# Gabriel Kanev
> Source: https://gkanev.com/posts/my-marketing-predictions-for-2023/
> Machine-readable version - 2026-04-20

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- Search ESC Ten predictions for marketing in 2023. Buckle up.

AI-Driven Marketing Growth - Account-based, product-led marketing powered by AI will surge by at least 20%. Everyone will claim they were early.

- Analytics Over Research - Customer-centric marketers will spend excessive time analyzing dashboards rather than conducting actual market research. The map will be mistaken for the territory.

- Channel Obsession - More than half the industry’s efforts will go toward discovering the next trendy marketing channel. The current channels work fine; nobody wants to hear that.

- Brand Purpose Irrelevance - Customer purchasing decisions will remain disconnected from a brand’s stated values or mission. Shocking, I know.

- Category Creation Strategy - Desperate CMOs will continue pursuing “new category creation” as their go-to board-impressing tactic. Most categories don’t need creating.

- Legacy Channel Decline - TV, email, SMS, and blogs will slowly fade while remaining functional. Blogs especially - written off repeatedly, still here.

- VC Obsession - Journalists will disproportionately cover venture-backed startups over profitable small businesses. Revenue is boring; fundraising is news.

- Product Page Over Product - Marketers will refactor messaging instead of improving actual product differentiation. The copy will be better than the thing it describes.

- Rational Over Emotional - Emotional customer needs will be overlooked in favor of rational considerations. Spreadsheets don’t capture feelings.

- Demand Creation Myth - Marketers will persist in believing they “create demand” rather than connecting to existing customer desires. You’re not a wizard.

Most of these will age fine. I hope I’m wrong about at least three of them.

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