Creating a marketing budget is one of the most crucial and sometimes the most challenging responsibilities. A marketing program’s success or failure may be determined by how marketers use each dollar of their limited budget, which is for marketing purposes.
A “serve, not sell” philosophy was adopted by marketers in 2020’s B2B marketing strategy while dealing with leads. This required modifying their primary messaging and utilizing empathy to create bonds with customers and move prospects through the sales process. Therefore, by 2021, brands have completely, if not a sizable portion, restructured their B2B marketing approach.
Here are three innovative marketing concepts marketers should pursue in 2022 and beyond as marketing techniques and technology continue to advance.
Also Read: Why Building a Brand is Worth the Grind
Using Artificial Intelligence (AI) to increase productivity
The marketing personnel won’t be replaced by AI software. However, by cutting off the hours spent on repetitive chores, it will increase productivity. AI solutions may eliminate the tedious hours that marketers would previously spend on carrying out repetitive and easy operations, whether it be transcribing an interview, sorting through data, or sending an automated email.
When sifting through data, AI systems also produce extremely few or no mistakes. Due to AI’s limitations, this can free up time and enable the marketing team to concentrate on more crucial jobs and call for a human connection and creative flair.
It’s important to remember that AI shouldn’t be depended on exclusively because it is susceptible to mistakes and lacks human sensitivity and inventiveness. Therefore, a human touch is required while doing tasks like producing content or developing assets.
For senior leaders, personal brand development
It comes as no surprise that, on average, employee social media profiles have more followers than those of their employers. This is particularly true for startups, as the founders frequently invest more time in developing their own personal brands than those of their businesses.
Indeed, people trust other individuals more than they believe in brands, which is the primary driver of the rise in personal branding. In order to succeed, one must concentrate on developing their own brand, whether they are a member of a startup or a large, international organization.
Instead of cold calling and providing content with a hard sell, marketers who are creating their own brands should focus more on interacting with their audience.
According to the 11th Annual B2B Content Marketing by Content Marketing Institute, LinkedIn is the most popular B2B social media site. In fact, LinkedIn is used by 96% of B2B marketers to promote their own brands. Personal branding is an investment that pays off since it enables them to develop sincere relationships with potential customers.
Putting funds into a content marketing plan
Today, knowing and serving the target customer is more critical in B2B marketing than outright selling. Marketers may generate prospects and move leads through the sales funnel more quickly by developing a content marketing strategy and positioning themselves as industry thought leaders.
Here are four crucial considerations for marketers, regardless of whether they are looking to hire a content marketing agency or develop an internal content strategy: the brand message and target audience, Search Engine Optimization (SEO), various content for various purposes, and integrating copywriting and content design.