1. Organic Channels Trump Paid
Content marketing remains essential for B2B marketing heading into the second half of 2022. Some types of organic content and content channels include:
- Social media platforms
- Independent brand websites
- Blog posts
- Social media posts
- Live streams
2. Data-led Marketing Leads The Way
Data marketing helps businesses become more intentional in their marketing efforts, bringing about better results. In addition, experimenting with marketing strategies is possible because of the access to data used to assess the campaigns.
3. Personalization is Key
Many cold emails sent out by B2B businesses never see a response. Therefore, customizing these outreach efforts to make them more personally tailored to the recipient is essential. Personalization will lead to more natural conversation.
4. AI Becomes More Important in Marketing
Some common forms of AI in the in the B2B world consist of:
- Lead generation
- Website performance
5. Video Marketing Continues to Grow
Video continues to be a key component in content marketing strategies. They are a great way to attract new customers and build brand recognition.
6. Account-based Marketing Presents Opportunities
Account-based marketing (ABM) focuses on creating strategies intended to reach individual prospects rather than targeting a large group. ABM is related closely to social selling, customized outreach, and other techniques.
7. Social Selling Is In
Social selling is increasing in popularity due to a shift in buying behaviors. This type of selling is cost-effective and a great way to directly connect with prospective buyers.
8. Customer Storytelling Becomes Key
Due to a large amount of B2B sellers in the market, it can be difficult for buyers to determine which company will serve as the best supplier for their needs. Utilizing customer testimonials, reviews, and case studies is a great way to create trust with potential customers.