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While it may seem impossible to completely predict the future and guarantee results, you can plan for uncertainty by building out agile marketing plans and a comprehensive budget. To remain flexible when creating a formal budget, we recommend dedicating a percentage of each line item as discretionary budget, so you have a baseline of budget needs but can still adjust course as the market changes.

If we have learned anything over the last two years it’s that agile marketers are finding ample growth by testing new avenues and building flexibility into their marketing plans. By preparing to expand your brand’s reach through smart approaches to digital - and perhaps a few risks — there’s little to no doubt B2B marketers will be better prepared for whatever 2022 may bring.

Here are some examples to ensure that alignment.

1- If there’s a goal for increased revenue, but the sales team’s efforts are lagging, digital marketing can help supplement them by improving brand perception and better positioning the business as a premium offering for potential customers. By communicating the brand’s values before a pitch opportunity or sale, potential customers are given a more holistic understanding of the unique selling points, helping to convert new audiences into loyal customer

2- If the business is in a high-growth mode, and there are high expectations around revenue increases, it’s worth taking a risk or two. Historically, a large share of budget has been reserved for activations like in-person events. This makes sense considering up to 97 percent of B2B marketers say that in-person events are critical to the success of their business. However, there's next to no guarantee that in-person events are coming back in 2022 — and if they do, they certainly won’t recover to the scale they'd been in the past. Instead, consider how other marketing channels and paid media can be used to drive greater awareness, or to make a splash in other, non-traditional ways.

3- Use digital media for awareness and education around your brand and solutions. Customers are expecting more and more detail up-front on how businesses can solve their problems, long before a decision is made. Invest in ways for prospects and potential customers to become more familiar with your brand and solution, and what the brand offers. Building familiarity before they even know their exact needs is critical to driving leads from awareness to conversion and tying into business goals like revenue or margin.

4- No matter what your business’ goals are, be sure you set up your marketing plan to measure business impact so marketing gets the credit it deserves when goals are met across the business credits to thedrum.com.

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