The Ultimate Guide to B2B Marketing in 2022
The Ultimate Guide to B2B Marketing in 2022
We’re nearing the end of another year and like the ones before, businesses all around the world have registered healthy growth. We’re well past the slump resulting from the pandemic which means a business boom is just around the corner.
Every economic boom results in an influx of new players in the market which in turn raises the competition. In order to stay ahead of the competition, you need to improve the way you do your business, especially when it comes to Marketing.
The B2B sector is especially in need of new ideas to revamp the old ways of marketing if they wish to keep growing in the coming years.
The problem is that there are too many options to choose from and it gets overwhelming to decide on which options will ensure growth in terms of revenue and profits.
The good thing is that we studied all the trends and their potential benefits and have listed down the best ways in which you can win at B2B marketing in 2022.
Best B2B Marketing Strategies for 2022
1. Go Mobile First -
Image Courtesy – Broadband Search
As mobile devices have become more capable of handling business tasks over the years, a lot of business activities are now carried out using mobile devices.This means a lot less screen time for Desktops and growing screen time for mobile devices.
So marketing efforts have to make a gradual shift from desktop to mobile devices to ensure that ad viewership registers stable growth. This also means that you will have to create marketing content that is natively focused for viewing on mobile devices.
Image Courtesy – Mobile Marketing Watch
Ensuring these two points will help your business make significant gains in terms of competitiveness. Moreover, designing and running ads for mobile devices is relatively cost effective compared to desktop and traditional advertisements.
2. Adapting to Inside Sales -
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If the lowered operational costs were not convincing enough, the rise in productivity observed due to remote working made Work from Home a viable operating model. The technology made rapid progress to ensure remote working was as effective as working in offices.
This development resulted in around 70% of B2B buyers preferring remote or virtual interactionwith sales representatives. Gartner’s recent study even pointed out that this number will rise to 80% in the coming years.
Image Courtesy – Snov
3. Influencer Marketing -
Image Courtesy – Top Rank Blog
The influencer marketing sector isslated to grow from $9 Billion to $15 Billion in the next couple of years. The business world has realised the potential of Influencer Marketing and is planning to use it for growth if they’re not doing so already.
While advertisements are the mainstay of B2B Marketing, they have a big downside. You see, a lot of people in the industry have misused advertisements by making false claims and delivering short on those.
Image Courtesy – ExcitingIP
4. Leveraging Digital Channels for Lead Generation -
Image Courtesy – Digital Glue
With B2B buyers preferring virtual and remote interactions, the need for leveraging digital channels for lead generation is important. While there are significant advantages of using Digital channels for lead generation, they result in a fundamental shift in the manner of operation for the B2B businesses.
So instead of waiting for offline channels to dry out before shifting to digital channels you can plan and execute a transition from offline to digital channels to ensure you have enough time and resources to set up an effective digital lead generation function.
Image Courtesy – Valve and Meter
5. Client Centric Content Marketing -
Image Courtesy – Super Office
However, the B2B space gets Content Marketing slightly wrong, in terms of focus and delivery. B2B Content Marketing is more focused on just highlighting the capabilities of one’s offering and showcasing how they are better when pitted against those offered by their competitors.
Changing the approach of your B2B Content Marketing is necessary. It is necessary to showcase how well you understand the requirements of your B2B Clients and then showcase how you can fulfill those capably, with your offerings.
Image Courtesy – Opinion Stage
6. Take Content Marketing beyond Blogs -
Image Courtesy – Illumination Consulting
Mobile devices aren’t as natively good as Desktops when it comes to reading information rich blogs. So if you’re only going to resort to blogs for content marketing, you’ll be losing out on a lot of the potential of content marketing and mobile web traffic.
A video is a form of content and Video Marketing is an effective and powerful form of Marketing. Infographics are another powerful medium of imparting a lot of information effectively, in a concise manner.
Image Courtesy – DigitalAdBlog
7. Marketing Personalization -
Image Courtesy – BloomReach
To enable a higher degree of personalization in marketing communication, B2B Businesses can opt for an Account Based Marketing approach.
ABM enables you to gather relevant information about the key decision maker of potential client businesses and piece together a slew of personalized marketing communications to better engage with them and raise the chances of conversion.
Image Courtesy – Engage Bay
8. Email Marketing can be further improved -
Image Courtesy – Cognique
This perception about Email Marketing has made Marketers compliant and they no longer are trying to improve the effectiveness of efficiency of Email Marketing.
2022 is just around the corner and there are many ways in which Email Marketing can be improved. Utilizing Automation in Email Marketing is a big way in which you can improve your email marketing function.
Image Courtesy – Project Manager
Designing interactive emails, personalizing them, using the power of AI and most importantly optimizing emails for mobile devices are other ways to improve email marketing.
In fact, the use of mobile devices has resulted in the open rate of email rising by 40% So, if you focus on creating better email marketing campaigns for mobile devices, you can easily grow your revenue by many folds.
To conclude with
The competition within the B2B space is going to increase in the coming year. The only way to ensure growth and profits is if you stay ahead of the competition. Your Marketing function will be a key factor in determining how competitive you are.
Thus arises a need to improve your marketing function. If you have understood well the strategies mentioned in this blog, all you have to do now is to incorporate and implement them in your Digital Marketing Strategy.
The marketing world is marching forward and we hope you’re leading the charge!
Author – Yash Chawlani
Yash Chawlani is a Freelance Content Marketing Strategist who is known by his personal brand Merlin. He specializes in SEO and Social Media and helps B2B and SaaS companies out there with his top-notch content strategies. In his spare time, you can either find him in the gym or on the football field. Feel free to connect with him on LinkedIn.