Growth Marketing Predictions 2022: Expert Resolutions

A Period of Reflection for Marketing Professionals

The current marketing landscape is experiencing a relative lull. Year-end campaigns are already in progress, and many marketing teams are observing holiday breaks, resulting in a slower pace of activity until the new year begins.

Despite the festive season, the past year has presented significant challenges for professionals focused on growth. Adapting to shifts in consumer behavior driven by the pandemic remains a key concern. Furthermore, changes to consumer privacy, such as Apple’s new tracking limitations, and the phasing out of third-party browser cookies are complicating efforts to effectively target the intended audience.

Preparing for the Future of Growth Marketing

Growth marketers have access to a diverse toolkit, but identifying the most effective solutions is crucial. To gain insights, we consulted with ten leading growth marketing experts to understand their preparations for 2022 and their professional resolutions.

The responses were varied, yet a common theme emerged: a strong emphasis on continuous learning. This included areas like advanced analytics training and exploration of artificial intelligence tools. Richard Meyer of Tuff emphasized the importance of mastering Google Analytics 4, stating, “Google Analytics 4 is the new default in 2022 and beyond, so get ready to relearn how to configure your analytics reporting in a way that makes sense for your organization.”

Kate Adams, SVP of marketing at Validity, highlighted the value of strategic problem-solving over technical expertise. She noted, “Overall, there’s more value in being able to articulate what your problems are and develop strategies to fix them than to be a technology savant gobbling up whatever solution you can get your hands on.”

Key Areas of Focus for 2022

Our discussions also covered emerging trends like the evolution of influencer marketing, the utilization of automation tools, and the continued relevance of short-form video content.

We sought perspectives on how these areas are shaping marketing strategies and influencing client recommendations.

Experts Consulted

The following individuals generously shared their expertise and insights:

• Jonathan Martinez, founder, JMStrategy
• Kate Adams, SVP of marketing, Validity
• Richard Meyer, growth marketer, Tuff
• Bas Willems, head of marketing, DataSnipper
• Gus Ferguson and Alyssa Crankshaw, co-founders, Ascendant
• Shane Hegde, founder and CEO, Air
• Tracey Wallace, director of marketing, MarketerHire
• Greg Sheppard, CMO, Templafy
• Lauren Kelly, CMO, ThoughtExchange

Their contributions provide a valuable overview of the challenges and opportunities facing growth marketers as they navigate the evolving digital landscape.

Jonathan Martinez, Founder, JMStrategy

What growth marketing resolutions are you setting for 2022?

The businesses that will succeed in 2022 will be those capable of adapting to iOS 14 and effectively utilizing influencers. My primary focus will be continued testing within the iOS 14 environment, encompassing optimal account configurations, bidding strategies, and user flows. I am particularly interested in observing the evolution of channels, Mobile Measurement Partners (MMPs), and the beta measurement programs they introduce.

Just as crucial is the continued harnessing of influencer marketing’s potential. I believe we have only scratched the surface of the impact influencers will have over the next ten years. I plan to employ tactics like utilizing TikTok’s creator marketplace and platforms such as Billo for User-Generated Content (UGC).

Influencer marketing received significant attention in 2021. Is it a fleeting trend, or a necessary component of modern marketing? If essential, which companies should prioritize investment in this area?

Despite the increased discussion surrounding influencer marketing in the past year, I contend that we are still in the early stages of its development. We will likely see various channels establishing influencer marketplaces, similar to TikTok’s, which will simplify collaboration with influencers. The pandemic has led to increased content consumption from influencers across multiple platforms. Consequently, audiences are becoming more receptive to recommendations from trusted voices and less responsive to traditional brand advertising.

How high a priority is AI marketing for you in 2022? Should marketing teams actively embrace AI, or is its relevance limited to specific industries or customer bases?

As growth marketers, we must consistently seek tools that can automate repetitive tasks or enhance our analytical capabilities. I am closely monitoring the advancements in creative AI, as I believe this area holds substantial potential for innovation. With targeting and bidding becoming increasingly automated by channels, creative execution remains an area where human expertise is vital. AI platforms that can accelerate learning and provide valuable insights into creative launches will be incredibly beneficial.

Which marketing automation tools are expected to gain prominence in 2022? Should growth marketers enhance their technical skills in the coming year?

