Digitalzone announces five key trends shaping B2B marketing in 2022

New York, 24th March 2022: As marketing technology (Martech) continues to evolve, business-to-business (B2B) marketers are constantly looking for ways to maintain a competitive edge while getting their message to an increasingly targeted audience. Since most B2B marketers do not have the resources to execute in-depth, comprehensive market research to better understand their prospective customers, they frequently turn to Martech leaders to help define, plan, and execute on highly focused marketing projects.

Although many B2B marketers have embraced a digital transformation including machine learning and artificial intelligence (ML/AI), there is more to advanced marketing tools beyond training an ML model. In this backdrop, Rishikkes Pawar, Chairman and CEO of Digitalzone, a leading B2B Marketing Solutions company and of Sweven Infotech, a world-class global IT support organization delivering results 24x7, has shared the five key B2B Marketing Trends that are shaping B2B marketing this year and into the foreseeable future.

Dynamic entrepreneur Mr. Rishikkes Pawar said, “As CEO and chairman of both a B2B marketing solutions company and an IT services organization, I have had the opportunity to look at B2B Martech from both the marketer’s viewpoint as well as from the tools development and deployment perspective.”

“There are few B2B tools more powerful than knowing when your prospects are actively in the market for your product or service. That’s why a Forrester Research recently began tracking behavioral data like intent, stating that it is “the key to success with AI-powered B2B marketing”. And the one-two punch of adding personalization to intent data gathered from first-and third-party research will bring B2B marketers an unfair advantage over their less tech-savvy competitors,” he said detailing the first B2B marketing trend terming it as Intent, Meet Personalization.

Embracing a Hybrid Omnichannel is the second B2B marketing trend that will matter the most in 2022 and into the future. One of the biggest impacts of the recent pandemic on B2B marketing was dispersing the workforce from office locations to employee homes, local cafes, and airport lounges. And although some businesses are bringing employees back to the office, a majority of businesses will continue to offer a hybrid working environment with both on-premises and remote employees. From our perspective, this gives B2B marketers the opportunity to embrace an omnichannel approach to their marketing strategies, using a combination of digital, virtual, and physical engagement strategies to increase the number of touchpoints and thus engagement. Every buyer consumes content in their own way, including videos, whitepapers, infographics, blogs, and podcasts to name a few.

According to Mr. Pawar, performing Metrics Matter - the third B2B marketing trend. “Return on Investment (ROI) for B2B marketing projects is really the most important measurement of a program’s success. It is critical to measure metrics from the top of funnel through closed sales, including revenue, conversion, and metrics to gauge a program’s effectiveness thoroughly,” he said adding that Marketing qualified leads (MQLs) and sales qualified leads (SQLs) are great, but bottom-line impact on revenue and average deal size speak volumes to a program’s success. Best practices analyzing metrics to determine which strategies are most effective and doubling down on those efforts.

Speaking on Privacy’s Impact on B2B Data, the fourth B2B marketing trend, Mr. Pawar said with third-party cookies soon to be a thing of the past, marketers are increasingly relying on first-party intent data and using B2B customer data platforms (CDPs) to increase targeting effectiveness and replace demand-side targeting and cookie-based data.

Mr. Pawar added that the combination of first and third party intent data with targeted research will turn intent signals into actionable insights. “B2B CDPs can also provide better segmentation and having a ‘single source of the truth’ for customer profiles will accelerate defining targets, improve personalization, and enable better measurement and metrics for multichannel/omnichannel campaigns,” he elucidated.

Deliberating on the fifth B2B marketing trend, he said Consumerization and Gamification Redefine UX. Just as business apps have adopted many features of consumer and even gaming applications, the B2B marketplace can benefits from consumer-driven advances in marketing. For example, business buyers increasingly expect applications to be more intuitive, easier to use, and offer rewards to the user for completing tasks. “We see B2B buyers increasingly demand personalized digital experiences including digital brochures, the ability to personalize their experience with user generated content, and a consumer-like buying experience powered by AI chatbots, B2B buying portals, and the ability to seamlessly start the buying process with one channel and complete it with another, explained Mr. Pawar.

Although all these elements are critical to 2022 success, they are but a small part of the arsenal of marketing processes that will drive B2B success this year and into the future. Marketers who partner with solid MarTech providers like Digitalzone will simplify execution of omnichannel programs, and metrics can drive insights that enable marketing and sales strategies to better align over time.

About Digitalzone

A rapidly growing B2B marketing company, Digitalzone has been dynamically changing the B2B marketing ecosystem for the last decade. Encouraging a culture of innovation, Digitalzone has developed numerous tech-enabled proprietary tools that are helping business grow at a multi-fold speed. Under the astute leadership of Mr. Rishikkes Pawar, CEO and Chairman of Digitalzone, the company has helped tons of Fortune 1000 companies boost sales and marketing. Mr. Pawar is also chairman and CEO of Sweven Infotech, a leading IT outsourcing company with a global account base. Sweven Infotech offers the best IT support to businesses globally. Digitalzone believes that businesses don’t just want to get more leads; they want leads that convert. Digitalzone helps B2B brands earn revenue with highly targeted campaigns, converting specific accounts that matter the most to their business. Its unique Account-based marketing (ABM) focuses on conversion of specific target accounts. Digitalzone’s clients include some of the world’s best known brands. Digitalzone has built great partnerships with big brands such as Adobe, IBM, Splunk, Salesforce, Marketo, Magento, Cisco, Cheetah Digital, BMC Software, Roll works, and Infoblox in the past few years.

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