Economy
Top 5 Trends Reshaping B2B Marketing in 2023
Introduction
In recent years, we’ve seen a dramatic shift in the landscape of B2B marketing. With the advent of new technologies and changes in buyer behaviour, businesses are having to adapt their marketing strategies to stay ahead of the curve. Right from allocation of budgets to utilization of resources the trends a changing dramatically.
According to a recent survey conducted by Statista among B2B businesses worldwide, a significant 50% of respondents reported their intention to increase spending in the upcoming year. This highlights a positive trend in the industry’s growth and suggests that companies are willing to invest more in marketing strategies to achieve their goals.
Furthermore, another survey revealed the most popular marketing tactics implemented by B2B businesses, with email marketing being the most widely used tactic at 84%. Social media and social media advertising ranked second at 75%, followed by blogging and content marketing at 69%. SEO ranked fourth at 60%, while tradeshows and events came in fifth at 54%.
These findings indicate that digital marketing continues to dominate B2B marketing efforts, with email and social media being the primary channels used to reach target audiences. Here are some of the top trends that are reshaping B2B marketing:
- The rise of account-based marketing:
With the increased focus on developing relationships with key accounts, account-based marketing has become one of the most popular strategies among B2B marketers. This tailored approach allows businesses to better meet the needs of their most valuable customers.
- The power of content marketing:
In order to reach and engage today’s buyers, businesses need to create compelling content that addresses their specific pain points. From blog posts and eBooks to infographics and webinars, high-quality content is essential for driving demand and generating leads.
- The importance of data-driven decision making:
In order to be successful, businesses need to make decisions based on data rather than gut instinct. By tracking key metrics such as website traffic and conversion rates, marketers can gain insights into what’s working and what isn’t, and adjust their strategies accordingly.
- The growth of social media:
Social media has emerged as a powerful tool to reshaping B2B marketing, allowing them to build relationships with potential customers and create brand awareness. However, with so many platforms to choose from, it’s important to select the right ones for your.
Trend #1: Artificial Intelligence and Machine Learning
Artificial intelligence (AI) and machine learning are two of the most talked-about topics in the business world today. And for good reason: these technologies have the potential to transform the way businesses operate and interact with customers.
In marketing, AI and machine learning can be used to personalize messages, understand customer needs and preferences, and even predict future behaviour. These capabilities are already being used by some of the biggest brands in the world to drive real results.
For example, Amazon uses AI to personalize shopping recommendations for its customers. Netflix uses machine learning algorithms to recommend shows and movies that users are likely to enjoy. And Facebook uses AI to help businesses target ads more effectively.
As these examples show, AI and machine learning are reshaping b2b marketing landscape. Here are three trends to watch out for:
- Personalization will become more important than ever before.
- Chatbots will become commonplace (and more sophisticated).
Trend #2: Automation of Sales and Marketing Processes
MyContactForm.com notes that with the increase in internet usage and online purchasing, many businesses are finding that regular “outbound” marketing methods are less effective than they used to be.
The costs of these methods – like print advertising, TV commercials, and direct mail – are also on the rise. In response, businesses are turning to more modern “inbound” marketing strategies that make use of digital tools and platforms.
One such trend is the automation of sales and marketing processes. By using software to automate repetitive tasks, businesses can free up time and resources for more creative and strategic tasks. Additionally, automation can help to improve accuracy and consistency in data collection and analysis. This can lead to better decision-making about where to allocate resources for maximum impact.
There are a number of different software applications available that can help with automation of sales and marketing processes.
MyContactForm.com notes that some popular options include Hub Spot Sales, Pardot, Marketo, Eloqua, and Infusionsoft. However, it’s important to select the right tool for your specific needs; not all of these applications will be a good fit for every business.
If you’re thinking about implementing automation in your sales or marketing process, myContactForm.com recommends doing some research to determine which application will work best for you. They also suggest starting small by automating only a few tasks at first, so that you can get
Trend #3: Increased Role of Emotional Connections
As we head into 2020, it’s clear that one of the biggest trends reshaping b2b marketing is the increased role of emotional connections.
In a world where consumers are bombarded with marketing messages from all angles, brands that can create an emotional connection with their audience are more likely to cut through the noise and stay top of mind.
One way to create an emotional connection is to tell stories that resonate with your audience. This could be sharing customer stories, or creating content that highlights your brand’s values. Another way to foster an emotional connection is to make it easy for customers to connect with your brand on a personal level. This could be through offering customizable products, or creating a social media hashtag that lets customers share their own experiences with your brand.
