Marketing strategy in 2023

1. Managing digital expectations: “The customer experience has progressed to include all digital aspects. When companies think about that experience, the digital component is a key factor. How are you managing digital expectations, like response time to customer inquiries? Make sure you set up both your team and the customer for success.”

2. Playing the authority long game: Apolinski says becoming an authority in your area of expertise is a great way to establish credibility and position your personal brand. But this is not a "get rich quick" scheme. “Working on your authority takes a longer approach, like a slow burn,” says Apolinski. “Once the digital embers light, that position will last for a long time.”

Kimen Warner, VP of product management and Aurelia Solomon, senior director of product and customer marketing at Drift, predicted via email the following for 2023:

3. Fear of artificial intelligence never sleeps: According to Warner and Solomon, one of the biggest challenges for AI in B2B will be the public’s perception of AI in B2C. As more B2C products incorporate AI, consumers will inevitably become fearful about AI’s application in the B2B space. Taking AI out of the black box will be critical to achieving understanding, trust and greater adoption among businesses.

4. AI will become much more accurate in 2023, which will help to improve trust: Warner and Solomon say the open sourcing of many AI models has made data collection and training both faster and more accurate. When applied to AI bots, this means they can engage visitors in a relevant way and more consistently answer their questions to drive them toward the right outcome. This in turn leads to more trust in the results.