2023 B2B Marketing Trends: A Wrap-Up

The top B2B marketing trends for 2023 encompass a diverse range of strategies and technologies. Here’s a comprehensive overview of all the marketing trends we saw:

Short-Form Video Content

The rise of short-form video content continues, proving effective in capturing customer attention with bite-sized, focused content. This includes short-form video content focused on brand awareness but also content such as customer testimonial clips that can provide those “marketing warm & fuzzies” in a short burst.

Search Engine Optimization (SEO)

SEO remains crucial as algorithms evolve, highlighting the importance of a strong presence in search engine results pages. In the noisy environment we work and live in, much of our audiences rely on their own research to make buying decisions. Taking the initiative to rank for your audience’s top keywords is imperative.

Machine Learning in Marketing

Machine learning helps analyze large data sets for insights, enabling better customer segmentation and content personalization. As AI and machine learning continue to develop, it’s crucial that we continue to push limits and ask questions. Most importantly – it’s not going anywhere. We can certainly expect to see machine learning in marketing in 2024.

Challenges of Mass Personalization and Omnichannel Orchestration

As marketers, we face the task of delivering personalized, consistent outreach across multiple channels while maintaining a genuine brand voice. Making noise in a crowded market is all about personalization – calling out the specifics that resonate with your audience. Although challenging, striking the right rhythm of mass personalization and authenticity was a major trend in 2023.

Capturing and Utilizing Data Effectively

Efficient use of data for both demand capture and creation, understanding channel performance, and guiding marketing focus is crucial. With so many disparate data intelligence tools, it’s difficult to obtain clean, complete data that is reliable and regularly updated. Having that issue? Check back after the new year to view our data solution – we’ve got something exciting happening!


These trends highlight the dynamic nature of B2B marketing, emphasizing the importance of technology, data, personalization, and authentic engagement in today’s marketing landscape. As 2023 concludes, we anticipate seeing these B2B marketing trends continuing into 2024.

Laura Cuttill Bio picture 2021

Laura Cuttill
Chief Marketing Officer

Laura A. Cuttill is a strategic and operational leader with a demonstrated ability to fuse business, financial, and technology interests into streamlined, profitable operations. Armed with a degree in marketing from Texas A&M University, Ms. Cuttill began her career in the Schlumberger Information Solutions department, working on identity management roll-out projects for Chevron and ExxonMobil.

In 2004 she joined Hal Green as a co-founder of Advertas, adding her organizational, analytical, and creative problem-solving skills to the team. In 2010 she left Advertas to co-found the identity management software company, 2FA, Inc. As COO / CMO for 2FA, she helped lead the company from concept to a 75% market share in target verticals for two factor authentication in four short years. After selling the business to Identity Automation in 2016, she returned to Advertas, continuing to support clients in the energy and process industries. She serves her clients with a unique vision of using cutting-edge software and marketing practices as a foundation to drive business growth.

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