Growth marketing has always required a combination of analytical skills and creativity, with distribution strategies varying based on the company’s stage. The increasing challenges with data clarity due to industry-wide privacy changes are forcing growth marketers to become more analytical and technically proficient. Conducting incrementality tests, applying weighting factors to channels, and validating data across different tools will be essential in 2022 for accurately assessing growth initiatives.

Kate Adams, SVP of Marketing, Validity

What are your 2022 growth marketing resolutions?

Marketers in 2022 can anticipate a renewed focus on product-led growth strategies. These models traditionally revolve around creating accessible, user-friendly, and appealing free products. For a long time, the assumption has been that successful growth models necessitate a trial period for consumers.

However, this may not always be the case. The combination of product-led growth approaches and reduced friction allows for alternative strategies. Marketers should therefore resolve to embrace this resurgence in a new and distinctive manner this year.

It’s time to re-evaluate our growth model approaches; perhaps a trial or free product version isn’t always necessary – particularly considering the investment and resources required for trial products are not feasible for all companies.

Another important resolution is to avoid assuming a return to pre-pandemic normalcy. COVID-19 continues to disrupt both in-person events and entire industries, and this disruption will persist. Consequently, marketers must be prepared to pivot quickly and frequently to ensure the success of campaigns and investments, regardless of the pandemic’s status.

In 2021, influencer marketing received considerable attention. Is it a fleeting trend or a necessary component of marketing strategies? If essential, which types of companies should prioritize investment in this area?

Influencers have a specific role to play, but their impact is often temporary. The Peloton “Just Like That” advertisement, for example, generated buzz but likely faded from memory within weeks. Regardless of the investment or the influencer secured, these moments are often transient.

As a B2B marketer, I prioritize building customer communities and providing platforms for them to share their success stories, where our product plays a role. Instead of focusing on a single influencer with a large following, consider engaging 1,000 individuals with smaller, yet engaged, audiences to discuss your product. Not every sector has a prominent celebrity, and even if it does, this isn’t a sustainable strategy.

A consistent stream of customer testimonials is far more impactful, especially within the B2B landscape, than a substantial investment in a single, high-profile influencer.

Have short-form videos (2:30 or less) reached their peak, or should marketers continue utilizing this medium in 2022?

Video’s potential is far from exhausted – and I don’t foresee it peaking anytime soon. An entire generation has grown up consuming content on platforms like YouTube and TikTok. They are adept at quickly finding the information they need. These individuals are now entering the workforce and becoming B2B buyers, and effective communication requires adapting to their preferred formats.

Short-form video content is a key way to achieve this. There’s significant opportunity for expansion. While webinars remain dominant in our industry, relying solely on them represents outdated thinking. Marketing teams should explore ways to address webinar fatigue, particularly in technical fields. For instance, repurposing long-form content into shorter, more digestible segments can extend its reach and impact.

Where does AI marketing rank among your priorities for 2022? Should marketing teams actively embrace this technology, or is its relevance industry/customer-specific?

AI represents some of the most promising technology I’ve encountered recently. Its ability to perform diverse tasks – from enhancing user experience to engaging in conversations – is remarkable. However, I view these technologies as fluctuating trends. Consumers may initially embrace AI, but ultimately prefer direct human interaction.

While AI can effectively address user experience issues and automate solutions, there are instances where human intervention and personalized conversation are essential. AI requires a solid foundation of technology and engineering infrastructure to prevent failure.

The quality of AI is directly proportional to the data it’s trained on. Flawed data leads to inaccurate trends or complete ineffectiveness. Currently, many are pursuing AI as a universal solution without addressing existing data quality issues within their organizations.

Is the personalization trend overhyped? Which tools and platforms would you recommend for non-technical marketers seeking to enhance their skills?

Many marketers currently engage in tokenization and mistakenly label it as personalization. Simply including a name and company name in materials doesn’t constitute a truly personalized experience. The focus should be on delivering experiences tailored to individual website visitors based on their behavior, visit frequency, and known attributes.

Numerous innovative tools are available for content and web personalization. Crucially, marketers must be able to test and measure the impact of their personalization efforts on customer engagement. Many ESPs and companies like Adobe are developing tools to help marketers understand the customer journey and identify the optimal next action for each individual.

I am biased, but I believe our solutions, Everest and Demandtools, can significantly empower marketers to elevate their campaigns in terms of personalization and accuracy.

Which marketing automation tools are expected to gain prominence in 2022? Should growth marketers prioritize developing more technical skills in the coming year?

