So what’s in store for B2B marketing? Traditional avenues for professional collaboration in the B2B space—live speaker and networking events, for example—are being replaced in part by virtual webinars and online workshops. These represent new avenues to engage with B2B professionals and provide opportunities to learn more about the company.

Another consideration for the future of B2B is the importance of testing. Identifying new solutions that can accelerate adoption and help to better measure performance will also further evolve advertising strategies based on past successes.

Finally, to demonstrate ROI.

B2B marketers should take advantage of a diverse, multi-channel marketing mix and continue to work with industry leading providers that can offer highly-targeted account-based marketing (ABM) solutions. As B2B data quality improves, future focus areas include greater sophistication of account insights and measurement capabilities.

The B2B (business-to-business) industry has gone through major changes. With the shift Compliance Directors Email Lists to remote work and less in-person events and interactions, so much B2B is now being done online. And as a result, B2B marketing has evolved, too.

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B2B marketers are turning to digital strategies to engage with professionals in a meaningful way online. According to an Accenture study, 94% of buyers conduct online research, searching for solutions anytime and anywhere. By tapping into digital channels, B2B marketers can reach professionals exactly where they are.

How Video is Used in B2B Marketing

While there are plenty of channels that B2B marketers can choose from, one that will help you truly stand out from the crowd is video. Video advertising allows you to reach potential customers wherever they may be watching video content online.

According to eMarketer, in 2022 US advertisers will spend $62.96 billion on this programmatic channel, up from $52.17 billion in 2021. And that spend is expected to climb to $74.88 billion in 2023. More than 20% year-over-year growth signals that marketers are increasingly recognizing and investing in the value of video.

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