In 2022, B2B marketing will be completely different to what it was in the past. New technologies have enabled marketers to target and engage with prospective customers even while they are still exploring a product or brand. Marketers can now gain instant access to purchase-minded individuals through intelligent campaigns focused on generating interest, delight, and sales.

In this article, we’ll examine how marketing technology has changed the game for B2B marketers and the future of marketing in general. We’ll cover key trends that will impact marketing in 2022 and the year beyond, as well as the opportunities that arise from these trends.

Personalized Marketing

In past years, marketing was largely focused on reaching the largest audience possible – whether that was the general public or a select group of consumers. The approach was often a blunt instrument – focused more on sheer volume than on individualized and/or personal experiences. For example, a marketer might target the ‘baby boomer’ generation with a television ad campaign, or they could opt for a digital marketing approach and target users in Asia with web banners and emails.

In 2022 and beyond, personalized and individualized marketing will dominate. This will be fueled by advancements in technology, such as Artificial Intelligence (AI) and Machine Learning (ML), which make it easier for marketers to understand an individual user’s interests, demographics, and psychographics. The ability to target specific individuals and tailor marketing messages to them is what drives marketing effectiveness in the first place, but it also makes the process more efficient.

The data collected through individual marketing will also be used to personalize and optimize the user experience – from push notifications about relevant products or news events to discount vouchers and special offers. This improves customer retention and boosts brand loyalty, making personalized marketing a key factor for B2B businesses.

Cross-Channel Marketing

B2B businesses that want to thrive in the future will have to embrace cross-channel marketing. In the past, a marketer would develop and execute a defined strategy for each individual channel, focusing on building a following and encouraging consumers to subscribe to content or engage with the brand via social media.

In the future, though, marketers will need to develop and execute a digital marketing strategy that encompasses all online channels, including social media, blogs, and websites. This is where the cross-channel aspect comes in – each of these platforms can be used to reach and engage with customers, and the goal is to develop and maintain a presence on each of them.

Social media platforms such as Twitter and Facebook have enabled marketers to connect with consumers while they are still exploring a product or brand. In the past, this was difficult to impossible – you either had a presence on a few well-known platforms, or you didn’t exist at all.

The advantage of keeping up with the many changes and advancements in marketing is that it makes the job of the professional — and the job of the average person – much easier. With every new development, there’s the potential for something new and improved, which makes it worthwhile to stay abreast of the times and keep up with the trends.