Much has changed over the past 18 months as the work-from-home realities of pandemic life meant companies were forced to adjust their marketing efforts and pivot to new approaches such as embracing digital transformation.
Yet, as the world slowly resumes to business as (almost) usual, what other B2B marketing trends should companies be embracing in 2022? Let’s take a look.
Digital marketing will be central
Research during COVID-19 found that digital interactions were twice as important to customers than traditional sales interactions. 83% of B2B leaders believe that an omnichannel approach (providing a seamless customer experience across all channels, such as in-person and digital) is a better way to secure new business than a ‘face-to-face’ only approach.
With many people preparing to either work from home or follow a hybrid approach in the new year, digital-first marketing will empower your business to reach your audience regardless of their location or working schedule.
Another key factor is that 73% of B2B decision-makers or researchers are millennials, who prefer a seller-free experience. Plus, it’s estimated that by 2025, 80% of B2B decision-makers will prefer digital interactions with suppliers. So, taking a digital approach in 2022, should increase your chances of connecting with your audience.
A social approach to lead generation
Generating quality leads is a key part of any B2B marketing strategy. In the absence of in-person events, social media came to prominence as a great source of quality leads during the pandemic.
With the ability to target specific demographics with personalised content, social media channels will continue to be a top lead generation tool in 2022. Particularly as 73% of B2B buyers expect a personalised experience.
Alternatives to in-person events
Lockdowns and working from home saw in-person events grind to a halt in favour of online events. In 2022, we expect to see hybrid events, which (as the name suggests) are a mixture of the two – both in-person and online.
Hybrid events offer the best of both worlds to both customers and suppliers. You can meet those who are happy to mingle face-to-face but also provide a quality digital experience for those who may not be able to attend face-to-face.
In other words, they provide your customers with their favoured route to connect with you. That’s why no less than 74% of marketers see virtual events as key in 2022. Are you one of them?
Under the influence
95% of B2B buyers prefer credible content from industry influencers to traditional advertising. So, take the time to research who influences your audience, ensure they’re a credible expert for your sector, and then approach them about becoming a brand advocate.
Don’t be afraid to start slow and drip-feed their names into your marketing with a review or quote, before developing the relationship further with longer-form user-generated content such as guest blogs and videos.
Need help to plan your B2B marketing strategy for 2022? We’re ready when you are. Get in touch today for a free consultation.
