These are the top B2B marketing trends for 2022 and beyond.
Many businesses slow down as the year ends. But B2B marketers know that now is the time to plan ahead for the coming year’s clients. It’s critical to anticipate your marketing and sales strategy. We’ve seen how the scourge has impacted digital marketing over the last two years. Online events have grown in popularity due to remote working. Flexibility and quick adaptation to shifts have never been more important.
As we approach 2022, it’s a good time to review the latest (and ongoing) B2B advertising trends. If you’re planning to revamp your marketing strategy in 2022, here are the trends to watch.
Artificial Intelligence Marketing
Machine learning and AI have been gaining popularity in marketing for a long time. 61 percent of marketers say AI is the most important aspect of their information strategy. It helps marketers personalize their campaigns and segment their customer lists while automating many mundane tasks that drain us.
Also, AI can make decisions faster and more precisely than humans. We expect AI to continue to advance and spread throughout our lives by 2022, especially in marketing. Imagine what this kind of segmentation and analysis could do for B2B marketing research.
With the rise of voice search, marketers must adapt their SEO and content marketing strategies to match the way people use the internet. Language modeling will continue to advance, eventually mimicking human language to the point where AI can communicate with humans indistinguishably.
A carefully chosen group of micro-influencers
Influencer marketing has exploded in recent years. The number of influencers has risen dramatically, and 74% of marketers believe it improves the customer and prospect experience. Getting your product in front of huge influencers with millions of followers is costly and may not work.
Many marketers believe influencer marketing has the highest ROI of all marketing channels, but it is not without flaws. The most popular influencer networks may lose influence as their audience’s acceptance of sponsored content increases. People dislike being offered a product.
That’s why the rise of micro-influencers is expected to continue next year. Their smaller but devoted fan base allows them to deliver a genuine message. Working with these influencers can help your company show its leadership in new ways.
If a micro-influencer likes your products and business, you can get more ROI than pursuing an influential influencer. The ability of an influencer to promote your brand should not be measured by the number of their followers, but rather by their relationships with them.
Employee engagement as a lever
Even if your company does not use influencer marketing, your employees can act as your own. It allows employees to act as brand ambassadors, increasing sales and conversions in a more authentic way.
People who share your values and want to succeed can be your biggest supporters. Even the best email campaign can’t beat live events or the content employees post on social media about your company.
Consumers will abandon companies with inexperienced employees, and a bad attitude among employees is the leading reason for not doing business. Employees who are passionate about your brand and share your content increase customer engagement because they are the ones who shape public perception of your company.
It’s up to your team to help get your brand’s message out to the masses in a genuine way that resonates with your intended audience.
When Pokemon Go came out in 2016, it was a huge hit, bringing augmented reality to the masses. Examples include Snapchat and Instagram filters that bring virtual elements into the real world, allowing users to interact with the virtual world. Because almost everyone has a smartphone, this opens up a lot of marketing possibilities.
AR is a great tool for sales, product demos, and brand introductions. In a world where people’s attention spans are shortening and they are less likely to focus on your company, is crucial. AR is a fantastic way to create a unique customer experience, which is why we expect more AR initiatives in 2022.
Personalized marketing campaigns
Marketers have long known that there is no universal way to communicate with customers. By 2021, those who want to only see information that is relevant to their needs can expect personalized communication at all levels, from emails to website content.
Instead of categorizing customers into groups that can be targeted with specific ads, AI now provides each customer with a unique campaign. Technology will only make this faster and more accurate. With AI, you can reduce errors, save money, and increase ROI.
In 2021, most customers will only engage with tailored campaigns. Expectations of B2B clients By 2022, you will need to do more than just use customers’ names, make recommendations based on previous purchases, or offer options specific to a location. Using AI predictive models, you can build deeper one-on-one relationships with your customers.