As a B2B software marketer, you’re keenly aware of how often marketing is evolving to meet the characteristics and preferences of your customers. The year is more than halfway through, and we are currently in the process of helping our clients gear up for 2022 - which is how I came to be inspired to write this for you.
Before you finalize your 2022 marketing strategies, consider these 6 B2B marketing trends that impact the way B2B software companies are going to market in 2022:
1. Updated positioning
The past year caused a huge shift in viable marketing channels. Marketers who relied on traditional marketing suffered while progressive demand marketers thrived. Category competition is higher than ever with the influx of cheap capital. Software companies need to tighten the parameters of their ICP and update the design and messaging of digital properties to better reach their buyers.
2. Organic social
Leaders in the software space need to spend more time posting on their social pages, such as LinkedIn. This is a no brainer thought leadership + demand gen play to open up new distribution channels, outside of posting a PDF on the corporate website.
3. Speaking engagements
There is no better time than now to get company influencers signed up for speaking engagements, whether they are online or hybrid events. This is one of the most powerful ways to build brand credibility. With in-person events ramping back up, customers are looking to consume useful content in this format that genuinely helps them.
4. Product marketing
Successful demand gen campaigns rely on Product Marketing heavily to differentiate software products in the marketplace. Marketers are leaning into things like new product releases, new integrations, and high value content pieces to drive demand for software products and services.
5. Publicizing pricing tables for 5-6 figure deals.
This one is controversial. If you can buy a Tesla for 40K+ in 20 minutes, your customer should be able to buy your software product with an ACV of 5-6 figures online, too. If you have a buyer who has done their research, received recommendations to use your product from their community, and is ready to buy - why create more friction in the buying process by inserting a SDR or account exec? Buyers want clarity around enterprise software pricing.
6. Less of a reliance on quantity of MQLs and more of a focus on quality pipeline
In the last decade, the primary metric marketers have been held accountable to is quantity of MQLs. In sales-driven software companies, marketers are responsible for hitting a number of leads for sales to call. A shift is being made to revenue. Marketing’s job is to get people to buy the product. So for marketing to do a better job of helping the company drive revenue, their time and attention need to be focused on brand building, raising awareness in new channels, and on metrics that aren't tied to lead quantity.
B2B marketing trends have dramatically shifted in the last 10 years, especially for enterprise software companies. The outdated way of doing marketing is to gate all content pieces and generate a high quantity of leads. Every point listed above provides value to your customers without requiring them to submit their information. These B2B marketing trends are the way demand for your brand will be created in the next decade.