Ronn Torossian, 5WPR CEO Predicts B2B Marketing Trends in 2022

5W Public Relations | January 11, 2022

Ronn Torossian, CEO of 5WPR predicts leading 2022 B2B trends. Torossian says it's safe to assume that most of the marketing approaches that B2B companies adopted throughout the pandemic are going to continue to influence campaign measurements. While those companies must adjust for any changing circumstances and adapt their strategies, things aren't going to go back to the way they were before the pandemic. 

Tech Stacks

One of the biggest marketing transformations in the last decade for B2B businesses has been the increase in marketing technologies. In the last decade, there have emerged over 8,000 different marketing tech solutions available to B2B companies. Although plenty of businesses had to cut their marketing budgets at the start of the pandemic to adjust to economic uncertainty, that shifted in 2021 with more companies investing in marketing tech. It's likely that this trend is going to continue, but B2B businesses will also be looking for ways to simplify their marketing tech stacks. That way, they'll be able to cut down their tech solutions to more manageable levels. Some of the biggest trends in B2B tech are going to be digital outreach for lead generation, measurement solutions that will allow businesses to compare campaign performances, and smaller, in-person events.

More Insights

When the pandemic made in-person events impractical, B2B companies turned to digital outreach and ways to measure digital engagement, such as downloads, form completions, and clicks. However, in the coming year, companies will want to go beyond simple engagement data to truly figure out the way that downloads, form completions or clicks, influence sales. More specifically, businesses will look for ways to understand precisely how those engagements are reflected in the buying journey of consumers, as well as in their revenue. That's why in the next year, companies will be looking for more clarity and at different tools that can provide the aforementioned information. By using more insights, companies will have a better opportunity at figuring out which channels and programs are driving revenue, which at the end of the day, matters the most. 

Account-Based Marketing

Overall, marketing campaigns are all about personalization. However, companies in the B2B industry have a big challenge when it comes to creating highly targeted content and messaging. That's mainly because the buying journey is typically a lot longer, and the outreach is more complex. A few years ago, B2B companies used account-based marketing to provide more personalization in their campaigns, and to ensure that the right consumers received the right messages. However, the strategy was only useful for well-defined, small audiences, and wasn't intended for big campaigns. Fortunately, these days, companies have the technology to increase the scale of account-based marketing efforts by using different data points that can personalize their campaigns. That's why in the coming months, those types of strategies are going to evolve while more businesses take advantage of their capabilities and provide more targeted campaigns.

Ronn Torossian is one of America's most well-respected public relations experts.


Make account-based marketing (ABM) an effective part of your demand generation strategy with Lattice's new Predictive Playbook. Read this playbook for:The real definition of Account-based Marketing.

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Bynder Acquires Content Operations Platform GatherContent

