A year in review by blog – The most popular articles of 2023

Article - General
By Verena Fiebelmann|7th December 2023

Well, no one can say that 2023 was a slow year. We’ve published regular insights throughout the year, tracking the pulse of senior marketing leaders, exploring their challenges, priorities, budget allocations, and unravelling the debate as to which delivers the greatest ROI – digital vs. in-person events.

This year has been dominated by some key themes shaping the marketing landscape. Human connections took center stage through events – signalling a trend set to continue in 2024 – where events are primed to play a pivotal role in delivering pipeline. Content surfaced as both a pleasure and pain point, and – you’ve guessed it – we revealed a marked reduction in global marketing budgets.

These shifts have changed the events and tech sectors over the last year, and it’s no surprise to find them featuring heavily in our top 5 most-read posts of 2023.

Countdown to the top 5 most-read articles of 2023:

5. In April, we explored the top challenges facing senior marketing executives across North America and Europe in a two-part blog. Data complexities (27% in North America, 24% in Europe), content creation, and harmonizing brand image, brand purpose, and brand messaging.
Link: Top Challenges Facing Senior Marketing Executives – Part 1

4. February brought attention to Gen Z, described as the new disruptors poised to reshape the future of work. Comprising 32% of the global population, this article outlined five things employers must do to attract and retain this workforce.

Link: The New Changemakers: How Gen Z is Transforming the Future of Work

3. In April, fresh data gleaned directly from our CMO Digital Summit uncovered CMOs top priorities. Brand strategy development (37%), enhanced brand engagement (32%), and streamlined content creation (28%) took precedence.

Link: Top 3 Priorities for CMOs in 2023

2. March marked a significant revelation, showcasing a record low in marketing budgets. With an overall decrease of up to 23%, CMOs were challenged to do more with less, all while grappling with a range of uncontrollable realities.

Link: The Shift in Marketing Focus

1. The most popular GDS article of the year? Cue the drum roll… a look into the ROI of digital, physical, and blended event strategies. A notable trend that has continued throughout 2023 and, as our annual survey revealed, a staggering 93.1% of senior sales and marketing leaders are directing their budget allocations toward events in their 2024 strategies.

Link: Digital + in-person event experiences: Which boosts the best B2B business growth?

As 2023 draws to a close, these impactful insights offer a swift, yet comprehensive tour of the year! Join us as we embrace the opportunities and challenges that await in the ever-evolving realm of marketing.

Until then, see you on the other side!

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