We’re getting closer to the 20s. We’re familiar with how to handle COVID and how to do work from home efficiently, and also how to revive our beloved flare jeans. B2B Marketing Challenges are getting very tough for Now Because now most of the Business is getting Switch to B2B Marketing.
What else the next decade holds is anyone’s prediction (and the truth is that everyone will be proved to be wrong if we dare to try).
What do we can know is the things we do not yet know.
As marketers as a profession, we don’t understand how we can find the best talent in this massive labor shortage. We aren’t sure how to use Artificial Intelligence (AI). We don’t know how we can outdo our competitors in the account-based market (ABM).
The final word? 53 percent of marketers claim that creating a pipeline is their main goal for the year ahead.
So, getting over our weaknesses is essential for teams in marketing who want the ability to measure revenue attributing.
Here are the most challenging problems we’ll have to face in 2022.
Hiring Marketing Talent
According to Drift’s 2021 Marketing Leadership Benchmark Report, 60 percent of marketers stated that the lack of bandwidth is their biggest marketing problem. This is a major obstacle to achieving every objective. If you don’t have the appropriate individuals (and plenty of them), You’ll be in the back of your objectives.
In the past, the absence of a budget for hiring was the most pressing problem in the world of talent. However, in 2022, the issue will be a shortage of applicants who will accept your job offer.
“Now could very effectively be the proper time to focus on your extreme expertise and make sure that they have the gear and property they require. There are many choices available this moment and top talent is highly sought-after.”
For many tech workers and other industries in high demand, the Great Resignation is more than a “Great Reconsideration”, with employees choosing workplaces that are more focused on their health and offer a decent salary for their expertise. This is what one CMO said about it:
“I think that our people are our most costly asset. Technology as well as the money spent on media, messages, and so on. All of them require the most qualified people to make them work. Prioritize hiring, attracting as well as training, and mentoring the best talent that you can. As a leader ensure this is your primary priority every day. By doing this, you’ll succeed.”
Creating Fantastic Content that Drives Pipeline
The results of Drift’s B2B Marketing challenges Leadership Benchmark Report The content marketing category swept the board. Here are some numbers to show that leaders in marketing are focused on content
- Content marketing is among the most frequently employed in-house marketing task, with 86% of the B2B marketing challenges executives admitting it.
- 53% of respondents said that content marketing would be the most crucial aspect of their team’s overcoming five years.
- Between 2020 and 2021, the software for content marketing jumped from 7th to 1st in mission-critical martech to drive pipeline.
Many B2B businesses have experienced a remarkable ROI (ROI) through their marketing content. However, there are thousands of others who haven’t. For these companies, creating content appears to be a necessity sin — something they must do to remain relevant, even if they do not see tangible outcomes.
There are many reasons why creating qualified B2B Marketing challenges leads (MQLs) using the right content can be a struggle.
- Highly competitive niches and subjects specifically for SEO (SEO)
- It is difficult to assign leads to content (i.e. content may be providing more than you thought)
- The difficulty of promoting content
- It can be not easy to convert traffic from content to leads
- Conflict and confusion about the strategy for content
B2B companies want to be in the promised land, where content marketing can generate more leads for a lower cost than direct marketing and paid advertisements. However, to achieve this, they must determine why they aren’t making leads through their current content marketing efforts and devise solutions.
Even then, some marketers have difficulty gaining the support needed for the resources they require to create truly amazing content.
Continue to digitize B2B Marketing challenges Processes B2B Buying Process.
B2B Marketing challenges have become increasingly digital. In the past few years, the popularity of software for business has resulted in a bottom-up approach (meaning employees of the company could join Slack and cause IT to sign up and buy the service). But the current situation is distinct. Many decision-makers have turned to electronic tools to assist them in selecting the most appropriate options.
Today’s B2B buyer is very active. She’s exploring a variety of alternatives, gathering solicitations for proposals (RFPs) as well as reviewing requirements, and reading reviews. She’s independent and doesn’t waste time. If a company is taking too long to get returned to the employee, there are two issues:
- She sees it as a signal that its operations aren’t on par and believes that support won’t be either.
