“The primary objective of marketing is to lead the B2B organization’s pursuit of identifying opportunities, design strategies, coordinate implementation, and ensure profitable revenue growth through an ongoing focus on delivering value to current and future customers and stakeholders.” This statement was shared by Laurie Wisdo, Vice President and Principal Analyst at Forrester. What do you think the primary purpose of marketing is?
Unfortunately, as a B2B marketer, achieving marketing goals is not always an easy task. It is essential to regularly explore trends and stay aware of current and future B2B trends. Fortunately, this article throws light upon the top five B2B marketing trends that can help you achieve key marketing goals and scale your company in 2022 and the years to come.
Read also: Consistency, focus and data are the keys to creating profitable marketing strategies in 2022
1. Rejection of third-party cookies and high demand for personalization
If you didn’t know already, third-party cookies are on the verge of extinction. Regardless of the ultimate death of third party cookies, personalized marketing is gaining more attention and demand in both B2B and B2C worlds. According to one source, 74 percent of buyers prefer businesses to offer personalized offers, and the demand for personalized marketing experiences continues to rise exponentially.
B2B marketers are under tremendous pressure to fulfill buyers’ demands, opening the door to alternatives that allow marketers to track, collect data, and even create comprehensive buyer profiles. Also, one worthwhile option is to practice unparalleled marketing strategies such as account-based marketing to create personalized campaigns, surveys aimed at segmenting audiences, and A/B testing to improve the engagement of potential customers and buyers.
2. Effective use of chatbots
Let’s accept the fact that most customers don’t want to wait and want instant answers to their queries. As human marketers, it can be challenging to provide 24/7 assistance to all clients. As a result, online chatbots have taken priority in recent years, and they continue to provide value to various businesses for several reasons.
Interestingly, one source stated that nearly 58 percent of B2B companies use chatbot systems for customer assistance purposes, and 34 percent of B2B executives claim to save their time and use it more productively in performing other tasks.
3. High Impact Voice Marketing
Roughly 10% of B2B companies in the US already use voice assistance and technology, and 22% plan to use it in the future.
What may come as a surprise is that voice marketing is no longer a proven marketing strategy only in the B2C world. Due to rapid technological advancement and increasing business demands, recently voice marketing has become a popular concept in the B2B scene. Simply put, voice marketing uses different channels to effectively reach the audience.
The two most popular and effective methods of voice marketing consist of podcast marketing and voice assistant marketing through the use of voice assistants such as Google Assistant and Amazon Alexa.
4. narrowness in neuromarketing
Neuromarketing can be described as a marketing technique focused on helping marketers understand the behavior of modern buyers. By taking a neuromarketing approach, brands can achieve their goal of revealing buyers’ needs, motives, and preferences.
From here, companies can take advantage of their customers’ intent to purchase their products as well as their behavior when visiting a particular website. Brands can also create patterns that enable them to identify their customers’ needs, preferences, goals and objectives. In turn, brands can stay ahead of their competitors in the crowded and ever-changing B2B environment.
5. Hybrid events appear
During the peak time of the Covid-19 pandemic in 2020, many B2B companies canceled or nearly held in-person events. As a result of these unexpected changes, many brands have incurred huge losses in terms of profit and knowledge sharing. In general, many view hybrid events as a modern B2B marketing approach that enables businesses to interact with their customers face-to-face and virtually. By 2022, 74% of marketers plan to adopt mixed events for their businesses.
All in all, change is the only constant even in the world of B2B marketing. It is now more important than ever for brands to adapt to various changes, stay aware of the latest B2B trends and technologies, and transform the way businesses are conducted. With these five B2B marketing trends, brands like yours can effectively reach your target audience, serve them in better and more personalized ways, and help you become a leader in 2022.
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