Over the years, business-to-business (B2B) has evolved significantly. Impersonal cold calling has given way to highly engaging digital brand-building methods in the business world.
As trends continue to evolve, it’s clear that B2B brands should watch out for the latest B2B marketing trends to ensure their businesses will continue to grow and stay competitive in the coming years, such as influencer marketing and content marketing.
Apart from marketing trends, it’s a good idea to think about marketing attribution solutions as well, which you can learn more about in this full article.
Several new and old marketing trends will resurface this year to take digital marketing one step ahead. Here are several B2B marketing trends worth checking out this year:
Content marketing will continue to be a popular B2B marketing strategy for many years to come.
You’re unlikely to see results from publishing a few SEO blogs on your website if you want to ensure a good start in 2022.
You must personalize your content marketing campaigns and create high-quality content.
Producing a diverse range of content, such as infographics, eBooks, and research papers, to name a few, is the best way to make it happen.
Video marketing is more likely to take the front seat this year.
Among the different marketing trends, most of the online traffic will come from videos. With this in mind, don’t overlook the importance of videos in your marketing efforts.
Today’s businesses prioritize creating highly engaging video content to promote their services, such as testimonials, product tutorials, and behind-the-scenes videos, to name a few examples.
If you believe that video and visual marketing are the same, they have distinct differences you need to know.
Visual marketing is a broad term that encompasses all aspects of visual marketing that make use of stock photos, infographics, and other visual elements.
It’s all about video content when it comes to video marketing.
Visual marketing has a wider scope and focuses on the overall visual identity of your brand.
If you want to make use of visual marketing, B2B brands should make it a priority to focus on establishing an innovative visual presence by taking into consideration the following:
- Designing a website that’s pleasing to the eye
- Utilizing high-resolution stock images on your website
- Creating a company logo
- Using color psychology to select brand colors
Although marketing automation has been around for a while as a B2B marketing trend, consider it an essential one that you should accelerate this year.
Most B2B companies use multiple marketing channels, such as social media, email marketing, and content marketing.
The sales and marketing teams must constantly collaborate and work together. With this in mind, implementing the appropriate marketing tools is critical.
Implementing automation software can be an advantage since it helps save money and time.
Customer relationship management (CRM), social media marketing, and data management and integration programs are examples of marketing tools.
Although some no longer give importance to email marketing, it’s projected to increase this year. The current trend in email marketing is more personalized and targeted.
The previous approach of sending out a standard email to random people is no longer suitable. You’ll start sending personalized emails based on users’ intent and where they are in the sales funnel today.
In light of this, B2B companies should segment their email lists to create targeted email campaigns this year.
Social Media Marketing
Although social media marketing has always been in the limelight, it’s a marketing trend that B2B marketers should make the most of in 2022.
If you want to grow organically, using social media should be your priority.
Today’s social media platforms can help you build relationships with customers, identify pain points, and track your company’s growth.
When it comes to influencer marketing in B2B, it’s a collaboration with knowledge leaders.
Generally, specialists or experienced professionals are deployed to recommend a product or service.
There are also collaborations among industry leaders and brands, and the development of joint ventures.
In most cases, it’ll entail hosting a webinar or masterclass.
An alternative would be an online blog or magazine that makes the most of others’ networks.
Today, more B2B marketing companies now opt to place guest blogs, or utilize sponsored posts or interviews on an online authority website.
Account-Based Marketing (ABM)
Account-based marketing, also known as retention marketing, is expected to resurface among marketing trends in 2022.
The primary objective of this marketing tactic is to keep current customers rather than attract new ones.
Current customers are more likely to convert faster with this B2B marketing strategy, and you’ll use fewer resources to nurture them.
You don’t need to educate current customers about your business because they already know your products and working style.
Online traffic from mobile devices has steadily increased in recent years.
Because people of all ages do almost everything on their mobile devices, this is an audience you shouldn’t overlook.
It shows that people are more likely to use their mobile devices to search for products or services than their computers.
If you want to utilize mobile marketing, you should make the necessary changes and streamline your B2B marketing efforts for mobile devices.
When designing your website or creating digital advertisements, you should always keep mobile users in mind.
Consider taking advantage of popular B2B marketing trends in 2022 if you want to stand out.
Although you can choose from various options nowadays, these are some of the must-try choices.
Try out various marketing trends, but make it a priority to track the results regularly as trends change and evolve.
It’s the ideal approach so you can make the necessary adjustments to customize the ideal B2B marketing strategy that’s suitable for your business.