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 Aduragbemi Omiyale
Transcorp Power Plc suffered declines in its revenue and profit in the first half of this year; details of the company’s financial statements for the period ended June 30, 2026, have revealed.
The losses were attributed to recurring transmission line vandalism, which materially constrained the organisation’s ability to evacuate available generation capacity.
Business Post reports that earnings contracted in the first six months of this year to N181.97 billion from the N205.81 billion recorded in the same period of last year, while profit before tax moderated to N54.99 billion from N58.73 billion.
However, on a year-to-date basis, total assets went up to N619.02 billion from N563.48 billion in December 2025, as shareholders’ funds grew to N189.34 billion from N183.40 billion in FY 2025, while retained earnings soared to N140.90 billion from N123.41 billion in FY 2025.
It was observed that the increase in receivables and borrowings largely drove the expansion in the balance sheet during the period.
Also, the firm’s gross margin expanded to 38.4 per cent from 34.7 per cent in H1 2025, operating margin increased to 30.6 per cent from 28.5 per cent, and PBT margin rose to 30.2 per cent from 28.5 per cent, reflecting cost optimisation efforts and disciplined financial management, positioning the company to continue delivering sustainable value for shareholders.
“Our H1 2026 performance is a reflection of the resilience of our business operations despite significant sector-wide existential challenges.
“Regrettably, recurring transmission line vandalisation materially constrained our ability to evacuate available generation capacity.
“Nonetheless, we continued to deliver strong profitability, maintain operational efficiency, and strengthen our balance sheet,” the chief executive of Transcorp Power, Mr Peter Ikenga, stated.
“We remain committed to working with relevant stakeholders to put an end to transmission line vandalisation and to further improving operational performance, power generation supply reliability, and creating sustainable value for our shareholders. We remain highly confident that we will recover lost ground in H1 2026 and finish FY 2026 stronger than FY 2025,” he added.
By Dipo Olowookere
A total of 2.819 billion stocks worth N182.499 billion exchanged hands in 226,729 deals on the floor of the Nigerian Exchange (NGX) Limited last week, in contrast to the 3.648 billion stocks valued at N220.568 billion transacted in 251,861 deals a week earlier.
From this, financial shares accounted for 2.006 billion units sold for N99.697 billion in 96,171 deals, contributing 71.17 per cent and 54.63 per cent to the total trading volume and value, respectively.
Consumer goods equities traded 178.863 million units worth N7.872 billion in 26,637 deals, and energy stocks recorded a turnover of 151.237 million units valued at N38.309 billion in 16,879 deals.
First Holdco, FCMB, and Access Holdings accounted for 939.402 million units worth N57.673 billion in 19,051 deals, contributing 33.33 per cent and 31.60 per cent to the total trading volume and value, respectively.
Business Post reports that the performance indicators were mixed in the five-day trading week, as the All-Share Index (ASI) depreciated by 0.14 per cent to 243,462.13 points, while the market capitalisation appreciated by 0.39 per cent to N157.057 trillion.
All other indices finished higher except the main board, consumer goods, energy, Lotus II, industrial goods, growth, and sovereign bond indices, which fell by 1.54 per cent, 0.15 per cent, 0.11 per cent, 0.40 per cent, 6.26 per cent, 0.09 per cent, and 0.33 per cent, respectively, while the commodity index closed flat.
Forty-four shares gained weight in the week versus 60 shares of the preceding week, 35 equities depreciated versus 28 equities in the previous week, and 67 stocks closed flat versus 58 stocks of the earlier week.
The best-performing stock was First Holdco, which gained 38.66 per cent to trade at N95.95. Thomas Wyatt expanded by 27.16 per cent to N3.09, Fidelity Bank grew by 15.00 per cent to N21.85, Learn Africa grew by 14.44 per cent to N10.30, and UBA chalked up 10.98 per cent to close at N45.50.
The worst-performing stock was BUA Cement after giving up 18.99 per cent to quote at N275.60, Red Star Express shed 18.53 per cent to end at N20.00, International Energy Insurance declined by 15.27 per cent to N4.66, C&I Leasing dropped 13.28 per cent to N5.55, and PZ Cussons crashed by 10.06 per cent to N80.95.
By Adedapo Adesanya
Central Securities Clearing System (CSCS) Plc kept the NASD Over-the-Counter (OTC) Securities Exchange in the green territory by 0.04 per cent on Friday, July 16.
The securities depository company added N2.50 to its share price to settle at N95.14 per unit from the preceding session’s N92.64 per unit.
However, FrieslandCampina Wamco Nigeria Plc slid during the session by N5.85 to N141.81 per share from N147.66 per share.
But when the bourse closed for the day, the market capitalisation increased by N1.08 billion to N2.593 trillion from N2.592 trillion, while the NASD Security Index (NSI) appreciated by 1.80 points to 4,320.67 points from 4,318.87 points.
During the session, the value of securities slid by 38.9 per cent to N63.5 million from N104.1 million, the volume of securities went down by 34.5 per cent to 1.2 million units from 4.8 million units, and the number of deals declined by 15.4 per cent to 33 deals from 39 deals.
Great Nigeria Insurance (GNI) Plc was the most traded stock by value on a year-to-date basis, with 3.4 billion units valued at N8.4 billion, followed by Infrastructure Credit Guarantee (Infracredit) Plc with 2.3 billion units worth N6.5 billion, and CSCS Plc with 75.4 million units traded for N5.3 billion.
GNI Plc also ended the day as the most traded stock by volume on a year-to-date basis, with 3.4 billion units exchanged for N8.4 billion, followed by Infracredit Plc with 2.3 billion units sold for N6.5 billion, and Resourcery Plc with 1.1 billion units transacted for N415.7 million.
