14 Tech Trends To Leverage In B2B Marketing This Year

From programming supported by artificial intelligence to real-time survey tools and automated emails, technology is the backbone of modern B2B marketing campaigns. These solutions allow companies to reach wider audiences, yet in highly personalized and niche ways that can improve results and engagement.

As leaders in the marketing space, the members of Forbes Communications Council are always looking for the latest technological solutions to help them and their clients improve their B2B communication strategies. Below, 14 of them shared the tech trends they plan to use through the rest of 2022 to become better professional communicators.

1. Increasing Use Of Intent Data

Analyzing intent data is an exciting new capability for B2B markers to add to their account-based marketing strategy. Intent data provides a better understanding of why someone is searching for information, visiting a website or attending a webinar. It can help with content marketing, personalization and timed sales outreach to make sure that every touch is as relevant as possible, speeding up the purchase process. – Dee Blohm, Anteriad

2. Audience Identification Across Platforms

B2B marketing has always been tricky, and particularly in today’s evolving digital landscape where platforms are losing their targeting prowess. After all, you can only supercharge your B2B marketing plans if you are confident you are targeting the right people. I believe the next big technology in the space will be a superior solution for audience identification across platforms. – Justin Turner, Craft Ventures

3. Cybersecurity For B2B Businesses

The high demand for work from home increases the vulnerability of your information. Regular alerts from the Cybersecurity and Infrastructure Security Agency (CISA) and the latest reports by Gartner show that cybersecurity is the new trend for B2B businesses. In fact, it is not just a trend; it’s turning into a must-have conversation to protect you from ransomware and phishing attacks. – Ehsan Jahandarpour, FirstWave ASX:FCT

4. Artificially Intelligent Predictive Models

Marketers are increasingly looking to artificial intelligence to obtain a better understanding and a complete picture of the overall customer journey. I look forward to leveraging AI predictive models with data to clearly connect marketing activities to business outcomes, provide accurate business predictions and capture and connect data in a unified way that allows for extracting trends. – Daniel Raskin, Mperativ


Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


5. AI-Assisted Focus Groups

There’s a big move toward more targeted, emotive messaging in B2B marketing. New technological trends include a form of market research that leans on AI combined with observing peoples’ faces via webcam in response to messages to determine which will resonate. I think 2022 will bring AI-assisted, more objective focus groups of this kind to light. – Klaudyna Johnstone, Source BioScience Ltd

6. Real-Time Survey Tools

The formula for building a successful B2B sales and marketing flywheel relies on knowing your audience more intimately than any competitor does and understanding the multi-decision maker executive dynamic. The highest-leverage item to add to your tech stack in 2022 is the real-time survey tool for getting rapid market feedback on positioning statements and sending personalized messaging to each target segment. – Jackie Lamping, Ava Ventures

7. Advanced Content Marketing Strategies

Having seen the trend in B2B content marketing continue to increase month after month and year after year, we will be investing more in all aspects of content marketing. This year, we are spending time analyzing our customer journey to look for clients who converted via content marketing over the last six months. By understanding this process more clearly, we will be able to update our B2B content marketing strategy. – Ross Kernez, HPOne

8. Deep-Dive Marketing Tools

Tools that provide a deep dive into all aspects of your marketing program are critical in a rapidly changing post-pandemic environment. You can’t simply do what’s always worked for you. You must examine everything, from supply and demand to the length of the sales journey and return on ad spend. Today’s tools go beyond campaign performance and give you the right blocks with which to build a better strategy. – Esther Bonardi, Yardi Systems

9. Data-Driven Decision-Making

I still believe data is a great motivator in marketing. A new tech or trend might seem like the golden ticket for marketers, but data doesn’t lie. When used correctly in B2B, you can meet your customers where they are, at the right time, with the right message that creates connections and conversions. I’m always looking for new ways to bring data to us so my teams can make better decisions. – David Franzen-Rodriguez, Routefusion

10. Automated B2B Social Media Outreach

Social media optimization is an evergreen avenue for B2B marketing. Right now, TikTok is still an underutilized mechanism for reaching other businesses. Personally, I incorporate TikTok into my B2B automation strategy by having our company profile contact other TikTok company accounts for promotional purposes. – Amine Rahal, IronMonk Solutions

11. Lead-Tracking And Visibility Tools

I will be leveraging lead-tracking and visibility tools in the majority of my B2B marketing activations this year. In the B2B space, finding the right decision-maker can be so valuable, and these tools allow us as marketers to not only see where the lead is coming from but also identify which company they’re from and maybe even who they are and what their role is specifically. – Roshni Wijayasinha, Prosh Marketing

12. More Personalized Messaging

We will be tailoring messages, ads and content so that the brand experience gets more personal. It’s B2B, but it eventually boils down to person-to-person. Tech plays a big role, as always; it will provide the ways to get there and, more importantly, to gather the necessary insights to make communications more personal. How personal and how tailored will be the big questions. – Cosmin Patlageanu, YAROOMS

13. Insights From Customer Data Platforms

The biggest trends in B2B marketing technology are around customer insights, including intent data on individual or company-level interest in topics, as well as customer journey insights collected by a customer data platform. Using both of these insights, we are able to focus on the accounts or people “in market” and better personalize the communications based on industry and stage in the buying journey. – Tom Treanor, Treasure Data

14. Personalized Email Marketing Strategies

Email is still one of the best ways to communicate with a B2B audience—no algorithm, just a one-on-one relationship with your recipient. So this year we’re going to focus on homing in on an even more effective email marketing strategy: personalizing emails, upping the visual interest of those emails and segmenting campaigns. – Melissa Kandel, little word studio

Leave a Reply

Your email address will not be published.