- She continues to engage with rivals who are quick to react.
Every B2B business will face any competition due to the increasing popularity of consumer-oriented enterprise services. This is why speed and convenience are important.
However, B2B marketer’s challenges aren’t keeping up with the digital revolution. In reality, the overall discontent with B2B’s digital experience is rising. Drift’s newly released 2021 State Of Conversational Marketing report indicates that discontent with accessing basic business data has increased by 20% in just one year. Meanwhile, frustration with the navigation of websites grew by 25%, while frustration with outdated forms increased by 27 percent.
Since so many B2B interactions have been moved online, it is imperative to think about every interaction our customers and buyers go through.
Integration and Analysis of Data Sources
Miranda Lambert’s hit song “It Takes All Kinds of Kinds” applies to marketing. In marketing, the type of person we’re not able to get enough of is who can aggregate and comprehend the entirety of marketing and customer information. One marketing executive of the Marketing Leadership Benchmark Report commented about their use of martech:
“I do not believe that we are making use of this stack at its maximum capacity, from segmentation to tracking and productivity. This eats up the resources of our system and forces us to push our objectives further away.”
In 2022, most marketers will want to integrate data analytics and train their existing teams. If we don’t succeed in doing this, we will not achieve our revenue targets. Take this instruction from one B2B marketing challenge Drift studied:
“Develop an analytical ability. Every aspect of your life can be quantified. It’s all about numbers and the capability to read, report recommendations, suggest paths, and calculate ROI dependent on the performance indicators of key importance.”
Utilizing AI to perform repetitive Tasks (Not Creative Ones)
AI is at the point of revolutionizing the B2B marketing challenges landscape; however, it’s still not happening. At the moment, 77% of marketers are just a little less than one-quarter of all tasks related to marketing that are intelligently automated in some way. Although, interestingly, 80 percent think that more than one-quarter of their marketing activities will be automated with intelligence in five years.
The difficulty is deciding the tasks that require AI and the best way to use it. It’s a significant initial investment, and you need to make a wise choice. This means knowing which tasks must not be delegated to AI.
The Drift team Drift is a firm believer in creativity, a blend of five kinds of brains that help individuals become better problem-solvers, empathizers, empathy-based, and adaptable employees.
Creative intelligence is something AI cannot achieve.
In language generators, such as GPT-3 GPT-3, the writing isn’t yet good enough. To make your AI put to the most efficient use, concentrate on simplifying your interactions with prospects. For instance, you could use Drift Automation to respond to questions and then automatically qualify leads without consuming any of the sales reps or time.
“[We’re] automating processes that would take an incredibly long time to complete manually. We’re now able to identify the customers we’ll need to put our message across to.”
Much of the hype surrounding AI is heading in the wrong direction. AI is a remarkably effective tool for automating tasks such as creating conversations, boosting involvement, and nurturing leads. However, in terms of creativity, AI cannot match human creativity. Therefore, concentrate your AI on repetitive tasks and let your B2B marketing challenges team focus more on developing with their creative minds.
Partnerships in Go-to-Market Teams
For quite a while, marketers have recognized the importance of working in conjunction with sales. However, now sales and marketing aren’t the only two teams involved.
Revenue acceleration is not possible without close collaboration among all go-to-market (GTM) groups, which includes B2B marketing challenges, sales, management, operations, and the customer’s achievement.
One of the most effective ways to connect GTM team members is to put them in the same direction. Marketers can utilize Drift to increase the number of interactions with clients, get insight into the behavior of visitors to websites, tailor messages, and develop more effective ABM-related campaigns. Sales can make use of Drift to enhance live data and lead activity notification and sales-related conversations. Customer experience teams can use Drift to connect to accounts and understand them.
The magic happens when you connect with your GTM teams and take action on all of your GTM teams to serve the customer.
