B2B Insights & Research

Vantage Point

Our outlook for 2023

B2B leaders are shifting priorities in 2023, which will have lasting effects throughout the year as the global economy wrestles with volatility.

Buyer needs are evolving in an ever-changing marketplace. Digital transformation is accelerating--even in latent industries.

B2B marketing and sales teams will need to re-evaluate how to survive and grow in an environment ripe with opportunity and risk. Slower growth in the overall market will constrain companies that do not understand and clearly reframe their solutions around buyers' needs. The chaotic market will create wider performance variances between the top and bottom-performing companies.

Digital adoption is no longer a strategic differentiator. Many companies have more data than ever but struggle to drive action from this data. On top of the chaotic market conditions, the "war on talent" is becoming more bloody.

B2B companies with strong marketing and sales programs will be better positioned for growth. Those who use their data to understand their buyers' needs better will have the clearest path forward in this time of market uncertainty.

Market forces at play

Digital transformation accelerates
Skilled talent shortage
Gaps between marketing and sales
Evolving buyer needs
Increased competition
Continual technological disruption
The tension between high-demand and low supply or talent capacity
Data overload

SIGNIFICANT INFLUENCERS

8.1%

Only 8.1% of B2B leaders felt their messaging was ”very effective.”

43%

B2B companies said the fact that the needs of buyers are evolving, forcing us to change the way we communicate is impacting their ability to generate revenue.

56%

B2B companies report they generate enough qualified leads. A need to engage and nurture leads is a greater concern.

For a collection of trends and stats based on Ironpaper's recent research, see: B2B marketing statistics page.

Research reports

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Ironpaper is a growth agency. We build marketing and sales programs for B2B companies. We improve how companies attract, convert, educate, and inspire ideal buyers.

We bring an integrated set of capabilities to accelerate growth.

Now Hiring- Account Lead

B2B Research & Insights

Vantage Point

Our outlook for 2023

B2B leaders are shifting priorities in 2023, which will have lasting effects throughout the year as the global economy wrestles with volatility.

Survey: 180 B2B Marketers on Impact in 2022.

Survey: 159 B2B Leaders on the importance of messaging & buyer positioning

What is the single biggest challenge with nurturing leads?

Successful lead generation strategies according to B2B decision-makers

Where U.S. B2B decision-makers reallocated their in-person event budget in March 2021

What changes are impacting your company’s ability to generate revenue?

What Challenges Do You Face as a People Manager? (Respondents could select up to three responses).

What is your companies commitment to evolving the marketing and sales process to incorporate advanced digital tools?

When you set goals with/for direct reports, what is the biggest challenge?

Largest challenges in nurturing leads according to B2B decision-makers

Successful lead generation strategies according to B2B decision-makers

Where U.S. B2B decision-makers reallocated their in-person event budget in March 2021

B2B decision-makers relying on in-person events to drive demand before March 2020

What changes are impacting your company’s ability to generate revenue?

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Only 8.2% of B2B Leaders Feel They Have Very Effective Messaging

Ironpaper - B2B Agency