Bynder, GatherContent | March 07, 2022

Bynder, the global leader in digital asset management (DAM), has acquired GatherContent, a Content Operations platform, to expand its footprint in the digital ecosystem and provide a comprehensive platform for delivering content that creates powerful digital experiences. With the acquisition of GatherContent, Bynder will add collaborative workflow and editorial processes for content creation capabilities to its unique, centralized platform to empower teams across industries to easily manage the entire content creation lifecycle—from visual production, through text creation into approved structured content ready for distribution to all channels across an omnichannel strategy. Even as the demand for content has dramatically increased in the past few years, recent research shows that 60 percent of marketers either had no content marketing strategy or had one that was completely undocumented. This acquisition will help customers meet the need to create and assemble growing volumes of text and creative content to support omnichannel consumer buying journeys. Creating that journey requires a holistic view of content with a combination of text, images, and more structured into a cohesive story. While DAM is the single source of truth for storing, categorizing, and serving digital creative assets, the editorial process for content creation has historically taken place outside of that ecosystem. “Working within a secure environment is paramount,” said Joy Price, Head of Digital Marketing at Howard Kennedy & GatherContent Customer Advisory Board member. “However, for a marketing team focussing on podcast and video production, the speed at which we can share large files is prohibitive. A solution that can combine content and large asset sharing is very attractive.” GatherContent helps stakeholders across the process make sure content gets created, reviewed, and approved as quickly as possible. Uniting GatherContent and Bynder DAM removes the silos between content operations and DAM and offers marketers: A centralized platform for content teams to collaborate on creating structured content combining text and digital assets The ability to use templates and reusable components to scale up production of text content Custom workflows, allowing teams to maintain confidence in the quality of content as they scale up The capability to deliver content towards all channels used for your customer experience Based in the United Kingdom, GatherContent currently serves 1,100 customers, including Intel, NHS, Volkswagen, Vanguard, VMLY&R. As part of Bynder’s commitment to investing in other European-grown technology companies to serve a global customer base, GatherContent will be a standalone product within the Bynder product portfolio as GatherContent by Bynder. “When Bynder looked at ways we could further expand our footprint and enable our customers across the entire creation and distribution lifecycle, GatherContent rose to the top,” said Bob Hickey, CEO of Bynder. “When Bynder looked at ways we could further expand our footprint and enable our customers across the entire creation and distribution lifecycle, GatherContent rose to the top,” said Bob Hickey, CEO of Bynder. “The powerful combination of DAM and Content Operations will make a measurable impact allowing brands to execute with speed and accuracy in a complex digital economy. Alice Deer is an exceptional leader and role model for women in technology who founded and built a world class business. Alice in her new role will lead our strategy on scaling content operations for our combined 3200+ customers.” “I’m so proud of what this next chapter will bring for GatherContent, and how it positions Bynder to solve the wider Content Operations problem,” said Alice Deer, CEO of GatherContent. “During the past decade at GatherContent, we focused on creating a platform that brings together people, process and technology to improve their Content Operations. Now we are elevating that vision and enabling teams to collaborate on creating structured content, enabling mission critical KPIs like content time to market, content SLAs and content readiness - across all of their channels and content types. I look forward to continuing to drive forward this vision within Bynder, alongside Angus Edwardson, GatherContent’s co-founder, who will join as Technical Director.” About Bynder Bynder is a global leader in digital asset management (DAM), providing brands with the most powerful creative content engine to deliver personalized digital experiences. A scalable SaaS solution recognized for its intuitive user experience, Bynder helps more than 1.4M users across over 2200 organizations, including Spotify, Puma, and Icelandair, provide the right, on-brand assets across the enterprise. Founded in 2013, Bynder has since grown to over 450 employees in seven offices around the globe, including the Netherlands, USA, Spain, UK and UAE. The company is backed by Insight Partners. For more information, visit About GatherContent GatherContent is a Content Operations platform that brings together people, process and technology. GatherContent has helped thousands of businesses save time and money, improve content quality, and reduce regulatory risk. The platform replaces the broken status quo of docs, spreadsheets, shared drives, and emails. These tools weren't designed to manage high volume content production and workflow when many stakeholders are involved. Recognized as a Content Distribution Leader, Creation High Performer in G2's Summer 2021 report, GatherContent is free to try, quick to set up and very easy to use. Learn more at

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Cvent Announces Partnership With to Enhance Event Health and Safety

