Saas Marketer - It’s WARCin’ Time 💪

It’s the last month of 2023! So, I thought I’d take this time to ask you, dear readers, what some of your favourite moments in B2B marketing were? Do you have anything that really stood out to you? Anything that made you raise your eyebrows? It could be positive or negative - it doesn’t matter, we at SaaS Marketer want to hear it!

Reply to this email and let us know – I love hearing from you lot, and if you don’t send an email back then I guess I’ll just have to cry myself to sleep tonight, won’t I?

Well, we’re in the last month of 2023, so why don’t we take this time to reflect on some of the biggest B2B trends of the year? Luckily, WARC has got a list of the top five, so if you want to see what they have to say, head on over to their website. But, if you want to hear our take on some of the trends (you know, because we’re really likeable and fun) then stick around, kid.

B2B’s Little AI Obsession

It's pretty obvious this was going to be on the list, right? While the rest of the world has been creating AI-related memes, cracking jokes about how it’s going to take our jobs, or even using it to write entire university essays, the big bad world of B2B has been staring at it with googly eyes and drooling.

We’ve covered it plenty of times here, so you know our thoughts on the whole AI and ChatGPT thing. It’s become increasingly obvious as time’s gone on that B2B is only obsessed with it because it’s going to make and save money. But what’s the catch? Throughout history and science, anything that’s been created and seems to be super positive (whether it's cars, fossil fuels, phones) there’s always been a catch of some sort.

Everyone in B2B and other industries has been so focused on the positives of AI that no one is really pondering (at least, not publicly) what problems it’s going to bring. 2024 may be the year we do.
B2B Influencer Marketing

Everyone these days uses social media. It’s become second nature to us as our technology has evolved and grown. And with it has come the phenomenon of influencers and, in turn, influencer marketing.

Again, we’ve talked about it a lot on here too; influencers in B2B are seemingly scarce, but there has been a subtle rise in their use. There’s still a long way to go, but the increase of influencers on LinkedIn in the B2B space are growing. People are making sketches and memes about marketing, all while funnelling sales through.

Finally, B2B is taking a step in the right direction; they’re realising that they need to get with the times rather than relying on old, boring methods of marketing.
B2B Marketing’s Focus on Efficiency (Bloody Finally!)

You know, it breaks my heart sometimes to hear salespeople talk about marketing as though it’s not that important. To that, I say they just don’t really understand it and that they haven’t taken the time to really get to grips with it.

But, at last, B2B is focusing on marketing efficiency while also increasing budgets and recognising the difference marketing creates. If you look on LinkedIn, you’ll see numerous marketers and copywriters posting all their work and writing about how they’re important to the industry. B2B businesses are finally working with CMOs to ensure branding is at the forefront of their business, and we reckon that in 2024 it’s only going to get better.
A Larger Focus on ESG For Value

Research has shown that, over the last few years, more and more customers would rather buy from and work with businesses that have values that align with theirs. If businesses aren’t looking somewhat at environmental, social, and corporate governance (ESG), then they risk losing a whole set of customers. According to WARC, 46% of B2B decision-makers believe that ESG is now more important as a consideration in procurement decisions over the past two years.
B2B Sales Are Increasingly Hybrid

It often feels like sales and marketing are in a never-ending battle of values, especially in the world of B2B. But heading into 2024, WARC reckons that B2B selling will continue to transition to a hybrid model, combining online and offline interactions to meet changing customer behaviours and preferences.

What does this mean for marketing in B2B? Only time will tell, but it’s no doubt going to shake things up.

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As always, thank you very much for reading! If you liked this and want to see more, or simply haven’t seen us before, feel free to head on over to our website where you can view all of our previous stories!

If you have any thoughts on today’s story, let us know what you think!

See you next week 😎

Keep growing,
SaaS Marketer

P.S.

For the first time, our sugar daddy Fame is offering services other than B2B podcasting.

Guess what?

They can now start a “SaaS Marketer Weekly” for your B2B brand (or blow up your LinkedIn/Twitter account, in a good way).

Details here: https://fame.so/new and if you’re interested… reply with “Yes please!” and they will be in touch.

Saas Marketer - It’s WARCin’ Time 💪

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