Marketing is increasingly complex, and there are over 8,000 solutions claiming to solve every marketing challenge. However, no single solution is a universal fix. While technological proficiency is essential for success, a marketer’s skillset extends beyond technical expertise.

The modern marketer must embody multiple roles: marketing technologist, strategist, and executor. Mastering these diverse skills is challenging, as it requires both analytical and creative thinking. It’s more valuable to articulate problems and develop strategies to address them than to simply acquire the latest technology.

Richard Meyer, Growth Marketer, Tuff

What growth marketing resolutions are you setting for 2022?

My primary focus for 2022 will be dedicated to:

• Completing further training on the updated Google Analytics platform, specifically Google Analytics 4.
• Establishing more robust attribution reporting systems, prioritizing first-touch attribution over the standard “last-click” model within Google Analytics.
• Expanding demand-generating strategies targeted towards specialized product and service sectors, including fintech and B2B SaaS.

Influencer marketing saw significant attention in 2021. Is this a lasting strategy, or simply a passing trend? Which companies should prioritize investment in this area?

Influencer marketing provides a valuable content creation resource for numerous e-commerce businesses. With rising advertising expenses on social media, leveraging influencers can be a cost-efficient method for building product awareness.

However, influencer quality varies considerably. Many influencers possess large followings but lack the skills to effectively create branded content. Evaluating engagement rates, past promotional work, and audience size and reach is crucial when selecting an influencer.

Have short-form videos (under 2:30) reached their peak, or should marketers continue utilizing them in 2022?

Short-form video content will remain a key component of advertising strategies. The increasing demand for video consumption necessitates conveying messages in increasingly concise formats.

Organizations capable of communicating their value proposition to their target audience within 15 seconds – the typical length of a pre-roll or in-stream ad – gain a competitive advantage in brand awareness.

Videos exceeding 60 seconds are now considered long-form. While valuable for brands, they are less effective for initial outreach, as users can easily skip a significant portion of the content.

How high a priority is AI marketing for you in 2022? Is this a broadly applicable trend, or is it specific to certain industries or customer bases?

AI Marketing, and crucially, machine learning, will play a vital role in reaching new audiences, particularly in light of changes brought about by iOS 14.5. Companies like Black Crow represent exciting, innovative partnerships for scaling businesses.

Is the trend towards personalization overblown? What tools and platforms would you recommend to non-technical marketers looking to implement personalization strategies?

Personalization is demonstrably effective when implemented thoughtfully. Overuse, leading to excessive pop-ups and intrusive experiences, can be detrimental.

Simple personalization tactics, such as including a user’s name in email communications, can yield positive results. Furthermore, utilizing a customer’s browsing history to suggest “recommended for you” products can effectively increase average order value and conversion rates.

Which marketing automation tools are expected to gain prominence in 2022? Should growth marketers focus on developing more technical skills in the coming year?

Black Crow is poised for significant growth in 2022 and beyond. Their use of machine learning enables the creation of audience profiles, resulting in more engaged audiences. We observed a 29% increase in conversion rates from our Facebook ads within six weeks of implementing Black Crow.

Growth marketers must commit to continuous learning and skill development. Google Analytics 4 is now the standard, requiring marketers to adapt their analytics reporting configurations to align with organizational needs.

Bas Willems, Head of Marketing, DataSnipper

What are your 2022 growth marketing resolutions?

Prioritize enjoyment: The perception of B2B marketing as inherently dull is inaccurate. Many B2B marketers adopt a serious demeanor upon entering the field of business software. Why the solemnity? People are naturally drawn to those with whom they can share a laugh. Ensure your audience finds you relatable and amusing. Content that is both engaging and informal can effectively convey powerful messages without being overly formal. B2B marketing should resemble a performance, rather than a mere listing of specifications.

Center efforts on ARR: Marketing departments should increasingly concentrate on contributing to the company’s Annual Recurring Revenue (ARR). Marketing Objectives and Key Results (OKRs) should be directly aligned with this goal. Modern technology provides transparent and easily interpretable attribution models, allowing marketers to understand their impact on overall ARR. It’s important to note that revenue attribution isn’t solely about marketing proving its worth; it’s about concentrating on the most critical aspects of business growth.

Foster community development: The trend of building individual personal brands online is gaining momentum. For B2B organizations, cultivating communities around these personal brands aligns with the desire for individuals to distinguish themselves. Providing individuals with this opportunity often results in a rapid increase in brand advocacy. Support their growth, and they will, in turn, support yours.