No matter what approach you take, remember that emotion should be at the heart of your b2b marketing strategy. By creating an emotional connection with your audience, you’ll be able to build long-lasting relationships that will pay off in the form of loyalty and repeat business.
Trend #4: Rise of Integrated Platforms for Seamless Execution
The rise of integrated platforms is one of the top trends reshaping b2b marketing. Seamless execution across all channels and devices is becoming increasingly important to b2b marketers, and an integrated platform can provide the foundation for this.
By centralizing data and functionality on a single platform, b2b marketers can more easily manage campaigns, analyse performance, and optimize results. Additionally, an integrated platform can help marketers connect with customers across channels in a consistent and personalized way.
Trend #5: Shift towards Digital advertising and Social Media Outreach
There are few things more important to the success of your business than having a solid marketing strategy. And while some things never go out of style—like word-of-mouth marketing, for example— other elements of your marketing mix will need to be updated to stay current. With that in mind, here are five trends that are reshaping b2b marketing:
- The rise of digital advertising
As consumers continue to spend more time online, it’s no surprise that businesses are following suit and investing more in digital advertising. In fact, according to a recent study by eMarketer, digital ad spending is expected to surpass $100 billion by 2021. From search engine optimization (SEO) to social media ads, there are a variety of ways to reach your target audience online. And with platforms like Google Analytics, you can track your campaign’s performance and make adjustments accordingly.
- The power of social media outreach
Social media is one of the most powerful tools at your disposal when it comes to marketing your business. Not only does it provide an avenue for promoting your brand and connecting with potential customers, but it also allows you to gather valuable feedback and insights. When used effectively, social media can be an invaluable asset in growing your business.
- The importance of mobile marketing
With over two billion active smartphones users worldwide, it’s clear that mobile is not going anywhere anytime soon. And as such, businesses need to find ways to reach
Conclusion
In conclusion, 2023 is likely to be a watershed year for reshaping B2B marketing trends. The data and demand are all pointing in the direction of customization, artificial intelligence, collaboration and personalization as being essential elements of success. These five key trends that we talked about will go a long way towards reshaping what was possible with B2B marketing in the past and taking it into an exciting future. Embracing these changes now could mean you have a substantial head start when the time comes to reap their rewards.
By Adedapo Adesanya
The Organisation of the Petroleum Exporting Countries and its allies (OPEC+) agreed to raise its oil output quotas by 206,000 barrels per day for May.
Eight members of OPEC+, comprising Saudi Arabia, Russia, Iraq, the UAE, Kuwait, Kazakhstan, Algeria, and Oman, agreed to the increase in May quota at a virtual meeting on Sunday, OPEC+ said in a statement.
However, the rise will be in theory, as its key members are unable to raise production due to the US-Israeli war with Iran, which has affected production.
The war has effectively shut the Strait of Hormuz, the world’s most important oil route, since the end of February and cut exports from some OPEC+ members, including Saudi Arabia, the UAE, Kuwait and Iraq. These are the only countries in the group which were able to significantly raise production even before the conflict began.
Besides the disruptions affecting Gulf members, others, such as Russia, are unable to increase output due to Western sanctions and damage to infrastructure inflicted during the war with Ukraine. For Nigeria, even as Africa’s largest producer, it has not been able to keep production quotas steady.
The OPEC+ quota increase of 206,000 barrels per day represents less than 2 per cent of the supply disrupted by the Hormuz closure, but it signals readiness to raise output once the waterway reopens.
Also meeting on Sunday, a separate OPEC+ panel called the Joint Ministerial Monitoring Committee (JMMC), expressed concern about attacks on energy assets, saying they were expensive and time-consuming to repair and so have an impact on supply.
May’s OPEC+ increase is the same as the eight members had agreed for April at their last meeting held on March 1, just as the war began to disrupt oil flows.
A month later, the largest oil supply disruption on record is estimated to have removed as many as 12 to 15 million barrels per day or up to 15 per cent of global supply.
The eight OPEC+ members have raised production quotas by about 2.9 million barrels per day from April 2025 through December 2025, before pausing increases for January to March 2026. The sub-group holds its next meeting on May 3.
Market analysts have warned that oil prices could hit $150 per barrel if the closure of the strait is prolonged and continues, due to damage to energy assets across the critical Middle East region.
