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If your company sells products or services to other businesses, it’s crucial to understand the fundamentals of business-to-business marketing in order to get your company off the ground.


Also known as B2B marketing, it varies considerably from marketing directly to consumers (B2C marketing).


In a constantly evolving business landscape, it’s vital to ensure that your B2B marketing techniques stay in step with current trends.


Although the fundamentals of B2B marketing remain relatively consistent — for example, putting a strong emphasis on expertise, ROI, and efficiency — the techniques for making the most of them are constantly changing with the times.


As you will see, there are plenty of ways to tweak B2B marketing principles to reflect buyer needs in 2022.

1. Targeted marketing

For effective B2B marketing in 2022, it’s more crucial than ever to target the challenges and needs of the people who make purchases on behalf of their organizations.


At every turn, remember that you’re not targeting specific individuals as you do with the B2C model — instead, you’re targeting entire companies.


While consumers’ buying decisions are overwhelmingly driven by emotion, B2B buyers’ decisions are based more on financial incentives and logistics.


Buyers in companies of all sizes and scopes want to know the specifics of what they're buying, so targeting them at the emotional level won’t get you too far.


Businesses are always looking for solutions that help them streamline their daily tasks and long-term projects.


No matter what product or service your company has to offer, it's important to keep in mind what types of businesses are in need of a solution like you have to offer.


Marketing toward the right businesses is the first step of implementing an effective and strategic B2B marketing strategy.


What’s more, retaining existing customers continues to be one of the best ways to ensure ongoing growth and success.


Studies have shown that a 5% increase in customer retention translates into an up to 95% increase in profits.


B2B targeted marketing is among the best ways to hold on to existing customers, increasing loyalty and improving the odds of repeat business over the long term.


You should show your clients at every stage that you have the same financial and logistical concerns at heart.


Make sure your marketing is informative, your customer service is prompt, and your invoicing and account management is efficient.


If you haven’t already, make sure to invest in accounting software that comes with crucial features like customizable invoicing and automatic payment billing and reminders.


This will show your clients you're serious about targeting their needs as a company.

2. Email marketing

This year, nostalgia marketing is being heralded as one of the best ways to entice B2B buyers, and email marketing presents an easy and effective way to put this technique to use.


Through email newsletters, follow-up emails, etc, you can demonstrate how your company can help grow a buyer’s business.


With a dash of wit and nostalgia, you can personalize and humanize your message, increasing the odds of keeping existing clients and converting interested parties into buyers.


To get the most out of your B2B email marketing campaigns, use attention-grabbing subject lines that entice your recipients to open them right away.


Then keep them interested by getting to the point while incorporating a sophisticated design that is true to your brand but that complements theirs as well.


As always, effective email marketing requires personalization and persistence.


You should be segmenting email messages by buyer persona and by customer journey stage.


Including interactive elements in email messages like infographics, quizzes, and videos is also a proven way to bolster B2B email marketing efforts.

Email marketing for B2B business

3. AI-based marketing

Artificial intelligence is another huge area of focus for digital marketing in 2022.


Using chatbots to supplement human agents and automate data acquisition can go a long way in your lead generation activities and client interactions.


Chatbots are capable of answering questions, directing customers to landing pages that might be helpful, connecting them with a customer service agent, and even submitting tickets on the behalf of your website visitors.


Instead of inputting brief queries into search engines, potential customers are directing full-fledged questions at these devices.


With that in mind, targeting long-tail keywords and phrases is more essential than ever.


While this does give them the impression that they're working with an intelligent person, they won’t ever have to come into contact with a human until they're ready to buy.


This means that your employees can spend more time taking care of existing customers, signing up new ones, and generally getting more work done throughout the day.


Another example of AI-based marketing is the increasing popularity of voice search.


Businesses that emphasize voice marketing are sure to outshine the competition because more people are relying on digital assistants like Alexa, Google, and Siri.


To optimize your website for voice search, make sure to use conversational language on your page.


This makes it easier for AI to direct customers to your website since they're likely speaking in a conversational tone when they talk to their device.


B2B companies would also be wise to implement predictive analysis into their digital marketing efforts.


This strategy uses past data to predict how certain types of buyers will act, what motivates them, and what they respond positively to.


For example, when they visit your landing page that is equipped with a chatbot or widget, predictive analysis can pinpoint the perfect time for the bot to pop up and ask if the website visitor needs assistance.


This is just another added layer of customer service that also gives your organization an appearance of innovation and sophistication.

4. Outreach marketing

You need SEO and PR working together to maximize your outreach.


B2B outreach marketing should have a point, add value, and inform.


Most crucially, it should be crafted with specific B2B buyer personas and buying stages in mind. Business executives are busy and typically have tight time constraints.


They don’t need to hear the entire story of how your business came into being — they want to know how you can help them.


Give them the information that they need and nothing more in the beginning, and strategically place other selling points about your business on different landing pages throughout the customer journey.


Also, keep in mind the content you publish beyond what media outlets are saying about you.


It’s more crucial than ever to publish fresh, engaging content consistently to keep your online presence informative and up-to-date.


Include a mix of short-form and long-form content, videos, and infographics, and make sure SEO best practices inform your choices.


You should also work on continually building your subscriber base via legitimate opt-in methods to make sure your content isn’t an annoyance to existing or potential clients.


And don’t forget to harness automation as you go multi-channel with your marketing approach and use tech to your advantage.


Not only does this allow your marketing campaign to reach more businesses, but it also displays a certain level of savvy, positioning your brand in their minds as an industry leader.

Email outreach for B2B business

5. Social media marketing

If you think social media marketing only makes sense for B2C marketing, think again.


In reality, most B2B buyers will use social media when making purchasing decisions, so it’s crucial to ensure that your brand has a unique and responsive presence across relevant social media channels.


Other businesses are all over social media since it is such a vital resource for marketers.


If you don’t have an active and engaging presence, businesses that can benefit from your services may never even notice your company.


This year, consider expanding beyond basic social media profiles and pages for your brand.


Focus your social media efforts on increasing brand awareness, developing an online personality, and highlighting the overall expertise of your business.


Establishing a culture account for your company can highlight how your business operates and helps humanize it.


Also, consider creating individual social media accounts for specific employees, which turns them into brand representatives and helps them reach broader audiences in the business world.

6. Conclusion

Your B2B marketing efforts won’t be fully realized unless you continually refine them to reflect current trends.


The increase of online businesses and internet-based marketing campaigns, tools, and techniques are only becoming smarter and more responsive with time.


Make a point of regularly reviewing your current marketing and making changes as needed so you can streamline your marketing strategy and continue to grow your client base.


Don’t be afraid to switch gears or to experiment with new techniques, noting what works and what doesn’t.


Get out of your comfort zone and try some new strategies that have been proven to work for others in the same position.


By following these tips, you can give your business the post-pandemic boost it needs in 2022.

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