Business to business marketing landscape is constantly changing and evolving. And even what works today may not be effective tomorrow; thus, as marketers or business owners, you must stay on top of the latest B2B marketing trends. To stay ahead of the competition and prepared for what’s to come, you need to know what emerging marketing trends will continue to gain traction in 2022 and beyond.
Here are the Top 11 Marketing Trends That Will Dominate The Following Many Years – Don’t Fall Behind!
Table of Contents
Top 11 B2B Marketing Trends for 2022
1. Artificial Intelligence
AI will become more human-like with time. In its best form, artificial intelligence (AI) looks like a virtual digital assistant that helps you with many tasks throughout your day, such as reminding you of upcoming events and taking care of other errands on your behalf.
AI’s rapid advancements in speech recognition, natural language processing, and machine learning may significantly impact marketing in 2022. With AI, you can provide better-targeted experiences to your customers. For example, Amazon has already created a product that predicts how likely people will buy an item based on their search history.
In addition, AI can make operations more manageable by automating previously tedious and time-consuming tasks. Many call centers use AI-based speech recognition technology to identify problems with calls more accurately than human agents. They are using their human resources to focus on addressing unusual cases.
2. Social Media Marketing
Social media marketing is another trend that will continue to grow in popularity in 2022. More and more businesses use various platforms to connect with their target audiences and build relationships. To stay ahead of the competition, it is essential to have a resilient social media presence and publish content that resonates with your prospects.
We’ve known that social media is a great platform to market your brand for a while. In 2021, 91.9% of marketers in the USA (from companies larger than 100 employees) used at least one social media platform to promote their business. It’s no wonder that more and more businesses are including social media in their marketing strategies, and these platforms must not be left unexplored. Hire digital marketing experts if you don’t have an in-house team. Considering how much growth we’ve seen already, there’s no doubt that social media marketing will only become more popular.
3. Content Marketing
In today’s content-rich marketing environment, it’s crucial to create strategic, engaging content. Text and images must work together to tell a story that resonates with your audience. Include a strong call-to-action at each step of your marketing process and use email automation tools to deliver a tailored experience based on customer responses. Hire SEO experts, create a list of relevant keywords for your industry, and incorporate them into your articles, blogs, and social media posts.
In an increasingly on-demand world, marketers must think creatively about what their audiences want most. For example, many people are ditching Facebook and Twitter in favor of platforms like Instagram and Snapchat. To stay ahead of your competition, consider creating content that fits each platform best. Also, keep an eye out for trending technologies such as chatbots and virtual reality (VR) and plan accordingly.
4. Account-Based Marketing
Another growing trend in the market, account-based marketing, focuses on targeting specific accounts that are more likely to convert into customers. This type of marketing can be very effective in helping businesses close more deals and grow their revenue.
Here are some of the top reasons why ABM is gaining popularity:
- Allows you to focus your resources on high-value accounts that are most likely to convert into sales
- Enables you to tailor your marketing message and approach to each account
- Helps you build relationships with key decision-makers at target accounts
- It provides valuable insights into customer behavior
- It delivers a higher ROI than other marketing strategies
ABM has been around for a long time, but not many marketers knew about it until lately. Its potential was realized when some marketers started employing this approach to reach their customers effectively.
5. Lead Nurturing
A trend here to stay, lead nurturing targets a smaller list of contacts who have demonstrated at least some level of interest in your product or service. Over time, you can nurture leads through drip campaigns, emails, and targeted content that align with their needs. By nurturing these leads, you can stay top of mind and increase the chances of converting them into customers.
Following are the advantages of including lead nurturing in your marketing strategy:
- less expensive than channels like cold calling or direct mail to reach similar people
- allows you as a B2B marketer to put your best foot forward from the beginning.
- Leads can be delivered to sales for conversion.
Usually, users determine if they want to engage with your brand within seconds of visiting your website—so having an attractive homepage and landing page is crucial! Using data-driven insights allows companies to pinpoint their ideal audiences and generate more leads faster by speaking directly to them at just the right time.
6. Data-Driven Marketing
We all know that data is valuable, and it helps us make critical business decisions. As marketers, you should be using data to drive your decision-making processes.
You may be surprised to know that some companies aren’t even capable of collecting customer and prospect data. They rely on more qualitative sources such as personal interactions or word-of-mouth.
But now, it’s easy to collect data from prospects without ever meeting them in person.
Emerging technologies like virtual reality (VR) and augmented reality (AR) provide unique opportunities for businesses to collect information about their customers. The data then can be used to create more personalized marketing strategies. If you’re not already leveraging these technologies in your marketing efforts, consider doing so soon because soon, these tools will become commonplace in marketing strategies.
With personalization, you can deliver your service with an experience unique to each person based on their preferences and behaviors. By 2025, as many as 25% of all enterprise applications are expected to be customized. Just because we’re talking about products and services doesn’t mean you should overlook how you present them. Instead, offer something unexpected to grab your customers’ attention and engagement.
And by personalization, we don’t mean you use your prospects’ names in every email and marketing piece you send out. Personalization is about offering content that speaks to a specific audience based on shared characteristics.
One of our favorite examples of personalization in action comes from an independent bookstore in San Francisco called Borderlands. Its online store sells a $55 activity book with puzzles and activities aimed at adults who love to read children’s books but have trouble finding appropriate reading material. By paying attention to customers’ needs and preferences, Borderlands has managed to differentiate itself from other booksellers and create an effective business model—which has helped generate over $1 million in sales since launching just three years ago.