As of the time of this report, Brent crude is trading at $108 per barrel, below the US West Texas Intermediate (WTI) crude at $109 per barrel.
By Adedapo Adesanya
Workers at Seplat Energy will resume work after a strike action that impacted production was called off by the Petroleum and Natural Gas Senior Staff Association of Nigeria (PENGASSAN) over the weekend, with the company issuing written commitments on pay rises.
Top employees began an indefinite strike last Friday as talks over a collective bargaining agreement and staff welfare issues broke down. The action came at a time when Nigeria is seeking to maximise production amid rising global oil prices.
According to Reuters, in an April 4 letter to the chief executive of Seplat Nigeria, Mr Roger Brown, PENGASSAN said it had directed members at the local energy firm to immediately suspend industrial action after negotiations resumed with the Nigerian National Petroleum Company (NNPC) Limited. Other less-skilled workers are covered by the Nigeria Labour Congress (NLC) and did not partake in the strike with PENGASSAN.
The union said talks on a 2026 collective bargaining agreement would continue, with the aim of concluding outstanding issues by April 13. However, according to the publication, the union did not disclose more details about its financial demands.
“We can confirm that the union has suspended its notice of industrial action to allow negotiations to conclude on outstanding items within an agreed framework,” Seplat spokesperson, Mr Ogechukwu Udeagha, said, adding that “operations are recommencing at our various locations.”
Seplat Energy’s group production averaged 131,506 barrels of oil equivalent per day in 2025, according to its latest audited results. That is the equivalent of around 7 per cent–9 per cent of Nigeria’s total liquids production.
The company expects output to rise to 155,000 barrels of oil equivalent per day, making any sustained disruption particularly sensitive for Nigeria’s supply outlook. This comes as it seeks to scale production while remaining a major supplier of gas to Nigeria’s domestic power market.
With the company’s output expected to rise, any prolonged disruption would have significantly impacted Nigeria’s oil supply and fiscal outlook.
By Dipo Olowookere
The weekly turnover of the Nigerian Exchange (NGX) Limited shrank by 27.70 per cent or 1.094 billion equities, partly due to the inability of market participants to trade last Friday as a result of the Good Friday public holiday declared by the federal government.
In the week, investors bought and sold 2.856 billion equities worth N113.597 billion in 215,287 deals versus the 3.950 billion equities valued at N201.312 billion transacted in 359,642 deals in the preceding week.
The activity chart was led by the financial services industry with 1.811 billion shares valued at N61.901 billion in 86,818 deals, contributing 63.41 per cent and 54.49 per cent to the total trading volume and value, respectively.
The services sector traded 299.895 million stocks worth N2.966 billion in 13,797 deals, and the ICT segment exchanged 183.233 million equities for N14.654 billion in 25,287 deals.
Wema Bank, Access Holdings, and Secure Electronic Technology accounted for 734.659 million shares worth N14.134 billion in 12,319 deals, contributing 25.72 per cent and 12.44 per cent to the total trading volume and value apiece.
Data from the NGX said 29 stocks gained weight versus 47 stocks of the previous week, as 57 shares lost weight versus 45 shares in the preceding week, while 62 equities closed flat versus 56 equities a week earlier.
Multiverse led the gainers’ chart after it gained 20.66 per cent to trade at N20.15, UPDC REIT appreciated by 15.49 per cent to N8.20, International Energy Insurance chalked up 12.54 per cent to quote at N3.32, Austin Laz grew by 10.47 per cent to N4.43, and Unilever Nigeria rose by 10.00 per cent to N103.40.
Conversely, Secure Electronic Technology topped the losers’ table after it lost 21.54 per cent to close at N1.02, John Holt declined by 18.47 per cent to N15.45, May and Baker depreciated by 16.57 per cent to N35.00, Aluminium Extrusion moderated by 16.27 per cent to N10.55, and Legend Internet slipped by 16.00 per cent to N6.30.
Business Post reports that the All-Share Index (ASI) was up by 0.39 per cent to 201,698,89 points, and the market capitalisation rose by 0.65 per cent to N129.806 trillion.
In the same vein, all other indices finished higher apart from the main board, insurance, MERI Value, consumer goods, industrial goods and growth indices, which went down by 0.29 per cent, 4.25 per cent, 0.36 per cent, 1.74 per cent, 0.24 per cent, and 0.06 per cent, respectively, while the sovereign bond index closed flat.
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