8 B2B Business Trends for the Second Half of 2022

We’re halfway through 2022 and B2B companies are working hard to hit their targets and end the year strong. It’s no surprise that digitalization continues to lead the way in both B2B sales and marketing.

Let’s review 8 popular B2B business trends for the second half of this year.

1. Organic channels trump paid channels

Content marketing remains important for B2B companies as we enter the second half of the year.

Some examples of organic content channels include social media and independent brand websites, and some organic content types include blog posts, videos, live streams, and social media posts.

Besides the proven results of content marketing, many B2B companies favor this promotion approach because the return on investment (ROI) of organic channels is much better than that of paid advertisements.1

2. Data-driven marketing leads the way

Gone are the days of having to play guessing games when creating and implementing your B2B marketing strategies. Data-driven marketing is here to help businesses become more intentional with their marketing to achieve better results.2

Even as you experiment with your marketing strategies and test off-the-shelf concepts, you can use data to gauge the success of campaigns. With data-driven feedback, it’s easy to pivot and make more accurate decisions in the future.

Additionally, there are a variety of data analysis tools that assess demand forecasts, industry trends, and more. These tools are not directly related to marketing, but they can provide useful information when establishing your strategy.

3. Personalization is essential for sales

Many B2B companies use cold communication to reach their ideal customers. However, since it is so widely used, many cold emails and messages are never answered. This is why it is important to personalize your communication to make it more personal.

When you include a personalized introduction, it will be easier to engage the reader and capture their attention. If your message looks like a scripted email explosion, it will likely end up in the recipient’s trash or junk mailbox.

No matter what type of outreach you’re doing, be sure to research recipients so you can compliment an aspect of their brand or point out specific pain points. This will facilitate more natural conversations.

4. AI is becoming more important in marketing

Artificial intelligence (AI) is becoming important in all facets of life, so it makes sense that it has found its way into B2B marketing.

Some common use cases for AI in the world of B2B marketing include lead generation, website performance, search engine optimization (SEO), and outreach. It is also used to improve the customer experience in certain areas, which is a win-win.3

AI also plays an important role in social selling, but more on that a bit later.

5. Video marketing continues to grow

Video is a very engaging medium, so it’s no surprise that it remains essential for content marketing strategies. Videos can be used at the top of sales funnels to capture attention and build brand recognition.

Currently, short-form video dominates the social media world, but there is still plenty of room for long-form, live-streamed video in the B2B marketing space.

Within these different video formats, there are several types of video content that brands can produce. General educational videos create awareness and brand tutorials are great for getting closer to the sale.

short video

6. Account-Based Marketing Presents Opportunities

Account-based marketing (ABM) is a marketing approach that focuses on tailored strategies intended to reach individual prospects rather than targeting a larger group.4 Even though ABM requires more of a personal touch, which can take a lot of time and resources, it makes sense for B2B commerce.

Wholesalers and manufacturers do not need thousands of customers to earn a healthy income because, when done right, it is possible to earn a large, recurring income from just a handful of customers. It’s worth spending the resources to build strong business relationships.

ABM is tied to social selling, personalized outreach, and some of the other trends discussed in this article.

7. Social selling is all the rage

Social selling is gaining popularity across the board due to a global shift in buying behaviors.5 Not only is social selling profitable, but it’s great for connecting directly with potential buyers.

As we mentioned, AI is starting to play a bigger role in social selling. With the support of AI, users can leverage automated systems to collect data and drive awareness on various social media accounts that fall under the target audience.

While AI doesn’t completely replace human contact, it does help cover more ground and connect with more prospects.

8. Customer storytelling becomes key

With so many B2B sellers out there, it’s common for buyers to struggle with determining which vendor is best for their needs. That’s why many B2B sellers use stories, case studies, and reviews from past customers as a way to build trust with potential buyers.

Incorporating a bit of social proof into your marketing and sales will help your business stand out from other sellers in your field.

Sell ​​on Alibaba.com

Another unwavering factor in B2B commerce is the importance of e-commerce marketplaces, like Alibaba.com.

Alibaba.com offers a wide range of tools for B2B sellers that facilitate cross-border trade. These include customizable storefronts, smart product publishing, communication management, and more.

Sign up on Alibaba.com today to find more leads and reach your 2022 goals.

1. https://www.forbes.com/sites/forbesbusinesscouncil/2022/07/11/b2b-marketing-trends-winning-strategies-in-the-coming-years/?sh=11b2cea36b10
2. https://marketinginsidergroup.com/content-marketing/marketing-needs-data-driven/
4. https://www.marketo.com/account-based-marketing/
5. https://www.forbes.com/sites/sprinklr/2022/01/28/social-selling-the-future-of-b2b-sales/?sh=6f4af0b045d6

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