“Unifying your key metrics in this manner is essential to eliminate the rift between sales, marketing, and customer success. Once you have a single base of truth regarding metrics and information, instead of having to debate which one has the correct number or why the numbers don’t align, businesses will be able to determine deal risks and upsides, speed up their pipeline for the current quarter and make accurate predictions of the future quarter’s revenue and revenues.”
On a basic level, everyone must be working towards a common objective. Ahead of revenue can establish what metrics teams be tracking together. This will ensure that the GTM teams share an overall purpose and a common terminology instead of focusing on their areas of expertise and tracking small metrics (like shows-up or conversion rates). It is crucial to keep track of the most important metrics (like winning rate and revenue) and then work out the micro metrics that impact them.
With the appropriate metrics set and a CRO or GTM executive at the helm of the interdepartmental collaboration, GTM teams can tackle the most effective initiatives to move the needle of revenue.
Hosting Hybrid and Virtual Events, Your Audience will Be awed by
Virtual events aren’t going to disappear. This level of convenience is permanent.
However, there are many looking for experiences in person, especially Generation Z workers, extroverts, and people who have benefited from IRL interactions before and are looking for more. In 2022, we will find more companies choosing hybrid events, especially those seeking to establish a local presence in key geographic markets.
However, in-person events can be costly, and that’s why many companies continue to prefer virtual. However, some B2B marketing challenges professionals struggle to achieve outcomes through the virtual event they host.
No matter if you’re looking for hybrid or virtual events, content is king. When it comes to virtual events, Drift’s marketing department discovered that high-impact content was the most effective instrument for growing sign-ups and showing-up rates. One landing page had an eighty-six percent conversion due to focussing on a topic that was expert rather than content for beginners:
With appealing content in the forefront next step is to figure out ways to attract attendees. Here are a few examples of some effective methods that I saw at the Impacting Millions Live conference last week:
- Live and authentic It was not recorded or replayed. Recordings or replays and the event was planned to be completely live. While this made it difficult for some people due to timing differences, it resulted in a maximum number of people attending and a truly live experience, something I’ve never had at a live event. About 500 people have been registered. Around 350 people in Zoom attended each session. It’s easy to imagine that the attendance rate live could have decreased if replays were available, and the atmosphere might be different.
- Prizes Then, after each session, there was a random drawing of prizes from the participants. It was necessary to be live at the Zoom to win the prize, or someone else would be awarded the prize. Because there were prizes of great value (like Apple’s MacBook Air), this helped increase attendance and make the experience more enjoyable.
- Stage excitement The conference was held as a live show. The music played during breaks, and when the speaker was about to “come to the stage,” they would switch the tune as the enthusiastic host introduced the speaker. An introduction reel for every speaker, which showed the speakers in videos and photos on stage, was played before their performance.
- Breakout sessions The event used Zoom’s breakout rooms feature, breaking up attendees into a small group for a short duration (typically 10 to 15 minutes) to let everyone share what they learned. The attendees were also encouraged to meet their breakout partners on the group’s Facebook page that pops up.
In applying these guidelines, be aware that your event doesn’t need to last two days. It doesn’t need to be a full day. It could be an hour-long webinar and still see the outcomes.
Understanding the Customer’s Journey
41% of marketers have cited a lack of understanding of the entire customer experience as their second biggest challenge facing the B2B marketing challenges.
Understanding the customer’s journey in its entirety can aid marketing teams in making better decisions and discovering the areas that lack important content or optimal points of contact.
However, even having the most precise diagram of the customer’s journey, you’ll need to monitor the individual customers as they move along the way and communicate with them appropriately.
Implementing tools such as SnapApp, OneSpot, Evergage, and GoSquared can collect website information from users and create personalized campaigns. But choosing the most appropriate tool is just half the task. Since individualized marketing will take time, it is essential to prioritize ideas and opportunities and group them into smarter customer flows and then create innovative key performance indicators (KPIs) to enable you to measure your progress.
The White Glove ABM is winning.