Considering the extensive discussion surrounding influencer marketing in 2021, is it a fleeting trend or a necessary component of a marketing strategy? If it’s essential, which types of companies should prioritize investment in this area?

It’s a necessity: Within the B2B landscape, influencer marketing proves highly effective when collaborating with recognized experts to establish communities centered on your market, product, and brand. When a product genuinely addresses a user’s pain point, the emotional response elicited by these influencers is significantly more impactful than simple recall. I anticipate that influencer marketing, or marketing driven by individual brand advocates, will continue to expand in 2022.

Regarding short-form videos (under 2:30 in length), have they reached their peak, or should marketers continue utilizing this medium in 2022?

Continue utilization: I am a proponent of short-form videos, and their prevalence will only increase in 2022. Particularly in B2B marketing, which often lags behind the rapidly evolving B2C space, short-form videos are only beginning to demonstrate their potential.

How does AI marketing rank among your priorities for 2022? Should marketing teams actively embrace this technology, or is its relevance industry/customer-specific?

It’s a low priority. Many view AI in marketing as an end in itself. Similar to the early 2010s, when app development was pursued simply for the sake of having an app, AI is valuable only if it helps achieve specific objectives. I operate within the B2B sector, and I believe AI will find earlier application in the B2C realm, where target audiences are considerably larger. There are already compelling examples of innovative AI applications combining engaging short-form videos with advanced AI and deepfake technology.

Is the trend toward personalization overhyped? What specific tools and platforms would you recommend to non-technical marketers seeking to enhance their skills in this area?

In B2B, generally yes; in B2C, no. The effectiveness of personalization depends on the size of your marketing audience. Many B2B websites simply don’t generate enough traffic to justify implementing sophisticated personalization technologies. Personalization in B2B is more readily achieved through approaches like account-based marketing, where marketing teams can collaborate with sales to deliver highly targeted, customized content to specific companies. Tools like HubSpot and Demandbase can facilitate this. However, in B2C, advanced, real-time personalization is a viable strategy. I previously worked for a major Dutch telecommunications provider that utilized BlueConic as its Customer Data Platform (CDP). It dynamically served seven different versions of their homepage based on user behavior and preferences. This raised significant internal discussions regarding control – who determines the content displayed on the homepage: the executive team or the user through technology?

Which marketing automation tools do you foresee gaining prominence in 2022? Should growth marketers aim to develop more technical expertise in the coming year?

• Revenue attribution tools, such as dreamdata.io, are valuable for B2B marketing.
• Short-form video creation tools, including loom.com and synthesia.io, are beneficial for B2B marketing applications.
• User experimentation collaboration tools, like reveall.co, can enhance marketing efforts.

The era of the CMO as a traditional advertising executive, as depicted in the [AMC] series “Mad Men,” is waning. Today’s CMOs must possess sufficient technical proficiency to leverage the latest tools and technologies, coupled with the empathy to transform B2B software products into emotionally resonant experiences.

Gus Ferguson and Alyssa Crankshaw, co-founders, Ascendant

What are your 2022 growth marketing resolutions?

• Expanding the Growth Team: We anticipate numerous growth marketing positions becoming available in January, necessitating active recruitment efforts. Securing skilled personnel remains a primary challenge for growth team leadership.
• Introducing a Growth Academy: Highly effective growth marketers possess a unique skillset that is often difficult to locate. We are developing an Ascendant accelerated learning program designed to condense our extensive experience and core growth competencies into a focused course for junior marketers, lasting several months. This approach offers mutual benefits – we can recruit promising, trained marketers, and provide clients with access to Ascendant-optimized junior growth talent. The initial cohort is scheduled to launch early next year.
• Collaborating with Innovative Clients: We deliberately focus on working with startups, scaleups, and corporate ventures, drawn to the energetic entrepreneurial spirit of the teams we partner with. We aim to expand this collaboration, particularly with projects in the web3 space. Founders involved in decentralizing technologies are encouraged to connect with us.

With considerable discussion surrounding influencer marketing in 2021, is it a lasting strategy or a fleeting trend? If essential, which types of businesses should prioritize investment in this area?

Influencer marketing is not a temporary trend. It represents a significant component of content marketing, a field in which we are heavily involved. However, it’s frequently misinterpreted.

Often, influencer marketing is perceived as simply compensating prominent social media personalities for product promotion or service mentions. This is, in essence, advertising.

