State of the Art B2B and ABM in 2022

Nile Three


In the fast-paced world of B2B, the landscape is constantly evolving, and staying up-to-date on the latest methods and tools is crucial for success. With terms like decision-makers, new verticals, sales funnels, and targeted ads being thrown around, it can be overwhelming to know where to start. However, there are answers to these common questions and with the right approach, digital marketing in 2022 can be simpler than ever. Embracing the ebbs and flows of the market is essential, and adapting to the changing times is a must for anyone wishing to be successful in the B2B environment. Our team of experts is here to guide you through the process, offering innovative and bold solutions to help your business thrive in the tech-driven world of B2B.

How to approach a decision-maker

A business man leaving a building

In the fast-paced and ever-evolving world of B2B marketing, identifying key decision-makers has become easier thanks to various tools and techniques at our disposal. Once you have identified your target, it is essential to do thorough research on the company and the individual in question. Preparation is key, and it is vital to find some common ground before approaching them. By delving into their background and interests, you can establish a genuine connection and create a solid foundation for a successful partnership. In today's professional landscape, human interest and common values still hold significant weight in establishing meaningful relationships in the B2B environment. So, invest time in getting to know your potential clients and aligning your values with theirs for a better chance at success.

Know ABM

Marketers going over a strategy

Account-based marketing (ABM) has gained immense popularity in recent years as a strategic approach that involves the collaboration of sales and marketing teams to target high-value accounts and convert them into customers. ABM enables companies to focus their resources and efforts on the most profitable accounts and yield the highest possible ROI. This technique can be employed across a wide range of industries, as it is customizable to suit specific business needs. For a more thorough explanation, read this piece by Marketo, which addresses common questions surrounding ROI, the tracking of metrics, the acquisition of resources and alignment of sales/marketing staffs. 

To implement ABM successfully, companies must first identify their target accounts based on various factors, including revenue potential, brand alignment, and overall fit. The next step is to develop customized marketing strategies for each account, tailored to their specific needs and interests. This approach ensures that companies are delivering personalized messaging to their target accounts, increasing the likelihood of converting them into long-term customers.

One of the significant advantages of ABM is that it fosters collaboration between sales and marketing teams, which often have different goals and priorities. By aligning these teams and working towards a common objective, companies can achieve greater success and improved results. Additionally, ABM allows companies to measure their success accurately by tracking metrics such as account penetration, marketing penetration, and overall revenue generated, enabling them to fine-tune their strategies continually.

Know the trends

Graphs of trends and analytics

Forbes, a renowned source for financial and business news, has recently released an analysis of 12 digital marketing trends that are predicted to produce fruitful outcomes in 2022. According to the report, knowing how to use Meta (formerly known as Facebook) is crucial because of its extensive reach and continued prevalence in the digital marketing landscape. Being able to leverage the platform to the fullest will only help to amplify marketing efforts. Additionally, utilizing influencers will be paramount, as social media personalities have emerged as exceptional brand ambassadors. Recognizing the value and potential of these influential accounts will broaden the brand's reach and increase awareness.

Privacy challenges will remain a hurdle for digital marketers in 2022. The rise of ad-blockers and other similar tools can serve as barriers between B2B connections. Modern digital ads rely heavily on data to optimize automatically. New privacy regulations like the iOS update and the pending removal of cookies have already started reducing the data used in artificial intelligence, leading to a significant impact on digital advertising strategies. Forbes recommends marketers stay abreast of these changes and prepare to make adjustments to their approach accordingly.

Other notable trends identified by Forbes include a focus on strategic marketing, the growing importance of LinkedIn as a marketing tool, the increased predictability of SEO, and the growing importance of customer experiences as social currency. Despite the recent name change to Meta, Facebook's global user base of over three billion users proves its continued relevance. Moreover, with the growing importance of algorithms, it's expected that websites will continue to get faster and more personalized. In summary, staying attuned to these emerging trends will be key to a successful digital marketing strategy in 2022 and beyond.

Less can be more

A scale

In today's fast-paced marketing world, having a strong strategy is more important than ever before. With the plethora of options available, it can be tempting to try and be everywhere at once, but as the saying goes, "less is more." Focusing on one or two channels and building a strong following on those platforms can yield better results than spreading yourself too thin. This approach also allows for leveraging an established following to promote future growth, creating new social platforms, and expanding to other mediums.

However, it's not just about being strategic on social media. B2B marketers need to identify and target the right audience with a hyper-focused methodology. Peter Fougerousse of Nile Three recommends implementing six strategies that have shown great results for their clients. “We’ve seen great results with our clients,” said Peter Fougerousse, VP of Digital Marketing at Nile Three. “We’ve been able to provide the right connections and the right information with our hyper-focused methodology.” 

  • Identify and target your prospect’s colleagues 
  • Target everyone in a sector who has the same position as your top contacts
  • Target relevant decision-makers in an entire vertical
  • Cause 2 or more groups to interact to create a desired outcome in a B2B2C setting
  • Increase capacity by attracting talent from your competitors
  • Target every decision-maker in a list of companies

The key is to embrace change and welcome new ideas and opportunities. By doing so, B2B/ABM marketing in 2022 could be easier than ever before. Thanks to the ability to access information within seconds, cost-effective and smart solutions for marketing needs have become the norm. By following the game plan detailed in this article, marketers should have enough information to confidently move forward with their marketing strategies in the B2B realm.