Your B2B Marketing Strategy Revamp Guide

B2B marketing is a big trend in itself that has 46% of the leading business-to-business brands wanting to increase their marketing spend in the next 12 months. It's a good job they do, considering a quarter of B2B businesses allocate only 5% of their total budget towards marketing. You could argue that B2B marketing isn't - or should we say, wasn't - as prolific as B2C marketing is, in the sense that you won't see a B2B brand on the TV. 

But that's all about to change as the total expenditure on digital marketing alone by B2B brands topped $375 billion at the end of 2021. Below, we'll look at where that money went and the growing marketing trends in 2022.

Artificial Intelligence Powered Automation Tools

Artificial intelligence (AI) has a huge spotlight over its head as its technology advances and applications become more widespread. According to a study through Reach Desk - 31% of people in the B2B industry believe AI will have a massive impact on marketing results. How? AI enables personalization, speedy data processing, and targeted results. 

71% of B2B marketers are interested in AI for its personalization powers, and 63% think it can identify trends - according to MarTech Alliance. There are tons of other figures that highlight just how much of an impact AI is having on B2B marketing, making it an exciting area to explore if revamping your marketing strategy.

Merging Personalization With Customer Expectations

Personalization seems to be the resounding theme for B2B marketing trends in 2022 - combine this with customer expectations, and you've got a winning combination. A study by Folloze found that 77% of marketers think personalization builds better relationships, and 55% think it increases conversion rates. 

But how do you combine personalization with customer expectations? A loyalty program is a good place to start. 75% of buyers will favor a brand that offers a loyalty program, and 70% of those will recommend your brand to other buyers if you have an attractive loyalty program like the one you can find through this link www.incentivesmart.com/customer-loyalty. A loyalty program becomes an effective way to merge personalization with customer expectations and becomes a driver for profits and referrals. 

Marketing an enticing B2B loyalty program can be as effective as the expensive customer acquisition marketing tactics.

Media Diversification 

Media diversification is a big trend that many B2B brands need to revamp for a better strategy. Gone are the days of posting on a business blog - media diversification allows people to connect with your brand in multiple different ways. Take video content, for example. It's an effective way of keeping people engaged - leading to 86% of marketing professionals using it as a way of grabbing the attention of buyers, according to Orberlo.

A revamped marketing strategy should embrace the world of TikTok and other social media platforms for video content and combine it with traditional content marketing strategies - like blog posts. 

Revamping a marketing strategy invites the potential for more consumer loyalty, better acquisition rates, and more brand awareness. It's essential to evolve with growing marketing trends and embrace an array of tactics if you're looking for maximum results. There are plenty of self-help B2B marketing articles online.