How to Harness 2021’s B2B Marketing Trends in 2022 Yes, It Was Trendy —But Did It Work?
W hat do you think of when you hear the word “trend”? Depending on your age, it could be anything from big hair to avocado toast. The word itself has more definitions than you might think, including these four from Merriam Webster.
cellphones, texting, and computers were just trendy, but decades later, they’re still here because they made our lives better! Trends in marketing are the same way. Sometimes a fresh marketing strategy will pop up, everyone will try it, and it will disappear again. But if a marketing trend works , it sticks around and becomes a mainstay. With that in mind, as you plan your B2B marketing strategy for 2022, you shouldn’t throw out your 2021 playbook. The tactics you tried this year might not be on the 2022 trend lists that are starting to pop up on marketing websites, but that doesn’t matter. The only thing that matters is this question: “Did it work for your business?” If the marketing strategy successfully boosted your revenue, brought you referrals, won back old clients, converted leads, or increased retention, roll it into your 2022 plan. Odds are it will keep working for you.
1. A prevailing tendency or inclination 2. A general movement 3. A current style or preference 4. A line of development
When people say something is “trendy” — like TikTok dances, ‘90s fashion, or podcast marketing — they usually mean the third definition. But trends aren’t always fleeting. Sometimes, as you can see from definitions 1, 2, and 4, they’re useful predictors of what’s to come. If something trendy is truly awesome, it sticks around and becomes part of the culture. At one time, people thought
Not sure what we mean by 2021 B2B marketing trends? Here are just a few called out by B2B marketing expert Lee Odden. 1. Using Influencers Due to the COVID-19 pandemic, people are spending, on average, 30% more time on smartphone apps this year than they did in 2019. Early statistics lead to the 2021 trend of marketing through influencers
Truthfully, misalignment between sales and marketing is a problem as old as time. However, it’s rarely addressed. That’s mainly because, in the modern age, there’s been a misunderstanding: Your customers aren’t buying the way they used to. Rather than contacting a seller as soon as they’re interested in buying (in order to learn more information), customers research online. These days, sellers rarely help their customers through the full length of the buying journey. That’s why sales needs major help from marketing — specifically with content — in order to guide buyers through the process. The book’s mantra drives this point home: “Sales can’t do it alone, and marketing exists to make it easier.” By aligning your teams, you can significantly increase profitability and even marketability. To do this, Eiler and Austin walk you through proper sales and marketing alignment with these four lenses: leadership, culture, process, and technology. You’ll find that your current problems may be self-inflicted, and by adjusting your process, you can achieve exponential potential for growth.
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“Do not be anxious about anything, but in every situation, by prayer and petition, with thanksgiving, present your requests to God.” –Philippians 4:6 “And whatever you do, whether in word or deed, do it all in the name of the Lord Jesus, giving thanks to God the Father through him.” –Colossians 3:17
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