How to approach B2B marketing in 2022 and beyond

The COVID-19 pandemic disrupted and even changed the way we live. Because of this, the way we shop and do business has also had to change. Marketers, specifically B2B marketers, have had to adapt to the new trends existing in a world after experiencing the worst effects of COVID-19. We will explore these trends to give marketers insight into how to approach B2B marketing in 2022 and beyond.

What Is B2B Marketing?

B2B marketing, which stands for business-to-business marketing, is a form of marketing that chooses other businesses, rather than consumers, to be the target market. B2B sales are known as selling a product or service to a business. Examples of these products or services would be cloud-based software or printing services as these are often required in large amounts by businesses and not individuals.

Ways to approach B2B marketing

The first major trend to focus on is personalisation. The pandemic has made customers seek authenticity in brands, as well as brands that have a voice that is genuine and original. Focusing on personalisation also allows you to reflect the voice of your target audience. This should be spread across marketing channels and platforms like the company website, blog posts, and social media profiles, as well as by the sales team. Focusing on this allows your brand to stand out from the crowd.

Another B2B marketing trend would be networking. This trend ties in with personalisation as businesses should network with their competitors and potential customers to build connections. Networking had become a challenge during the pandemic but is now easier as most of the restrictions have been lifted. A way to network would be to become an IMM Associate. Businesses that practice B2B marketing would be able to pursue a Corporate Associateship with IMM. This allows them to network through a connected marketing community while IMM ensures that they uphold best-practice marketing.

The pandemic has resulted in people spending more time online and this has led to shorter attention spans. Now, consumers prefer content that is short but impactful and informative. A way to convey short, impactful, and informative content is for B2B marketers to invest in video marketing. There are a range of different video types to create for B2B marketing, like:

  • Corporate Videos. This type of video marketing can be used to display the business’ culture and show originality. These videos are often used on social media as well as in email marketing campaigns.
  • Collateral Videos. These videos target a specific audience or market and are often used on websites and in email marketing campaigns. Collateral videos are also used within sales presentations and display the business’ impact.
  • Animated Videos. Businesses that offer products or services that are complicated or extremely technical should invest in animated videos. Animated videos can offer a detailed explanation of the product or service while not making it over-complicated or giving an information dump. B2B marketers can use animated videos on websites or on the business’ YouTube channel.
  • Short-Form Videos. Seeing that the consumer’s attention span has shrunk, short-form videos may be the smartest choice when investing in B2B video marketing. Short-form videos have been popularised by social media platforms like TikTok and would be an effective way of producing content that is short, impactful, and informative.

In Conclusion

Staying ahead of B2B marketing trends in 2022 is a challenge, but not impossible. If you as a B2B marketer want to reach the success you should, consider the ways we mentioned to approach B2B marketing when devising a B2B marketing strategy. If you as a B2B marketer would like to learn new skills or master your existing ones, we would recommend taking the “The Art of Selling” short course. This short course, offered by the Institute of Marketing Management (IMM), focuses on offering the tools needed to successfully make sales and sell your brand. This course covers topics like technology trends in selling, the selling cycle, the customer buying process, and more!

Redefine your bottom line by focusing on you!

So, you have set some ambitious goals for your business this year, but what do they focus on? Are they heavily weighted towards marketing strategies, market share, growth metrics and profit margins? What if, this year, you shifted your focus to your most valuable investment – you!

Read More »

Office or no office – that is the question. Will remote working continue in 2025?

Despite the pandemic becoming a distant memory, we are still seeing its impact. For one, it fundamentally altered when, and most importantly where, we work. Almost overnight, companies transitioned from bustling offices to remote environments and virtual setups, sparking global experiments in remote work. Now, as 2025 arrives, what space does remote work still hold? Are we going to be required to head back to the office en masse? Here’s our take.

Read More »

Identifying red flags in your business culture could improve your bottom line

Did you know that toxic work cultures cost companies billions annually in lost productivity and high turnover? A company’s culture is the shared beliefs, values, and practices that define its personality or ethos. It is the heart of the organisation and the attitudes and work ethic of the people who work there. Many of us know all about and may have experienced the impact of a toxic work culture. As a business owner or manager, you should be looking out for signs that your company’s culture is turning sour and look to take action before it all goes south.

Read More »

Are you made for this? Should you start a small business in 2025?

Have you thought of starting your own business before? This might just be the year you should. A recent article by Forbes Magazine says that 2025 is the year of the entrepreneur and we think they are right. This year breathes life into the business landscape and is being ushered in by advancements in technology and AI, changing workforce trends, and increased support for small businesses.

Read More »

Brand Equity: What is it really?

Comprehending and crafting brand equity is vital for every business intending to make it big and expand. This blog will define brand equity, the parts that make it up, and its important role in any branding project. As a strategic branding coach or simply a branding aficionado looking to learn more about the subject, the online short course on Strategic Brand Management by the IMM Institute is one of the best and explains how making brand equity take centre stage in your brand strategy can result in business success.

Read More »

Brands Who Cheated the Fundamentals: Biggest Brand Fails of 2024

In the year 2024, many big and popular brands have come under fire owing to expensive blunders that they committed themselves to. Insensitive messaging and disregard for privacy highlighted a failure to follow basic marketing principles. These mistakes served as a clear warning of the serious damage that can occur to a brand’s reputation when it strays from fundamental values. Today, where consumer trust is fragile and digital backlash swift, these brand failures offer valuable insights into the importance of consistency, transparency, and customer-centricity.

Read More »