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As the year comes to a close, many businesses begin to wind down. However, B2B marketers understand that in order to grab those critical clients in the new year, now is the time to plan ahead of time, and early preparation of your sales and marketing strategy is paramount.
We've witnessed how the epidemic has radically impacted the digital marketing environment over the last two years. The advent of remote working has resulted in an increase of online events, which appears to be continuing, and flexibility and the capacity to adjust to rapid changes have never been more crucial.
As we approach 2022, it's time to take a look at all of the new (and ongoing) trends in B2B marketing. So, if you're trying to change up your marketing efforts in 2022, here's what you should be on the lookout for.
AI and machine learning have been making waves in the marketing world for quite some time, and there's no way to halt this progress.
AI presents intriguing prospects for marketing, with 61% of marketers considering it as the most significant component of their data strategy. It assists marketers in personalizing their campaigns, segmenting their client base, and automating many of the time-consuming, monotonous activities that bog us down.
Furthermore, AI can make decisions for us much faster and more accurately than a human could. In 2022, we anticipate that this technology will continue to evolve and become more prevalent in our daily lives, notably in marketing. Just imagine what this type of analysis and segmenting can do for market research in the B2B sector.
With the development of voice search, AI-powered virtual assistants have become mainstream, and marketers must alter their SEO and content marketing tactics to better correspond with this style of internet surfing. AI will continue to improve in language modeling, eventually mimicking normal human language to the point that an AI might end up communicating in a way that makes it indistinguishable from another person.
Influencer marketing has increased dramatically in recent years, with 74% of marketers believing that it enhances the customer and prospect experience with their company. However, getting your items into the hands of major influencers with millions of followers is costly and may not provide the desired results.
While most marketers believe that influencer marketing has a high ROI when compared to other marketing channels, it is not without flaws. Large influencer channels may lose their influencing potential if their legitimacy in the eyes of their followers declines as they accept more sponsored content because people dislike feeling like they are being sold to.
This is why the growth of the micro-influencer is expected to continue in the new year. These influencers have a considerably smaller, but devoted, following, allowing them to offer a real honest message to their audience. Working with these influencers allows your company to establish its thought leadership in another manner.
If your business and goods connect well with a certain micro-influencer, you may get a far higher ROI than pursuing a top influencer. The ability of an influencer to promote your brand should not be assessed by the number of followers they have, but by their relationships with the followers.
Even if you don't currently have influencer marketing in place, your staff can serve as your own micro-influencers. Employee activation enables your firm to get the most out of its employees by having them serve as brand ambassadors, increasing sales and conversions in a more true, genuine manner.
When you recruit individuals who share your brand values and are driven to succeed, they may be your most ardent supporters. Human contact is among the most effective ways to close a transaction because even if you have the best email campaign in the world, nothing beats in-person events and the things your workers post about your business.
Reports show customers would quit a brand with unknowledgeable personnel, and a terrible employee attitude is the number one reason a person will not do business with a firm. When your workforce is enthusiastic about your brand and distributes your content, you increase consumer engagement since your workers have the most influence over the perception of your brand.
As consumers become more turned off by direct marketing campaigns and sales pitches, you can count on your team to get your brand's message out there in an authentic way that connects with your target audience.
When Pokémon Go was released in 2016, it became an instant hit with millions of people all over the world, ushering augmented reality into the mainstream. The most apparent example is the growth of filters on platforms such as Snapchat and Instagram, which bring virtual components into the real world and allow users to engage with them. Because smartphones can deliver an AR experience to nearly everyone, it opens up a plethora of marketing potential.
AR is an excellent tool for B2B sales presentations, product demos, and brand introductions. In a world where people's attention spans are shrinking, encouraging them to pay attention to your business is critical, especially in oversaturated marketplaces. AR is an amazing approach to creating a one-of-a-kind experience for your clients, which is why we anticipate more AR initiatives in 2022.
Marketers have known for a long time that there is no one-size-fits-all solution to communicating with their consumers. In 2021, personalization at every level, from emails to on-site content, will continue to be an anticipated experience for consumers who only want to view material that is relevant to them.
Instead of segmenting clients into groups to target with particular ads, AI is increasingly being utilized to present each customer with a really unique tailored campaign. This will only get easier and more precise as technology advances. With AI, you can reduce mistakes, save money, and boost your total ROI.
The majority of 2021's customers will only interact with tailored campaigns, and the same is expected for B2B purchasers, but as we approach 2022, you must do more than use a customer's name, offer recommended products based on previously purchased things, or share location-specific possibilities. You may propel your business forward by developing deeper one-on-one ties with your clients using AI prediction models.
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