Marketers must keep up with changes in B2B marketing strategies as technology evolves. With new technology and execution techniques constantly emerging, B2B marketers may struggle to decide where to focus their efforts.
That’s why we’re covering five tech trends to watch in 2022. Getting any or all of these would keep you relevant and ahead of the competition.
- Email Personalization
- Account-Based Marketing
- AI-Powered Buyer Experience
- Multi-Channel Marketing
- Video Marketing
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Email Personalization
Email marketing is the most effective way to reach a larger audience. According to a CMI report, 68% of B2B marketers consider email newsletters to be effective lead nurturing tools. Determining how to personalize emails for quality leads and improved email conversions is critical.
According to another study, 70% of marketers who used email customization saw exceptional ROI. Thanks to new templates and technologies, personalization, outreach, and audience segmentation have never been easier.
During the pandemic, everyone switched to digital signatures to save time, effort, and paper. Emails can benefit from digital signatures for added security and credibility.
B2B email personalization is a big step up from boring mass emails. Marketers can now easily run email campaigns, analyze them, and use AI to forecast.
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Account-Based Marketing
An account-based marketing strategy enables marketers and salespeople to work together to identify and convert ideal clients. According to 42% of marketers, the COVID-19 outbreak in 2020 hampered ABM goals. Also, 49% of respondents said they prioritized client retention over acquiring new clients.
To achieve success with this strategy, sales and marketing teams must work closely together to identify the most qualified prospects for an ABM strategy.
Small businesses can benefit from this strategy by combining sales and marketing teams to better target marketing resources and efforts. Compared to other marketing activities, ABM provides a 97% ROI. Finally, AMB ensures efficient use of marketing resources for B2B businesses.
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AI-Powered Buyer Experience
Artificial intelligence is also helping B2B marketers create more tailored B2B buyer experiences (AI). It supports a multi-channel customer journey. Automated scheduler, spam score checker, emails marketing A/B tests, and more.
Using AI in B2B marketing can reduce costs and errors while increasing ROI. B2B marketers can link and analyze customer data to produce marketing, sales, and customer service insights.
The majority of sales leaders share AI applications with marketing teams, according to Salesforce. Like email personalization, tailoring other aspects of marketing can help unlock growth metrics.
Personalization increases leads, customer retention, and upselling. It also improves the rest of the customer experience. For example, 82 percent of marketing executives attribute personalization to increased consumer advocacy, and 92 percent to brand growth.
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Multi-Channel Marketing
Most likely, you already send out enough emails as part of your B2B marketing campaign. But, without a multichannel marketing strategy, your company may miss out on future growth opportunities.
In order to reach different businesses, most successful marketers know the value of multichannel marketing. This includes digital and traditional marketing. These campaigns can be successful by tapping into consumer desires and preferences via various media platforms.
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Video Marketing
This is one of those technology trends that B2B marketers cannot afford to ignore. As a modern digital marketer, you need technologies like video content to make your content more accessible and appealing.
Video marketing is great for B2B companies because it shows the buyer’s journey visually. You can also make case study videos to help market your products. This is becoming increasingly popular as more B2B companies use video to communicate with their clients. According to recent data, 70% of B2B buyers watch videos before buying, and case study videos are very popular.
Video advertising is expected to grow in the coming years, as the pandemic forces many businesses to buy online. Using video marketing for B2B would mean entertaining key business messages.
Branded films can help B2B buyers learn about new trends and improve their skills.
In Conclusion
Every year, B2B marketers must keep up with changing market trends. Rapid change requires a sharp eye, quick mind and awareness of the best in B2B marketing.
Accepting change and repositioning your B2B brand with personalization and AI helps you stay ahead of the game. To be a successful B2B marketer, you must keep up with the latest trends and technologies.
The ever-evolving and dynamic marketing industry is reflected in the newer trends. Prepare for the New Year by quickly adopting the trend that can help your business.