B2B Marketing Trends in 2022: The Digital Future

A recent study showed that 21% of businesses have increased their marketing budget by 10%. We have nothing against taking this route. But that is not quite the right strategy. Throwing money at it won't work.  We are not suggesting that you stash the checkbook. We all like a great investment. Rather, we are suggesting you invest in great results.

Chances are, the reason your product has not yet performed the way you hoped, has nothing to do with investing more money in marketing strategies... but rather with the strategy itself.

Combining the right B2B marketing trends will not only get your product before the right audience, but will potentially give you the ROI your investors have been waiting to see.

We have analyzed the marketing trends in 2022 to help build and optimize B2B marketing strategies for technology companies.

From your social media to your website, there is no underestimating the power of these arenas when it comes to lead generation. If you are looking to turn those leads into sales, then these strategies make for a winning recipe. 

1. Content Marketing

No company can outgrow good content. Think about it, a couple of years ago, everyone was targeting papers and magazines. These were the best places to advertise. But today we have SEM and online Ads and companies are now fighting to advertise in a newer territory; the digital space.

But content has not changed. Better yet, the demand for quality content has gone even higher. For your brand to connect with decision-makers, it has to be backed by content that not only drives sales but is authoritative and delivers solutions.

Content marketing is an umbrella approach to your B2B marketing strategies. To fully leverage the power of content marketing, you will have to incorporate all its aspects into your strategy.

2. Video Content

Video content is a great way to connect with your audience, especially in the tech space. In fact, 94% of marketers say video content has helped their customers engage with their products. This is how you build lead generation for technology companies.

This type of content is easy to produce, powerful and a go-to when it comes time to build brand awareness. Not to mention the 81% of businesses that have seen an increase in sales from their video marketing efforts.

3. Customer-centric Content

If you have completed your market research, then you have a clear understanding of your target audience and their needs. This is who your content is for.

Drafting quality content is not enough. To stand out in the tech space as a leader, your content has to serve your audience directly. 

This is where most marketers and businesses make mistakes. They write great content. But general content. Nothing that speaks to their customers.

Add user intent to your SEO efforts. This way, you are ensuring your articles, blogs etc, are meant for the audience you are trying to reach.

If you are not sure where to start, lean on your market insights. But for targeted content marketing, ProSales Connection is the B2B marketing agency for technology companies to partner with.

4. Email Marketing

Securing a sale is one thing. Having the same customer remember your brand when they need another product is another. This takes building and nurturing relationships, and increasing your after-sales customer experience.

And the best tool for that remains email marketing.

According to HubSpot, the total revenue generated by emails is expected to be $11 billion by the end of next year. Now, this is an ROI.

When it comes to building an email marketing strategy, reviewing is the first step. Evaluate what is working for your brand before implementing new strategies. An evaluation will ensure you know which efforts need reinforcements and which are working.

Once you have concluded your evaluation, you start the nurturing progress. This is where you build your brand awareness.

We haven't forgotten about campaigns. With email campaigns, you can generate leads and promote events while still making exclusive offers to your target audience.

5. Online Advertising

Without breaking the bank and blowing your budget, an online advertising strategy can help you grow your reach.

There are two types of online advertising; paid search and paid social. 

Paid search is when you pay for a spot either on websites or search engines. The most popular type of paid search is PPC also known as pay-per-click.

Then there is also paid social, which is all about advertising on social media platforms. With paid social, you have to understand the buyer personas. This will ensure you create ads that target the right audience.

When done right, online advertising will generate leads, drive traffic and increase your brand visibility.

However, don't just advertise your products, use the online ad space to promote your brand.

6. Social Media Marketing

As a collective, social media has around 4.62 billion users. This means you have an audience a few clicks away.

The challenge comes with knowing which platform to leverage for which content. For example, when it comes to business articles LinkedIn and Facebook are the obvious platforms. But for your picturesque content, Instagram is the platform, this could be products or even user-generated content.

Don't leave a platform out, use TikTok and YouTube for your videos. Go live on LinkedIn, Facebook and Instagram. And for those short bursts of inspiration, use Twitter.

There is one golden rule: keep a uniform presence on all accounts.

7. Account-Based Marketing

How do efficiency and growth sound? Then bring sales and marketing together to target the best accounts in your business.

This rather new B2B marketing plan focuses on optimizing your services for your qualified leads. And it is account-based marketing or ABM. 
ABM will give you higher returns, build better customer experiences and target those C-level executives.

Takeover With Your B2B Marketing Strategy

The above B2B marketing trends together make for a killer strategy. Of course, every business has needs unique to its functions. But if you are going to reach your marketing goals, then these won't disappoint.

Should you need help with implementation, then ProSales Connection can help. We are a B2B marketing agency for technology companies with over 10 years in the industry, drafting trackable results.  We employ multi-channel funnel strategies using the above methods, and others, to enhance your company and bring in the business to create sustainable growth!

Book a free, online consultation so we can help evaluate your business' needs, and to hear how we can help you improve your B2B marketing.

Mike Faherty

Mike Faherty is the Founder & CEO of ProSales Connection, a sales and marketing firm based in Houston, Texas. ProSales Connection specializes in helping B2B and technology companies grow through sales appointment setting and outsourced inside sales programs.

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