De 10 digital uitdagingen voor B2B organisaties in 2023, en de vragen die je je moet stellen
The top 10 digital challenges for b2b organizations in 2023, and the questions you have to ask yourself.
It's 2023! A year filled with digital challenges and developments that will keep you and us busy. We have compiled that list for you.
1. Data & Privacy: how much control does your organization have over its data?
There are a few data and privacy developments that will have an impact on (digital) practice: the cookieless world, the trend towards building your own data, the new EU privacy legislation that requires user data to be stored in the EU, and, very importantly, the fact that Google Universal Analytics 3 will expire this year.
In all cases, these are trends that will have a significant impact on organizations' digital policies. Which parties do you collaborate with, and where do they store user data? What alternatives to Google Universal Analytics are there for analyzing the use and performance of online channels? As marketers, how will we advertise in the future? Do we want ownership and control over the data generated by our channels as an organization? All of these are topics on which strategic decisions must be made now, and we at TRIMM are happy to provide advice.
2. The shift from sales to marketing; or the cooperation between marketing and sales?
We've known for a while that the DMU also includes a new generation of B2B buyers. The online orientation and preference to conduct extensive research on one's own has increased. And this alters the role of sales and marketing. Whereas marketing used to be responsible for working up to the "consideration" phase, that responsibility is now shifting to the advisory function just before the sale. Trends such as guided selling, in which the sales advisory function is digitally translated and the customer's self-sufficiency needs are met, are significant developments in this regard. As an example, consider DSM Materials Engineering's Material Advisor.
3. When translating the customer journey to digital channels, put the customer first.
It sounds so simple: my most important stakeholder in carrying out this project is the customer. But does this actually happen in practice? Is there analysis available to support the customer journey? Do we understand how our users interact with the present assets? Do we understand where we need to improve? Is our expression consistent with our brand, and how could we improve? What should you do? Consider CX leadership, CX architecture, and CX creation.
4. Cybersecurity: DDoS, Ransomware, Phising Sites and Bots
Cybersecurity is a topic that can no longer be overlooked. Creating and implementing a good policy to prevent attacks on infrastructure and sites, as well as the spread of malware and/or ransomware, is a hot topic these days in the boardroom. Best practices are frequently found in the intersection of Zero-Trust, Microsegmentation, and Web Application Firewalls. Although these topics are frequently driven by IT, marketing departments are increasingly discussing cybersecurity. Consider phishing and fake sites, which endanger the brand and reputation, or bots and scrapers, which attempt to obtain competitively sensitive information. Want to learn more about the bot management we created for Funda? Bas Greevink would like to share a cup of coffee.
5. The battle for digital talent: the added value of an agency
While the battle for talent is raging across all industries, many CxOs are focused on "digital" talent. Whether it's attracting new talent and developing a unique recruitment strategy, or retaining talent and developing a team with a digital mindset and the necessary skills. These are issues that will be even more prominent in 2023. Working with an agency can provide advantages in this battle, such as continuity if the team changes frequently, supplementing specific knowledge and experience, training and educating your own team, and flexibly scaling the deployment of your team.
Would you rather have your own team? Discuss HR analytics to proactively recruit and retain data-driven employees with Arnold Maskat.
6. Pivots: marketing plans that need to be adjusted quickly
In an economy with a lot of price uncertainty (energy, inflation, etc.), business strategies are becoming increasingly focused on agility. Marketing is frequently designated as the final item, or marketing is directed to work in scenarios with flexible budgets. Marketing plans must also be more agile, and the emphasis will shift even more toward results, such as ROAS (Return on Advertising Spend) and ROI (Return on Investment). By definition, digital marketing is more agile and easily measurable. TRIMM co - operates with its customers to create marketing dashboards that provide real-time insight into the ROI of a campaign. Which channels (mix) are currently performing well, where are the challenges, and how can we take action today to meet tomorrow's goals?
Do you want to get the most bang for your buck with your marketing budget? We are happy to explain how business intelligence can benefit marketing.
7. Starting and expanding account-based marketing
Account-based marketing is emerging for B2B organizations looking for high-value accounts, where sales cycles are long and the DMU is complex. Whereas traditional inbound marketing focuses on attracting a large number of visitors to your website and generating a large number of leads, Account Based Marketing flips the script. It's all about identifying the ideal customer profile, identifying specific target companies, and actively cultivating relationships with these organizations. We see a trend here: because there are so many interesting external data sources, the customer profile of the ideal customer is increasingly being determined using both internal and external data.
Account-based marketing can be used to process new customers as well as expand existing accounts. Although many organizations have already begun, we anticipate that by 2023, even more B2B organizations will incorporate account-based marketing into their activities.
8. Low-code: bridging the gap between IT and business
Low-code platforms will continue to gain traction in 2023. Low-code platforms allow non-technical users to create custom digital applications through a visual interface, reducing or eliminating the need for coding. Furthermore, low-code platforms are simple to integrate with other systems and applications, allowing businesses to automate various business processes and build diverse applications to supplement their existing digital landscape and packages such as ERPs and CRMs.
Low-code bridges the gap between IT and business by allowing the business to participate directly in the development process, relieving IT. This enables businesses to validate ideas and concepts in the market faster, in less time, and with lower capital expenditure, allowing them to focus on growth and innovation rather than risk management. At TRIMM, we combine the speed and effectiveness of low-code with a user interface that matches the user's needs as well as your organization's branding and digital landscape.
9. European Accessibility Act
Companies must also follow accessibility guidelines as of June 28, 2025. The European Accessibility Act (EAA) takes effect then. Whereas currently only the government is required to comply, this will soon apply to all organizations with more than ten employees. Although it appears to be a long way off now, it is critical to consider in 2023. Especially since the average lifespan of a website or app is 3-5 years. Will you be developing a new application next year? Inquire with your web development partner about how this will be handled during the process. Retrofitting will be much more expensive.
10. Branding & design
In 2023 brands will be about humanity and authenticity, even online. Many companies are returning to low-fi and handmade designs to boost brand trust, and they are also vocal about their brand values. Brand activism is a new trend in which companies speak out about social issues. One of the trends in which brands are expressing and distinguishing themselves is the reduction of the "digital divide": how do we ensure that everyone has equal access to the internet? Do you want to learn more about what Trimm can offer in this regard? Then please feel free to contact Adam Butler.