Cvent, | December 23, 2021

Cvent, a market-leading meetings, events, and hospitality technology provider, today announced that it has partnered with, the leading secure digital identity network, to bring seamless health, testing, and vaccine status verifications to hybrid and in-person events in the United States. Cvent Health Check, powered by, is a user-friendly solution that allows event planners to implement a secure method of verifying attendee health status in just a few simple steps. By combining vaccine, testing, and identity verification capabilities with Cvent’s robust event marketing and management platform, Cvent customers can include additional health and safety protocols at their events with easy-to-use, confidential health checks on event attendees’ own mobile devices. Built with planner flexibility and usability in mind, Cvent Health Check allows event hosts to set specific parameters around attendees’ proof-of-vaccination, testing status, and/or health screening in a privacy-compliant manner, giving individuals sole control over their personal medical information to determine when, how, and with whom it is shared. Once attendees’ health or vaccination statuses are verified, their credentials can be easily checked through a digital image displayed on a user’s mobile device at the event. The portable digital ID streamlines check-in and helps to ensure all attendees meet any requested health criteria to enter the event. Importantly, no user information is passed between and Cvent, allowing for individual privacy and control while also ensuring event planners and organizers are not storing, accessing, or distributing sensitive attendee health data. “As health and safety remain top priorities for event planners and attendees alike, reliable and secure solutions like health or vaccine verifications are critical,” said Patrick Smith, Chief Marketing Officer of Cvent. “We’re pleased to combine’s proven technology and strong commitment to user data privacy with our event marketing and management platform to enable a more customer- and safety-centered approach for in-person event experiences.” “Anyone considering attending an in-person meeting, conference, or event during the pandemic wants to know that they will be in a safe environment, and in many cases, that means health checks and vaccine verifications,” said Mark Lockwood, General Manager of Commercial Sector of “Our partnership with Cvent is enabling meeting organizers and hosts to simplify health checks and vaccination verification processes while meeting the highest levels of security and data privacy. As the industry works to return to normal, we believe our partnership will bring greater confidence to attendees, encourage higher in-person attendance, and reduce the stress and burden on event hosts. We could not be more thrilled to partner with Cvent.” The secure digital identity network has been rigorously tested against the highest technical and policy controls and is trusted by 10 federal agencies and more than 500 brands to verify users’ identity and facilitate access. The Identity Gateway has a Federal Risk and Authorization Management Program (FedRAMP) Moderate Authority to Operate (ATO). As of December 2021, the network included more than 66 million individuals. About Cvent Cvent Holding Corp., (Nasdaq:CVT), is a leading meetings, events, and hospitality technology provider with more than 4,000 employees and nearly 21,000 customers worldwide. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organizers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent’s suite of products automates and simplifies the entire event management process and maximizes the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent’s supplier and venue solutions to win more group and corporate travel business through Cvent’s sourcing platforms. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit, or connect with us on Facebook, Twitter or LinkedIn. About simplifies how individuals prove and share their identity online. The secure digital identity network has 66 million members with over 145,000 new subscribers joining daily, as well as partnerships with 29 states, 10 federal agencies, and over 500 name-brand retailers. The company provides identity proofing, authentication, and group affiliation verification for organizations across sectors. The company’s technology meets the federal standards for consumer authentication and is approved as a NIST 800-63-3 IAL2 / AAL2 conformant credential service provider by the Kantara Initiative.’s Identity Gateway also has a Federal Risk and Authorization Management Program (FedRAMP) Moderate Authority to Operate (ATO). is the only provider with video chat and is committed to “No Identity Left Behind” to enable all people to have a secure digital identity. To learn more, visit or connect with us on Facebook, Twitter, or LinkedIn.

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MRP to Showcase Enterprise Client Success & ABM Platform Innovation at Forrester B2B Summit, May 2 - 4, 2022

