As we move into the 21st century, we must look ahead and predict the changes in different industries. This blog post will look at some of the top B2B marketing predictions for 2022. We’ll discuss how technology changes how people interact with brands and how marketers must adapt their strategies to stay ahead of the competition. Stay tuned for more insights on the future of B2B marketing!
Just as we can’t predict the future, it’s hard to say precisely what will happen in B2B marketing over the next four years. However, based on trends we’re seeing today, we can make educated guesses about what to expect in 2022. Please keep reading for our top predictions!
Top B2B Marketing Predictions for 2023
B2B marketing will shift away from past lead generation to cultivate brand loyalty instead of a “seamless purchase journey.” B2B companies will focus more on content marketing, paid search ads, and social media campaigns that genuinely change how customers interact with their brands; companies will find that outbound and inbound channels can co-exist.
B2B marketing will be more marketing-centric, given the current and expected rise of B2B marketing analytics. Specifically, as marketing is an information and data-driven function, the future of B2B marketing will use all information sources and data sources from within and from without the enterprise to aid all B2B marketing decisions.
Suppliers will reach well beyond the early-adopter sourcing community to spot enterprise buyers’ needs long before they know them.
Suppliers will use predictive analytics to infer the bundles of needs – the “new value paradigm” – that enterprise buyers will want, will be able to manage the relationships with those buyers and meet their demands by transforming their supply chains and creating communities and ecosystems of buyers and suppliers to develop and share new products and services.
Businesses will create marketing opportunities based on an analysis of the buying process and extend the experience of being a customer, enhancing the interaction and experience for all customers regardless of retail channels.
B2B marketing efforts will be business-critical and the drivers of actual revenue. They will be the drivers of payment and the bottom line. They will be the drivers of short-term business performance and long-term business growth. They will leverage a firm’s core competencies. They will help companies to win in their markets. B2B Marketing will be about revenue.
Businesses will receive real-time-up-to-the-minute marketing information from their company or the company they do business with. That business will also respond instantly with a personalized interaction with the consumer to satisfy their needs.
B2B marketing will exist in a 5-front battlefield. Businesses need to fight and simultaneously be successful on five fronts:
- The Internet
- Doing business on the Internet
- Extending traditional marketing to the Internet
- Extending the Internet to the point of sale
- Extending the Internet to the enterprise either physically (the office) or virtually (the Internet)
Companies will “target” vendors or suppliers that can fulfill the needs of a company. Instead of sending a message to all possible vendors or suppliers (called “spamming”), companies will pinpoint the vendor or supplier that best fits their needs.
B2B marketing will evolve to focus on customized marketing plans for B2B customers. Managers will read the details of their customer’s online behavior, purchase patterns, and location data to target marketing efforts and improve their brand experience.
B2B marketing will be a shopping experience where buyers actively search for what they want and dialogue with those who sell it.
Companies will see increased revenues as more products are sold due to better marketing. Strategic promotion and marketing initiatives that target the correct audiences help companies connect with potential buyers or users, showing them the value of their business and increasing brand awareness.
Companies will look beyond their distribution channels to find new ways to sell, reaching customers through their “influencers” among the mass population. Another trend is the rise of “intelligent agents” that promise to guide sales and support functions via e-mail and eventually through a much richer electronic dialogue.
B2B marketers will focus more on the bottom line and less on prospects’ personal preferences or demographics. The future of successful campaigns is based on consumer behavior. B2B marketers will use technology and data mining to target the right customers.
B2B marketers will have to fight a costly war against B2C marketers. Vendors will continue to push the boundaries of B2B marketing by becoming more and more prominent in social media and online search, as online customer reviews and opinions are becoming more critical to buyers and more influential.
B2B marketers will learn more about the individual customer using customer relationship management software and focusing on their corporate customers. B2B marketers avoid customer interactions before, during, and after a sale.
Instead, with the help of Google’s search engine and other analyzing tools, B2B companies can take customer interactions from the Internet from the point of interest to the end of the purchase and even learn about the products and services for sale.