As a marketer prioritizing organic strategies, I find purely transactional relationships less compelling, with benefits typically being short-lived. While temporary boosts can be useful, I generally wouldn’t advocate for this approach.

At Ascendant, we define influencer marketing differently. When relationships are solely based on monetary exchange, the client is often viewed merely as a source of funds. The resulting endorsements frequently lack authenticity, mirroring the awkward, promotional segments often heard on podcasts, where engagement ceases once payment ends.

We are likely already witnessing a decline in the effectiveness of paid influencer advertising as audiences become increasingly discerning between genuine content and advertisements. It won’t disappear entirely, but its impact will lessen, potentially becoming a channel primarily utilized by large brands where individual campaign results are less critical.

Cultivating influencer networks organically, without financial incentives, presents challenges, but is incredibly rewarding. A network of trusted, influential sources, built through consistent effort and creative strategies, can yield substantial long-term reach. The investment is worthwhile.

Establishing genuine professional relationships with individuals who influence your target audience – regularly interacting with them on platforms like Twitter, appearing on their YouTube channels or podcasts – creates a powerful and authentic marketing asset.

Some of our most successful client outcomes have stemmed from this approach, making it a particularly favored strategy.

How does AI marketing rank among your priorities for 2022? Should marketing teams embrace this technology, or is its relevance industry or customer-specific?

I’ve recently experimented with AI-powered content creation tools, such as Copy.AI and Copysmith.AI.

While intriguing, these tools don’t yet necessitate a career change for copywriters. They still require significant human oversight to produce usable content. Interestingly, they can serve as valuable content ideation tools, with their occasional misinterpretations sparking unconventional thinking.

Beyond that, AI isn’t currently a major focus for us, though it increasingly operates behind the scenes in many of the tools we utilize.

Is the trend toward personalization overhyped? What tools and platforms would you recommend to non-technical marketers seeking to enhance their skills?

We frequently implement marketing automation and CRM systems for our clients. Having built integrated martech stacks and data ecosystems from the ground up, we possess a thorough understanding of data dynamics and message mapping to user behavior within the sales funnel.

HubSpot is a frequent recommendation, particularly for startups benefiting from their discount programs. We also leverage Salesforce coupled with Autopilot, enabling the creation of sophisticated automation workflows. Numerous other marketing automation tools exist, including Reply.io and Outreach.io for sales automation, and Customer.io and Klaviyo for e-commerce. However, a single, universally excellent solution remains elusive.

We’ve begun exploring Vero, a more technically focused tool that integrates directly with your database, eliminating the need for data synchronization between separate systems. This allows for logic-building based on any data point within your database, traditionally managed by a CRM. It’s a powerful and forward-thinking solution.

The phasing out of cookies will present challenges in identifying users for behaviorally driven personalization, potentially hindering current personalization capabilities. I’m eager to explore solutions to overcome this obstacle.

Should growth marketers prioritize developing more technical skills in the coming year?

While coding proficiency isn’t essential for success as a growth marketer, a foundational understanding of underlying mechanics is crucial.

I strongly advise all growth marketers to enhance their data literacy. The ability to conceptualize information in terms of objects, properties, fields, and variables is a significant advantage, applicable across all channels.

An excellent starting point is an advanced spreadsheet training course. Proficiency in spreadsheets is vital. A growth marketer’s life is considerably easier with a strong command of pivot tables, vlookup, and fundamental formulas. While this may not strictly fall under “technical marketing,” I would certainly prioritize candidates demonstrating exceptional spreadsheet skills!

Shane Hegde, founder and CEO, Air

What are your 2022 growth marketing resolutions?

Our company has experienced substantial growth in the previous year, and our primary aim for the coming year is to maintain this positive trajectory. Customer engagement with our product has increased significantly, leading to both improved retention and expansion of services.

• Currently, more than 10 million images and videos are being managed utilizing Air, representing a year-over-year increase exceeding 100%.
• The number of weekly active users has risen by over 100% in the last twelve months.
• On average, our paying customers are doubling in size every six months, demonstrating a six-month ARR retention rate of over 200%.
• Air has facilitated a 903% revenue increase over the past year for direct-to-consumer and e-commerce businesses.

Our platform has proven invaluable to marketers during the pandemic, and our 2022 objective is to continue providing support as marketing teams transition between remote and in-office work environments. We aspire to become the leading creative operations system for marketing teams across all industries and brands.

