As the B2B marketing landscape continues to evolve, the B2B marketers must keep track of the latest trends that will enable them to refine their strategies and prioritize the most impactful aspects of marketing.
In recent years, the transformation in B2B marketing has been unprecedented. B2B marketers have been forced to seek out better unique content and elevate the customer experience while operating on a strained budget in 2020 and in the first of 2021. While the challenges of B2B marketing aren’t just going to go away anytime soon, its overall purpose has considerably shifted.
Today, B2B organizations are on a quest to identify opportunities, create efficient strategies and orchestrate execution to ensure profitable revenue growth via delivering value to existing customers and stakeholders. The focus has shifted from brand stewardship, sales support, and lead generation, indicating the marketplace’s transformation in recent years.
As B2B organizations continue to advance towards customer-centricity, B2B marketers will need to keep an eye on the marketing transformation happening. This will allow them to improve their strategies and prioritize the aspects that will make the most impact. Here are the three B2B marketing transformation trends marketers should watch out for in 2022:
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Fragmented revenue marketing
The last two years have shown that there’s a delayed response to the fact that buyers do not become less digitally self-directed when they become customers. They still invest their time in researching their decisions about staying, expanding, extending and renewing. Now, the demand teams have advanced towards the entire life cycle. This is leading to organizations unifying lead generation and customer marketing teams into a unified revenue marketing team that embraces the total customer lifecycle. This new approach will leverage ABM as well as other digital marketing strategies to engage with prospects and customers at every stage of the purchase and post-purchase process.
CMOs critical role in partner experience
Most B2B buyers turn to channel partners for planning, buying and deploying complex products. This has caught the attention of CMOs and the crucial role these partners play in the B2B buying process leading to a change in the mindset. They are beginning to think more strategically about their partners, who they recruit, target and how they can best retain them. Thus, in 2022, CMOs will increase their emphasis on providing partners with a great experience, making the relationship seamless as well as frictionless for them.
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Personalized engagement will continue to fail to meet ROI goals
Even after investing significant amounts of resources to deliver personalized messages and experiences, B2B marketers are still not able to reap the benefits. While understanding the industry of the buyer is helpful, it is still not enough. They should understand the problem they are trying to address, where they are in the customers’ buying journey and how they can help them manage it. While knowing this can help B2B marketers address the issue of personalized engagement, B2B marketers still have a long way to go to perfect their segmentation strategies, customer-centricity, and journey analysis. Until they have insightful and actionable empathy for their customers, B2B marketers will continue to fail without empathy for unique individuals, and personalization strategies will continue to miss the mark.
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