While acquiring new customers is important, engaging existing customers and employees are necessary for building brand loyalty.
Heading into 2022, B2B marketers need to prioritise people, be it relevant industry influencers, existing customers or employees. By building meaningful relationships with people, businesses can use significant stakeholders and integrate them into their marketing programs, campaigns and initiatives.
B2B businesses need to focus on building influence. So, marketers must first identify influential voices in their industry and uncover trending topics and themes that influencers are discussing. Then, use these insights to inform content marketing activities and gain brand visibility.
Similarly, businesses must also enhance their current customer relationships, build programmes, campaigns and process with a customer-first approach. At the same time, B2B businesses should invest in employee advocacy programmes that enable and empower employees to become brand storytellers.
[5 minute read]