A global pandemic. Evolving buyer behavior. Stiffer competition. M&A’s galore. Sound familiar? After a few years of uncertainty, B2B telecom and IT companies are eager to grow in 2023. Yet, many are stuck and don’t know why. This webinar is for you if you’re experiencing… - A lack of a predictable 'growth engine' - Not enough sales opportunities - Poor ROI on marketing initiatives - Customer churn Leveraging 15+ years of helping MSPs, VARs, telecom carriers and agents, this webinar will cover 2023’s top 10 trends and best practices on how to: - Create a simple, effective growth strategy - Understand B2B telecom and IT buyer behavior - Drive sales and marketing ROI - Differentiate and stay ahead of your competition - Implement effective technologies to measure results This webinar was presented by Angela Leavitt, founder + CEO of Mojenta. Angela founded Mojenta (formerly known as Mojo Marketing) in 2010, a full-service marketing agency that has served more than 200 telecom and IT companies. An accomplished public speaker, Angela has been a regular presenter at ITExpo, COMPTEL, Channel Partners, and Cloud Partners conferences, as well as numerous corporate meetings and events. With 16 years of experience in sales and marketing, Angela creates targeted and effective marketing strategies for companies of all sizes in the B2B tech space, especially the telecom, IT, and cloud industries.

1. © 2023 Mojenta LLC. All Rights Reserved.
Top B2B
Marketing
Predictions
for 2023

2. Angela Leavitt, Founder & CEO of Mojenta
20
YEARS
of sales & marketing
200+
Telecom, IT and cloud
services companies
SPEAKERAT
Channel Partners, ITExpo, Cloud Communications
Alliance, Women in the Channel, CompTel,
MSPWorld

3. © 2023 Mojenta All Rights Reserved.
The B2B
Marketing
Agency
exclusively for
Telecom, IT,
Cloud, SaaS.

4. 2023 Trends and Predictions
© 2023 Mojenta LLC. All Rights Reserved.
Budget
Technology
Strategy
People
1
2
3
4

5. © 2023 Mojenta All Rights Reserved.
Budget Trends +
Predictions
1

6. Budget as a Percentage of Revenue

7. Resource Mix

8. Budget Allocations: Online vs. Offline

9. Budget Allocations

10. Budget Allocations

11. © 2023 Mojenta All Rights Reserved.
Strategy Trends +
Predictions
2

12. CMO Priorities

13. Gartner: B2B Buyer Behavior is Changing...Fast!

14. Gartner: B2B Buyer Behavior is Changing...Fast!

15. © 2023 Mojenta LLC. All Rights Reserved.
Virtually 100%
of buyers want to
self-serve part or all
of the buyer journey.
TrustRadius B2B Buying Disconnect
Research Report

16. © 2023 Mojenta LLC. All Rights Reserved.
71%
Willing to spend $50,000+
27%
Willing to spend $500,000+
in self-service model
McKinsey & Company

17. “Let us make
the purchase
ourselves.
We’ll let you
know when we
need you.”
- Your customer

19. Digital Self-Service in Action
Customers want to:
● See their pricing
● Experience your product on
their own terms
How?
● Free trial
● Tour
● Demo
● Videos
● Calculators

20. Purpose, value-driven, human brands
● How an organization intends to change the
world for the better.
● Buyers make decisions based on
environmental, social, and governance
(ESG) criteria.
● The best talent gravitates to companies
that live their values.
- 2023 B2B Marketing Survey

21. Influencers + Short Form Video
“Short-form video will see the most
growth in 2023.”
“Influencer marketing will evolve into a
common marketing tactic.”
- HubSpot

22. © 2023 Mojenta All Rights Reserved.
People Trends +
Predictions
3

23. Talent Acquisition
“Marketers will own the full
customer life cycle and widen
their use of B2B tactics.”
- Insider Intelligence
Digital Marketing Specialist
role is among the top 10 most
in-demand jobs.
- Simplilearn

24. © 2023 Mojenta All Rights Reserved.
Sales + Marketing
misalignment is costly.

25. © 2023 Mojenta LLC. All Rights Reserved.
of leads never
convert to sales
79%

26. © 2023 Mojenta LLC. All Rights Reserved.
Of the leads that get
passed to salespeople
are never contacted.
73%

27. © 2023 Mojenta All Rights Reserved.
The good news is...
Organizations with
good alignment...

