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The Ultimate Guide to B2B Marketing in 2022 [+ New Data]

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B2B Marketing

Not everyone has a clear understanding of the difference between marketing to individuals and marketing to organizations. That’s why b2b marketing exists. If you want to achieve your goals, you should learn how business to business marketing works. Check what b2b marketing strategies will be the most effective for you in 2022 and follow professional tips to reach your target audience.

What is B2B Marketing?

We can talk about B2B marketing when we want other companies acquainted with our product/service. So, the main B2B meaning refers to all types of strategies that are directed toward a business. When a company offers goods/services to another company, it uses b2b marketing strategies.

Among famous examples of b2b companies are HubSpot, WeWork, Printful, etc. The target audience of these companies is other companies, not individuals. To succeed, most of them use a combination of different strategies, among which are email marketing, social media marketing, content marketing, and others. Discover the Stripo templates to know how to create engaging content that will appeal to your target audience.

marketing strategy

B2B vs B2C Marketing

Now, you know what is b2b marketing. What about B2C marketing, and how does it differ from B2B? As has already been said, b2b companies want to reach other businesses and raise their brand awareness. B2C marketing is directed toward individual consumers.

So, these two types of marketing have different target audiences. Examples of B2C companies are Spotify, Poppin, Target, etc. As a result, B2C companies need to apply completely different marketing strategies to communicate with their audiences successfully.

marketing social media

B2B Marketing Strategies

Here are several tips you need to follow before you start developing your own b2b marketing strategies.

  • You should understand how your brand is perceived by your target audience. Take care of the brand positioning before you take the next step.
  • Identify what your target audience is. It will help you learn about purchasing habits and decisions of your potential clients. This tool is vital for all types of marketing.
  • Conduct market research to learn about your competitors. After you find out what the strengths and weaknesses of your rivals are, you will be able to create more competitive product offerings.
  • Discover what marketing channels can work best for you. While conducting a competitive analysis, find out what channels were used by your competitors successfully and which they didn’t use.
  • Learn more about the benefits you will enjoy with email marketing. This method can be used by both B2B and B2C companies. It’s the best way to engage your target audience and get more leads. So, identify your email target and do your best to create eye-catching content.

B2B Marketing Trends to Watch in 2022 [New Data]

According to the research conducted by the professional team of HubSpot, the main challenge for marketers is measuring ROI. It can be easier for some activities but can be more complicated for other activities. In 2022, most marketers want to make investments in influencer marketing. It’s due to the fact that more people purchase goods online using popular social media.

The most important objective for marketers is to raise brand awareness. There are many  b2b examples where marketers use the strategy of optimizing load speed as they consider it to be the most effective one. You need to increase your SEO if you want to be competitive. One more popular trend is to use LinkedIn, which is known as the best channel for marketers.

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Economy

Bellwether Equities Shrink Nigerian Stock Market by 2.35%

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Nigerian Stock Market

By Dipo Olowookere

The Nigerian stock market crashed by 2.35 per cent on Wednesday after some bellwether equities performed badly as a result of profit-taking in them.

BUA Cement, Dangote Cement, and Geregu Power lost 10.00 per cent each to settle at N340.20, N963.00, and N917.40, respectively. Custodian Investment shrank by 9.97 per cent to N73.15, and Academy Press weakened by 9.88 per cent to N28.12.

On the flip side, SAHCO gained 9.92 per cent to trade at N171.20, International Energy Insurance grew by 9.66 per cent to N6.70, Tantalizers improved by 6.98 per cent to N4.60, Omatek added 5.70 per cent to close at N2.04, and AIICO Insurance increased by 5.19 per cent to N4.26.

At the close of business, the Nigerian Exchange (NGX) Limited recorded 10 appreciating stocks and 21 depreciating stocks.

Data from the activity log revealed that 488.1 million shares worth N20.9 billion exchanged hands in 46,239 deals at midweek compared with the 564.9 million shares valued at N39.4 billion traded in 49,230 deals on Tuesday, representing a fall in the trading volume, value, and number of deals by 13.60 per cent, 46.95 per cent, and 6.08 per cent, respectively.

On top of the activity chart yesterday was First Holdco, which sold 57.4 million equities for N3.5 billion. Chams transacted 42.3 million shares valued at N166.9 million, Access Holdings traded 36.1 million stocks worth N831.1 million, Linkage Assurance exchanged 32.0 million equities for N49.4 million, and Sterling Holdings traded 29.4 million shares valued at N224.8 million.

Business Post observed that the bears dominated Customs Street during the trading day, resulting in all the major sectors closing in the red.

The industrial goods space suffered the heaviest loss, 8.31 per cent, as a result of the sell-offs in cement stocks. The insurance counter shed 0.97 per cent, the banking segment declined by 0.71 per cent, the consumer goods landscape gave up 0.29 per cent, and the energy sector crumbled by 0.11 per cent.