B2B companies will face a challenge from a new kind of company. New companies can quickly startup with a lower cost structure. If a company has a unique capability, such as cutting-edge technology or precise location mapping, that can be a strategic resource for a new B2B company.
B2B marketers will adopt more advanced technologies, use more Internet-based media, develop more collaborative relationships, benefit more from professional services, and market more via non-traditional methods.
There will be more of a focus on B2B-to-B2B and B2C-to-C2B. The Internet will connect companies globally, and they will market their products and their brands directly to customers and consumers.
Product offerings may no longer depend on the products they are associated with. Imagine a world where product offerings are attached to the business, not just the products. This means that B2B marketing will evolve from pre-focusing on the development to post-focusing on the brand.
To produce better marketing results, B2B marketers need to change how they create and deploy their marketing programs by using better consumer data, advanced data-mining tools, and new approaches to targeted consumer campaigns.
The key to B2B Marketing success will be to create a lasting relationship with customers that lead to Loyalty and ultimately increase bottom-line sales and profitability.
The role of the product in B2B markets will be modified; companies will not be able to sell without building trust and long-term relationships with customers. It will no longer be enough to push products through marketing communications and rely on direct selling as the only sales channel.
B2B Marketing will be less about companies trying to sell to other companies and more about finding ways to serve better, support, and empower customers.
B2B marketers need to do more than produce product catalogs and distribute them electronically. Instead, B2B marketing will use a “customer-centric” model that provides a better customer experience with timely, relevant information.
Demand generation will become a demand, and supply will become a replenishment. New data mining and predictive analytics tools will improve customer experience, sales and business performance, and profitability.
B2B marketing will be about relationship building. Companies will stop spamming prospects over the Internet, build trust, and nurture relationships.
B2B Marketing will have three significant disciplines, personalization, segmentation, and content strategy.
B2B marketing will be relevant, measurable, integrated with other disciplines, “viral” or spread by word-of-mouth, and socially interactive.
B2B Marketing will encompass a broader range of Marketing activities. It will span beyond ‘advertising’ (or the traditional manner of relaying Communications) to encompass ‘market research,’ ‘events,’ ‘sponsorships,’ and ‘support.’
The definition of a B2B company is broadened to include all companies selling products or services to other companies. Although companies will cater to individual consumers, they will also market to businesses.
B2B marketers will focus on building long-lasting relationships with customers and prospects. They will use predictive analytics to anticipate the customers’ future needs and create exceptional experiences.
Marketers will be accustomed to using O2O (online to offline) digital channels to interact with buyers and sellers.
Indirect marketing will become a better predictor of the sales and revenue of a company.
B2B Marketing will be more global and target more sophisticated buyers than ever before. The traditional B2B sales model will become more sophisticated with “reverse auctions” that allow B2B partners to win deals by showing that product features and prices are best for a given project.
B2B marketing professionals will have to contend with the small-business nation of large corporations, spam, phishing attacks, and the complexity of thousands of groups collaborating and creating powerful buying coalitions. These will be a few challenges B2B marketing managers will face in the future.
Using the Internet and traditional offline channels, they will target their customers with clear and non-offensive messaging in a multichannel environment. Consequently, B2B companies will realize improved response rates through social media channels and increased engagement with customers and brand advocates through better placement and targeting of their messages.
Businesses will focus on their customers’ user experience to get them to interact with the business in a way that leads to sales. Integrating customer experience into their system will be a top priority for many companies.
B2B Marketing is meant to help businesses of all sizes market and sell their products and services to other companies. B2B Marketing will feature SEO, Web, Social Media Marketing, Video Marketing, and more.
B2B marketers will learn best practices applied to various industries and work toward a universal set of rules for B2B marketing. They will also develop measurement methods used in many different types of initiatives to help determine effectiveness.
Enterprise marketers must look beyond billboards and brochures for small and medium business customers. In the future, the power of the Internet will increase companies’ need for a single view of customers across all channels.
