2022 Predictions: How Automation Impacts B2B Servicing Companies?

2022 is fast approaching and some changes will come with it. Here are a few predictions regarding automation in B2B services as well as the use of workflow management software.


The year 2021 came, and as of now, it has begun to wind down. With almost four months until the new year, it is no surprise that individuals are already thinking about how different 2022 will be compared to 2021. This phenomenon is not common to individuals solely; businesses as well have begun to wonder about what changes 2022 will bring to them.

Understanding that, we have gathered a couple of 2022 predictions for B2B companies.

No need to be confused; you might be wondering what B2B could mean. Well, business-to-business, often known as B2B, is a transaction that occurs between two parties or businesses, such as with a manufacturer and a wholesaler or a wholesaler and a retailer. Transactions between businesses, rather than between enterprises and individual clients, are referred to as business-to-business. The B2B eCommerce business isn't simply about selling and buying. It could include a variety of topics, such as:

  • Relationship between two businesses.
  • Product research and information.
  • Technical education.
  • Ordering and tracking of products.
  • Technical assistance, training, and services are all available.
  • Documents such as user guides, etc., are exchanged.

A major concern in 2022 for B2B services will revolve around workflow management and the use of flow builders. Curious about workflow management? Well, workflow management is the practice of creating and enhancing data channels to complete tasks. Workflow management comprises identifying duplicate procedures, designing an ideal workflow, automating the process, and identifying bottlenecks or areas for improvement. To accomplish these operations seamlessly, there is a need to make use of workflow management software.

Workflow management software is a sophisticated platform that offers various solutions to help you enhance your productivity. It enables you to develop and optimize workflow in the most efficient way possible, discover redundant operations, automate work processes, identify potential improvement areas, and achieve new levels of efficiency.

Something to note with workflow management software is how B2B companies are using them for automation. In the context of B2B services, automation refers to the use of a computer-programmed software tool such as workflow management software to accomplish tasks without the need for human participation. In a fraction of a second, automation can recognize patterns in data and conclude.

This software will act as a form of flow builder when dealing with interactions between different businesses. The great thing about automation in workflow management software is that even in B2B (business-to-business) environments, it appears that there is an automated "program" for everything — marketing, sales, and, yes, even customer care.


1. Fusion of Digital and Remote Iteractions through Workflow Management Software

Our world has shifted dramatically from analog to digital. In the future, the benefits of digital selling will be enormous. COVID-19 saw several changes, particularly in the area of telephonic development. Many B2B buyers now prefer digital meetings, digital conference calls, and negotiations.

Due to the Covid-19 and now during the aftermath, companies planning or implementing digitization strategies were able to accelerate the process, especially with the use of workflow automation software. The explosion of online events is one of the places where this is visible. There were also increases in online education sessions, exhibitor promotional content, and general session content across the board using a flow builder.

B2B enterprises would have to use various digital technologies like workflow management software to attain these goals. Sixty-six percent of sales leaders consider digital platforms to be more vital for contact. On the other hand, traditional sales conversations were viewed as more crucial by only 34% of respondents (McKinsey, 2020).

This transition is reflected in changes in customer behavior. Companies have to embrace remote work to accommodate such developments, workflow automation software, and assure business continuity. B2B sellers had to adjust their strategies, and they were fast to adapt.

If a result, B2B businesses may need to adjust their strategies; however, B2B companies' rapid digitalization, flow builders, and adoption of the digital sales model may continue until 2022.

2. The Agile Transition with Flow Builders

In an ideal world, business leaders set well-defined strategies and procedures that their subordinates can follow to achieve success. All employees need to do is follow the rules, and everything will be ok. It's practically a need-to-know situation, and each cog in the machine needs to follow the instructions in the manual.

By any standard, though, it is not a flawless world. Teams face a variety of unforeseen challenges, both large and minor. This waterfall method might be a problem; this is why flow builders and workflow management software are needed.

As a result, business experts have begun to embrace the Agile methodology with workflow automation software. This method works in little increments over time. They are little steps or attempts that lead to small successes over time.

Lee Hackett, CEO of BluprintX, had this to say about agile methodology. "My main prediction is the growth of agile operations. It's going to be big. Over the past decade, a lot of time and effort has been invested into effectively acquiring additional firepower."

Agile differs from typical waterfall approaches in that it emphasizes tiny, incremental progress through the use of small, loosely connected teams. It favors an iterative test-and-learn approach to policy, product, and system development. The great thing is that the agile method can be integrated with workflow management software. Agile is being used by businesses to raise production and improve team morale and cut costs. There are project management solutions available for professionals who follow the Agile methodology.

3. Changing Spending Habits

Because of the epidemic, consumers are modifying their purchasing habits and will continue modifying them moving into 2022. B2B enterprises are also changing their buying habits. This conveyed both optimism and caution because no one knew how long the lockdown restrictions would last. Furthermore, the Covid-19 pandemic was already having a severe impact on some sectors.

