In the B2B industry, there are a variety of marketing trends that marketers need to keep up with. Many B2B marketers have been shifting their focus from content development and distribution to personalization. This is because customers now want more personalized experiences on websites and social media channels.
To achieve this level of personalization, many B2B companies have started investing heavily into customer data mining tools, such as CRM software and predictive analytics technologies like AI-guided selling tools, AI-powered chatbots, or virtual assistants.
Marketing is a constantly evolving field, and a B2B marketing agency should be aware of these changes. You can’t afford to ignore any trends in the industry as they happen because it could mean losing out on business and revenue opportunities.
This article will identify the trends B2B Marketing Agencies should accept by 2022.
1. Planning for Hybrid Events in 2022:
More and more B2B events are incorporating a hybrid format that combines traditional in-person meetings with online participation. This trend is likely to continue as companies seek ways to reduce costs while still providing an engaging experience for participants. B2B marketers need to be prepared for this type of event, which will require a different kind of planning and execution. Banners, promotional giveaways, and sponsorships are all traditional B2B marketing tactics that may not be as effective in a hybrid event. B2B agencies should invest time into researching the best way to create an engaging online experience for participants while still promoting their brand at these events.
One of the biggest challenges B2B marketers face is measuring effectiveness. It’s difficult to know how well social media posts or email campaigns are resonating with customers without any metrics. To improve this situation, more companies will likely turn to AI-powered analytics tools that can provide personalized recommendations based on what they’ve learned about each individual customer over time.
2. Intent-Based Content Marketing for B2B business:
Another marketing trend B2B marketers should invest in is intent-based content. A new generation of B2B buyers are making purchasing decisions based on what they find online rather than through traditional methods like opinion leaders or referrals, which means B2B companies need to be better prepared for this shift.
Intent-based B2B content marketing entails creating more detailed buyer personas and mapping out the customer journey from top to bottom using tools like user journeys and storymaps. Companies can then use these insights to develop more effective landing pages that resonate with potential customers at each stage of the buying process while also providing relevant information about their products or services.
3. Create Engaging Virtual Events:
Virtual events are B-to-B marketing trends that should be embraced by marketers. They’re a great alternative to physical conferences and trade shows because they can bring people together from all over the country or even internationally for interactive sessions, live video chats, panel discussions, presentations, Q&As with speakers, etc. B2B agencies should start investing in tools that have the ability to host virtual events on demand at any time of day.
Virtual events also allow attendees to submit questions or share feedback during sessions which makes them ideal for customer engagement initiatives too! B2B companies who embrace this trend will likely outpace those who don’t, as more businesses realize how valuable it is to connect online.
4. Need to Invest in Video Marketing:
By the end of 2021, Cisco predicts that video will account for 80 percent of all internet traffic. B2B buyers are 64 percent more likely to watch a product video than any other type of buyer. And, according to Vidyard, businesses that use video grow their revenue 49 percent faster than those that don’t.
That’s why it’s important for B2B companies to start creating videos that showcase their products and services. Videos can be used on websites, social media platforms, email campaigns, and even as part of live events or webinars. They’re an extremely effective way to connect with potential customers and help them understand how your products can solve their pain points.
5. Influencer Marketing:
B2B marketers should continue to invest in influencer marketing. B2B consumers are 64 percent more likely to trust an online review than any other type of buyer, which means influential people can have a significant impact on purchase decisions if they recommend your product or service. B2B agencies need to find the right way to approach potential brand ambassadors and work with them for effective content promotion that boosts SEO rankings as well.
Influencer marketing works in a way that’s very similar to word-of-mouth marketing. When people see an influential person endorsing a product or service, they’re more likely to trust that recommendation and consider the product themselves. This is why B2B marketers need to focus on building relationships with key individuals in the industry who have the ability to reach their target market.
6. Marketing Alignment in Automation:
Many B2B marketers feel overwhelmed by the amount of data they have to sift through when it comes to marketing. The process can be extremely time-consuming and daunting, which is why B2B companies need to focus on automation tools that make their lives easier.
In order for B-to-B companies to stay competitive, growth hacking strategies will play a huge role in increasing sales revenue while also streamlining processes like lead generation, content distribution, social media management, customer relationship management (CRM), email marketing campaigns, etc. Marketing alignment in automation will help B2B businesses save both time and money as well as increase productivity, so everyone wins!
Most importantly, B2B companies should focus on creating a positive customer experience. This is the key to success in any industry, but it’s especially important for businesses that are selling to other businesses. Creating an exceptional customer experience requires understanding what customers want and need as well as providing solutions that exceed their expectations.
7. Using Location-based Marketing for B2B Business:
In 2022, B-to-B marketers will need to start using location-based marketing to connect with buyers. This involves targeting potential customers with ads and content based on their current location.
For example, if you’re a B2B company that sells office supplies, you might want to target people who are walking near your store or driving in the area. You can do this by using geotargeting tools like Google AdWords and Facebook Ads. Geotargeting allows you to reach out to people who are most likely interested in your products and services, which makes it a very effective way to market to B-to-B buyers.
Location-based marketing is especially useful for brick and mortar businesses that want to connect with potential customers who are in the area. It’s also a great way to promote events and special offers, which can help you attract more people to your store or business.
8. Make Social Media Marketing Strategy for B2B:
The B2B industry spends about $20 billion annually on social media marketing strategies, but only one percent of that goes towards paid advertising. This is an area where B2B marketers need to focus their efforts in the coming years.
Social media platforms are a great way for B2B companies to build relationships with potential customers and educate them about their products or services without being too salesy. Social media has become so popular because it allows users to interact with each other while also consuming relevant content at the same time.
Since most B2B buyers start out researching different brands online before they decide which product or service will work best for them, engaging on social media can help you win new customers.
Conclusion
In 2022, as a B2B marketing agency, you will need to focus on automation, growth hacking, customer experience, and location-based marketing in order to be successful. You will also need to make social media a key part of their overall marketing strategy. If you’re not prepared for these changes, your business could fall behind the competition.
Author Bio:
Chad Holland
Passionate about helping businesses achieve their potential through Growth Marketing, Chad is a data-driven digital marketer with years of experience helping small, medium, and enterprise companies across multiple industries and verticals grow and scale. “Value-based growth marketing strategies that also provide sales enablement is the key to growing any B2B business in the modern digital world.”
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