Predictions for B2B advertising in H2 2023?

In the ever-evolving world of B2B marketing, staying ahead of the curve is not just an aspiration but a necessity. Two recent articles, “B2B Digital Ad Spend Forecast for 2023” and “More Than 50% of B2B Marketers Report Bigger Budgets,” provide valuable insights into the changing landscape of B2B marketing budgets and where these investments are headed.


  1. Budget Boost: Over 50% of B2B marketers are experiencing budget increases, providing opportunities for strategic resource allocation. A larger budget can open up new opportunities for reaching and engaging with your target audience effectively.
  2. Digital Dominance: B2B digital ad spend is set to surpass traditional advertising this year. Companies are investing in digital advertising strategies that focus on paid search, mobile optimization, and video content.
  3. Mobile Matters: With the increasing use of mobile devices for business-related activities, optimising digital ads for mobile platforms is essential to reach decision-makers on the go. Ensuring digital ad campaigns are mobile-friendly and responsive to capture the attention of busy professionals who rely on their smartphones and tablets.
  4. Video’s Rise: Video advertising is gaining traction in the B2B realm. Engaging video content can convey complex messages in a digestible format.  Companies are incorporating video into their content strategy. Whether it’s product demos, explainer videos, or thought leadership content, video can help connect with audiences in a compelling way.


Actionable Steps for B2B Marketers:

  • Digital Diversification: Explore various digital advertising channels to diversify your reach. Invest in platforms that align with your target audience’s preferences and behaviour.
  • Mobile Optimisation: Prioritize mobile-friendly ad formats and landing pages to cater to professionals who rely on mobile devices for work-related activities.
  • Content-Centric Approach: Develop engaging and informative content that resonates with your B2B audience. Consider creating video content to capitalize on the growing trend in video advertising.
  • Data-Driven Decision-Making: Leverage data analytics to monitor the performance of your digital ad campaigns. Use insights to refine your strategy and allocate budget effectively.


In conclusion, the future of B2B digital advertising is bright, with budgets on the rise and a shift toward digital dominance. Embrace the changing dynamics, allocate your resources strategically, and watch your B2B marketing efforts flourish.