Consequently, the All-Share Index (ASI) retreated by 5,668.65 points to 235,074.54 points from 240,743.19 points, and the market capitalisation moderated by N3.637 trillion to N150.847 trillion from N154.484 trillion.

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Economy

Nigeria’s Inflation Outlook Improves as US-Iran Tensions Ease

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nigeria inflation outlook

By Adedapo Adesanya

Easing tensions between the US and Iran in the Middle East is expected to offer more respite to the Nigerian economy in the coming months.

Analysts at Comercio Partners noted in a report that there is an increased likelihood of a gradual moderation in inflation from July into the third quarter of 2026.

The analysts opined that the near-term outlook for inflation “has become less tilted to the upside” following the peace deal reached by the warring parties in the Middle East conflict and the sharp decline in global oil prices.

The report read in part: “May inflation data showed that price pressures remain sticky, but the near-term outlook has become less tilted to the upside following the peace deal and the sharp decline in global oil prices.

“Headline inflation rose to 15.93 per cent year-on-year from 15.69 per cent in April, while food inflation climbed to 16.96 per cent and core inflation increased to 16.82 per cent, suggesting that both food and underlying non-food price pressures remain elevated.

“However, the easing in crude oil prices below $85/bbl reduces the risk of a renewed energy-led inflation shock. This is important for Nigeria, where fuel, diesel, transport, logistics, and food distribution costs are key channels through which global energy prices feed into domestic inflation.

“If lower oil prices are sustained and domestic fuel prices remain stable or decline, pressure on transport and production costs should gradually ease.”

It noted that in June, inflation may remain sticky because the pass-through of lower oil prices to consumer prices is unlikely to be immediate.

It added that food prices remain elevated, and core inflation picked up month-on-month in May, indicating that underlying price pressures have not fully faded. According to the National Bureau of Statistics (NBS), the inflation rate on a month-on-month basis was 1.75 per cent, which was 0.39 per cent lower than the rate recorded in April 2026 (2.13 per cent).

“However, the balance of risks has shifted. The likelihood of another sharp energy-driven acceleration has reduced, while the probability of gradual moderation from July into Q3 has improved.”

The analysts said in the report that while the latest CPI data, “still supports a cautious tone across rates and fixed income, as annual headline, food, and core inflation all moved higher in May,” the decline in oil prices gives the Central Bank of Nigeria (CBN) “more room to maintain a wait-and-see stance rather than respond aggressively to external energy-price risks, provided domestic prices begin to reflect the easing in global crude markets.”

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Economy

All On Invests $1m in Eja-Ice Nigeria Limited to Strengthen Cold-Chain Infrastructure in Off-Grid Markets

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All One Eja-Ice Nigeria Limited

All On, an impact investing company focused on expanding access to renewable energy solutions in Nigeria, has announced a $1 million investment in Eja-Ice Nigeria Limited, a provider of solar-powered refrigeration and cold chain infrastructure.

The investment will support Eja-Ice’s manufacturing and operational scale-up as the company enters its next phase of growth. It is expected to enable the expansion of its cold-chain solutions and improve access to reliable cooling services for households, small businesses, and institutions operating in off-grid and weak-grid environments.

Access to dependable cold storage remains a significant constraint across Nigeria, particularly in coastal and rural communities where limited energy infrastructure contributes to post-harvest losses and income instability for small-scale agro-producers.

By delivering energy-efficient refrigeration systems, Eja-Ice is helping to address these challenges while supporting the preservation of perishable goods and strengthening local value chains.

“All On’s investment in Eja-Ice reflects our approach of supporting solutions that improve energy access while enhancing livelihoods, reducing costs, and enabling businesses to grow. Strengthening cold-chain infrastructure is an important step towards building more resilient local economies and expanding opportunities in underserved markets,” the chief executive of All On, Ms Caroline Eboumbou, commented on the investment.

Eja-Ice’s integrated cold-chain model allows for greater control over product design, operational efficiency, and service delivery, ensuring that its solutions are tailored to the needs of underserved markets. The company’s systems are already supporting micro enterprises, cooperatives, and community-level infrastructure, particularly in areas where reliable electricity remains limited.

Also commenting, the founder and chief executive of Eja-Ice Nigeria Limited, Mr Yusuf Bilesanmi, said, “This capital raise is a huge step forward in our vision to power homes and businesses with products designed, assembled, and optimised right here on the continent. It’s not just about access to electricity—it’s about dignity, productivity, and opportunity for the over 600 million people across sub-Saharan Africa who are still off-grid.”

Through this investment, All On continues to advance its mission of closing Nigeria’s energy access gap by supporting the renewable energy ecosystem and businesses that deliver sustainable, market-driven solutions.

All One Eja-Ice Nigeria Limited $1m

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