B2B Marketing Trends to Monitor in the Second-Half of 2022

1. B2B MarketingTrendstoMonitorintheSecondHalfof2022 Being a business leader, you are no stranger to the budget cuts and spending restrictions amidst the turmoil of 2020- 2021. Though we are still not out of the lion’s mouth in 2022, we must bring our operations back to scale and closely follow trends that are likely to mitigate the damages of these turbulent years. If you are a B2B marketingcompany, these are the key focus areas that will drive revenues as we move into the latter half of 2022: Content Consumption Content will always be the bread and butter of any B2B business, that is why providing a personalised content experience on all the relevant platforms is at the forefront this year. As people are indoors now, more than ever, they are constantly looking for new ways to educate themselves about the current climate. Thus, content marketing teams should work tirelessly to deliver interactive, immersive and impactful content. Socially Distant Facilitation Going forward, it doesn’t seem very likely to have in-person events anytime soon. As B2B brands keep working to build relationships with prospects and buyers from a distance, technology will need to do much of the heavy lifting. Live-streaming, tele-conferencing and virtual events are some of the ways to bring people together and facilitate business operations from afar. Data Privacy and Cybersecurity Data exploitation is gaining momentum in these times and is likely to bubble up again in the fall. Cyber-security has been a growing concern for many years, especially now, when customer data is increasingly decentralized and cloud-

2. based. Sending out a convincing message that it’s absolutely safe doing business with your brand and any, or all, sensitive data won’t be shared, lost, stolen or misused, is absolutely vital in building trust in this disorienting world. 4. Simple and Synchronic Solutions In the vast landscape of B2B digital marketing strategy, automation technology can address almost any need imaginable, the downside of which is that the sheer range and volume of choices can feel overwhelming. Thus, going forward, streamlining will be the name of the game where you can carve your tech stack to the true essentials and invest in solutions that can cover multiple needs for your team. With the B2B marketing industry being fast-paced and consumers’ behaviour ever-changing, it’ll be interesting to see which of these trends will stick in the upcoming year and which ones are yet to emerge. What we do know for sure is that the only constant in B2B marketing is changing.