A considerable amount of discussion surrounded influencer marketing in 2021; is it a fleeting trend or a necessary component of marketing strategies? If it’s essential, which types of businesses should prioritize investment in this area?

Influencer marketing is undoubtedly essential. Recent years have clearly demonstrated that the creator economy is the future, and its influence will only continue to expand. Creators and influencers are increasingly prominent not only online but also in traditional media, with figures like MrBeast appearing on late-night television and families like the D’Amelios securing reality show deals.

Influencers often cultivate stronger connections and communities with their audiences, which enhances the effectiveness of marketing collaborations. Any company with an online target audience should consider investing in influencer marketing. The internet provides opportunities for all types of businesses, and identifying the right platform for your audience is key. Both B2B and B2C companies can achieve success through influencer marketing with a targeted approach.

Regarding short-form videos (under 2:30), have they reached their peak, or should marketers continue to utilize this medium in 2022?

Marketers should absolutely continue leveraging short-form videos in 2022. Despite already achieving significant popularity, particularly with the rise of TikTok, we don’t foresee a decline in their effectiveness anytime soon. These platforms are not only thriving but also serving as models for new features on other platforms.

Instagram, YouTube, and other major online platforms have introduced their own short-form video features, inspired by TikTok’s success. Demand for concise content will persist alongside the demand for longer-form content. While YouTube has long excelled at distributing long-form videos, optimizing short-form content is a more recent development. We are only beginning to explore the full potential of short-form video, and we anticipate continued innovation and growth.

How does AI marketing rank among your priorities for 2022? Should marketing teams be actively embracing this technology, or is its application industry or customer-specific?

AI marketing can yield substantial benefits when implemented strategically. Avoid adopting AI simply because it’s a current trend; your campaigns must genuinely resonate with your customers. Starbucks provides a compelling example of successful AI marketing. They utilize their loyalty program and mobile app to gather and analyze customer data, including purchase history, location, and time of day.

This data is then used for predictive analytics, enabling them to deliver personalized marketing messages, such as location-based recommendations, weather-sensitive offers, and incentives to increase spending.

Is the trend toward personalization overblown? Which tools and platforms would you recommend to non-technical marketers seeking to enhance their skills in this area?

Like AI, personalization is effective when executed correctly. If your personalization efforts are informed by accurate data and provide genuinely useful recommendations, you are likely to see positive results. However, it’s crucial to avoid overwhelming customers with excessive or irrelevant personalized messages, as this can be counterproductive.

Strive for a balance between helpfulness and effectiveness, avoiding the pitfalls of spam. For specific tools, Klaviyo for email and SMS and Octane AI are valuable e-commerce solutions that emphasize the importance of first-party data. They advise marketers to collect, own, and utilize data directly from consumers, rather than relying on data from platforms like Facebook, Google, and Apple, which is becoming increasingly restricted.

Both companies also offer educational resources to help marketers understand and effectively utilize their tools.

Which marketing automation tools appear most promising for 2022? Should growth marketers focus on developing more technical expertise in the coming year?

Marketing automation tools poised for growth in 2022 will likely center around addressing evolving data privacy regulations. This necessitates that brands prioritize building their “owned” data (first/zero-party data) and learning how to integrate it across their technology stack – including email, websites, SMS, and advertising – to create more personalized and impactful campaigns that stand out and meet increasing consumer expectations.

Tracey Wallace, Director of Marketing at MarketerHire

What growth marketing resolutions are you setting for 2022?

My primary focus for 2022 is to move away from attribution models that are losing their reliability. We are actively implementing incrementality testing and media mix modeling, recognizing this will require a period of adaptation for the team. To support this transition, we’ve brought on a marketing analyst. It’s vital for marketing teams to become proficient in these measurement methods and to clearly convey the resulting data insights to stakeholders, including leadership, founders, and investors. The coming year promises to be particularly insightful for marketing measurement.

Considering the extensive discussion around influencer marketing in 2021, is it a fleeting trend or a necessary component of a marketing strategy? If it’s essential, which types of companies should prioritize investment in this area?

Influencer marketing has a long history; brands have consistently collaborated with prominent figures to leverage their credibility. Examples include Pepsi with Britney Spears, Chanel with Beyoncé, and even Shopify with Tim Ferriss. It isn’t a temporary fad, nor is it universally required. Rather, it’s a valuable strategy among many that brands can utilize to expand their reach, boost sales, and increase revenue.

