Marketers have observed how the pandemic has radically changed the digital marketing landscape over the last couple of years. The expansion of remote working has resulted in an increase in online events, which is expected to continue, and flexibility and the capacity to adjust to unexpected changes have never been more crucial.
The year 2021 has had a significant impact on B2B marketing. While new trends and technology appear and disappear on a regular basis, the pandemic has expedited digital change in ways that marketers could not have predicted only a few years ago.
As enterprises head into 2022, B2B marketers will confront the difficult task of navigating an overcrowded and changing industry.
Here are three macro B2B marketing trends to keep an eye on in 2022.
Account-Based Marketing
B2B marketing and sales can be time-consuming and exhausting. When dealing with complex buying processes, protracted sales cycles, and buying committees that don’t always agree, marketers risk wasting time and resources by selling to prospects who are not likely to buy what they are selling.
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Since ABM is based on contextual data, it provides marketers with a more complete picture of a buyer’s purchasing activity. It forces organizations to gather data from a variety of sources, allowing them to gain important insights into their target audience’s buying behavior and purpose. As a result, marketers can provide a better and more tailored customer experience at every point of the buying journey.
Contextual data provides marketers with a more complete picture of their prospects, permitting them to improve lead scoring models. Furthermore, marketers can use that data to create targeted and effective B2B lead magnets, allowing them to qualify leads more effectively and precisely. It also streamlines the handoff process between marketing and sales. Conversions, sales, and income all improve as a result.
AI-powered marketing
For a long time, Artificial intelligence (AI) and machine learning (ML) have been making waves in the marketing world, and there’s no stopping them now.
AI presents interesting marketing potential, with 61% of marketers naming it as the most significant component of their data strategy, according to a survey of over 1,600 respondents by MemSQL. It assists marketers in personalizing campaigns, segmenting their consumer base, and automating many of the time-consuming, monotonous tasks that hold them down.
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Furthermore, AI can make marketing judgments faster and more accurately than a human could. Marketers should expect this technology to continue to evolve and become a more commonplace part of daily lives, particularly in marketing, by 2022.
With the rise of voice search, AI-powered virtual assistants have become mainstream, and marketers should adapt their SEO and content marketing strategies to better correspond with this mode of internet browsing. AI will improve its language modeling capabilities, eventually taking on real human language to the point where it could hold a conversation that is indistinguishable from that of another person. It may sound like a far-off sci-fi fantasy, but marketers are close to making it a reality.
Return of live events
Events have always been a big component of marketing spending, and they are poised to come back stronger than ever. Clearly, hybrid is here to stay; the benefits of virtualization are too compelling to ignore. Private and public events, both for prospecting and for customer cultivation, are likely to prioritize quality above quantity.
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