MRP | April 26, 2022

MRP, the only enterprise-class account-based sales & marketing platform, announced plans to reveal its latest research into enterprise ABM success at the Forrester B2B Summit North America. As a Platinum sponsor and ABM thought leader, MRP will provide attendees with access and insights into the latest strategies and technologies propelling enterprise marketing success. Through product demos and case studies with leading B2B marketers, MRP (booth 514) will reveal how to orchestrate and deliver meaningful, personalized buying journeys in real-time across multiple channels, geographies, and languages to drive measurable business impact. With its enterprise approach, MRP was recently named a Leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report, with Forrester noting MRP’s unique attribution that can connect individual channels to the ABM-influenced pipeline and customers’ praise of multitenant capabilities and global support. Bringing this potent mix of technology innovation and proven expertise, MRP will explore ground-breaking research, models, and frameworks designed with the enterprise organization’s priorities in mind during the following sessions: MRP Case Study: Intelligence-Driven ABM and Speed to Revenue: Tuesday, May 3 at 11:20 am CDT. In this session, you’ll learn from MRP and ServiceNow the driving forces behind ABM leaders’ speed to market, pipeline, and revenue: data, intelligent insights, and finely tuned orchestration. MRP Case Study: Beyond the Lead: Account-Based Strategies For Revenue Impact: Wednesday, May 4, 9:40 am – 10:10 am CDT. Learn how a multinational semiconductor company is reinventing its customer acquisition strategy and moving beyond mere alignment to synergies that produce game-changing impact for its target accounts across the globe. Virtual Theater Spotlight: ABM For Revenue Impact: From Silo to Symphony: Join MRP thought leaders online during the B2B Summit’s Digital Experience as they expose the myths of ABM – and share five enabling criteria for ABM success, plus foundational elements of success for enterprise organizations like Dell Technologies, Oracle, and SAP. MRP Prelytix™ Preview: The Future of ABM: Summit attendees can visit booth 514 for an exclusive look at the new MRP Prelytix platform, with advancements in predictive analytics and AI-driven account intelligence that speed time to market, to pipeline, and revenue. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “MRP Prelytix is built from the ground up to service organizations that operate in complex environments and embody a sophisticated approach beyond what most solutions offer today. We’re excited to bring this sophistication to the Forrester B2B Summit and showcase why Forrester has positioned MRP as an ABM leader in its Wave report.” About MRP MRP Prelytix is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information, visit:

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TechTarget to Announce 2021 Fourth Quarter and Full Year Financial Results on February 10, 2022

TechTarget | January 06, 2022

Global data and analytics leader and software provider for purchase intent-driven marketing and sales data, content curation and creation services, company TechTarget, Inc. (Nasdaq: TTGT) today announced that it plans to release its 2021 fourth quarter and full year financial results before the market opens on Thursday, February 10, 2022. The Company’s management team will host a live conference call and webcast at 9:00 a.m. Eastern Time on that day to discuss the Company’s financial results. In conjunction with the announcement and the call, the Company will distribute an update on the business, current market conditions, operational, and financial results for the applicable period, and other matters, with the call being reserved for a summary of financial highlights by management and Q&A. The financial results and a letter to shareholders will be accessible prior to the conference call and webcast on the investor information section of the Company’s website at Conference Call Dial-In Information: United States (Toll Free): 1 844 200 6205 United States (Local): 1 646 904 5544 Canada (Toll Free): 1 833 950 0062 Canada (Local): 1 226 828 7575 All Other Locations: + 1 929 526 1599 Access code: 946073 Please access the call at least 10 minutes prior to the time the conference is set to begin. Please ask to be joined into the TechTarget call. Conference Call Webcast Information: This webcast can be accessed at TechTarget’s website at Conference Call Replay Information: A replay of the conference call will be available via telephone beginning one (1) hour after the conference call through March 12, 2022 at 9:00 a.m. ET. To hear the replay: United States (Toll Free): 1 866 813 9403 United States (Local): 1 929 458 6194 Canada (Local): 1 226 828 7578 United Kingdom (Local): 0204 525 0658 All other locations: +44 204 525 0658 Access Code: 251322 About TechTarget TechTarget, Inc. (“we” or the “Company”) is a global data and analytics leader and software provider for purchase intent-driven marketing and sales data and content curation and creation services which delivers business impact for business-to-business (“B2B”) companies. Our solutions enable B2B technology companies to identify, reach, and influence key enterprise technology decision makers faster and with higher efficacy. We improve information technology (“IT”) vendors’ abilities to impact highly targeted audiences for business growth using advanced targeting, first-party analytics and data services complemented with customized marketing programs that integrate demand generation, brand marketing, and advertising techniques. By creating abundant, high-quality editorial content across more than 150 highly targeted technology-specific websites and 1,125 channels, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.

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Make account-based marketing (ABM) an effective part of your demand generation strategy with Lattice's new Predictive Playbook. Read this playbook for:The real definition of Account-based Marketing.