Marketing strategies for 2023

Whether your goals are to increase revenue or to get more leads, starting with a clear strategy can help map out a strong strategy for the new year and beyond. 
December 20, 2022

As we are approaching the new year it can be difficult to identify the most important marketing goals for your organisation. Hubspot recently did a survey with 500+ marketing leaders to find out what matters most to them. The top five goals that you should be focusing on based on the survey results are

Increasing revenue and sales:

A marketer's job is to impact a business' bottom line by attracting the right audiences and driving leads further down the pipeline for sales.

Gaurav Agarwal, Chief Growth Officer at ClickUp, says increasing revenue and driving sales is a top priority for his team for next year.

He says ‘As we embark on our 2023 planning, we do so with a renewed focus on efficiency and clear goals around our different self-serve and sales-assisted motions."

Next year is expected to be dominated by economic uncertainty, the shift to profitable growth [rather than growth at all costs] will only be accelerated — moving from a nice idea to a requirement.

To combat this challenge, Michelle Keene, Dropbox's Sr. Director of Global Marketing, offers five key principles for marketing leaders to follow: 

1. Move from a revenue-only goal to a revenue and cost-of-acquisition goal.

2. Find technology solutions that enable CAC measurement at the program level.

3. Evolve your marketing attribution models.

4. Deeply understand your target audiences and their needs to deliver the right messages at the right time.

5. Encourage ongoing deployment of hypothesis-driven experiments and optimizations. 

Improving sales and marketing alignment:

Ensuring your marketing team is strongly aligned with sales is a critical component of hitting and even exceeding revenue goals. In fact, organizations with tightly aligned sales and marketing teams are 6% more likely to exceed revenue goals.

This is why ​​19% of marketing executives say improving sales alignment is a top goal of theirs for 2023.

To foster better alignment, consider asking your sales and marketing teams to create your buyer personas together. Sales teams have unique insights into prospects since they speak with them on a daily basis. By partnering with sales teams, you're able to create a more comprehensive picture of your target persona — including specific challenges or pain points you might've missed in your marketing research.

Fostering relationships with your customers and increasing brand loyalty:

Customer experience matters more than ever because your happiest customers become the strongest marketers for your brand. Satisfied customer will share their positive experiences online and with friends and family. And people are most likely to trust recommendations from people they know.

Plus, according to an RRD survey of 1,000 consumers, 40% of consumers make purchases based on word-of-mouth recommendations.

All of which is to say: How your customers feel about your brand matters greatly for your bottom line — so it's vital you do everything you can to foster stronger relationships with them.

Finally, you'll want to make sure you create a strong online customer support experience. Among other best practices, consider investing in a CRM, offering omnichannel support via email, phone, online chat, or social media, and training your customer service reps to use customer interactions as opportunities to build brand loyalty.

Advertising your products or services:

Google's responsive ads feature, for instance, tests various headlines and descriptions and ultimately displays the combination that performs best with an intended audience.

Social media is another powerful option for advertising in 2023. To create a strong social media advertising strategy, you'll want to:

  • Research your buyer personas and audience.
  • Determine which social platforms you'll market on most effectively.
  • Establish your most important metrics and KPIs.
  • Get to know your competition.
  • Create unique and engaging content.
  • Organize a schedule for your posts.

Take a look at this post to learn more about how to create a strong social advertising strategy.

Improving customers' understanding of your products and services:

A full one-third of consumers prefer to learn about products by searching the internet, so to improve your customers' understanding of your products or services, you'll want to start with a strong SEO strategy. Creating product-relevant content can help your prospects get to know your products on a deeper level and help them succeed after they've purchased.

Additionally, a good SEO strategy can help you demonstrate what your product is to people who haven't heard of your brand before. Let's say you work for a video editing company. By writing content like "Why Video Marketing Matters" and "5 Ways to Create Higher-Quality Videos", your audience will begin to understand that your company is in the video industry.

Once readers have found value in your content, they'll explore your site further. This is where it's vital to have knowledge-based articles to help interested prospects fully understand all the unique features your product offers.

Social media is another good contender for developing an understanding of your products or services. 

To read the results, more tips in detail and other resources head to Hubspot by clicking the button below. If you need help with your marketing strategy for 2023, please feel free to contact us. 

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