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

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.

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.
Economy
Tinubu Presents N58.47trn Budget for 2026 to National Assembly
By Adedapo Adesanya
President Bola Tinubu on Friday presented a budget proposal of N58.47 trillion for the 2026 fiscal year titled Budget of Consolidation, Renewed Resilience and Shared Prosperity to a joint session of the National Assembly, with capital recurrent (non‑debt) expenditure standing at 15.25 trillion, and the capital expenditure at N26.08 trillion, while the crude oil benchmark was pegged at $64.85 per barrel.
Business Post reports that the Brent crude grade currently trades around $60 per barrel. It is also expected to trade at that level or lower next year over worries about oil glut.
At the budget presentation today, Mr Tinubu said the expected total revenue for the year is N34.33 trillion, and the proposal is anchored on a crude oil production of 1.84 million barrels per day, and an exchange rate of N1,400 to the US Dollar.
In terms of sectoral allocation, defence and security took the lion’s share with N5.41 trillion, followed by infrastructure at N3.56 trillion, education received N3.52 trillion, while health received N2.48 trillion.
Addressing the lawmakers, the President described the budget proposal as not “just accounting lines”.
“They are a statement of national priorities,” the president told the gathering. “We remain firmly committed to fiscal sustainability, debt transparency, and value‑for‑money spending.”
The presentation came at a time of heightened insecurity in parts of the country, with mass abductions and other crimes making headlines.
Outlining his government’s plan to address the challenge, President Tinubu reminded the gathering that security “remains the foundation of development”.
He said some of the measures in place to tame insecurity include the modernisation of the Armed Forces, intelligence‑driven policing and joint operations, border security, and technology‑enabled surveillance and community‑based peacebuilding and conflict prevention.
“We will invest in security with clear accountability for outcomes—because security spending must deliver security results,” the president said.
“To secure our country, our priority will remain on increasing the fighting capability of our armed forces and other security agencies by boosting personnel and procuring cutting-edge platforms and other hardware,” he added.
Economy
PenCom Extends Deadline for Pension Recapitalisation to June 2027
By Aduragbemi Omiyale
The deadline for the recapitalisation of the Nigerian pension industry has been extended by six months to June 2027 from December 2026.
This extension was approved by the National Pension Commission (PenCom), the agency, which regulates the sector in the country.
Addressing newsmen on Thursday in Lagos, the Director-General of PenCom, Ms Omolola Oloworaran, explained that the shift in deadline was to give operators more time to boost the capital base, dismissing speculations that the exercise had been suspended.
“The recapitalisation has not been suspended. We have communicated the requirements to the Pension Fund Administrators (PFAs), and we expect every operator to be compliant by June 2027. Anyone who is not compliant by then will lose their licence,” Ms Oloworaran told journalists.
She added that, “From a regulatory standpoint, our major challenge is ensuring compliance. We are working with ICPC, labour and the TUC to ensure employers remit pension contributions for their employees.”
The DG noted that engagements with industry operators indicated broad acceptance of the policy, with many PFAs already taking steps to raise additional capital or explore mergers and acquisitions.
“You may see some mergers and acquisitions in the industry, but what is clear is that the recapitalisation exercise is on track and the industry agrees with us,” she stated.
PenCom wants the PFAs to increase their capital base and has created three categories, with the first consists operators with Assets Under Management of N500 billion and above. They are expected to have a minimum capital of N20 billion and one per cent of AUM above N500 billion.
The second category has PFAs with AUM below N500 billion, which must have at least N20 billion as capital base.
The last segment comprises special-purpose PFAs such as NPF Pensions Limited, whose minimum capital was pegged at N30 billion, and the Nigerian University Pension Management Company Limited, whose minimum capital was fixed at N20 billion.
Economy
Three Securities Sink NASD Exchange by 0.68%
By Adedapo Adesanya
Three securities weakened the NASD Over-the-Counter (OTC) Securities Exchange by 0.68 per cent on Thursday, December 18.
According to data, Central Securities Clearing System (CSCS) Plc led the losers’ group after it slipped by N2.87 to N36.78 per share from N39.65 per share, Golden Capital Plc depreciated by 77 Kobo to end at N6.98 per unit versus the previous day’s N7.77 per unit, and FrieslandCampina Wamco Nigeria Plc dropped 19 Kobo to sell at N60.00 per share versus Wednesday’s closing price of N60.19 per share.
At the close of business, the market capitalisation lost N16.81 billion to finish at N2.147 billion compared with the preceding session’s N2.164 trillion, and the NASD Unlisted Security Index (NSI) declined by 24.76 points to 3,589.88 points from 3,614.64 points.
Yesterday, the volume of securities bought and sold increased by 49.3 per cent to 30.5 million units from 20.4 million units, the value of securities surged by 211.8 per cent to N225.1 million from N72.2 million, and the number of deals jumped by 33.3 per cent to 28 deals from 21 deals.
Infrastructure Credit Guarantee Company (InfraCredit) Plc remained the most traded stock by value with a year-to-date sale of 5.8 billion units valued at N16.4 billion, followed by Okitipupa Plc with 178.9 million units transacted for N9.5 billion, and MRS Oil Plc with 36.1 million units worth N4.9 billion.
Similarly, InfraCredit Plc ended as the most traded stock by volume on a year-to-date basis with 5.8 billion units traded for N16.4 billion, trailed by Industrial and General Insurance (IGI) Plc with 1.2 billion units sold for N420.7 million, and Impresit Bakolori Plc with 536.9 million units exchanged for N524.9 million.
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