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Most significant marketing technology trends for B2B marketers in 2022

Digital marketing is one of the many industries that can boast of unparalleled growth and advancement thanks to emerging trends aided by constant technological innovations.

From revolutionizing B2B lead generation, to disruptions in the CRM world which has changed the B2B selling process, emerging technologies have spurred a significant shift in the B2B buyer’s journey, thereby forcing marketers to adapt their business models to the new market realities.

Other disruptions to the B2B selling process include Social selling, social listening, lead prioritization, automation, rise of big data, and the adoption of cloud based CRM.

As Bradley Wash said, the times are changing, and if you don’t change with them, you will get left behind. Now, B2B marketers have found themselves in the literal definition of the popular idiom “you snooze, you lose”.

So let’s talk about the new, but not so new technologies relevant to B2B marketers:

Artificial intelligence in marketing
Let’s say there’s a truckload of things marketers can do with AI such as programmatic buying, data gathering, data analysis, drive revenue, and personalize consumer experiences amongst others.

Advances in technology have also made the implementation of AI possible in the B2B marketing landscape. B2B marketers use AI to generate high quality leads, gather actionable insights, enhance customer experiences, personalize contents to the unique needs and preferences of various consumers, improve customer relationship, and increase engagement.

Advanced connectivity
It would be a massive understatement to say that advanced connectivity has become an essential aspect of the digital business. Some advanced connectivity building blocks bringing new opportunities to marketing organizations include 5G/6G cellular, wireless low-power networks, and low-Earth-orbit satellites.

Cloud and edge computing
Cloud computing on its part helps marketers to cut costs, increase productivity, and simplify operations; edge computing presents organizations with new ways of looking at where and how information is accessed and leveraged to optimize performance, cost, and efficiency.

According to MarketWatch, the global market for edge computing is expected to reach nearly $22.5 billion by 2024. Cloud integration allows companies to better communicate and coordinate with their partners, leading to higher and more efficient levels of market integration, and most marketers have realized that the cloud is the best method to increase digital communication and minimize costs.
So, efficiently, B2B marketers can leverage cloud based integration tools for resource optimization, scalability and flexibility, cost effectiveness, and risk mitigation.

Web 3.0

If we are talking about B2B marketing and the future of interactive experience, understanding consumer demand and preferences, and everything beyond search engine optimization, then let’s talk Web 3.0.
To make it easier, let’s just agree that Web 3.0 is the next evolution of the web in which website content and users are interconnected through seamless interfaces and communication channels.

Some technologies of Web 3.0 include Blockchain, AR, VR, AI, machine learning, Internet of Things (IoT), Edge computing, crypto tokens and more.

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