B2B marketing success in 2022 relies on 4 elements

If there’s one thing we know about B2B marketing as we move into 2022, it’s that nothing is constant. There are still uncertainties we must live with and work with.

But, if there’s anything we’ve learned that we can take away in the new year, it’s that the four B2B marketing data and referral trends we saw in 2021 will still be essential.

Four essential marketing statements and referral trends to focus on for success in 2022

1) Targeting without cookies: When cookies are gone, what will marketers do?

“Cookies are seen by marketers as the ultimate advantage of everything for digital advertising, which over-sells their vitality to both sides of the spectrum,” said Will Konkel, Vice President of Marketing at Stirista. “There is no one magic bullet. It’s really about getting the right mix of pieces.”

“There are two corollaries that B2B marketers should keep in mind as they plan for a world without cookies,” says Aaron Grote, Senior Director of Identity and Attribution Products at Stirista. “There’s identity-based targeting and behavioral targeting. You need to understand how to do both without cookies. Don’t put off trying to find ROI in zero-identity data.”

Find a partner who can use signals other than identity to find and buy media. Identity graphs (or identifier graphs) are essential here, as they help create good opportunities for similar audience expansion.

First-party data is more accurate – but collecting it requires work in the form of strategy and planning. For example, how will you incentivize customers to share data? How will you ensure that the data is kept clean?

“If you can do that — and find two or three predictive elements and work with your partners to implement them — you can have success,” Grote says.

2) CTV Accreditation

With connected television (CTV) consumption increasing as consumers continue to cut the cord on cable services, brands should consider advertising on this channel. Benefits include better targeting, multi-channel integration, and more accurate tracking. CTV involves a long tail process, but collecting analytics is simpler because it is digital.

“I think one of the mistakes B2B companies can make is to treat marketing as a completely different animal than consumer marketing — but still talking to people,” Konkel says. “At the end of the day, the business audience doesn’t just watch business programming – they watch what other consumers are watching.”

“With the right data, you can specifically match your ads and CTV purchases to the shows and channels that consumers are watching,” Kunkel continued.

Also keep in mind that audiences have what is known as “logo blindness” – they are conditioned to avoid digital ads. But with CTV, the ads can’t be skipped.

In addition, CTV offers the highest demonstrable return on investment because it is effective in generating and transforming demand.

“There is huge potential in CTV as a channel,” Grote says. “CTV raises the bar by generating demand, not just capturing it.”

3) SEO and Advertising

As we move into 2022, incorporating SEO and paid advertising into the marketing mix is ​​becoming more and more important.

“Deep page views, such as product details or site pages, and mention intent, occur at a greater rate than Transfers And frequently “Speak before transfers,” Kunkel explains. Because these thought events have a greater scope and occur more quickly, measuring and attributing them can give you an early view of the causal impact of B2B marketing, allowing you to optimize your campaign faster and more comprehensively. “

“Although search engine optimization (SEO) has not historically been an exciting channel for brands, it is growing in importance. Without the right keywords, the site will not be indexed well,” Kunkel said. “That’s why we’re seeing brands investing in SEO audits and agencies at a level like never before.”

“It is very difficult to have popular search terms, as every brand is competing for the same keywords,” Grote says.

He suggests producing organic content to increase your paid efforts. Since Google now rewards people with read-as-written content against search engines, it’s important to approach your content strategy in a more natural fashion.

“It’s no longer just a keyword authority — it should direct the SEO tilt to strategy,” Grote said.

And what about thought events? These are important in B2B marketing, where the buying and sales cycle can take some time. It can be hard to enter what puts Jupiter on edge, so identifying key considerations events along the way makes all the difference.

“Thinking events allow you to move away from media-level KPIs that are not often associated with business outcomes,” Grote explains.

For example, a potential customer may be stuck in a contract with another vendor and not ready to transfer.

“Conversion is not the immediate end game,” Kunkel says. “You want to nurture potential clients throughout the cycle in order for engagement to continue.”

4) Attribution

Whereas customers used to accept that some elements of marketing do not lead directly to sales, now they want everything they do to be credited. This creates a challenge for the marketing teams. How can they get the right attribution?

“Especially in B2B sales, we are increasingly seeing how companies are being held accountable,” Konkel says. “Customers want numbers. They want to know what works.”

To this point, Kunkel says cross-company marketing teams can do a better job of getting the referral right by setting parameters and being honest from the start about what brands can expect.

“There is an expectation that for every dollar they spend, there will be some kind of action,” Konkel said. “They look to get a learnable moment from each marketing element.”

If the agency or seller is candid with the customer about what to expect – what can be attributed and what is not – this can lead to more successful campaigns and increased customer satisfaction.

In a world without cookies, marketing and referral data requires a new approach

In 2022, brands will be tasked with experimenting with new methods of data collection and analysis – and experimenting with ways to reach target audiences – when identity isn’t an option.

By considering these four elements when planning campaigns, B2B marketers can stay ahead of the race to increase brand loyalty and gain new customers.

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