5 B2B marketing tactics you can’t ignore in 2022

In 2016, I wrote about the Top Five B2B Marketing Strategies You Can't Forget. There are still many marketing platforms, software and tools available that can generate leads and convert them. They also offer the highest ROI.

However, there have been many other world-changing events since then, which have transformed every industry in many ways. This has led to some significant strategic changes within the B2B marketing space.

Research revealed that digital aspects such as website design, functionality, paid search and social engagement were the most popular B2B marketing strategies. These were:

• Mobile-friendly web development and UX design
• Rebranding and launch of a brand
• SEO that focuses on content marketing
• Focus on Google Ads in SEM
• LinkedIn sponsored content enables social media engagement

According to the most recent B2B Marketing Mix Report, (MMR), while certain elements have remained the exact same, marketers place greater emphasis on brand strategy. This includes personalization and employer branding. Regardless of your goals, the order in which these tactics are placed will be different. However, each one will have an impact on every successful B2B marketing campaign.

These are five B2B marketing strategies you shouldn't overlook in 2022.

Use Social Media and Branding to Increase Awareness

Marketing was a priority in the past. It was important to generate qualified leads that could be sold and marketed. With so many businesses rushing to search engines to get found, it's easy for professionals to see why they are spending more time and energy building awareness for their brand and products.

This trend is in line with MMR findings regarding the top marketing tactics and areas where spend is most effective. It's high time you start to take your social media and website seriously.

Marketers also experience higher engagement on Twitter which can help with brand awareness and reputation management. Businesses can use the platform's post style to create relatable brand personalities.

Twitter truly is a multifunctional platform that provides a valuable service for B2B professionals. Tweeting can be a great way to engage with relevant audiences, support customers, share industry news and provide thought leadership.

Personalization can be increased for your audience

We saw the largest pushes towards personalization in marketing last year. When marketers are focused on what prospects value most, personalization in B2B can help build brand loyalty.

Marketers should continue to use empathy and best practices in order to keep up with the 2021 push for more personalization in email, account-based marketing, and inbound marketing. 41% of respondents to the survey believe personalization will be a key part of their 2022 marketing and sales strategy, tied with social media marketing.

This means that there are still many teams who haven't tried modern personalization techniques and capabilities. You'll find out what personalization strategies work for you and your audience the more you experiment with them.

Prioritize Organic & Paid Social Media Marketing

SEM and SEO each had a spot in the top five in 2016, but we now see them all together. These two digital strategies are being pushed to the forefront by businesses as they rush to improve their online presence.

Social media rose from being the second most used tactic in the MMR to becoming the first. 83% of respondents say that social media and advertising via social media are their top marketing strategies. 34% consider it to be a top marketing area.

Marketers are increasingly realizing the importance of both organic and paid social media marketing and choosing to invest in both for their online success. Marketers can create targeted groups of prospects, and position themselves to be in front of these ideal prospects at the right time and right place with retargeting ads. Brands can easily identify, connect, and engage qualified leads with platforms like LinkedIn and Facebook.

Try Video Marketing

With the advent of TikTok, the reels and stories that can be shared across the various platforms, video marketing has seen a surge in popularity. YouTube remains the most popular video platform in terms of both audience size and ad usage, but all platforms have something to offer marketers regarding what their audiences are looking for.

Video marketing can be engaging and affordable for all budgets. Video content is easy to create with the camera built into most modern devices. It can also be a great way to highlight your brand's personality and tone. Videos can be informal or professional and cover any topic. They can also be presented in a variety of formats such as product and service promotions, case studies, testimonials and tutorials.

If you don't have the funds to hire a professional, there is a wealth of video production companies that can help you create visually stunning, well-written pieces.

Use LinkedIn to Targeted Lead Engagement

LinkedIn remains the most trusted social media platform to find and engage with leads after six years. A variety of ad formats allow you to reach targeted audiences. You can share your thought leadership, offer demos, or showcase your work. Reaching niche-specific audiences through contact and company lists is possible. This can be difficult with other channels. Marketers can use both outbound and inbound marketing strategies to reach key accounts and business stakeholders quickly with an account-based strategy.

It's all in the end

There are many tools and platforms that can help companies plan, strategize and execute B2B marketing strategies. However, without extensive tactical experience and a vast amount of data, it can be difficult. Sagefrog's stepwise marketing strategy is based on the belief that “strategy with tactics is a dream” and “tactics without strategy is a nightmare.” Let's chat if you need assistance in implementing these strategies or any other marketing strategy for your brand.