ABM (ABM) is a fantastic way to secure your most lucrative deals, but many companies do not take their top accounts the same care they ought to. Instead, they treat those accounts with the same materials for nurturing the leads they receive from their inbound leads.
When you employ an approach of white-glove ABM, it increases the likelihood of making calls with top decision-makers from your accounts. A truly white-glove experience must consist of the following:
- The best campaigns Make marketing and events that are in line with the ABM strategy of the account (i.e. one-to-1, one-to-few and one-to-many).
- Live-streamed insights Utilize Drift to provide messages to the dedicated account owner whenever someone from the target account visits your site. In this way, you can have the account manager contact them at any time via Live Chat.
- Personalization of the digital experience Creates personal digital experiences by using an application such as Optimizely, which tailors page content to the decision-makers.
- The ideal team White-glove ABM involves input from a wide range of sources, like content managers, sales reps, digital marketing and business development representatives (BDRs), marketing operations, and field marketing. Gather the expertise you have already in your sales and marketing departments to begin targeting specific accounts, not only targeting specific audiences.
In his speech at the Growth Marketing Conference in 2018, Tyson Quick declared, “Attribution is the greatest unsolved issue in marketing.” Unfortunately, this remains true.
CMOS may know the percent of conversions are derived directly from traffic that has landed on the homepage; however, they aren’t aware of why that traffic came across them. What made the user seek out their brand’s name or go to their site?
It’s as difficult as ever to assign sales and conversions to distinct campaigns in today’s complex digital landscape. Additionally, you might need multiple campaigns to turn an individual into a buyer, and there could be several touchpoints within a single campaign. It typically takes seven interactions to get a B2B customer to make a purchase, and you may not have any leads in your database until they’re 57 percent through the purchasing process.
The issue of attribution isn’t going to go away anytime shortly. Instead, marketers must set clearer objectives for every campaign based on the buyer’s journey and the process.
Vulnerability continues to be a hot topic. Brene Brown (love her) has created an entire career out of vulnerability, helping us all get over our fear of vulnerability and let it out to other people.
In the meantime, it is clear that the B2B marketplace is extremely very competitive and crowded. The rise of consumerization in B2B solutions has changed the way consumers investigate and make purchase choices. With minimal top-down sales or decision-making, the thousands (or even hundreds) of employees in an organization can be advocates and champions to promote your service.
In noisy, congested, and competitive environments, vulnerability can be a powerful tool to make a difference and create a relationship between you and your viewers.
Marketers have known this fact for a long time. People buy from others (yes, and even when it’s B2B). However, many companies are still struggling to implement this information into practice. They fight to personalize their brand and become at risk, even though they can cut through the noise.
Organizations are struggling to be human since it’s not how they’ve been doing it in the past. And they don’t have the time to be human moving forward. This is a mistake because this isn’t just an epoch. It’s a shift in the way people communicate.
A few smart ways to make your brand more authentic as a B2B brand are to encourage employees to create their brand, help build employees’ advocacy, and highlight authentic people within your material. One way to do this is by inviting employees to write blog articles, present on webinars, and post updates about the company through their profiles.
When you personalize your brand, prospective customers pay more focus on your content and are more likely to connect with it.
Remember that being human isn’t only about how you express yourself and how you respond to what other people have something to say. In an article on a LinkedIn blog post, Diversity, Equity, and Integration Strategist Lily Zheng remind us that acknowledging the experiences of others (instead of asking questions or rewriting them in the form of stories) is the most effective way to ensure that people feel valued and heard.
Doing Not Get Distracted
In 2022, there’ll be new strategies and hacks that you’ll want to test. The tutorial promises fast Instagram growth. An article states that B2B marketers should be onto TikTok, or the direct B2B marketing challenges are coming back. It is recommended to create new landing pages before ensuring that your lead flow is optimized.
Many new concepts are thrown at you. It’s nothing new. However, being in the midst of excitement for a brand new year may create shiny object syndrome much more intense. So keep watching out. It is important to write down your strategy for B2B marketing challenges and follow it and revise it as needed instead of just blowing in the winds.