- Jamie
5 Big B2B Digital Marketing Trends Absolutely Taking Over 2022
Updated: Oct 25, 2022
Digital marketing is an ever-changing landscape with dramatic changes over the past few years and will not slow down. Business to Business, or B2B marketing, is no exception. As marketing becomes smarter and purchasing behavior evolves, the field will continue to shift. Here are five significant B2B marketing trends taking over 2022 and are here to stay.
5 Big B2B Marketing Trends in 2022
Artificial Intelligence
One major B2B Marketing Trend, AI is becoming involved in everything we do, extending to marketing. I recently saw a social media ad whose copy read, "AI wrote these social media ads. And they're working." That caught my attention. How big will it get? In fact, "a 2018 McKinsey analysis of more than 400 advanced use cases showed that marketing was the domain where AI would contribute the greatest value."
What are the uses of AI so far in marketing?
Artificial intelligence will change social media marketing strategies from automated workflows in email marketing and AI-created social media campaigns to social media content creation.
Conversational Marketing
Dash + James touched on this one with an Instagram post which was captioned, "One of the best explanations I've found is from WP Forms, who explains it is a way to keep customers engaged in your marketing funnel "it's an automated conversation with your website visitors. You can ask them different questions based on their previous answers so that they can give you specific details about them."
Think live chats with customer service reps or chatbots - anything that helps engages potential buyers, keeping them in the sales funnel, and provides them with excellent customer experiences. Whether automated or live, conversational marketing uses the art of conversation to engage with customers." Why is conversational marketing a trend that will stay? It shifts everything into a complete customer-centric approach that automatically gets & helps to keep potential clients in your marketing funnel.
Intent Marketing
Intent marketing is using data to reach members of your target audience who already have the intent to purchase. According to AI Multiple, "Intent marketing works through intent data. Intent data reflects users' digital footprints when searching a keyword on a search engine, visiting a website, or interacting with social media content."
How is this useful? Meeting current customers, or prospective customers, where they are in the process of their purchase decision provides a more fluid and personalized experience.
Brand Personalization
the line no longer separates the brand from the customer. Thanks to personalization, the customer experience has become a tailored mini relationship that often creates loyalty and good sentiment - thinks Starbucks app or Spotify's made for your playlist.
According to Instapage, B2B personalization "involves smarter targeting and better understanding to deliver faster, more relevant, and expected experiences to business customers." Brand Personalization is everywhere for B2C companies, but how are B2B companies using personalization? Personalized content, offers, and email marketing, to name a few.
Inbound Marketing
I'm a fan. Why? Inbound marketing is an incredible way to build relationships with your target audience, not just make a sale.
What is Inbound Marketing?
Marketo defines Inbound Marketing as "the process of helping potential customers find your company. This frequently happens before the customer is ready to purchase. But making contact early in the buying process can turn into brand preference and, ultimately, leads and revenue."
Effective forms of content like email newsletters, social content, long-form content, video content, educational content, and more are just a few inbound marketing tactics that will continue to trend upward. Why? Because organic content created to attract ideal customers, build a relationship with prospective clients and engage with loyal customers is effective content.
According to SERPwatch, "Recent data on inbound marketing ROI shows that traditional marketing generates three times fewer leads per dollar than inbound marketing methods." So what does this mean for small businesses? It means that they have to stop focusing solely on their own sales funnel and instead focus on building a robust online presence.
Key Takeaway
In short, if you want to generate quality leads for your Business, you need to start thinking about how you can use these powerful tools and key trends to reach your customer base and engage with prospective ideal customers.
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