B2B marketing trends are constantly evolving. The changes reflect the behavior of the market. In the past year, most businesses have had to think of some of the most commonly used and popular practices in their marketing strategies to keep up with the shifts taking place in the global economy.
If you want to ensure that your B2B marketing strategy is ready for the changes 2022 will present, you need to know the latest trends. Keep reading to learn more about emerging trends you should be aware of.
Personalization has become an important part of B2B marketing in the past few years. Now that you can collect a lot of data about customers and leads, customers have higher expectations. Because of this, account-based marketing is a trend that will probably withstand the test of time and be a huge factor in 2022.
Spending Has Moved to a Mobile-First Strategy
In 2022, digital and mobile advertising will stay front and center for any B2B marketing effort. While this is happening, marketers are also adjusting to a more work-from-home reality.
It’s estimated that approximately 70% of B2B decision-makers and buyers prefer digital or remote interactions with the vendors they work with. It’s predicted that this number will increase by another 10% by the end of 2025. These buyers will likely better respond to the digital marketing strategies implemented.
Because of this, it is predicted that some marketers will move to a digital-first marketing approach. This new approach will prioritize mobile content and advertising over the more traditional offline strategies. This will likely include increased ad spending; however, the growth will be a bit slower than usual due to the residual effects caused by the health pandemic across the globe.
It’s also worth noting that the total number of millennials in decision-making roles has grown significantly. Also, most buyers now want a seller-free buying experience. Because of this, less personal and more direct approaches to marketing are likely to become more popular among most B2B marketers.
A Renewed Focus on Relationship Building
Anyone can send a text, host a Zoom meeting, or send off an email. However, building a relationship is important to ensure future interactions. Consider this – when is the last time you spent any amount of time with a B2B prospect to learn more about the business needs they have. This in-depth conversation is not only important but impactful.
New Lead Generation Methods
Generating new, quality leads is still a main goal of most B2B marketers. However, the way they are built and developed will be changed significantly in 2022 and throughout the coming decade.
The pandemic changed the way events were hosted. Even though some businesses moved to online events quickly, others canceled or delayed their planned events. Because of this, all marketers were forced to quickly adapt to the changes and realize that in-person events weren’t always a possibility for lead generation.
Now, social media is being used as a top lead-generation channel. Modern B2B marketers are using social advertisements to help generate leads that may have come from events in the past. The uncertainty factor in B2B marketing may also encourage this move to social media. If marketers are unwilling to commit to in-person interactions, they will likely look to other methods that don’t require as much commitment.
It’s also worth noting that social media marketing is changing. Most marketers are now interested in more personalized and targeted strategies. Some platforms even provide targeting tools that include fine levels of detail, which ensure niche content is provided to set audiences.
B2B Marketing Changes in 2022
As you can see from the information listed above, there are more than a few changes expected in the realm of B2B marketing for 2022. Knowing what these are and implementing new strategies will help ensure your business can continue competing and providing customers with what they need and want.
Guest Article by Kevin Gardner
Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA. He shares his knowledge and expertise not only with his clients but with his fellow bloggers and readers.