We’re halfway through 2022 and B2B companies are working hard to reach their goals and finish the year strong. It’s no surprise that digitization continues to lead the way in both B2B sales and marketing.
We review 8 popular B2B business trends for the second half of this year.
1. Organic channels outperform paid channels
Content marketing continues to be important for B2B companies as we move into the second half of the year.
Examples of organic content channels include social media and independent brand websites, and some types of organic content include blog posts, videos, live streams, and social media posts.
Apart from the proven results of content marketing, many B2B companies prioritize this promotion approach because the return on investment (ROI) of organic channels is much better than that of paid ads.1
2. Data-driven marketing leads the way
Gone are the days of playing the guessing game as you create and implement your B2B marketing strategies. Data-driven marketing is here to help businesses be more intentional with their marketing for better results.2
Even as you experiment with your marketing strategies and test current concepts, you can use data to gauge the success of your campaigns. With data-driven feedback, it’s easy to pivot and make sharper decisions moving forward.
In addition, there are several data analysis tools that evaluate demand forecasts, industry trends, and more. These tools are not directly related to marketing, but they can provide useful information when setting your strategy.
3. Personalization is key to sales
Many B2B companies use cold communication to reach their ideal customers. However, because it is used so much, many cold emails and messages never see a response. That’s why it’s important to personalize your broadcast to make it more personal.
When you include a personalized introduction, it will be easier to attract the reader and capture their attention. If your message looks like a scripted email blast, it’s likely to end up in the recipient’s trash or spam box.
No matter what type of outreach you’re doing, be sure to research your recipients so you can complement an aspect of their brand or mention specific pain points. This will facilitate more natural conversations.
4. AI becomes more important in marketing
Artificial intelligence (AI) is gaining importance in every facet of life, so it makes sense that it has found its place in B2B marketing.
Some common use cases for AI in the B2B marketing world include lead generation, website performance, search engine optimization (SEO), and outreach. It is also used to improve customer experiences in some fields, which is a win-win.3
AI also plays an important role in social selling, but we’ll talk a little more about that later.
5. Video marketing continues to grow
Video is a highly engaging medium, so it’s no surprise that it remains key to content marketing strategies. Videos can be used at the top of sales funnels to capture attention and build brand recognition.
Short-form video currently dominates the social media world, but there is still plenty of room for long-form, live video in the B2B marketing space.
Within these different video formats, there are several types of video content that brands can produce. General educational videos are building awareness and branded tutorials are great for getting closer to the sale.
6. Account-based marketing presents opportunities
Account-based marketing (ABM) is a marketing approach that focuses on personalized strategies aimed at reaching individual prospects rather than targeting a larger group.4 Although ABM requires more of a touch staff, which can consume time and resources, makes sense for B2B commerce.
Wholesalers and manufacturers don’t need thousands of customers to make a healthy income, because when done right, it’s possible to make significant, recurring income with just a handful of customers. This makes it worth devoting the resources necessary to build strong business relationships.
ABM relates to social selling, personalized outreach, and some of the other trends discussed in this post.
7. The social sale is underway
Social selling is growing in popularity around the world due to a global shift in buying behaviours.5 Social selling is not only profitable, but ideal for connecting directly with potential buyers.
As we mentioned, AI is starting to play a bigger role in social selling. With the support of AI, users can leverage automated systems to collect data and spread to various social media accounts that are within the target audience.
While AI doesn’t completely replace human touch, it helps cover more ground and connect with more wires.
8. Customer storytelling becomes key
With so many B2B vendors on the market, it’s common for buyers to struggle to determine which vendor is best for their needs. That’s why many B2B marketers use stories, case studies, and reviews from their past customers as a way to build trust with potential buyers.
Incorporating a little social proof into your marketing and sales will help your business stand out from other marketers in your field.
Sell on Alibaba.com
Another unwavering factor in B2B commerce is the importance of e-commerce marketplaces, such as Alibaba.com.
Alibaba.com offers a wide collection of tools for B2B sellers that help facilitate cross-border trade. These include customizable storefronts, smart product publishing, communication management and more.
Register on Alibaba.com today to find more leads and reach your goals for 2022.
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