This eMarketer report outlines key B2B marketing trends for 2023 driven by younger, digital-first buyers. Millennial and Gen Z decision-makers expect B2C-like experiences, self-service options, and personalized content. Buying committees are larger, lengthening sales cycles. Marketers must streamline martech stacks, integrate across teams, and focus on complete, compliant data. Customer experience is rising in importance, with more investment in retention, loyalty, and advocacy. Marketers are expected to own the full customer lifecycle and apply B2C tactics to deepen engagement and build brand trust.

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