Digital ad spending will reach nearly $240 billion in the U.S. in 2022. That’s an increase over 2021, with many industries that have been slow to recover bouncing back. In this growth number, the share of ad spending is shifting to video, CTV (connected TV) and retail media. With these changes and continued disruption in the field, how will you update your digital selling strategy in 2022?

Pivot Your Pitch Based on a Change in Decision-Maker Demographics

Millennials are now the majority of B2B decision-making, at 73%. As a result, how you prospect might need a refresh. Consider your current prospecting plan and what outreach is successful. Then, assess how it correlates to that age group.

Some approaches that might help build relationships between you and millennial prospects:

  • Social selling: Connect with them on their platform of choice to build rapport.
  • Email personalization: Take the time to develop a “cold” email relevant to the company. Using stats and data from past campaigns can get their attention (e.g., “We helped (Similar Business) increase foot traffic with geofencing by 15%”).
  • Emphasize credibility in every communication (i.e., your organization’s longevity, successes, expertise).
  • Be conversational and human: Don’t hard-sell; instead, cultivate a relationship. This demographic values transparency and trust.

Target Industries Where Growth Is Likely

According to eMarketer, these industries, which are most likely to launch local digital ads, will see the most growth:

  • Retail (+20.2%)
  • Entertainment (+16.5%)
  • Travel (+14.2%)
  • Automotive (+13.7%)
  • Financial services (+12.8%)
  • Health care (+11.5%)

These categories likely represent your current advertisers, but how up to date are you staying on these sectors? So many factors can disrupt these projections. For example, travel looks to have a healthy rebound; however, the pandemic is still in the picture.

Another example is financial services. Consumers have changed how they bank, invest and save since 2020. More people are using digital methods for transactions. Knowing this industry-specific data can help you position the most appropriate ads to customers in this vertical.

Stay Up to Date on Industry Trends

You can stay informed by reading industry trade publications for those with the best opportunities.


Create Personalized Proposals

Blanket proposals for an industry might not do the trick. You’ll want to personalize these as much as possible based on your research. Things to consider and ask before you create a proposal:

  • What ad channels do they use now?
  • What kind of return did they get? Or do they even know?
  • Who is their target audience?
  • What do they want to accomplish by advertising?
  • Do they have a set budget?

By asking the right questions, doing your research and looking at historical data, you can customize a proposal that isn’t arbitrary.

Upskill to Be Better Prepared

In retuning your digital selling strategy, you should assess your digital literacy gaps. Think about your goals for revenue this year, specifically around selling more of a digital tactic or selling to new industries. Find resources that can improve your skill set to make you more confident. Some sales enablement training topics include:

  • How to explain digital advertising tactics
  • Industry-specific learnings
  • Improving prospecting with research tools
  • Ideas for pitching based on seasonality or industry
  • Specific channel information (e.g., OTT, SEM, display)
  • How digital advertising complements linear spots

Rethink the Role of Seller

In 2022, traditional selling often receives little response. What seems to move the needle is acting in a consultative manner. You should convey that you’re someone who wants to help a customer solve a problem. You’re helping, not selling. What that looks like is asking lots of questions and providing expertise on a subject.

For example, if you’re talking to a customer about failed SEM (search engine marketing) tactics, ask what the goal was and why it didn’t convert. Then, use your knowledge to offer explanations. Maybe they were targeting keywords with too low a volume, or their ad content wasn’t hitting the mark. In this interchange, you’re “selling” the value of your expertise.

Reimagine Your Digital Selling Strategy with Support from Marketron

If you want to meet ambitious revenue goals for 2022, you’ll be well on your way by following these recommendations. You can elevate your digital selling even further by watching our on-demand webinar, Selling Smarter: How to Crush Your Digital Budget in 2022. Our digital sales experts have tips, ideas and more for broadcast media salespeople.

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