In 2022, B2B marketers will look to trim their tech stacks and move towards simpler solutions. Account-based marketing ( ABM) will also evolve, with marketers taking advantage of new capabilities to personalize campaigns. Additionally, digital marketers will seek insight beyond engagement, tracking the influence of digital and nondigital campaigns on revenue.
Tools such as intent data are now available to drive ABM at scale, and B2B marketers will be looking for better ways to measure the success of ABM campaigns. It will be important to integrate data inside the CRM to create a shared single source of truth across departments. Digital marketers will look for tools to measure campaign influence beyond engagement.
Streamlining tools to focus on those that deliver the most value is a better bet for B2B marketers in the year ahead. By looking for more personalization through ABM and gaining clarity through better insight into campaign performance, B2B marketers will be set up for success in the year to come.
Top 3 B2B Marketing Predictions for 2022
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