04th Mar, 2022
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- Changing buyer expectations, evolving partner models, and growing competition in the last year have renewed enterprisesâ focus on strengthening customer relationships
- Businesses will have to speed up digital migration to reignite customer engagement campaigns and expand demand generation horizons
- New trends and strategies are knocking down on the doors for enterprises to orchestrate successful customer outreach campaigns in 2022
Businesses who were vying to acquire net new customers in 2021 must now realign their demand generation campaigns to build strong customer relationships. This will ensure sustainable revenue growth in the future. Retaining existing customers will drive better ROI than converting new ones. Therefore, enterprises must ensure that their digital marketing strategies, processes, and systems evolve in ways that will reignite and co-innovate customer value from pre-sale to post-sale stages. To help achieve the aforementioned objectives, let’s zero in on the B2B digital demand generation trends that will likely matter the most in 2022.
Catching up with the great digital migration to expand the demand generation horizons
Â B2B businesses are now in a crucial phase where they must aggressively leverage digital tools and technology to gain a competitive edge in their demand generation efforts. This is where digital marketing emerges as one of the key demand generation tactics to bolster customer relationships in the new normal. 2022 will likely bring a corresponding shift in digital marketing trends with customers becoming more digitally native. B2B companies now consider digital interactions as two or three times more important for their business as compared to traditional sales interactions. And as 2022 comes closer, here are some key trends that will define the customer outreach success for marketers:
Well-defined customer outreach strategies
It’s time for enterprises to reignite their creative faculties to stay afloat in 2022 as traditional customer outreach strategies are failing to create an impact. This includes reaching out and communicating with customers in new ways and prioritizing virtual interactions.
The last two years of digital acceleration have made virtual outreach methods a popular medium to reach large audiences quickly with impromptu connectivity. These methods help enterprises to grow brand awareness faster, bolster online lead generation, and establish credible thought leadership. Whether it is one-to-one or one-to-many interaction, a fireside chat format, or a large virtual format- customer outreach through digital medium requires a campaign-driven methodological approach. They help marketers reach out to relevant prospects faster and more effectively, build a uniform communication strategy, and maximize reach both in terms of geography and industry verticals and more.
Symbiotic partnerships with other brands
As enterprises gear up to turn the tide virtually, they would look to form symbiotic relationships where they can come together and concord with other brands. This would provide a green shot of rejuvenation for small and medium enterprises facing higher customer demands for which they aren’t ready. Partnering up with a larger entity would also give smaller brands an upper hand to access a larger customer base with specialized needs that they may not be able to meet alone.
The drastic shift in customer behavior has forced organizations to invest more in digital tools to increase brand awareness and demand generation in the market. And it has evidently helped vanguard organizations to optimize their overall ROI. The cost per lead obtained through digital channels is 61% less than the traditional marketing channels like telesales services or other mediums. Businesses can save a lot of money through the use of social media, PPC campaigns, and other digital strategies. Thatâs why brands are increasingly investing in digital marketing strategies like SEO, programmatic advertising, social media marketing to achieve a greater ROI.
AI-enabled influencer marketing
In the last few years, influencer marketing has moved from being word-of-mouth marketing to content-driven marketing. Influencer marketing is expected to grow to a $15 billion industry by the end of 2022. It has become a major force in building brand credibility and augmenting B2B demand generation campaigns as more customers are online. A number of short video apps have cropped up, making video marketing more creative than ever. As a result, micro-influencers with a small but niche follower base will become crucial for brands to bolster their customer engagement efforts.
The advanced phase of influencer marketing will witness AI integration for a range of functions. Right from influencer identification and tracking their engagement rate to performance marketing, AI will help automate many repetitive tasks. It will also help markets do a cost-benefit analysis for better brand-influencer partnerships.
There is a significant rise in leveraging user-generated content to engage with potential customers. User-generated content is essential as it helps brands better understand the pain points of their target audience. Such content pieces can easily be generated through social media campaigns, media interviews, etc. It also allows brands to connect and engage directly with their target audience and build a loyal brand community. At the same time, it also makes customers feel connected and part of the conversation.
At a time when tech innovations are happening at a lightning-fast pace and customer behaviour is hard to predict, experimentation is a must to survive. All the pre-covid data points and market arrangements have changed. Brands need to gear up with new tactics and digital know-how to address the post-covid customer challenges. Every organization looks to engage with new audiences, and the best possible way to find them is to use new digital tools and channels. Different digital channels like social media, websites, etc., help the marketing and sales team understand customer preferences, buying habits, and other details. Furthermore, they can enlist the services of a proven digital marketing agency to streamline their digital demand generation processes. They can derive actionable business intelligence using these data points and refresh their customer outreach campaigns for optimum results in 2022.
Contact us to know more about our integrated demand generation solutions.