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Press Release

B2B Marketing Trends to Watch for in 2022

June 17, 2023
3 Min Read

In this rapidly evolving B2B marketing landscape, staying ahead of the curve has become crucial for businesses. This blog post discusses the most significant B2B marketing trends to look out for in the upcoming year, enabling companies to refine their marketing strategies and achieve business growth.

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Key trends include the increasing focus on human-centered marketing, the rise of AI-assisted personalization, the importance of data-driven decision-making, the continued growth of video marketing, and the emphasis on customer experience.

Readers will benefit from in-depth analysis, real-world examples, and tips on successfully leveraging these trends to enhance their B2B marketing efforts in the new year.

Human-Centered Marketing: Successful B2B Marketing Campaigns

Companies like General Electric (GE), HubSpot, Deloitte, Saleshive, and Salesforce have successfully implemented human-centered marketing campaigns, focusing on storytelling, engaging content, educational resources, and innovation.

This approach has helped these companies captivate and connect with their target audiences, demonstrating the value of human-centered marketing when attracting new customers and retaining existing ones.

AI-Assisted Personalization in B2B Marketing

To effectively incorporate AI-assisted personalization into a company’s B2B marketing strategy, executives need to understand the different types of AI applications available and their potential evolution. Implementing AI into marketing strategy can greatly enhance core activities like understanding customer needs and persuading people to buy.

Companies should adopt a stepped approach, starting with rule-based stand-alone applications for better decision-making and gradually employing more sophisticated AI systems in customer-facing situations. These innovative systems can be valuable at every stage of the customer journey, from targeting ads to streamlining the sales process and providing post-sales support.

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Effective Framework for Integrating AI Into Marketing Strategy

To create an effective framework for integrating AI into a company’s marketing strategy, four quadrants need to be considered: stand-alone machine-learning apps, integrated machine-learning apps, stand-alone task-automation apps, and integrated task-automation apps.

Gradually implementing these applications into the existing marketing strategy will help unlock the full potential of artificial intelligence in B2B marketing.

Data-Driven Decision-Making in B2B Marketing

Effectively monitoring KPIs and metrics will help measure marketing success and provide valuable insights for future campaign planning and decision-making.

Tracking these data points is crucial for analyzing a campaign’s efficiency, revenue generation potential, and overall performance.

Some crucial B2B marketing metrics to measure include Marketing Qualified Leads (MQLs), Sales Qualified Opportunities (SQOs), website traffic, Sales SQLs, paid advertising metrics, Closed-Won Deals or Opportunities, Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), average deal size, and Conversion Rate (CVR).

Video Marketing & Customer Experience

B2B marketers have recognized the growing importance of video marketing in recent years, and this trend is expected to continue in 2022. Utilizing video-based content can enhance customer experience, encourage social sharing, and increase brand visibility.

By showcasing product features, expert insights, and customer testimonials through high-quality videos, companies can establish a strong connection with their target audience and boost their digital marketing efforts.

Customer experience (CX) remains at the forefront of marketing trends, as exceptional CX increases customer loyalty and retention rates. Successful B2B marketers understand the importance of providing personalized experiences by using customer data, addressing customer pain points, and engaging with their audience on a personal level.

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