The 2022 B2B Marketing Mix

According to a study by Sagefrog Marketing Group, this is the most current 2022 B2B Marketing Mix.

B2B brands are well-organized—70% have a formal marketing plan. And, of those polled, 51% use both in-house and outsourced resources, while 41% do everything in-house. 8% rely totally on outsourcing.

The top B2B objectives for 2022 are: 

1. Increasing Brand Awareness
2. Increasing Sales Leads
3. Driving Website Traffic
4. Converting Leads to Customers
5. Producing Thought Leadership

58% of B2B marketers plan to increase their marketing budgets this year, while 38% will hold steady. Only 4% foresee a decrease. This continues the steady rise seen over the past two years.

B2B Marketers are increasing their marketing spend: 

• Website Development — 41%
• Digital Marketing — 37%
• Social Media — 34%
• Branding — 27%
• Content Marketing — 26%
• Advertising (e.g., Google) — 22%
• Trade show & Events — 21%
• Email Marketing — 18%
• Marketing Automation & CRM Software — 17%
• Public Relations — 14%
• Marketing & Sales Collateral — 12%
• Direct Marketing & Print Advertising — 11%
• Marketing Planning & Strategy — 9%
• Video Marketing — 8%

The 2022 B2B marketing mix in terms of driving sales and marketing leads:

• Referrals — 54%
• Social Media — 43%
• Email Marketing — 35%
• Inbound & Content Marketing — 31%
• Tradeshows & Events — 28%
• Search Engine Marketing (SEM) — 26%
• Public Relations — 13%
• Telemarketing — 11%
• Direct Mail — 10%
• Other — 7%    (Other includes network events, clutch reviews and outbound sales).
• Print Advertising — 6%

Most-used B2B social media channels:

• LinkedIn—85%
• Facebook—71%
• Twitter—61%
• Instagram—49%
• YouTube—45%
• Pinterest—8%
• TikTok—7%
• Vimeo—7%
• Snapchat—2%
• Other—2%
• Do not use Social Media—2%

A targeted multi-dimensional marketing list makes it happen

The key to a successful B2B marketing mix  is the importance of marketing through multiple channels. And – making it valuable and cost-effective.

Businesses need so many products and services. It’s up to a B2B marketer to reach out and let other business owners know what they can offer them.

For example, let’s take direct mail, telemarketing and email. A business can select a great list of prospects and reach out to them through all of these channels. A great targeted business list can include all of these important contactors – the mailing information, phone number and email data.

Anything a B2B marketer does needs to make an impression. Creative direct mail, a smart phone call, well-written email. Combine those 3 channels and your business can generate more than half of your incoming leads!