Top 5 B2B Marketing Components to Approach Differently In 2022

Nowadays, as the B2B and B2C landscape continue to evolve, some marketing components remain timeless. Based on your experience, which marketing components are timeless in your eyes? As a marketer, it’s wise to stay open-minded, and great planning isn’t all about staying rooted in established norms and best practices. Instead, it’s more about understanding the ever-changing culture, expectations, and technology.  2022 is finally here, which means more changes and evolution. Let’s now dive into discussing five valuable marketing components to potentially approach differently in this new year! 

ALSO READ: Measure, Optimize, and Repeat: The Key to Lead Generation Success

1. Events

As a result of the COVID-19 pandemic, a great deal of in-person events were canceled worldwide. Because of this unforeseen health crisis, various brands and marketers had no choice but to adapt accordingly and embrace whatever came their way.  The lack of in-person events led to more virtual events, and in turn, numerous organizations had to adopt agile frameworks to host online events in a way that effectively engages their audience.

While business and everyday life start to resume a sense of normalcy,  in-person events are likely to make their entry into mainstream marketing once again. Overall, humans are social animals, and a large majority have been eagerly waiting to meet each other face-to-face.  However, this wouldn’t lead to a pause or a full stop to online events. It’s safe to say that virtual and hybrid events are here to stay. The shift many companies have made and continue to make regarding growing their online presence has eradicated geographical limitations while also helping marketers gain a wider audience.

From 2022 forward, it’s probable that hybrid events will be an integral part of a standard  B2B marketing strategy used by numerous brands. For every in-person event, there will likely be a virtual version with a live stream option. Keep in mind that whether events are in-person or virtual, creating an engaging experience for a specific target audience is key.

2. Targeting

There have been many significant changes regarding data privacy regulations in recent years,, and sooner rather than later, organizations will have to adapt. Organizations will also have to find alternatives to third-party cookies for several reasons, but especially because identity resolution capabilities will likely become a necessity for advertisers. One of the main challenges here is gathering data across multiple touchpoints and channels.

Fortunately, identity resolution helps brands target with confidence and assurance since it gathers data from multiple sources in order to identify a particular company and contact. Once an identity is determined, it becomes easier to target specific individuals with the use of relevant ads.

3. Social Media 

Furthermore, a company’s target audience that’s present on various social media sites, such as Facebook, Twitter, and LinkedIn, doesn’t necessarily belong to them. For example, what if your organization’s social media account gets banned or deleted one day? Even if a brand’s social media account has 10,000 followers, only a small percentage of that audience sees those posts. Both B2B and B2C companies are at the mercy of various social media algorithms while competing for attention along with different competitors. 

In general, social media is an effective and modern way to engage with numerous audiences. However, proactive marketers cannot solely rely on social media algorithms. Several steps worth taking consist of building an audience, creating an email list, and hooking and capturing an audience’s attention with specific newsletters, e-books, and email marketing campaigns. Also, it’s important for marketers to have an appealing and professional website followed by leveraging web visitor intelligence and determining how to successfully gather prospects and customers. 

4. Ad Campaigns

Instead of using resources to create generic marketing campaigns that appeal to everyone, try to focus on finding people who need a specific product or service that your company can offer. Before building a marketing campaign, it’s best to leverage the golden circle framework consisting of the following:

  1. Who?
  2. What?
  3. When?
  4. Where?
  5. Why should they care?

What may come as a surprise is that Americans see a whopping 6,000 to 10000 ads every day. The fact that many won’t relate to an individual is why society is becoming increasingly immune to pushy selling tactics.

Also, it’s crucial to understand these five Ws: Who are you talking to, What message are you conveying, When are they ready, Where would you approach them, and Why are you targeting them?

By doing this, brands will likely break the cycle of creating generic ads, and instead, relevant ads can be created that appeal to specific audiences. 

5. Content Assets

Overall, people like you and I browse the internet to gain better and more personalized content experiences. Whether it’s Twitter, Facebook, LinkedIn, or YouTube, every social media platform has its own template and content type. Thus, marketers should consider putting in the time and effort to create specific content according to the content type and template of every social media platform. Even if the goal is repurposing content, brands can align it with the look and feel of the social media channel they plan to post on. Instead of creating stand-alone content assets, it’s time to create a chain of personalized and compelling content pieces for the entire buyer journey. It’s worth it to look at the big picture and gain a fresh perspective every now and then, and you can get started by reading through any of the informative and useful articles below! 

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