To succeed in their marketing efforts heading in 2022, brands should watch out and incorporate the latest growth marketing trends into their strategies.
Growth marketing has resurfaced for being instrumental in the growth of organizations. While a traditional marketing approach is directed towards turning awareness into purchase decisions, growth marketing takes it a bit step further. By using data and emphasizing experimentation, growth marketing enables B2B marketers to optimize each stage of the funnel.
Even though the primary objective of growth marketing is to identify steps to convert more leads, growth marketing techniques allow marketers to determine what works best for certain audiences. Additionally, growth marketing strategies capitalize on data for client retention as well as bottom-of-the-funnel efforts. Furthermore, organizations can also rely on growth marketing to build their long-term success. Given its immense potential and ability to transform marketing efforts, brands should keep an eye watching for the latest trends happening in this sector.
Also Read: Digital Marketing Trends that will rule 2022
Here are three growth marketing trends that brands should watch out in 2022:
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Diving deeper into data and analytics
To build effective growth marketing strategies, brands are required to utilize data analytics. This allows them to test a hypothesis and identify whether more experimentation is needed. However, if the data is not utilized properly to make improvements or there are no goalposts, the yielded results will not amount to much.
By digging deeper into the smaller details, brands will be able to better identify development opportunities as well as determine whether specific marketing strategies are working. By narrowing down the date range, B2B marketers can observe whether their targeted audience responds differently to the ongoing recurrent promotions. Additionally, exploring a specific topic or a way to successfully communicate a message that piques the interest of the users allows marketers to double down on successful strategies.
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Focusing on retention
The practice of seeing the journey of the customer via the lens of the traditional marketing funnel is transforming. While the traditional marketing approach moves in a single direction, growth marketing strategies at the same time are moving toward the flywheel concept. In this concept, the customers are positioned at the center of the growth efforts of the organization. Additionally, this concept enables marketers to create a powerful way to attract new prospects with less effort and expense.
Also Read: Three Lessons from 2021 that CMOs can Utilize in 2022
“Marketers will start to demand ROI-based measurement to determine the true business value of their marketing efforts and start to speak the same language as the rest of the company, ”
says Peter Mahoney, CEO, Plannuh. He further adds, “Marketing will start measuring true business value in the form of cost-per-outcome, return on investment, and lifetime value.”
Using customer testimonials, content sharing and social media advocacy, brands are more likely to listen to their customers. Brands will not have to spend time worrying about their lead acquisition strategies as their customers and supporters will be doing the work for them.
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Observing the customer experience
To survive in today’ highly competitive digital environment, delivering an exceptional customer experience is paramount. Therefore, brands should keep tabs on every touch point across the organization. They should gather data via surveys, online polls and interaction to get insights into how their customers feel.
Marketers can find issues and improvement opportunities by sharing the data with other departments and C-suite executives. They can then make the marketing strategies that could incorporate temporary adjustments and solutions to explain the work around the issues until they get a permanent solution to fix them. By conducting frequent tests and monitoring outreach strategies, marketers can perfect and create a more tailored experience for their customer base.
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