B2B Reads: Leveraging employee generated social content, how to really change, 2023 marketing budgets and MORE


In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

How Companies Can Leverage Employee-Generated Social Media Content by Sarah Goodall
Employee-generated content is an opportunity, not a liability and shares five steps to encourage your employees to create content.

Top 5 social media trends for 2023 BY Zarnaz Arlia
While the marketing landscape is full of uncertainties, there are social media trends marketers can count on during the next 12 months – all based on consumer expectations, social engagement with younger demographics and current KPIs driving brand success. As we near 2023, we predict the following five trends are most likely to impact social media marketers.

Why Do You Want to Lead? By Bob Vanourek and Gregg Vanourek
Knowing why you want to lead is essential. If your motive to lead is selfish, you’ll fail. Your ego is a leadership toxin.

‘Emotions’ don’t drive B2B purchase decisions, this does By Scott Gillum 
B2B buyers are people who have emotions and feelings with unique personalities. Those personalities drive behaviors and an “early adopter” is a personality type that can be targeted. The messaging now – buy new technology to learn and grow, and by doing so, it might make you feel innovative and ahead of the crowd. Use the insight from this new research and you may also share that feeling.

Leaders who elevate diverse employees create psychological safety by Nicola F. De Paul, PHD
Geared toward healthcare, but applicable to all verticals.  When we create a safer and more supportive environment for our lowest-power employees, we create an environment where all employees thrive. And we create a safer environment for patient care. Everyone wins, and we create a resilient system that is a pleasure for health care leaders and our diverse employees to work in.

Want to change? Change how you see yourself By Naphtali Hoff
If you want to create sustainable change in behavior, you must start by shifting how you see yourself. Once you’ve embraced a new identity, each action you perform will be driven by a fundamental belief that your goal is possible, and your results will improve dramatically.

Where Marketers Plan To Spend Budgets Across Advertising, Marketing In 2023 by Laurie Sullivan
More marketers participating in a recent survey from NP Digital plan to increase rather than decrease advertising and marketing budgets in 2023. The study includes business-to-consumer (B2C) and business-to-business (B2B).  Read on to see how and where.

CMO Year-End Check-In—Execs Discuss Gen Zalpha, The Economy, In-House Agencies and the Tiwtter “Hellscape” By Jon Springer.
Execs from Nissan, JPMorgan Chase, Kraft Heinz, Macy’s, the L.A. Clippers and other major brands on the biggest marketing trends heading into the new year

How to Keep Your Customer Success Teams Organized and Prepared Throughout the Holiday Season By Hila Levy-Loya
The holidays can be a challenge, but if you and your team are prepared before, during and after the season, they can also be a tremendous opportunity to delight both customers and staff. So, use these tips to set your team up for success this year