Top B2B Marketing Strategies for 2022

In B2B marketing, trading strategies with peers is one of the best ways to stay ahead of current trends. That's why I asked six fellow marketers what they see driving the most leads for their businesses in 2022.

Here are their answers...

Paid Social

Though not always the case, we've recently seen "paid social" drive the most revenue for our sales team. Paid social primarily comes from LinkedIn and Facebook ads, which are so beneficial because of the targeting capabilities. Though we don't put all our eggs in a single basket, it's been awesome to see the revenue impact caused by our paid social efforts.

Logan Mallory, Motivosity

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Linkedin Networking

I get lots of B2B leads through LinkedIn. Many of these are inbound leads, where people discover my profile because of shared connections, categorization, and keyword searches. This is great for making initial contact, but it's not enough. You should assume that when someone does connect with you on LinkedIn, they'll also Google you to get a better sense of what you've done, and who you are. They'll look at your profile on Twitter, Facebook, and other places. If you've got a website or blog, they'll browse your content. And, if past clients have left reviews on different platforms, they'll read those too. So, think of LinkedIn as being near the top of your sales and marketing funnel. Then, build out the bottom of your funnel, so that those leads are more likely to convert to customers when they do their due diligence.

Dennis Consorte, Snackable Solutions

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Organic Search

Organic Search is a crucial marketing channel that can help drive revenue for your business. While others are important, organic search is often the more effective channel, as it can reach a wider audience and generate more qualified leads.  It will take time to get results from your Organic Search efforts, but it is well worth the investment to improve your website’s visibility and generate more leads for your business. SEO can be complex, but it is a necessary part of online marketing. Optimizing your website for search engines can improve your visibility and attract more visitors. SEO can help you rank higher in search results, leading to more traffic and customers.

That is why you should never save on valuable website content like guides, blog posts, and white papers. It is an essential part of your marketing strategy that can directly impact your bottom line. Make sure to invest in quality content; you will see a return on your investment through increased traffic and leads.

Lukasz Zelezny, SEO Consultant London

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Google Ads

I've found that the best marketing channel to drive revenue for B2B businesses is Google Ads. Google is a widely used platform, not only for those searching for B2C services but also for B2B services. Business owners will search on Google with the aim of finding business websites that offer the services that they need. Google Ads gives you the ability to filter and refine your campaigns to only display your ads to those searching for specific keywords relating to the services that you offer.

These kinds of leads have high buying intent and are known as 'bottom of the funnel' leads. Bottom of the funnel leads have already worked out what they want and are actively looking to buy, all within Google's search engine! As a result, if you choose Google Ad, your campaigns will have a fantastic ROI, but only if you take the time to set up your campaigns properly.

Sam Robinson, Web Spider

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Email Marketing

As a small digital marketing agency, focused on attracting new clients, a huge driver for us in the last 6 months has been Email Marketing. In New Zealand, connecting with clients sometimes seems like an uphill task. Email marketing is brilliant for us; with our refined email marketing sequence we deliver 6 emails to our prospective client list touching on our business, the recent works and success of our clients, asking questions around their business goals for 2022, and a final pitch for a face to face meeting to explore their options. This allows us to reach 6 touch points before moving into a face-to-face consultation.

Carlisle Knipe, Knipe Digital

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Website Optimization

A better question is, what mix of channels is right for your revenue goals?  No one channel works alone and I'd never recommend putting all your marketing eggs in one channel basket. For example, the fact that you do radio advertising or podcast guest appearances don't drive a lot of revenue on their own, but they can increase the performance of your social and display ads, and your partner marketing will be more effective because you are better recognized as an influencer.   If you force me to pick a channel, I'd say the website, since every campaign and every channel brings people back to some conversion event that has to be optimized on your site/microsite.

Stephanie Miller, Victory Song Marketing Consulting