the use of AI in marketing is becoming increasingly the norm. By staying up-to-date and leveraging these tools, companies are improving responsiveness and efficiency, providing customers with personalized assistance.
Chatbots and conversational AI offer businesses the ability to provide quick, efficient customer service, leaving human customer service representatives with more time to handle complex and nuanced interactions, which can lead to a more efficient and effective customer experience when implemented well.
Marketing Trend #2: Data, Analytics, and Machine Learning (ML)
Harnessing the power of big data and analytics is crucial for B2B businesses looking to improve their marketing and customer experience strategies. By tapping into the power of big data and customer feedback, companies can gain a deeper understanding of their customers, including their behavior, preferences, and pain points. This information can then be used to create targeted and personalized experiences that better meet customer needs and drive business growth, especially when integrating all this known data into machine learning technologies.
As customers demand more tailored and relevant experiences, personalization continues to be a key trend in marketing and customer experience. By understanding the data and insights from customer feedback, B2B businesses deliver tailored experiences at scale and have a significant competitive advantage over competitors.
In addition to this, organizations should prepare for the transformation of the customer journey as more touchpoints and channels are added. Companies will have to focus on creating a seamless experience for users across all channels, from the initial point of contact, perhaps on a third-party website, to the final transaction and customer success. This can architected using a more sophisticated MarTech stack, including: a CRM (customer relationship management) system, marketing automation system (MAS), ABM (account-based marketing) software, a variety of paid advertising channels, and more to connect all the dots and create a unified experience in the customer experience journey.
Marketing Trend #3: Social Media in the Age of Web 3.0
Web 3.0 based social media platforms will enable B2B companies and their respective accounts to own the direct relationship they have with their audiences. The decentralization promised by Web 3.0 allows the up-and-coming social channels to give account owners full control. Therefore, one can derive that your social capital becomes portable and gives you the ability to monetize the attention that you are getting on one platform to another.
As for your audience and customer base that interacts with you through such channels, they will also experience increased security and data control on their end. However, it is still too early to measure the impact of such platforms on B2B marketing, just yet. Even though the tools for them are present, the audience is yet to arrive.
What we can say about the current social platforms, their customer experience revolves around the use of semantic technologies and search. Social media platforms can aid you ranking higher on SERPs (Search Engine Ranking Pages) as Google takes social signals as a factor in the ranking algorithms when attempting to deliver the best user experience per search term. Since semantic search allows for better sorting and interpretation of data, social platforms present businesses with new opportunities to connect with their target audience in innovative ways across social applications. Actions such as optimizing for voice search and mobile site/view optimization, can help you put your social pages in front of audiences with an intent to buy..
Future Proof Your B2B Marketing Strategy
It can be overwhelming to decide which latest marketing trend or strategy to move forward with to improve your overall customer experience and marketing strategies. We can help! Maven Collective Marketing, a multi-award winning B2B marketing agency, can take the guesswork with marketing expertise you can measure.
With more than a decade driving B2B marketing strategy, the Mavens have crafted B2B digital marketing strategies that help B2B SaaS companies, like yours, achieve their business goals and succeed in today’s oversaturated technology market. Contact us today to elevate your business to new heights.