B2B companies have really started to lean toward digital transformation, and there has never been a better time to improve your digital marketing strategy, as we move into the new year. B2B digital marketing is more complicated than B2C, but, B2B marketers should keep in mind B2B digital marketing still involves human interaction. There are several trends to consider for B2B digital marketing in 2022.
Mobile-first strategy
Now, it's possible to run many small businesses entirely from the one device you probably already have in your pocket, your smartphone. People can make sales, run payroll, manage websites, send invoices, process payments and even do marketing, all from the palm of your hand. Some B2B businesses don’t consider mobile advertising or mobile page optimization, but optimization of the mobile experience is the key component when running a successful B2B marketing campaign, and mobile advertising should be prioritized in your B2B marketing strategy.
Digital content
In the post-pandemic era, digital transformation is not a trend, it is a necessity. Most B2B buyers prefer digital customer journeys, along with further digital interaction. For the best customer experience, marketers should consider rich and interactive content through a variety of digital channels.
Website personalization
Personalization is one of the biggest trends for B2B marketing and is not only limited to B2C. Studies have shown that website personalization based on your target audiences and prospects can increase the conversion rate. Case studies or use cases for target industries is best practice for personalization. Marketers should look into customer pain points and needs, then build personalized landing pages or web pages.
Hybrid events
Since the pandemic, more and more B2B buyers prefer the digital experience. Many companies have adopted digital marketing and digital sales tactics. Since event marketing has also turned into a digital experience, hybrid events are a great strategy in B2B digital marketing. A hybrid of in-person and virtual events is a more accessible, sustainable and realistic option in today’s business climate.
AI technology and CRM platform
Using AI tools for marketing automation has been growing and using advanced CRM platforms is becoming crucial for a successful B2B marketing strategy. Email marketing automation and customer retention with AI can lead to more conversion from your B2B digital marketing strategy.
B2B digital marketing strategy is not just for buyers. It is more human interaction, and it is about the digital experience. Marketers should consider customer experience for B2B marketing and reach out to the target audience with well-crafted and personalized content. More and more companies adapt to the new model for the digital world. While B2B digital marketing has unique challenges compared to B2C marketing, there’s a way to turn those challenges into a smooth, well-orchestrated buyer’s journey.
