5 Key Predictions that Will Disrupt B2B Marketing in 2022

Marketing | 5 minutes to read

22nd Mar, 2022

The pandemic looms large on businesses and uncertainty persists as enterprises advance into 2022. B2B enterprises are increasingly becoming customer-centric which has put marketers in an advantageous position. They must use what they have learned in the past 2 years to create more agile, resilient, and revenue-centric demand generation campaigns in the future.


    • The basic purpose of b2b marketing today is to identify opportunities, create strategies, orchestrate execution, and ensure substantial revenue growth

    • Savvy marketing leaders will have to use their expertise to create a more agile and resilient demand generation strategies

    • Discover five key shifts that will completely disrupt the b2b marketing landscape and give marketers more control over an enterprise’s revenue stream

    Digital disruption has accelerated since the emergence of the covid-19 pandemic in 2020. The pandemic persists as businesses move into 2022 and customer demands for omnichannel experiences, convenience, and commitment to sustainable values are only growing stronger. It is critical for enterprises and marketers to understand the defining business forces in 2022 and be prepared to seize opportunities amidst uncertainties.

    The basic purpose of marketing today is leading the b2b enterprise’s quest to identify opportunities, create strategies, orchestrate execution, and ensure substantial revenue growth. All this must be done with a relentless focus on delivering value to existing and prospective customers and stakeholders. This reflects a clear shift from traditional b2b marketing’s focus on brand supervision, b2b lead generation, and sales support.

    Rise of unified revenue marketing team across b2b firms

    Over the past two years, customers have become more digitally self-directed in their pre-purchase and post-purchase customer lifecycle. They also research their decisions about staying, renewing, or expanding. Therefore, b2b demand generation teams are thinking more about the entire customer life cycle than lead generation and conversions. The trend will accelerate further with the emergence of new covid variants, which will again decrease the amount of face-to-face engagement and increase the reliance on digital customer outreach. There have been many changes in how marketers engage with their customers and strategize b2b demand generation. 2022 will see more disruptions, and hence savvy marketing leaders must use what they have learned in the past 24 months to create a more agile, resilient, and creative future for their companies. Let’s look at five key shifts that will disrupt the b2b marketing landscape this year:

    Instead of having separate b2b lead generation and customer marketing teams, companies are now creating a unified revenue marketing team to optimize the entire customer lifecycle. It will leverage account-based marketing, digital demand generation, and other digital marketing techniques to engage with prospects and customers at different stages of their purchases.

    Marketing leaders stake a claim on enhancing partner experience

    B2B buyers often rely on channel partners to help them plan, buy, and deploy complex products. There is an increasing awareness among marketers about the role and importance of channel partners in the b2b buying process. Enterprises have now started to digitally enable their channel partners and involve them in the overall demand generation campaigns.

    Savvy marketing leaders have started thinking more strategically about their channel partners, whom to recruit as partners, and how to best retain them. This will enable enterprises to provide an enhanced experience to their partners and make the business relationship seamless and frictionless for them.

    Half-baked personalization strategies will deflate ROI goals

    2021 witnessed marketers investing in technologies to deliver hyper-personalized messages and experiences to customers. However, marketers across industries were not able to harvest optimum returns from their demand generation strategies due to multiple reasons. Traditionally, personalization is about understanding buyer needs, creating campaigns to address those needs, and then fulfilling those needs at the right time.

    Marketers must be able to understand the problem that their target audience is trying to solve, where they are in their journey, the kind of buying team they are part of, and their role in that unit. B2B marketers have yet to perfect their segmentation strategies, customer understanding, and journey analysis. In the absence of a data-driven understanding of unique customers, b2b marketers will not be able to streamline their personalization strategies.

    Additionally, read our blog “Deep Capabilities Which Only a Trusted Demand Generation Services Provider Offers” to know how leading b2b organizations are partnering with a result-driven b2b demand generation service provider to increase revenue, efficiency, and market share.

    New marketing metrics highlight the importance of marketers

    For years, b2b marketing leaders demonstrated their value by calculating their contribution to the revenue pipeline. While traditional marketing metrics were scalable and easy to analyze, they underscored the true impact marketing could make in a business.

    Marketing provides value to the entire b2b demand generation cycle and helps accelerate the path from b2b lead generation to conversions by making the brand strong. Marketing helps in improving conversion ratios because marketers personalize the engagement strategy and improve the velocity of the end-to-end process. Marketing also plays an important role in creating a sales-driven partner ecosystem. Measuring metrics along these lines can give a more nuanced view of a marketer’s impact on an enterprise’s revenue stream.

    Low talent retention will give rise to the fractional marketers

    The pandemic-induced work-from-home dynamics have left employees across industries reassessing how and where they want to work. This reassessment is causing talent migration among enterprises, and marketing departments will also not be immune to it.

    The distance and untethering from the office environment give people a number of options that will minimize their pain and maximize their gain. This will, in turn, put added stress on the enterprise’s internal competencies. This will allow marketing leaders to create virtual teams that employ freelance talent, fractional executives, and agency partners creatively. Aligning these extended team members as part of a full-functioning enterprise will require new approaches to collaboration among full-time employees and non-full-time employees.


    The current b2b business landscape is riddled with disruptions, and uncertainty is the new normal. As b2b organizations are transitioning towards customer-centricity, marketing is in an advantageous position. Marketers must realize that there has been a pivot in the organizational revenue enablement, and they need to seize this opportunity. There is an ongoing change in b2b demand generation and sales strategies. Hence, it is crucial for marketers to step into a new leadership position within the company and actively contribute to its revenue pipeline.

    Contact us to book a free consultation with our demand generation experts and learn more about our sales enablement services.

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