While using verbatim written content produced by these generators can trigger everything from plagiarism detectors to Google spam filters, marketers can choose to use a combination of AI and human content generation without sacrificing integrity.7
#7 Investing in brand-building
Perhaps drawing inspiration from campaigns during the 2008 recession, B2B companies have emphasized continued brand-building in 2023—developing customer loyalty by investing in:
Credible brand voices
Brand personas that consumers can easily identify with
Product and brand awareness throughout the market
It’s important to note that brand-building efforts in 2023 are primarily centered around authenticity and creativity—characteristics that attract customers and drive organic growth.8
#8 Emphasizing demand generation over lead generation
One organic marketing effort that’s continuing to play a role in 2023 B2B marketing strategies is an emphasis on demand generation over lead generation.9
Demand generation describes tactics that get consumers excited about a product or service, while
Lead generation involves collecting information from high-intent potential customers for vetting, targeting marketing efforts and other follow-up tactics
