I’m thrilled to introduce our Trends for 2023, an annual series of thought leadership from G2’s research analysts highlighting the trends that will shape the landscape of B2B software in 2023. The team of analysts used G2’s unique data points when exploring themes and innovations they expect to see in the new year.
In our 2021 and 2022 trends, we highlighted the inherent need for companies to adapt rapidly to embrace digital transformation due to the new climate resulting from the COVID-19 pandemic. After two years of focusing on digital transformation and hybridization, businesses are settling into a new standard of work—building digital resilience due to a looming economic recession, which will impact all industries, including B2B software.
Companies will look at their technology spend more than ever before so they can focus on optimizing costs while remaining competitive. As a theme, companies may focus on resilience in 2023, as opposed to growth, and will have to make tough decisions around buying and utilizing software.
G2 research analysts examine how businesses can become digitally resilient
Digital resilience will play an outsized role in helping companies adapt to challenging marketing conditions in the upcoming year. The following predictions from G2 analysts can help companies navigate this new normal to make better business decisions while continuing to support customer needs.
Companies will prioritize fast return on investment (ROI) over long-term benefits when investing in DevSecOps tools in 2023. - Adam Crivello
Organizations will focus on proactive security and further invest in security awareness training tools. In addition, data clean room software will become widely adopted for secure sensitive data collaboration. - Amal Joby
The adoption of digital sales room software will continue to increase as companies shift towards a buyer-focused selling process to guide them through the complex experience of SaaS purchasing. - Blue Bowen
Virtual workplaces software will continue to gain traction as a one-stop solution for remote and hybrid teams, enabling companies to remain resilient as they shift away from required in-office work models. - Brianna Bajwa
ERP will regain its role as an essential software to support companies through difficult times due to the success of cloud ERP and the emergence of new types of software that emulate the ERP concept. - Gabriel Gheorghiu
Automation and customer loyalty will be the two primary drivers of digital resilience as businesses further embrace customer service functions as part of their sales and revenue departments. - Jeffrey Lin
Artificial intelligence (AI) will become even more prominent within writing assistant software to improve the writing experience for employees and make proofreading, plagiarism detection, and publishing easier. - Marina Schlosser
Many organizations will look to adopt test automation software in 2023 to help keep the software testing process moving, despite having fewer employees due to slowed hiring. - Michael Pigott
Companies that manage a procurement cycle will continue to build their own ecosystem of best-of-breed solutions rather than one end-to-end platform because of faster ROI and implementation times. - Nathan Calabrese
The prevalence of AI technology in design tools will allow for increased automation in the design process, leading designers to spend less time creating and more time reviewing and curating. - Priya Patel
With layoffs looming across tech, marketers must create space to shelter their companies from fallout while continuously hitting successful metrics. Marketers will utilize brand intelligence software to better assess the landscape and discover what resonates most with their audience. - Victoria Blackwell
Emily is Director, Market Research at G2. She earned her Bachelor of Science in business administration and Master's of Business Administration degree with a concentration in marketing and business analytics from the Georgia Institute of Technology. She's worked in various industries, including media consulting, information technology, employee wellness, and finance and accounting. She enjoys coaching and volunteering for Girls on the Run, attending concerts and music festivals, running half marathons, and hiking.