4 B2B Marketing Trends That Will Grow Your Business In 2022

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The business environment has changed significantly since 2019 when the pandemic set in. As such, businesses will have to adjust their marketing techniques to address new client behavior to sustain their growth in 2022. 

Moving forward, companies will be seeking to maximize their marketing budgets to sustain their growth. Convenience and value will also continue to be the clients’ priorities during the purchase process. To ensure success, businesses will need to develop their marketing strategies to increase their sales.   

If you run a B2B business, here are four key marketing trends that can help your company to grow in 2022:   

  1. Focus On First-Party Intent Data   

Intent data helps marketers predict the behavior of their target audience online. However, due to Google’s announcement to strengthen user privacy by ending third-party cookie data, B2B marketing could be driven by first-party intent data in 2022.   

Third-party cookies are used in digital adverts through script or tag web placements. Without these third-party cookies, B2B marketers will have a hard time predicting the needs of their target clients. However, this doesn’t mean that companies cannot use intent data to boost their marketing efforts.   

To grow your business in 2022, you can focus on gathering first-party intent data directly from your target audience as they go through their purchase journey online. If you’re a B2B marketer, you can gather first-party intent data across your business’ digital properties, such as social media and website, through keyword research, surveys, and gamification.     

With this data, you can gauge the intent of potential clients and where they are at in the buying cycle. Furthermore, first-party intent data makes it easier for marketers to identify touchpoints to boost purchases, personalize marketing campaigns, and enhance customer engagement.  

  1. Embrace Social Commerce  

The COVID-19 pandemic has increased people’s usage of social media. As the world deals with the pandemic, most clients find it convenient to shop online. This situation has led to the growth of not just e-commerce but social commerce as well.  

Social commerce involves the use of social media to sell services or products directly to clients. Unlike e-commerce, where brands create websites to give clients a dedicated shopping experience, social commerce allows them to use their social media experience to purchase products.  

In 2022, B2B marketers can grow their companies by selling their services or products on major social commerce sites like YouTube, Facebook, Instagram, and Pinterest. Here, you can directly interact with your potential clients, which will allow you to determine their needs better. You can also customize or adjust your advertising based on the data you obtained through social media. 

As we can anticipate more developments in clients’ behavior in the future, it’s best to learn how to adapt to these possible changes. You can find helpful tips on how to do this in this informative post. 

  1. Be More Intentional With Video Content  

Video marketing is one of the most effective ways to market your services and products in B2B marketing due to its visual appeal. Over 70% of B2B buyers watch videos during the research phase of their buying journey. As such, B2B marketers will need to utilize their video content in 2022 to interact with their clients to increase their sales. 

To maintain your company’s growth in 2022, you will have to be more intentional with the content you create and share with your audience. To boost conversion rates, focus on aligning video content with the buyer’s needs or preferences.  

For example, you can create videos such as product demos to inform potential clients about your product. You can also make video content like video testimonials, case studies, and event teasers to encourage your clients to buy your products/services. In addition, to enhance client engagement, you can create videos like behind-the-scene videos to build relationships and trust with them.    

  1. Give Potential Clients A Taste Of Your Products/Services  

B2B buyers are likely to make a purchase decision faster when they understand how a product or service solves their problem or meets their needs. The most effective way for businesses to communicate this is by giving clients a taste of what they offer. Over the years, companies have been using demo videos to do this. 

In 2022, however, you can grow your business by enhancing demo videos to give your target audience better sneak previews of your product or services. One of the best ways to do this is to integrate augmented reality into your marketing content to give potential clients a taste of what you offer through their mobile or computer devices.  

Augmented reality is an enhanced version of the real physical world. It is the result of the use of digital visual elements, sound, or other sensory stimuli delivered via technology that can make your marketing content more engaging. You can use augmented reality to make your company introduction, product demo, and sales presentation videos more interactive and impactful, which could encourage your clients to avail of your product or service. 

Final Thoughts   

2022 will bring fundamental changes in the way companies market their products/services. The death of third-party cookies will change how businesses gain data to advertise their products or connect with customers. In addition, as the use of social media is on the rise, B2B marketers can utilize social commerce and video marketing to boost their sales. 

If you’re a B2B marketer, you can grow your company in 2022 by using the four trends discussed above.