After the unprecedented worldwide COVID crisis shaking the world to its core, the world is ready to start afresh. The pandemic caused detriment in every possible way, and businesses were no exception.
With the advent of a new year, it is a good time to look back on the B2B marketing trends and strategies to forge novel ideas that will boost customer retention and lead generation this year.
None understands your business better than you. Content Marketers can give you valuable insights, but you have to decide how to sync those ideas with your marketing goals. However, some things are certain. Marketing and business will become more varied, inclusive, and responsive to real client requirements in the future.
The rapid development of technology has gravely impacted marketing. While marketers are depending on Artificial Intelligence and Data-Driven Marketing to understand consumers better, there is also a parallel growing need to make marketing more human again.
The trends strongly suggest that 2022 will focus more on the equilibrium of both- how to deploy technology to make marketing consumer-oriented, paying heed to their needs, and not just making them buy your products.
So, first thing first-
- Set up realistic goals for your company for the year.
- Come up with a strategic plan best suited for your business.
- Make sure you have got your essential resources covered.
- Decide your marketing budget judiciously.
A Quick Walkthrough:
- The marketing trends that will dominate the year will focus on Customer Intent, Digital Collaboration, and Content Visualization.
- Mobile Users are increasing every day, challenging marketers to use the platform to generate attention and engagement.
- The day of textbook marketing is over. Marketers must look for new ideas and opportunities to engage the audience in different landscapes.
Now we will usher you into 7 emerging B2B marketing trends that are going to bring a paradigm shift in the arena of marketing in the coming years.
Get Empowered with Data Intelligence
Technology has made life easier for everyone, then why not business? Looking for prospects has always been a challenge for business growth. But no more, Market Data Vendors and Database Providers have made prospecting easier than ever. With the right subscriptions, you can build your email list in seconds.
Data Intelligence provides you with more than just email lists. Know your prospects to the core with the power of data. Unlock your prospects’ affiliation details, firmographics, and technographics to devise the proper strategy. Data Intelligence in marketing has become essential to target the right set of people at the right moment.
Understand Your Prospects with Intent Marketing
The evolution of Intent Data has introduced a new dimension in B2B Marketing. Intent Data analyzes the digital footprints of your prospects and predicts their purchase intent. These analyses empower businesses to develop the right strategies for prospect conversion.
Intent Data Analysis reveals the data gap in your marketing strategy, helping you make your campaigns more personalized and customer friendly.
Instead of making people want what you offer, it shifts the focus to finding the people who already want it. With more B2B buying moving online, purchase intent signals allow marketers to gain data insights into businesses that are in-market for their solutions now.
Go Digital for Collaborations
The fear of COVID will stay for some time more, and so will the social distancing and hygiene norms. Although the importance of personal visits is never to be ignored in relationship building, but, in the changed scenario, it can not be put on hold due to any external reason.
In this era, businesses must go digital when it comes to relationship building and management. Virtual Events and Meetings are the new norms of collaboration. Welcome every opportunity to spend meaningful time with your audience to strengthen your relationship.
Storytelling and Content Visualization to March Forward
Recent marketing trends reveal a profuse likeliness towards story-driven content such as Podcast and video content. In simple words, Video Marketing is in. Amidst the busy lives of your prospects and customers, long-form content may often get ignored due to lack of time.
Short and medium-length podcasts and video content can easily catch the attention of your targeted audience resulting in better conversion.
There are loads of ways to come up with catchy videos within your budget.
Embrace Influencer, Affiliate, and Experiential Marketing
Influencer and Affiliate Marketing are now widely used in B2B Segments. Though these were previously considered more for B2C territory, but, in recent years, B2B sectors have adopted these marketing trends.
In today’s highly competitive market, it is of utmost necessity for you to stand out of the crowd to be ahead in the competition. Therefore, B2B companies have embraced B2C -like experiential marketing as well for their product walkthrough or customer experience.
Influencers can effectively drive trends towards your products and company with their thoughtful content and presentations. Professionals in the B2B industry value their colleagues’ thoughts and viewpoints, making influencer marketing extremely useful in the B2B space.
As B2B influencers gain a following through their expertise, the material generated from these partnerships is likely to have a longer life cycle than content generated by B2C influencers.
Similar to this, Affiliate Marketing experts understand the pulse of the consumers and create content proficiently. It would be wise to explore and invest in these areas to catch the attention and win the hearts of your audience with a touch of persuasion.
Voice Marketing to Make Your Campaigns Inclusive
With the growing popularity of Alexa and Google Home, we can easily imagine the newfound market of voice search.
From setting up everyday routines to getting directions, searching for new things on the internet, and playing favorite songs or movies, voice searches are becoming very popular among customers.
Particularly, this innovation is prevalent among Generation Z. One would be a fool to think this change is temporary. We believe Voice Marketing is a step toward the future.
With new inventions in the pipeline, voice marketing is going to be widely used to get customers’ attention quickly. Marketers see great opportunities in this tool, and so should you. Use the advanced technology with the right tools to drive traffic to your products.
Carpe Diem with Push Notifications Marketing
Push notifications bring a great marketing opportunity. Since mobile browsing is increasing every day, marketers are looking for new ways to utilize that.
Push notification marketing fits the role perfectly. The current trend shows that it is very uncommon for users to unsubscribe from Push notifications on their handset. Hence, this is a real opportunity to connect with your audience with catchy and creative content.
With a touch of technology, push notifications can be personalized as well. We believe that the growing market of Push notification marketing can be an alternative to the saturated market of email marketing.
A statutory warning is to keep the number of push notifications under 10 per day, not to push your customer away.
Conclusion- Grow Your Audience with Interactive Content
The year 2022 shows an apparent inclination towards interactive and engaging content. Research reveals that consumers prefer a conversational, friendly marketing tone with personalized content. Make your audience feel special and heard.
Nothing works better to increase consumer interactions and engagements than Interactive Content. Chatbots, social media, infographics, interesting quizzes & polls- leave no stone unturned in creating user-oriented content.
The time calls for consumer engagement. Increase Customers’ attention spans with interactive, story-driven content, encouraging them to interact more with your content and marketing materials, leading to your business success.