As we move closer toward the end of 2021, it is time to analyze and recalibrate b2b lead generation and demand generation strategies for a more profitable 2022. B2B organizations adopted a lot of trends and techniques in 2021 such as intent data, ABM, conversational marketing and more. These will continue to be the most preferred techniques even in the year 2022. Lead quality, lead nurturing and data will also remain in focus in the coming year.
Let us see some of the top trends and techniques that will stay in focus in the year 2022!
Importance of Data-
2021 saw many marketers focus on one of the most crucial elements of successful lead generation – data! Lead generation is mostly about qualified leads; let’s say marketing qualified leads (MQLs) and about sales pipeline and shortening of sales cycle. These are the critical factors when it comes to successful lead generation and demand generation today. Data plays a vital role in getting all those good leads into the loop and converting them into business.
2022 will continue to be about how to leverage the incredible power of data. This will also include the enormous role that intent data has to play in the success of lead gen and demand gen. If you want to succeed in 2022, you must adopt intent data as one of your main stream activities. Adopt it to see its miraculous influence on lead generation and conversion.
Focus on buyer persona and personalization-
2022 will continue to be more about personalization! Personalization can only be achieved if you know the prospect well. Therefore, if you want to invest in personalization make sure you put in efforts to get to know the buyer persona and the person behind the prospect. This will enable you to come up with personalized communication and more customized strategies for better lead conversion.
The focus will continue to shift to communication, personalized communication and customer-centric sales. The change in approach in sales will continue to be more about the customer and having more empathetic communication even after the face to face trade shows and meetings will gear back in action.
Increasing demand of ABM (Account based marketing)-
Account based marketing showed much traction in the year 2021, as marketers realized the power of focus and a narrowed down approach through ABM for better business returns. Exclusive accounts that have high potential will now be targeted more frequently in 2022. Companies can look forward to hiring dedicated resources for account t based marketing to win the long term loyalty of customers.
Power of strategic email marketing-
Strategic email marketing will continue to reign in 2022 and beyond. Email marketing has been one of the most influential tools in reaching out to customers and also building solid relationships. 2021 was testimony to this fact and marketers have been reaping benefits from strategized email marketing as it allowed them to create more personalized communication, helpful in lead nurturing.
Marketers who are expecting good leads and quicker conversions can now look forward to working with b2b lead gen partners and companies. Outsourcing lead gen activities will continue to be more popular in the coming year as it will allow companies to invest their time in other crucial functions and business activities. Content and content marketing will also remain in focus and companies will now need to dedicate more time and money in creating outstanding content assets in 2022.
Conclusion-
2022 will carry forward some of the most happening trends of 2021. For smooth sailing in the year 2022, companies need to adopt personalization, ABM, intent data, lead nurturing, and other top trends. A change in approach will also prove to be beneficial along with inculcating a data culture in the company for better lead results.