And coupled with that are the need for a wealth of information connected to each customer’s needs to be gathered, stored, and distributed to the appropriate employees in real time.
Successful business-to-business marketers will develop marketing strategies and campaigns to help customers and businesses do their jobs better.
B2B companies will find it essential to interact regularly and successfully with their customers and partners. Their business will depend upon it.
Intelligent, automated systems will filter out unnecessary information, leaving only helpful information for decision-makers in B2B companies.
Marketers will use multiple approaches, including video and the spray-and-pray method.
There will be a rise in B2B Marketing practices due to technology and social media. Many businesses use B2B Marketing and other tactics like pay-per-click and viral marketing to increase revenue and acquire more customers.
B2B marketers will leverage database and network access to enhance sales and marketing activity with targeted, specific, and timely messages to the company and contact decision-makers. B2B marketers will also rely on the information on the relationships between the key decision-makers, the needs of their companies, and their preferences.
Long-held B2B company practices will be replaced with new business models. Companies will form alliances with customers to accomplish tasks; companies will have a relationship with an individual for 30 years; companies will use “soft” marketing techniques instead of hard-sell techniques; and companies will have to meet people where they are instead of trying to pull them into the corporate offices.
The study found that marketers will be data-driven, integrating technology with marketing to drive a customer-centric approach to the market. The Web will incorporate more into B2B and B2C marketing with high-speed wireless and mobile technology and relevant, interactive, rich content.
B2B companies will develop a marketing strategy focused on customers’ journeys.
B2B companies will use their relationships with current customers to develop nurtured leads, even with companies they do not yet do business with, enabled by frontline service providers, carefully cultivated by corporate sales teams, and ultimately captured by enterprise revenue and business unit management.
B2B marketing will reflect the changes in B2C marketing. Marketing will go beyond simply publicizing the product to integrating it into critical aspects of the sales cycle: from lead identification to nurturing leads through the sales process. The focus will be on making the leader aware of the salesperson, the salesperson aware of the lead’s needs, and the salesperson aware of the company’s needs.
Marketing will involve customized, highly selective television media buys, enhanced content, DVD-style marketing, product insertion opportunities, computer-generated pop-up ads, product placement, and links on search engines.
B2B AI Marketing will enable accessible, real-time connections to your prospects and customers to support inbound marketing campaigns.
An extensive data set will not explicitly distinguish between customer and commercial identifiers. There will be a single anonymized set of data. The data will be large-scale intelligent, and analyzing the customers will be done self-service. Furthermore, the data will be there, but the data consumers will interact with it and automatically bring it to life.
AI will automate many B2B marketers’ tasks to make it easier for them to do their job. Chatbots will replace human interaction, AI will replace trial-and-error and experimenting, and Marketing AI will know what prospects need to be closer to sales conversion.
It is predicted that by 2022, AI will transform how B2B marketers do lead qualification, content sourcing, lead nurturing, lead scoring and prioritization, lead-to-sales attribution, and goal tracking.
Business AI Marketing will live in the ‘B’ part of an organization, making every business process’ Artificial.’ It will include physical processes (like packaging), human processes (like hiring and HR), and digital processes (like creating online ads, retargeting online ads, and making events).
B2B companies are expected to use more software agents and indirect channels, such as influencers targeting influencers.
B2B artificial intelligence (AI) marketing predictions will be vital to organizations that don’t thrive on automation, which will rule digital marketing and advertising.
B2B marketers must be strategic in their approach to AI and pay close attention to the changing B2B buyer-decision journey. They’ll also have to ensure that their AI system reflects a new way of solving problems.
As we head into the new year, it’s time for marketers to start thinking about using technology and data to create more personalized customer experiences. We have compiled a list of predictions that will provide insights into what you need to know to stay ahead of your competition.
Contact us today if you want help getting started with marketing automation software or our team of experts to assist with B2B Marketing Consulting services.