We have seen in recent years that many B2B marketing trends are continuing to evolve, and this will be the case in 2022. Furthermore, the effect of B2C marketing on the B2B world will continue to be enormous.
So, what macroeconomic trends are most likely to have the greatest influence on businesses in the next year?
Here’s a look at four macro-level B2B marketing trends to keep an eye on in the next year.
1. Digital-First Strategy
Mobile and digital advertising will continue to play an increasingly important role in B2B marketing trends in 2022. Meanwhile, marketers are also adapting to the realities of working from a remote location. Around 70% of B2B buyers and decision-makers prefer to communicate with suppliers through the internet or via digital channels.
For many marketers, digital-first marketing means prioritizing mobile advertising and content above conventional offline and online techniques.
With more millennials in decision-making positions, more buyers desire a seller-free experience. As a consequence, the less personal and direct marketing may become more popular among B2B marketers.
2. Different lead generation channels
The generation of high-quality leads continues to be a primary priority for B2B marketers. They are anticipated to undergo dramatic transformations in 2022 and for the rest of the decade.
The pandemic had an influence on how events are hosted. While some firms shifted to online events and others opted to postpone or cancel their events, all marketers were forced to adjust fast to the fact that in-person events were no longer the only option to produce leads on a consistent basis.
B2B marketers are more often taking to social advertisements to generate leads that previously came from events. Uncertainty in B2B marketing may also be driving the pivot to social media. Marketers unwilling to commit fully to in-person interactions may instead look toward other methods requiring less commitment.
3. Omnichannel Experiences
An increasing number of businesses are adopting an omnichannel strategy to marketing and client service in response to digital acceleration and the expanding needs of the B2B buyer community.
Omnichannel marketing is a cross-channel, client-centric strategy used to provide an integrated and seamless client experience and enhance relationships across all possible channels and touchpoints.
B2B customers are increasingly anticipating brand and client experiences that are modeled after B2C experiences.
4. Innovation to Engage B2B Customers
In 2022, advanced technology will enable marketers to design more successful campaigns. Optimizing for new types of searches, including pictures and audio, may be crucial. Marketing chatbots and AI might help marketers reach more consumers and decrease waiting time.
In some cases, new technology and the focus on psychology may also mean the growing use of high-tech advertisements that generate interest and secure potential buyers’ attention.
Interactivity in emails can increase conversions and improve ROI — helping businesses get more out of their email campaigns. AMP emails, which enable marketers to provide app-like functionality inside a message, are one common method for delivering this interactivity.
What is likely to change in B2B marketing trends in the year 2022?
B2B marketing will certainly be affected by uncertainty and the digital revolution next year. Marketers are starting to use digital-first strategies, invest in social media, and use cutting-edge technologies like chatbots and interactive emails. This will help you reach more people and increase sales.
These new technologies and methods may help businesses adapt to a market that values digital channels and individualized content. To successfully reach their target consumers in 2022, marketers must be ready to adapt.
As we enter the new year, it’s important that you stay one step ahead – and not just of your competitors, but your customers, too. Use these 4 B2B marketing trends to kick start your growth engines and make 2022 a profitable growth year in your business.
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