Let’s Talk Key B2B Marketing Trends In 2023 For The Technology Sector

Naomi Hefter B2B Branding, B2B Campaigns, B2B Creative, B2B Marketing

Technology and software companies have a lot to say this year – and so they should! Since COVID hit in 2020, the technology around us has boomed, and whether we like it or not, it will continue to do so. Marketing comes in many shapes and sizes, from videos and podcasts to eBooks and blogs. Today, it’s all about being original and genuine and addressing points in the technology industry that you want to say in the best way possible.

That shiny new software solution that you just built – it’s probably a fantastic product – but your niche target audience won’t know they need it until you have demonstrated that you understand their bigger-picture problems in the first place. When done correctly, effective marketing will help you build trust and credibility to position yourself in this rapidly competitive industry. Do that, and selling those shiny new technology software or products will become much more manageable. So, let’s explore some of the top marketing trends for the technology industry for this year and beyond.

While being original and building cred through effective marketing is a challenge in itself, perhaps the most significant challenge for the tech industry this year (or at least this quarter) relates to the international backdrop – many tech companies have resourced for growth which has not materialised. As a consequence, many are restructuring leading to further disruption and unfortunately, in many cases, lay-offs. This creates an environment where progress can stutter, even though we’re seeing some patterns emerge amongst the debris.

So, with an intensified need for the tech sector to nail their marketing this year – let’s explore some of the top marketing trends for the technology industry for 2023 and beyond…

Interaction trending

As with the industrial sector  https://voice.velo-b2b.com/manufacturing-marketing-trends-2023/

Live events are back with a bang. They haven’t just recovered post-pandemic — they’ve emerged as a critical marketing channel to generate demand and build strong brands. According to Forrester research, 74% of marketers choose events as their most crucial demand-generation tactic. Why? Because events serve an important strategic marketing function: they allow brands to reach new audiences faster, build more personalised relationships with prospects and customers, and drive continuous engagement. While in-person events are thriving post-pandemic, the Covid-era pivot to hosting events online significantly accelerated the digitisation of events. Now in 2023, in-person events will include many more digital touchpoints, allowing marketers to better engage with attendees and feel the direct impact of events.

Trends that chatbot

Generative AI services such as ChatGPT have massively grown over recent years and will challenge CIOs’ current crop of user and customer experience. ChatGPT is an AI chatbot that can write essays and other content, taking previous information that’s already been written and relaying it in a speedy, effective way. As consumers become familiar with such services, they will begin looking for similar experiences from the companies with which they do business. This latest trend does, however, split people’s opinions. As humans, we thrive on real interaction, trust and relatability. Going forward, a business must decide which is more effective – efficiency or human engagement with that extra touch to its copy.

Trend n’ play

The use of game elements on websites is known as gamification. It may have been around since around 2010, but this marketing strategy is set to be huge this year as it represents a new direction in digital marketing. Average consumers in the technology sector are inundated with 6,000-10,000 marketing messages daily, making it difficult to reach them through traditional means. So, consider the most appropriate way to engage with this new direction in digital marketing. Many technology companies are increasingly employing game design elements and adding interactive features to boost client retention, word-of-mouth advertising and revenue. It is also a fantastic way to give visitors more of what they want, encourage them to explore the site, and gain insight into your audience.

Growing the podcast

In 2022, the overall number of monthly podcast listeners rose by 15.5% to 383.7 million and is expected to increase to 424.2 million this year. The future of podcasting is growing and filled with potential. Although podcasts have been around for a while, their increased popularity in recent years means listeners have high expectations. With more podcasts available, listeners will abandon a programme quickly if your content isn’t top-notch.

Although in comparison to other content forms (such as videos and blogs) there aren’t that many podcasts around, there’s a lot of pressure for podcasts to rise in popularity by pumping out quality content. A study revealed that 78% of listeners said they approve of podcast advertising, 63% said they bought something after hearing a podcast ad, and around 67% of listeners said they remembered products or brands from a podcast advert. Advertising and marketing will continue to be a growing part of podcasting as the industry develops, as evidenced by more and more brands advertising their products on/between podcast shows or even creating their own podcasts.

Where do we go from here?

The future of marketing and business this year will be more diverse, inclusive, and connected to real customer needs. Today, there is a definite desire to make marketing more human and interactive again. New marketing technology trends will undoubtedly continue to change and adapt. How we choose to use these trends will determine how business owners and managers strategise and execute their marketing and campaigns. Using new platforms and creative ways to help speak to the specific needs of your niche audience more precisely will help your brand rise above other voices in the technology industry.

Are you a technology brand looking to make improvements in marketing in 2023? 

Our experience with brands such as Cisco and McGraw Hill could be what you need to make a positive change.  Start the conversation here.

Naomi Hefter

Not only does Naomi have 10 years of creative copywriting, she is a published author and ex stand up comedian. A lover of anything from the 70s and 80s, she is convinced she was born in the wrong era.