After the outburst of COVID-19, a lot has changed in the B2B marketing industry. The business processes, meetings and conferences done live have now turned virtual. But with digital transformation, do you think B2B companies can make the same impact? Well, the answer is yes, only if they utilize the top sales technology that is coming up in the market. The latest sales technologies can help B2B Marketers to generate more B2B leads and secure more deals. Keep reading the blog to know the top sales technologies to adopt for more B2B leads in 2022.
Top 8 Sales technologies and Trends to acquire more B2B leads in 2022
Many technological trends have come up after the pandemic and with digitization. Adopting these sales technologies and trends can help you stay ahead in your B2B lead generation game.
1. Digital lead generation
Due to the strict guidelines of COVID-19, the B2B companies had to switch to digital lead sources such as website, social media, content and email marketing. According to a recent study by McKinsey & Company, “70% to 80% of B2B decision makers would choose digital communication over in person interactions not only for the safety reasons but also for ease of scheduling and reduced cost.”
The B2B companies had to switch from traditional to digital platforms for different processes such as prospecting, scoring and nurturing leads. This sudden transition requires them to put more effort into the digital platforms as more B2B buyers are turning to them.
2. Live chat and Video Conferencing
For B2B Marketers interacting with B2B buyers and closing the deals is important. Live chat and video conferencing have become the communication channels amid the pandemic times. According to a report, “Video interactions alone between the sales representatives and B2B buyers have generated 69% of revenue as of April 2020.” This is highest among the communication channels used by the B2B companies.
According to a survey, 9 out of 10 B2B decision makers agree video and live chat are better and will be utilized throughout 2022 and beyond. It is stated that 46% of the companies will sustain the new commercial go to market model even after the pandemic. Live chat and video conferencing are successful digital B2B communication channels.
3. Influencer marketing
People trust a person more than a brand claiming to do something. B2B marketing trends keep on changing but a recent trend that has been set is influencer marketing. Influencers have their own audiences and people trust them more than directly trusting a brand. Businesses can use these influencers to reach their prospective customers and make an impact.
Apart from the reach and building trust, there are many benefits of influencer marketing. It is not very costly and the brands don’t have to invest in ‘infiltrating’ the audiences. Most of the influencers have their analytic tools and insights that the businesses can utilize.The brands can also do performance based marketing schemes with influencers. This way they would only pay as per the results and it will help in saving up money and resources.
4. Voice Search
According to research, “51% of online shoppers use voice search to learn more about the products they want to purchase.” 4.2 billion voice assistants have been deployed in 2020 worldwide, and this number is expected to grow bigger by 2024. Voice search is gaining popularity in recent times and is expected to rise to 122.7 million users by 2022.
Voice search can help you boost your marketing strategy and get more leads. You can enhance your voice search by optimizing the listings, reviews, content etc. The accuracy of voice activated devices is still a barrier that holds businesses from fully adopting the voice search technology. However, with the technological advancements and AI integration, the voice search feature is going to grow prominent in the next few years.
These days, who doesn’t like chatting and what if chat can answer all our questions? It will be great and so easy to communicate our problems. Chatbots can be a great tool for business communication and customer support services. According to a report by Business Insider, “Chatbots are predicted to drive $142 million growth in consumer retail by 2024.”
Chatbots are beneficial as they provide users 24 hour digital support and can replace human hours. Chatbots powered by AI technology can help quickly answer and respond to the customers. More organizations are integrating chatbots into their communication system and leveraging its benefits.
6. Video content marketing
Who doesn’t like to watch videos? Aren’t they entertaining and engaging? Ofcourse, they are. Research shows that most people prefer to watch videos online rather than on television. According to experts by 2022, ‘Video content will account for 82% of total internet traffic.’
B2B marketers can take advantage of video content marketing and increase their sales, reach and engagement rate. There are various platforms where you can upload video content such as Youtube, Instagram etc.
You can create interesting and impressive video content and grab the attention of your potential customers. People most likely share content that they can relate to and connect to on social media platforms. You can keep the current trends in mind and craft your video content accordingly. Video content marketing can be a great way to get more B2B leads.
7. Email marketing
B2B Marketers have been using emails since a long time to generate leads. But do you think sending similar sorts of emails will get you leads? What new can be done in terms of emails to capture the attention of the prospects? Well, you can make your emails more interactive. According to researchers, ‘Interactive emails increase the open rate by 73%.’
For example, imagine that you receive an email full of information and no images. Will you feel like reading it immediately? No, you would rather put it in the trash or keep it for reading later. On the other hand, you receive an email with colorful images and there are many other CTAs on which you can click for more information. The creativity would immediately spike your interest and you would prefer to read that email ASAP. Emails that are more interactive and visually impressive are likely to be opened by the prospects.
8. Data Insights and Analytics
Nowadays, there are many digital tools available in the market for gathering, processing and analyzing data. It is predicted that B2B Marketers will incorporate more cloud based data analytics tools by 2022. A study also has shown that 30% of the top organizations have both Google and adobe analytics.
The data analytics and insight tools help marketers identify the loopholes and improve their marketing strategy. Many businesses have started incorporating insights and analytics tools to drive strategic change and make critical decisions. According to a report by Research and Markets, ‘Data analytics market will have a growth of $21.5 billion by 2025 and 24.5% CAGR within a five year period.’ Integrating data analytics and insights tools is an upcoming B2B marketing trend and can help to drive more B2B leads.
Putting It Together
B2B lead generation trends have entirely transformed after the pandemic hit. The B2B lead generation has now turned completely digital. There are many different ways that B2B Marketers can drive leads digitally such as through social media marketing, SEO, email and content marketing, chatbots etc. However, there is no one single marketing way that can help to drive leads rather you have to use an omnichannel marketing approach. The new technological advancements like AI, Machine learning have changed the way B2B lead generation is done.