Today’s landscape differs significantly, however, with a dramatically increased number of influencers due to the rise of social media. Individuals can now cultivate highly engaged, specialized audiences on various platforms, making influencer marketing accessible to brands beyond those with substantial budgets. Even a quick influencer endorsement can be obtained through platforms like Cameo for under $5,000. However, increased accessibility doesn’t negate the need for a well-defined strategy. Consider which influencers to partner with, on which platforms, and with what frequency. How will you gauge the impact of these collaborations? And how will you leverage these partnerships to nurture your community and broaden your brand’s audience?

These are crucial considerations before making significant investments in influencer marketing. Avoid investing simply because of widespread adoption. Define your unique approach, strategy, and objectives, then select appropriate tactics.

With the prevalence of short-form videos (under 2:30), have they reached their peak, or should marketers continue utilizing this format in 2022?

Any tactic that continues to deliver results for your brand hasn’t peaked. Marketers should avoid blindly following trends reported by others. Every strategy should be rigorously tested, and if it remains effective long after predictions of its decline, its performance is what matters most. It’s essential for marketers to educate founders and investors on this principle to avoid constant shifts in priorities based on external opinions.

Furthermore, claims of email marketing’s demise have persisted for years. Brands that heeded that advice would likely no longer be in business. Focus on what works for your organization and explore new channels to identify potential opportunities. Remember, not every brand needs to adopt every channel, strategy, or tactic; often, less is more.

How does AI marketing rank among your priorities for 2022? Is it a broadly applicable tool, or is its effectiveness industry or customer-specific?

AI marketing should be viewed as another tool in the marketing arsenal. I encourage my team to experiment with it to determine if it can enhance our work. While I haven’t yet found a copy AI tool that surpasses a human-generated first draft, that may change as these algorithms evolve.

Is the trend toward personalization overhyped? What tools and platforms would you recommend to non-technical marketers seeking to improve their personalization efforts?

Personalization shares similarities with concepts like community and growth marketing – a lack of universal definition and varying interpretations across organizations. I don’t believe personalization itself is a trend; it’s a fundamental marketing principle. People respond more favorably to content that is relevant to their individual needs. This is why Facebook advertising has become dominant; their extensive data allows advertisers to deliver highly targeted, personalized ads.

However, personalization can be taken too far. Marketers must exercise caution and thoughtfully cultivate relationships with customers over time.

Which marketing automation tools are expected to gain prominence in 2022? Should growth marketers prioritize developing more technical skills in the coming year?

Growth marketers already represent a highly technical role within marketing organizations, with many practitioners originating from development or data science backgrounds. It’s uncertain how much further their technical expertise can expand.

I anticipate an increase in the demand for automation specialists to join or freelance with marketing teams. Marketing teams have become central production hubs for companies, necessitating greater organization, project management, and automation. Effective implementation of these processes can prevent marketer burnout, but marketing leadership must acknowledge the diverse personality types and working styles within the team. Creative professionals may feel stifled by rigid processes, while analytical marketers may become frustrated by lengthy approval cycles and limited autonomy.

We are entering a new era of work, and marketing is at the forefront, with numerous changes anticipated in 2022. It’s crucial for companies to support their marketing teams through these transitions, providing adequate resources and fostering effective collaboration in remote or hybrid environments where workloads and responsibilities have increased. The rising demand for marketing talent is reflected in soaring salaries. Marketers are currently managing a significant amount of work.

Greg Sheppard, CMO, Templafy

Has the prominence of brief video content (under 2 minutes 30 seconds) diminished, or should marketers continue to leverage this medium in 2022?

The surge in popularity of concise content originating from platforms such as TikTok, Instagram Reels, and YouTube Shorts is undeniable, and B2B marketers cannot afford to disregard its potential. Indeed, HubSpot’s 2022 Marketing Industry Trends Survey recently indicated that short-form video delivers the highest return on investment of any social media marketing tactic, with 30% of social media marketers intending to increase their investment in it more than any other trend this year. Furthermore, Wyzowl’s research revealed that 86% of video marketers reported increased website traffic due to video content in December 2020, while 78% attributed direct sales increases to its use.

These statistics demonstrate the growing importance of short-form video marketing. Specifically within the B2B sector, brands often possess complex value propositions. Consequently, the ability to clearly and concisely communicate an offering in a video lasting less than two minutes can be an exceptionally valuable tool for attracting leads.

How significant is the role of AI marketing within your 2022 priorities? Should marketing teams actively embrace this technology, or is its applicability dependent on industry and customer specifics?

