Top 7 Salesforce Marketing Trends for 2023 and Beyond
By Rahul Saini
Nov 22, 20227 min read
We survived the COVID-19 pandemic, and businesses across the globe moved toward a post-pandemic market recovery. However, the peace was short-lived, as we now stand on the cusp of another challenging economic downturn thanks to the ongoing Russia-Ukraine crisis.
As a result, marketers have a tough time as they have to do more with fewer resources, and the stakes have never been higher. For many companies, the first thought during a recession is to slash the marketing budget.
However, things might not be as dire as they seem. There are still optimistic marketers who look at any change as an opportunity and spend their valuable time and resources upgrading their technology stack. Salesforce messaging has been optimistic throughout, and marketers using the platform remain on the positive side of the spectrum amid the global changes.
Businesses are constantly investing in new business models and developing innovative product offerings. While Salesforce continues to stay positive, many renowned digital marketing experts share their concerns based on concrete economic factors.
So, what does the future hold for Salesforce users in 2023? Unfortunately, there is no definitive answer to that question. However, we can tell you some of the most prominent Salesforce marketing trends that will likely follow in the following year.
Salesforce Marketing Trends for 2023
Smart Budget Allocation
Companies won’t be investing in marketing as they once used to. Instead, they will be more conservative, and many organizations are already on track to reduce their marketing spending in the next 12 months. As a result, advertising, content marketing, technology acquisition, and account-based marketing (ABM) will be prominent areas of smart investment for B2B and B2C organizations.
Changes in Advertising Strategy
Advertising often takes up a considerable chunk of B2B and B2C marketing budgets. But as the advertising spend is likely to decrease in the following year, it will be interesting to see how businesses cope with the situation. For example, YouTube has already announced a 2% decrease in its revenue during its last earnings call, while Meta’s revenue per user has also decreased from $9.8 to $9.4.
As the marketing budgets shrink and demand decreases, advertising costs will also decrease to encourage brands to spend more on advertising campaigns. However, these trends will vary from industry to industry; for example, while real estate companies reduce their advertising spending, B2B SaaS companies will have stable spending. Moreover, as more companies adapt to a cookieless future, they will likely increase their budgets for acquiring new tools and technologies.
Personalization for Conversion
Spending money to gain more traffic is futile if the prospects don’t turn into paying customers. That is why B2B buyers are becoming averse to spending more on website traffic.
However, Salesforce users will tackle this problem by hitting softer conversion points in the funnel without requiring individuals to commit vast amounts of money in the process. Of course, it is more challenging in the B2C environment, but with Salesforce’s new Commerce Cloud developments, personalization will enable organizations to engage their customers better and deliver delightful experiences.
Extensible Orchestration and Integration
Every marketer dreams of getting maximum mileage out of their existing technology stack. Having robust integrations eliminates inefficiencies in the process and allows them to aggregate data from multiple sources in a swift manner.
Over the past two years, extensible orchestration has been at the forefront of Salesforce marketing specialists. Orchestration focuses on coordinating different elements of business into marketing efforts to get the desired results at a given time. It is supported by extensibility, designed to enable marketers to add new functionalities and capabilities to the process.
These features will come in handy in 2023 for Salesforce users in Marketing Cloud and Pardot. The prime focus of marketers will be on improving account engagement and managing different data sources to produce the best results without disrupting existing situations.
When Salesforce announced the arrival of the Salesforce genie at Dreamforce, it seemed a little far-fetched from being a Genie-dream for businesses. Whether it is a small or medium-sized enterprise or a multinational company, it is often tricky to retrofit marketing technologies into well-established architectures and company processes.
However, Marketing Cloud CDP (Genie) is now a part of the Marketing Cloud, and many companies are fitting it into their process to improve transactional purchases. In addition to that, Pardot will be rebranded to Marketing Cloud Account Engagement to bundle all the Salesforce marketing offerings onto a common platform.
According to the Salesforce “State of Marketing” report, 31% of markteres struggle to have an effective account-based marketing (ABM) strategy. Therefore, adopting retro-fitting CPD will be a trend in the following months.
Hiring Skilled Marketers
Technology alone cannot help a company become profitable. At the end of the day, transactions happen between people, and technology only simplifies a business' operational aspects.
Many Salesforce marketing leaders say it is harder to retain employees today compared to a couple of years ago. Combine that with a volatile job market, and you see organizations investing heavily in attracting new employees and retaining existing ones.
2023 will be the year when skilled Salesforce marketing specialists will be in high demand, with all the major organizations bidding to acquire their services.
Improved Marketing Collaboration
The COVID-19 pandemic has created a huge paradigm shift in how employees operate. Today, flexibility is the first request from employees, and this trend isn’t going away anytime soon.
Today, teams can collaborate while working remotely and majority of Salesforce marketing experts believe that the investment in collaboration platforms will now be a permanent fixture of a business.
On average, an organization uses four collaboration technologies, and platforms like Slack have shaped the new normal for marketers in 2022. In the past year, the Slack app for Marketing Cloud was a standard feature, and in 2023, Salesforce marketers should expect improved connectivity to foster collaboration within their organizations.
Know of any trends that we missed? Share your thoughts in the comments section below. If you want to learn more about how Salesforce cloud solutions can help your business, contact our experts today.
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