As the term suggests, B2B (business to business) marketing involves marketing products or services from one business to other organizations. B2B marketing is different from B2C (business to customer) marketing because the latter is oriented towards customers.
Business purchase decisions are different from consumers’ buying decisions; bottom-line revenue is the single biggest factor driving any business’s purchasing decisions. ROI (return on investment) is barely considerable for an average consumer.
When it comes to creating B2B marketing strategies, these must be aimed at people who have greater control over their organization’s purchasing decisions.
It’s not easy to catch the customers’ attention in an overcrowded marketplace. Therefore, businesses must craft B2B marketing strategies with thoughtful planning, execution, and management.
5 high-impact B2B marketing strategies
Since buyers’ behavior is unpredictable in this digital age, B2B marketing strategies will continue to evolve in 2022. All B2B marketers should incorporate these emerging trends into their marketing strategies and project management plan to make sure their efforts reap the desired results.
Let’s dig deeper and understand some emerging B2B marketing strategies that are likely to make a big impact in 2022.
1. AI-driven marketing
61% of marketers say that artificial intelligence is the most critical component of their data strategy. AI enables marketers to personalize their marketing campaigns, categorize their customer base and automate most of their tedious and time-consuming tasks. As voice search continues to gain usage and popularity, B2B marketers need to alter their digital marketing strategies to sync with this new method of internet browsing.
Here are some ways that B2B marketers can leverage AI in the coming times.
- Gather more actionable customer insights
- Increase lead generation capabilities
- Craft powerful, personalized messages
- Enhance segmentation and targeting
- Drive intelligent automation
2. Micro-influencer marketing
74% of marketers claim that influencer marketing helps to better customer and prospect experience with the brand and its offerings. However, it might not be financially feasible for your company to get a top social media influencer, with millions of followers, to recommend your products or services. Another noticeable issue is that of fake followers, which can make people doubt the authenticity of their posts.
So, micro-influencer marketing is set to be the next best option for B2B marketers.
These influencers have a smaller but dedicated follower base, which helps them to convey an authentic message to their audience. Their loyal relationship with their followers can deliver you a higher ROI than going after a top influencer.
3. Greater prominence to mobile apps
Not too long ago, the B2B apps market was hardly talked about. Times have changed and how. Strategy Analytics predicts that a sharp increase in demand will drive the B2B apps market to $140 billion by 2023. Besides selling, B2B companies use mobile apps to spread information about their products and services, like notifying consumers about upcoming trade fairs, expos, conferences, etc.
Mobile apps are convenient for users who can access all the information about the product or service with a single tap. A highly functional, user-friendly mobile app can work better than a website with similar features and content. And you can access a mobile app even on the go, from any location.
For businesses, it has become essential to have a solid presence on the digital map. Having a mobile app also sends a clear message that the company is committed to offering its customers a more convenient and hassle-free browsing experience.
4. Customer-centric content marketing
When it comes to marketing of any type, the content was, is, and will be the King. Content marketing creates three times as many leads as traditional marketing and costs 64% less. However, B2B marketers have to understand that content marketing is much more than just weaving a web of words and making it rank on the top page of Google SERPs. Search engines have become smarter in recent years, and any content that is unauthentic, irrelevant and holds negligible value is discarded or moved to lower ranks.
In other words, low-quality content stands no chance to be ranked high in today’s search engine results. So, what is that B2B marketers can do while optimizing their website design? Check out the following trends.
- Write to your target audience
- Prioritize user intent and experience
- Use trending keywords for better SEO value
5. Utilize employee activation
Ok, so your brand doesn’t have a micro-influencer as of yet? Hold on; you’ve got some undiscovered “in-house” influencers in the form of your employees! When you have people working for you who sync with your brand values and are driven to succeed, they can turn out to be your most vocal advocates. Employee activation lets your company utilize your employees as authentic brand ambassadors to drive more sales and conversions.
Today, customers would not hesitate to quit a brand if they find its staff ignorant and unknowledgeable when your personnel have loads of correct information about your brand and are enthusiastic about sharing it with consumers, improved customer engagement.