28. © 2023 Mojenta LLC. All Rights Reserved.
faster three-year
profit growth
Achieve 27%

29. © 2023 Mojenta LLC. All Rights Reserved.
more deals.
Close 38%

30. © 2023 Mojenta LLC. All Rights Reserved.
higher revenue.
Achieved 208%

31. Is everyone on the same page?
Goals
Strategy & plan done together
● Revenue KPIs
○ Net new
○ Upsells
○ Retention
● Pipeline KPIs
○ 4x goal
○ Leads
○ Appointments

32. Is everyone on the same page?
Your story
● Ideal target audience & buyer personas
● Value proposition
● Pain points & problems you solve
Definitions
● Marketing qualified lead (MQL)
● Sales qualified lead (SQL)
● Opportunity
Strategies & Priorities
● Vertical markets?
● Client upsell campaigns?

33. Evaluate your processes for...
● Building brand awareness
● Lead generation
● Nurturing leads
● Marketing > sales handoff
● Sales > marketing handoff
● Follow up
Process Checklist
● Documented?
● Communicated?
● Who’s accountable? Expectations?

34. “As the buying journey
has become
fundamentally
changed to be more
digital and less linear,
it’s required marketing
and sales to work less
like a baton pass and
more like an
integrated soccer
team.”
- Jon Miller, co-founder,
Marketo

35. © 2023 Mojenta All Rights Reserved.
Technology Trends +
Predictions
4

36. AI
Are you offering a ‘Netflix
Experience’?
How marketers will use AI:
- Personalization
- Automation
- Improving customer
experience
- Content generation

37. Data Tracking + Analytics
Advantages:
- Reach target audience
- Create better marketing content
- Understand which marketing
strategies work best
- Increase ROI of marketing efforts
- Prove the value of their marketing

38. CRM + Marketing Automation Software
Marketing Automation Software
● HubSpot, Marketo, Pardot
● Incredible insights in behaviors
● Time intensive up front, saves hours later
Other tools
● SEMRush
● Zapier
● Calendar tools

39. Example 1: Digital campaign

40. Example 2: Website UX/UI Update

41. “We believe the
data-driven
marketer will
win in 2023.”
- HubSpot

42. Live Analysis Activity!
● Your URL
● Up to 3 competitor URLs
Get yours here!
https://info.mojenta.com/competitive-analysis

43. 2023 Trends and Predictions
© 2023 Mojenta LLC. All Rights Reserved.
Budget
Technology
Strategy
People
1
2
3
4

44. © 2023 Mojenta LLC. All Rights Reserved.
angela@mojenta.com @MyMojenta @MyMojenta

45. References
● https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report
● https://www.hubspot.com/hubfs/2022_State-of-Inbound-Marketing-Trends_V08122022.pdf
● https://www.linkedin.com/business/marketing/blog/trends-tips/8-predictions-about-b2b-marketing-in-2023
● https://www.salesforce.com/news/stories/state-of-marketing-for-2023/
● https://www.salesforceben.com/the-drip/salesforce-marketing-trends-for-2023/
● https://www.gartner.com/en/marketing/research/top-trends-and-predictions-for-the-future-of-marketing
● https://www.gartner.com/en/newsroom/press-releases/2022-12-05-gartner-identifies-top-trends-to-impact-cmos-in-2023
● https://www.marketingprofs.com/articles/2023/48549/b2b-marketing-trends-2023
● https://blog.hubspot.com/marketing/marketing-trends
● https://www.salesforce.com/resources/research-reports/state-of-marketing/
● https://www.insiderintelligence.com/content/5-predictions-b2b-marketing-2023
● https://www.forbes.com/sites/forrester/2022/09/13/3-trends-that-will-shape-b2b-cmos-2023-planning/?sh=49ef19b560f8
● https://www.forrester.com/blogs/b2b-buyers-and-digital-selling-part-1-self-service-plg-and-consumption-pricing/
● https://www.forrester.com/blogs/b2b-buyers-and-digital-selling-part-2-buyer-enablement-buying-signals-and-sales-transformation/
● https://www.linkedin.com/video/event/urn:li:ugcPost:6969932976612614144/
● https://www.trustradius.com/vendor-blog/2022-b2b-buying-disconnect-the-age-of-the-self-serve-buyer
● https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-b2b-sales-is-hybrid
● https://www.simplilearn.com/why-choose-a-career-in-digital-marketing-article#is_there_a_high_demand_for_digital_marketing_jobs
● https://influencermarketinghub.com/ai-marketing/
● https://www.engati.com/blog/8-ways-ai-will-change-the-future-of-marketing