300 million: that's how many more users social media are expected to have by 2023.

Human beings, whether consumers of consumer products or buyers in the course of their professional activities, are one and the same.

A truism, no doubt, but one that has never been truer than over the last 2 years.

To reach and convince their targets, B2B marketers, like their B2C counterparts, use social networks, produce content, call on influencers, look for ways to build and then promote a responsible strategy, and so on.

The challenge is to meet the expectations of B2B targets who are increasingly volatile, demanding, inundated with information and using tools that have become two-headed.

Faced with these major changes, the B2B marketing function must and will continue to demonstrate its adaptability and versatility: at once analytical and creative, daring and ROI-driven, it is also defined by its propensity to be simultaneously customer-centric and open to the world, an expert in certain acquisition and loyalty channels, but also a fervent practitioner of omnichannelity. These seemingly (deceptively) contradictory skills are undoubtedly essential if B2B marketers are to achieve the complex and complementary objectives that they themselves assign to their role.

First and foremost, 51%1 of them want to increase their sales. Then to improve their brand image and customer experience, according to 37% and 31% of the professionals questioned. Bringing in more qualified and more numerous leads, finally, for 31% and 30% of them respectively.

Which well-known levers will B2B marketers still need to focus on in 2023? Which trends will gain in intensity? What emerging phenomena should we be betting on in the months ahead? Answers and advice, with analysis, figures and forecasts.

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