In addition to the Covid-19 pandemic, there is now recessionary talk taking place, and there are varying opinions on economic stability and how everything is going to unfold. Factor in high interest rates and talk of real estate bubbles, and there’s plenty for B2B marketers to be wary of financially as they attempt to grow their businesses and generate new sales opportunities.

When facing a wobbly economy, I believe the single most important thing that businesses can do is focus on client retention. And that starts with communications, digital marketing and a focus on customer success initiatives.

In 2020, Gartner forecast that “by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.” In 2023, I believe that identifying the right marketing channels and areas to devote resources and spending will be more critical. These are some of the areas that I anticipate seeing a greater focus on in the year ahead:

Customer success could gain greater traction.
One marketing trend that has gained critical importance over the past several years is an increased emphasis on customer success and prioritizing retention. Strengthening and further developing existing client relationships—as opposed to always seeking out new customers—can lead to business growth.

Read more: Digital Marketing Trends To Watch In 2023 During An Unpredictable Economy