13 Jan Ushering the Era of ‘B2B Marketing 2022’
“Customers have changed way faster than salespeople, especially in the B2B space. That’s a powerful acknowledgment. It means that we need to run faster because customers are needing us less and less every single day.”
—Alejandro Cabral, Kimberly-Clark Professional
The digital marketing landscape has always evolved at a lightening pace. But the unexpected tidal wave of Covid 19 pandemic that crippled the world over the past 2 years drastically changed how businesses operate. Consequently, companies have had to modify and sometimes completely turn around their B2B marketing strategies to keep up with the change. And the coming year will witness more such changes and will therefore require companies to continuously adapt and innovate to stay relevant for their B2B clientele.
Here are some important marketing trends outlined by industry experts and leaders that businesses can adopt into their B2B marketing strategy for sustainable growth in 2022.
1. Exit ABM, Enter ABX!
After Account-Based Marketing (ABM), the next wave will see Account-Based Experience (ABX). This holistic approach will entail sales, marketing, and customer teams to align and implement a personalized strategy using insights derived from customer data.
2. Perfecting Personalization
Every brand will need to have its own voice when speaking to its customers. This voice will need to resonate with the target audience and connect with them at a deeper level. Understanding brand personality, industry, and vertical, will determine choice of channel used—blog, podcasts, videos—as well as the tone of communication.
3. Visual Experiences with Video
According to the Cisco Annual Internet Report (2010 – 2023), video will account for 82% of all online traffic by 2022 . Also, as per a report by Missouri, US-based Abstrakt Marketing Group, 84% of users said that they are more likely to invest in a product or service after watching a video. Companies can use video assets like corporate videos, TV commercials, collateral video marketing, animated videos, long-form and short-form videos to increase sales.
4. Back to Live Events
Events are an integral part of B2B marketing. Despite the effect of the pandemic, events are going to resurface in a different and better avatar. Virtual events will continue to grow backed by their own unique advantages. The events will focus on better quality of audiences rather than higher number of audiences.
5. Breakthrough Communication Strategies
Advancing technology will necessitate the use of breakthrough means of communication between B2B customers. This will include using audio and image searches, marketing chatbots, Artificial Intelligence, and interactive e-mails to improve customer base and ROI. Innovative use of social media platforms like LinkedIn, Twitter, Facebook and Instagram will help engage at a deeper and more personal level.
Where Are We Headed?
In the year 2022 and beyond, the marketing space will evolve exponentially, and marketers will need to quickly unlearn past successes and adopt newer techniques, technologies and strategies. Companies will need to use AI to get more customer insights and create personalized digital campaigns with quality content. The latest B2B trends will need to be seamlessly adopted to increase customer engagement. Developing and retaining brand trust will become the key factor to stay ahead in the evolving B2B marketing landscape.
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