3 Important Trends for 2023 That Are Actually Not New
It’s that time again: The time of year many companies put up blog posts evaluating trends for the upcoming year.
And, yes, it makes sense to keep up with what’s happening. And it’s smart to think ahead, act strategically, and disrupt the norm. And new tools are cool; many are even helpful, but sometimes it’s good to stick with the basics.
Think of it like fashion: Having some trendy pieces of clothing is fun, but it’s also good to consider the wardrobe staples that will endure throughout the years.
So in honor of 2023 trends, let’s focus on three things that are not new, but remain very valuable.
Focus on the customer
Who hasn’t been part of a conversation where the other person just talked about themselves? They didn’t ask you anything about yourself. They simply talked at you about what they had to offer.
Likewise, when businesses communicate, they often share what they’re good at, the newest tools or tricks, or what makes them different. Although differentiation is crucial to any company’s success, it means little to customers who don’t feel they’re being seen.
Thus: A trend that’s not trendy—focusing on the customer.
Customer experience plays a vital role in how people will interact with what you’re offering, if they’ll come back, and how they’ll refer you to other people.
At DemandLab, we refer to it as the marketing-led customer experience. It fosters the best possible customer experience by coordinating technology, data, and content to deliver brand-defining, personalized experiences throughout the customer journey.
Because customers expect more from their overall experience with you. Their expectations are only getting higher—and maybe they should be. Because we already have tools to meet them where they are.
For example, customers will not want to have to input information multiple times, or share it with numerous customer service people in a phone interaction, etc. It must be seamless. They want to feel heard. They want you to solve a problem they don’t even know they have yet.
Showing customers you’re paying attention to their needs helps improve their experience and support growth.
So what are the tools to support this?
Data and technologies, for one. Yes, those can be new and even trendy, but focusing on knowing and understanding your customers, what they need now, and what they may want in the future is an ongoing priority, no matter what.
And it’s not just about making one sale and considering yourself done. Instead, serve as a trusted advisor to your customers. Emphasize the post-sale support that can retain customers, grow their business, and advocate for what it is you’re selling.
Finally, it’s not about your offering; it’s about what the customer wants. How we engage customers may be new, and the trends may shift, but service should be the building blocks of your company’s “wardrobe.”
Quality
Focusing on quality will be as crucial for 2023 as it was for the years and years leading up to it.
However, you’ll need to pay to play, though. For example, Forrester’s 2022 B2B Marketing Survey revealed that over half (51%) of enterprise companies that grew annual revenue by over 20% in 2021 invested 6.1% to 9% in marketing. Conversely, only one-third of enterprise companies that were flat to declining in annual revenue invested in that range.
But we also know you’ll want to spend wisely, especially in times of uncertainty. So when we discuss quality, we mean applying that lens of quality to any endeavor you put money or effort toward and making sure there’s value for you and your customers.
- Consider creating quality content that engages customers, such as B2B adopting B2C concepts like user-generated content. And then go beyond deliverables such as whitepapers, ebooks, and webinars to think about interactive content like explainer videos or product demos. Because customers, whether B2B or B2C, are still people. People who want to see insightful, engaging content.
- Evaluate key technology which can help you serve customers, track revenue attribution, and streamline operations. Forrester reported that leaders across functions don’t want to slow down tech investments, with 67% reporting expected budget increases in technology. Tech can help you sharpen your audience targeting strategy and shift budgets to higher-yielding tactics with proven financial value, which improves customer experience and reduces costs.
Social responsibility
This shouldn’t be a trend since being a responsible corporate citizen is something organizations should strive for from the get-go. But customers do expect to hear from companies about how they intend to change the world for the better.
The numbers back this up. For example, PwC’s 2021 Consumer Intelligencer Survey found that consumers and employees expect companies to set ESG best practices proactively. 86% of employees said they prefer to work for companies with which their interests and values align, and 83% of consumers said companies should actively shape ESG best practices. McKinsey reported that inflows into sustainable funds rose from $5 billion in 2018 to more than $50 billion in 2020 and nearly $70 billion in 2021.
And here at DemandLab, we collectively established a Diversity, Equity, and Inclusion statement that reflects the voice of each of our team members and delivers on our promise of fair and equal service in all we do, personally and professionally.
While all this points toward an upward trend, we still wouldn’t call it new. More like continuing to assure quality and accountability.
The 2023 lineup
So, for 2023 we “predict” the following should remain top priorities: Strongly focusing on customer needs, doing better in the world, and upholding quality.
Getting the basics right and sticking to the fundamentals is a trend that never goes out of style. It might not have all the bells and whistles of the latest crazes, but there’s a reason excellence endures.