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4 trends could influence your 2022 B2B marketing plan

Sylvia Wang

Sylvia Wang

Marketing Specialist

2022 is just around the corner, and many industrial marketers have already planned deeply for the coming year. If you haven’t, don’t despair; we are here today to discuss few B2B marketing trends, which will hopefully inspire your own planning. Let’s get started!

1. Dominance of digital assets

The COVID-19 pandemic forced B2B buyers and sellers to move to digital on a massive scale. The initial crisis response has now become the next norm, with significant implications for the way buyers and sellers operate in the future.

According to research, over 70% of B2B buyers and decision makers nowadays prefer to interact digitally or remotely with suppliers. In 2022, the marketing plan should make sure web portals are easy to navigate, fresh content is included, ads are attractive, and email newsletters are targeted.

2. Content optimised for mobile devices

From 2021 you should already be aware how significantly websites affect the credibility of a business. Mobile responsiveness is now a major factor in this. In fact, more than 50% of web content is now consumed on mobile devices. According to website management company SWEOR, it takes less than a second for visitors to generate an impression about the website that determines if they stay or not. SWEOR also claims that nearly 8 out of 10 customers would stop engaging with content that displays poorly on their devices.

3. Marketing automation

Marketing automation continues to be a trending topic that is impossible to ignore. It improves a host of key attributes including scoring, specialization, personalization, positioning, and segmentation for potential customers. At the same time, automation facilitates enhanced campaign management and indicator tracking. There are several examples of budget-friendly marketing automation solutions for small and large size companies, most of which are easy to get online with. Entire departments can be streamlined and save time and human resources using marketing automation.

4. Self-educated buyers

One of the most significant idiosyncrasies of B2B buyers is their reliance on self-education based on content. This trend is expected to continue. During the buying experience, content will mainly be procured from videos, white papers, blogs, webinars, case studies and research reports. However, from the early stages of engagement, buyers rely more on short, visual contents such as charts, infographic blogs and videos.

Do you have news to share?

Trade media is the number one source of product news for professional decision makers. Our customised campaigns ensure your news reaches the readers that matter to you. Contact us at services@ins.fi for a complimentary consultation.


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