8. Video Marketing
Video marketing is another marketing trend that is on the rise. Businesses use this marketing trend to engage their audiences and promote their products and services. Videos can be used in various ways, such as product demos, explainer videos, customer testimonials, and more.
Use video marketing to tell your story engagingly and memorably. In addition, videos can be shared across social media platforms, allowing you to reach a wider audience.
As this trend is growing popular, it is vital to keep up with the latest trends. Here are some of the top video types you can include in your strategy:
Interactive videos: Your clients can click on links, answer questions, or even make purchases.
Live videos: Answer your clients’ questions, provide valuable information, and even show them your products or services in action.
Explainer videos: These videos demonstrate how your products work and explain the benefits of using them.
Testimonial videos: Feature customers who have used your products or services and are happy with the results.
Product demonstration videos: Demonstration videos allow you to highlight the features and benefits of your products,
You can use these video types for marketing. By keeping up with the latest trends, you can ensure that your video marketing campaigns are effective and engaging.
9. Influencer Marketing
Influencer marketing is another marketing trend that is predicted to grow in popularity in 2022. This involves collaborating with influencers who have a large following on social media to promote your business.
Data shows that marketers who invest in influencer marketing generate an average of $6.85 in revenue per dollar spent. As a result, it’s not surprising that most businesses plan to increase their spending on influencer marketing in 2022.
Influencer marketing will gain more popularity with companies being more selective about whom they work with. Most marketers are still pushing their marketing to customers. But what if you could get influencers talking about your product or service?
First, they’re highly likely to engage with your offer and share it with their network of millions of followers. Second, these individuals are considered industry experts and people listen to them. You can partner with influencers by providing them with free products or a specific fee for promotion on social media or blogs.
There’s a slight risk in working with unknown individuals instead of well-known brands, but if you choose wisely, influencer marketing is one of the biggest emerging trends that can take you places within a couple of years!
10. Omnichannel Marketing
Omnichannel marketing is a marketing approach that uses a variety of channels to reach potential customers. A catch-all term, this emerging marketing term covers any business that uses an assortment of communication channels to engage with their customer. From social media platforms and email to phone calls and in-person appointments, omnichannel marketers are tailoring their messages to meet customers where they are.
Omnichannel marketing refers to a company’s ability to seamlessly offer its products and services across multiple channels, such as e-commerce, mobile, stores, etc. It also encompasses how companies holistically communicate with customers throughout their buying journey. In other words, if you don’t integrate your physical storefronts, website, and marketing efforts into one strategic plan — often referred to as converged retail — then you’re missing out on opportunities to provide prospects with an experience that enhances engagement and conversion.
11. Innovative Technology
Marketers will have to start thinking about some emerging tech trends to stay relevant. One of these is augmented reality, which is gaining traction in a few industries. Already, some brands have begun using AR in their marketing strategies and have seen results.
In a marketer’s world, technology is moving at light speed. It doesn’t matter if you’re thinking about how to boost your SEO or how to sell more of your product on social media – it’s tough to keep up with everything that’s going on. But new technologies tend to stick around, so focus on those that are well established and start with what works best in your company.
And while you’re doing that, never forget: technology can be a double-edged sword – even helpful tools can take time and money away from other areas of marketing such as content writing, influencer marketing, branding campaigns, or pay-per-click (PPC) advertising.
The emerging B2B marketing trends we explored in this post should help you determine which channels will be most valuable to your business and highlight what makes each unique. This is just a small sampling of all of these emerging trends, so make sure you do additional research. (Also, if we missed something, please let us know in the comment section!)
Each of these emerging marketing trends has potential value for your business if executed correctly, so ask yourself how it might fit into your strategy, budget, and timeframe. Don’t be afraid to experiment with a few different approaches or tactics—you can always decide which ones work best after trying them out.
Frequently Asked Questions
1. How can I get my business noticed?
The following business trends may help you get your business noticed:
- Use social media to get in front of your target audience. Platforms like LinkedIn offer excellent opportunities for marketers to connect with potential customers.
- Create valuable content that your target audience will find useful. This could be in the form of blog posts, e-books, white papers, or webinars.
- Make use of lead generation tools like quizzes and calculators to capture contact information from potential customers.
- Stay on top of emerging trends and keep your marketing strategies updated accordingly.
- Trends like account-based marketing and artificial intelligence are worth paying attention to.
- Use lead generation tools and techniques to capture the contact information of interested prospects.
- Be prepared to follow up with leads in a timely manner and provide additional value in order to convert them into customers.
2. How should you approach these emerging B2B marketing trends?
There are a few different ways to stay ahead of the curve when it comes to B2B marketing trends. First, make sure that you are closely monitoring your industry and the broader marketing landscape. Read trade publications, follow thought leaders on social media, and attend relevant conferences and events.
Second, take some time to experiment with new platforms and strategies – even if they seem risky in the beginning. Many times, the biggest innovations come from those who are willing to take a chance and try something new. Finally, don’t shy away from approaching an expert for help. Hire PPC experts if your business requires it. There are professionals who specialize in B2B marketing and can offer valuable insights into the latest trends.
3. What budget do I need to incorporate the latest B2B marketing trends in my strategy?
It depends on your goals and how much you’re willing to spend. Some of the latest B2B marketing trends, such as using video or working with influencers, can be quite expensive. Others, such as using social media or content marketing, are more affordable. The key is to choose the ones that will help you reach your targets most effectively.