INFUSE and MOI Global Reflect on the 2023 State of The B2B Market

Summary

THE CURRENT STATE OF THE B2B MARKET

DEMAND GENERATION VS LEAD GENERATION

PERSONALISATION AND TARGETING

CONTENT MARKETING

AI IN B2B MARKETING

KEY TAKEAWAYS

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    Full funnel strategies work when the leads and funnel stages are well understood.

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    Qualitative data is useful in gaining a better understanding of prospects.

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    Measuring the depth of engagement of leads provides useful insights to pivot marketing strategies and content where necessary.

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    Aligning the sales and marketing departments will assist in developing accurate buyer personas and target market segmentation.

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    It may be necessary to reassess strategies for developing targeting tactics, KPIs, and how ROI is measured and adapt to a more personalised approach that analyses and anticipates lead behavior.

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    Content needs to provide genuine value to leads and the content format needs to consider the channels, devices, and time constraints of buyers.

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    AI is useful to B2B marketers as a tool to assist team members with grunt work, repetitive tasks, and A/B testing and not to replace any function or role.

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