It should be remembered, however, that these changes were inextricably linked to the sector. Pharmaceuticals, medical items, media, and technology were among the B2B companies that maintained or increased their investment. Meanwhile, businesses curtailed their spending in areas with a bleak outlook, such as transport and energy, and materials.

The shift in B2B spending is also influenced by geography. Businesses in China and India are continuing or increasing their spending. Companies in the United States, on the other hand, are following suit. Companies in Europe are doing the same thing, albeit at a slower pace than their counterparts on the other side of the Atlantic.

It remains to be witnessed whether this trend would continue after 2021. However, for the time being, spending cuts in hard-hit industries will remain the norm, while investment in less-affected areas will be maintained or even increased.

4. Increase Your Ability to Generate Leads with Workflow Management Software

At one point, marketing used to be thought of as a technique to learn about target markets; nevertheless, it is now recognized as a critical corporate activity. The most crucial thing in a business is converting leads into sales. Those B2B marketing teams who can build pipelines while also converting leads to sales will be the ones to watch in the future, and with the use of workflow automation software, generating leads will be much more achievable.

This is accomplished through well-structured and well-written content, a relevant customer experience, and the use of the appropriate marketing automation technologies such as workflow management software. The capacity to collect data and extract insights — in this case, from marketing and sales data using machine learning and predictive analytics — is one of AI's core roles and, in turn, workflow automation software core values. Furthermore, some AI solutions can provide insights about prospects and customers to improve the customer experience and conversion rates.

5. Customer Retension is Possible with Workflow Automation Software

The idea of being loyal to existing clients while satisfying the requirements of new ones is a rule that every B2B organization follows.

Market retention is what it's all about. The rationale for this is that selling to existing clients is far easier than selling to a new market. After acquiring customers, most businesses overlook the importance of marketing automation. Automation is required for long-term customer retention and increased cross- and up-selling opportunities. This idea is based on the reality that every customer requires extra knowledge about your products and services even after making the first purchase.

B2B marketing trends must be established to ensure low cost per sale, consistent revenue, and sustained sales to achieve both hands in hand. B2B companies can achieve market retention with the support of a robust marketing automation plan courtesy of flow builders and workflow management software.

6. Intelligent Automation with Workflow Management Software will Become a Priority

This is a method in which artificial intelligence (AI), through workflow automation software, is used to increase the efficiency and performance of repetitive jobs. By boosting a marketer's capacity to make better forecasts, workflow automation software can help to drive revenue growth. Content development and delivery can also be made more successful and efficient with marketing automation technologies. Many firms have switched to workflow automation software as COVID-19 has become more prevalent, and they will continue to do so. Several B2B technology marketers believe that vendor websites and other digital engagement platforms aid them, which is why workflow management software is here to stay.

7. Inclusion of Augmented Reality and Virtual Reality

These immersive and interactive technologies are also making their way into the sphere of business-to-business. You can use this to give tours of construction sites and interactive marketing presentations. Consider how it can be used in architecture, business, and design. Complex market situations can now be simulated and visualized in 3D before physical prototypes are created. Consider the cost savings that this technology can provide. B2B companies can use virtual reality and augmented reality in their marketing communications and presentations.

Companies in the B2B sector can use AR and VR to train employees and even build structures. With workflow automation software, B2B services can sort out AR and VR employee training modalities. These can also be used for tours and other types of simulations.

8. Alignment of Marketing and Sales Using Workflow Automation Software

Experts have emphasized in the last decade that marketing and sales departments should no longer be separated. Many people took such advice to heart. As a result, more marketing and sales teams collaborate with workflow management software and flow builders to better understand customers and provide better service. The digital technologies that assist them reflect this unity between the two departments.

Many sales platforms, for example, contain marketing support activities and vice versa. These teams are not seen as silos by the support tools. Software developers are aware of this and have incorporated it into their designs. As a result, we see sales, marketing, and customer service functions all rolled into one platform with the assistance of workflow management software.

9. Targeting and Segmentation will be Improved with Workflow Automation Software

Customer data will be evaluated to generate more targeted segments, allowing campaigns to be tailored to specific groups. Advertisers, DSPs, and other users will be able to monitor campaign performance, operational efficiency, and ultimately the capacity to make real-time decisions thanks to the use of flow builders and AI embedded in location data.

10. Public Awareness will Boost

Another significant aspect of the B2B business that will expand in 2022 is awareness. The more trust there is, the better the communication will be. Customers, too, will supply personal information. The most vital part of a brand is trust. This can be accomplished in a few ways listed below:

  • What kind of relationship do you wish to have with your clients?
  • How happy are your clients with you?
  • How well-versed in your brand are your customers?


For both large and small organizations, workflow automation software will play a critical role in their future. While few B2B organizations have fully embraced and integrated automation, it is expected that by 2022, they will come around.

Using workflow automation software and flow builders to assist you in implementing automation solutions into your business operations may be the finest option you make for your digital marketing efforts. B2B marketers will be able to predict the effectiveness of data and campaigns better and give recommendations on how to improve them for optimum return on investment.


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