B2B Marketing Myths to Leave Behind in 2023

From the demands of data compliance to the uptake of new platforms and marketing methods, the current state of the B2B market can often be hard to predict and just as difficult to navigate, leading to several misconceptions about the effectiveness of certain activities or channels.

Thankfully, the future is looking bright and several current and forecasted trends are likely to set the record straight on what does and doesn’t work within the B2B market.

Here are 3 myths around B2B marketing that we predict will be busted in 2023.

Why a 360° Approach Is Essential for B2B Demand Generation

Most B2B marketing and sales teams understand the value of both demand generation and lead generation in driving awareness, capturing data, and influencing a buyer’s decision to purchase.

However, where many sales strategies fall short is treating demand and lead generation as wholly distinct activities or simply different stages of a linear sales funnel, rather than two halves of a ‘circular’ pipeline.

To understand how this approach works and how it differs from the typical B2B funnel, it helps to first understand the difference between demand generation and lead generation.

Understanding the Google Analytics 4 Rollout

As many marketers will already know, the age of Google Analytics 4 (GA4) is upon us. 

It came as somewhat of a surprise in March of 2022 when Google announced it would be permanently sunsetting the current version of its Analytics platform in place of GA4 In July 2023. 

Early opinions on GA4 have been mixed, with some users struggling to warm to the new interface and others lamenting the loss of several core features.  

This announcement has therefore been significant for businesses that rely on Analytics data for marketing, ecommerce, and advertising, as they will soon have no option but to get onboard with GA4.

If you’re in this position, then now is the time to begin familiarising yourself with the new setup and backing up historic Analytics data before migrating fully to GA4. 

Content Marketing: Why You Should Do It, And How To Do It Correctly

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

69% of marketers say quality content is superior to direct mail and PR, and a further 86% state that content marketing is now an important part of their organisation’s overall marketing and communication strategy. Combine this knowledge with the fact that 72% of marketers are producing significantly more content than they did a year ago, you now must admit – we have your attention .

The Telemarketing Guide: What Is B2B Appointment Setting?

If you’re in the B2B industry, you’ve probably stumbled across the term “appointment setting” more than once. But do you know what it actually entails?

While it might initially sound like the easiest thing in the world, appointment setting is actually one of the most challenging business aspects to consider in 2019. Essentially, it involves having a group of your employees reaching out to specific industry professionals in order to set a meeting where they can convince them to buy the service or products that your company sells. This is also called B2B appointments. In this quick guide to telemarketing, we’ll take a closer look at how appointment setting works, and why it’s important for modern businesses.