How B2B marketers can re-shape marketing strategies in line with the pandemic

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Posted by: NewDigitalAge
1 month ago

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By Chris Purcell, Product Strategist at Episerver 

Traditionally, the B2B buyer journey has been slow and linear, and tactics including in-person sales, phone calls and invoicing once led the way in this journey.

But the current pandemic means the landscape in which B2B marketers are operating has changed to a digital-first environment that some B2B marketers have prepared for better than others.

No organisation, role or budget is immune to the impact of COVID-19, particularly in how prospects and customers conduct business and interact with B2B brands. In light of cancelled conferences and events, slashed budgets and team reductions due to furloughing, marketers are scrambling to pivot in real-time.

Against the background of the current pandemic, B2B marketers need to adapt quickly. But  how can they ensure success both immediately and beyond the COVID-19 crisis?

Don’t change channels – change your message for maximum relevance

Now is not the right time to be spending budget on B2B marketing strategies that have yet to prove themselves effective. Many marketing departments are reluctantly having to make decisions about what to cut, and making those decisions with the filter of what existing strategies have already proven successful.

Stick with the channels that you know deliver results for the business, but ensure your messaging changes.

According to our recent survey of global B2B decision makers, paid social media is the marketing channel that reaches customers most effectively, but B2B marketers don’t have visibility over what a person is viewing when the social ad appears.

For example, if a person is reading on Twitter about how COVID-19 is having an impact on schools in their area, a promoted tweet to follow a business app is unlikely to resonate.

Remaining relevant is vital for all B2B marketing strategies, so it’s important to ensure every message and communication is hyper-timely and always in context to the wider business landscape. This can be done by pausing pre-scheduled campaigns, for example, to ensure they make sense for today’s environment.

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