Announcing AMP.23

In the fast-paced world of B2B marketing, staying ahead of the curve is essential. At April Six, we understand the importance of keeping abreast of the latest industry trends. That’s why we’re proud to announce the launch of April Six Marketing Pulse 2023 (AMP.23)—a comprehensive report designed to provide valuable insights for B2B marketers.

To create AMP 23, April Six surveyed over 100 senior marketers and external agency leaders across a global cross-selection of industries. By combining their insights with April Six’s subject matter expertise, AMP.23 presents a wealth of knowledge to drive marketing strategies forward.

In this blog, we’ll delve into five key findings of the report and explore how it can help marketers navigate the ever-evolving B2B marketing landscape. Along the way, we’ll touch on topics like generative AI, the continued rise of social media as a top marketing channel, stagnating marketing budgets, and more.

Key B2B marketing trend #1: Focus on the fundamentals

While new tactics and technologies may capture attention, AMP.23 reveals that understanding your audience, creating valuable content, and building relationships still comprise the bedrock of impactful B2B marketing. By honing these core aspects, marketers can establish a solid foundation for success.

Key B2B marketing trend #2: Embrace paid channels and innovation

Despite limited budgets, marketers are encouraged to explore paid channels and newer tactics. Taking calculated risks, running tests, and optimizing campaigns can lead to increased customer engagement and a competitive advantage. AMP.23 demonstrates that the courage to try new things can enable B2B marketers to overcome top challenges and achieve significant results.

Key B2B marketing trend #3: Social media’s reign continues

Social media remains a dominant force in B2B marketing. AMP.23 highlights that 92% of respondents plan to utilize social media as a marketing channel in 2023, with 36% increasing their spending on this platform due to its perceived higher return on investment (ROI).

Key B2B marketing trend #4: Growth is still within reach

On a positive note, AMP.23 reveals that 14.3% of respondents are increasing their marketing budgets for 2023. Even amidst cloudy macroeconomic conditions, opportunities for growth remain persistent. With so many marketers flocking to familiar channels and falling back on time-tested strategies, those who choose different tacks and embrace innovation may capture more attention—and, ultimately, more market share.

Key B2B marketing trend #5: Data-driven insights and personalization remain vital

To resonate with decision-makers and build credibility, B2B marketers should prioritize data-driven insights, emerging technologies like generative AI, and personalized or targeted approaches. AMP.23 underscores the importance of leveraging these strategies in partnership with agencies to deliver relevant and impactful messaging.

Defining B2B marketing in 2024—and beyond

AI-generated content, account-based marketing (ABM), social influencers, augmented reality (AR)—these are just a few of the emerging channels and tactics that will shape B2B marketing in the days to come. Check out AMP.23 now to explore our take on today’s leading trends—and prepare to embark toward the B2B marketing landscape of tomorrow.

Explore AMP.23 >

Grant Hutchinson
Creative Director, Copy & Content
grant.hutchinson@aprilsix.com