Current indicators suggest a continuing expansion of AI capabilities. A recent report by Gartner Inc. projects the AI software market to reach $62.5 billion next year, representing a 21.3% increase from the current year. However, the key lies in how marketers utilize AI technology. Simply implementing it to follow a trend will not suffice. I contend that marketers should leverage AI to further enhance their personalization strategies. Success in B2B marketing hinges on the ability to address your audience in a personalized manner – demonstrating precisely how your solution resolves their daily challenges. Utilizing AI to support this effort will enable successful adoption of this evolving trend in 2022.

Which marketing automation solutions are anticipated to gain traction in 2022? Should growth marketers prioritize developing more technical skills in the year ahead?

The prevalence of remote and hybrid work arrangements is now firmly established. This shift to a “Digital HQ” necessitates that marketers adapt their workflows to maximize efficiency within this new paradigm. Accessing, standardizing, and distributing content is now more crucial – and more challenging – without the inherent centralization of traditional in-person work environments. Consequently, content enablement platforms, such as Templafy, are well-positioned for success in 2022, as it’s time to eliminate uncertainty from document creation and empower employees to be more productive while generating more impactful results, regardless of location.

Lauren Kelly, CMO, ThoughtExchange

What are your 2022 growth marketing resolutions?

• Maintaining a focus on the core organizational purpose is paramount – building positive and mutually beneficial relationships with customers, the community, colleagues, and the environment.
• Remaining receptive to market dialogues and offering adaptable, practical solutions to ensure customer success, rather than imposing predetermined fixes, is crucial.
• Integrating both qualitative insights and quantitative data will be essential for informed decision-making processes.

Considering the extensive discussion surrounding influencer marketing in 2021, is it a fleeting trend or a necessary component of modern marketing strategies? If essential, which businesses should prioritize investment in this area?

Influencer marketing expenditure in the U.S. experienced substantial growth in the past year, reaching multibillion-dollar levels, and projections indicate continued expansion. This significant allocation of marketing resources naturally makes it a prominent topic for marketers and business leaders. Looking ahead to 2022 and beyond, a greater emphasis on demonstrating return on investment for influencer marketing initiatives is anticipated. However, influencer marketing is rapidly evolving into a vital investment for marketers. Brands are now recognizing a shift in the influencer landscape.

The definition of an influencer is expanding beyond simply having a large follower count. The emergence of niche influencers, including influencer-creators and microinfluencers, provides brands with a wider range of potential collaborators. As a purpose-driven organization, we are increasingly seeking partnerships with influencers whose values align with our own. This strategy aims to drive both intentional purchasing behaviors and demonstrate a commitment to ethical and sustainable practices.

Regarding short-form videos (under 2:30 in length), have they reached their peak, or should marketers continue to utilize this medium in 2022?

The increased reliance on digital channels during the COVID-19 pandemic led marketers to heavily invest in this space. Consequently, the digital landscape has become increasingly saturated, making it challenging for brands to gain visibility. Fortunately, short-form video remains a valuable tool for cutting through the noise. The ongoing popularity of platforms like TikTok indicates that short-form video is far from losing relevance.

With rising content volumes and decreasing attention spans, concise videos that respect consumers’ time and attention are essential for effective communication.

How does AI marketing rank among your priorities for 2022? Should marketing teams actively embrace this technology, or is its application industry or customer-specific?

Authenticity and relatability to our customers always take precedence over prioritizing AI marketing. Our primary focus is on respecting and valuing the time and attention of our audience. If experimentation with tools like chatbots reveals that they genuinely save customers time and align with their preferences, we will integrate them into our strategy. However, any indication of impersonality, inauthenticity, or reduced efficiency will preclude further use, regardless of the perceived innovation.

Is the trend toward personalization overblown? What specific tools and platforms would you suggest for non-technical marketers seeking to enhance their skills in this area?

The concept of personalization isn’t overhyped, but the term itself has become somewhat diluted. Addressing customers by name, for example, is technically personalization, but often lacks genuine relevance if the rest of the communication remains generic. The true potential of personalization is significant – McKinsey reports that it can reduce acquisition costs by up to 50%, increase revenues by 5-15%, and improve marketing spend efficiency by 10-30%.

However, a McKinsey survey revealed that only 15% of CMOs believed their companies were effectively implementing personalization a few years ago. While substantial progress hasn’t yet been made, the opportunity for impactful personalization remains substantial.