Industry experts are convinced that the world will never go back to how it was before the global pandemic. The “new normal,” as media terms it, has a focus on more socially-distanced interactions and a reliance on technology. For business-to-business organizations, this means changing the way they operate, from promotion and marketing to maintaining consumer engagement, selling, and more.
But how can B2B companies change their marketing strategies for optimal engagement in a post-COVID world? What challenges will they face getting buyers and creating connections with customers? Fifteen professionals from Forbes Agency Council explore some of the changes B2B business marketing has to go through to succeed in a post-pandemic society.
Members explain how B2B marketers can adapt to the new post-pandemic environment.
Photos courtesy of the individual members.
1. Focus On Fostering Connection
One thing that’s happened (for the better, I think) is a return to empathy and concentration on fostering a connection. Marketers can help salespeople in this space by putting an emotional touch in their creative assets, rather than driving a hard bottom-line message. – David Farinella, Farinella LLC
2. Change The Mindset, Be A Giver
Change the mindset. Change is a good thing. We only grow when we move from comfort to discomfort — businesses that pivot win. Visionaries reinvent during these times. I turned my paid press release platform to “free” to help companies take advantage of it, and it grew 400% faster. Companies that become givers will always win! – Qamar Zaman, KISSPR.COM
3. Create Zero Degrees Of Separation
More than ever, you need to create zero degrees of separation from you and your audience through sharing of life online. In many parts of the world, the traditional sales rep visit is not possible, but customer relationships are still essential. You can set up calls on Zoom, Teams, etc., but your real asset is engaging content. Let your storytelling create the pull for customers to call you in. – Mirella Vitale, ROCKWOOL Group
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4. Pivot To Match Your Customers’ Pivot
Business will most definitely transform, and you need to understand how your customers have been forced to change. Speak to key customers to hear their “new normal,” how their customers have changed, new financial demands/dynamics, how their business strategies have evolved. Hold that empathetic dialogue regularly as the impact of the pandemic is far from over. – Jim Heininger, Dixon|James – Rebranding Experts
5. Implement Omnichannel Strategies
The days of overlooking the digital marketing space are long gone. Business-to-business marketing is at the cusp of a new era of digital communications. It will see a significant increase in outreach and productivity due to the implementation of omnichannel strategies. Business-to-business companies like Asphalt Kingdom are taking full advantage of the digital spectrum by remaining omnipresent across digital marketing platforms. – Alex Quin, UADV
6. Make Your Virtual Experiences Unique
Make your virtual experiences unique for your audience. Many companies have pivoted to virtual events to replace in-person trade shows, events and face-to-face interactions, but now those virtual events are becoming routine. Organizations need to look at new ways to build engagement and virtual interaction to make their events memorable for their target audience. – Elyse Flynn Meyer, Prism Global Marketing Solutions
7. Leverage Data-Driven Storytelling
Three words: data-driven storytelling. The pandemic has dramatically accelerated trends that were already remaking the B2B media and influencer landscape. B2B marketers need to better understand their audiences — through social listening and other data — and use that understanding to craft content meaningful to the audiences. This will drive up engagement and sales. – Robert Finlayson
8. Acclimate Teams To Remote Working
Acclimate your sales and marketing teams to work-from-home (WFH) options. Offsite strategy sessions in posh locations are gone. So now what? I believe professional service firms that pivot the fastest to high-performing remote-work options will be the winners. Everyone else will be catching up, slowly. If you haven’t embraced WFH, do it now. You can’t afford to wait. – Randy Shattuck, The Shattuck Group
9. Focus On Addressing Customer Needs
Make your actions about your customers’ needs. Really dig into their experience and their business. Your story is now about them and not your products. What problems are you solving? What changes are you helping with? Communicating to the market that your clients are the real heroes of your story is the right tone to take in today’s environment. – Kathleen Lucente, Red Fan Communications
10. Lean Into Simplicity
One important trend you may notice these days is leaning into simplicity. The pandemic took its toll on businesses, but it’s also seriously affected the mental equilibrium of many people. So whenever you can, make it simple for your partners and customers, and spread positivity. They don’t need another challenge; be their solution. – Solomon Thimothy, OneIMS
11. Engage In Full Digital Pipelines
COVID-19 has accelerated the need for B2B marketers to engage in full digital pipelines. For now, you cannot use direct mail to office locations, or trade shows for lead generation and deal closing, so it’s all happening online. Because of this, the data pools are growing, and B2B marketers need to up their game in this department. The good news is that this data can be leveraged for increased ROI using account-based marketing. – Rich Cannava, The CSI Group
12. Don’t Follow The Masses
Don’t follow the masses. The biggest mistake businesses make is copying what other brands are already doing. The result? Bored consumers who are instantly turned off by your marketing efforts. Focus on solutions. What do your customers need now? Go forth and offer your product or services as a solution to their problems in a humorous way, and you’ll win at marketing life. – Sophie Bowman, Brand Branding PR
13. Organize Virtual Events
The global pandemic has changed the world’s B2B marketing space with a new norm. The usage of video conferencing has allowed marketing and salespeople to engage in more activities throughout the week by reducing travel time. Many B2B conferences have also adopted hosting virtual events with tremendous success. The reduction in the cost of travel has allowed for a broader reach and participation. – Breynan Hammons, Innvio
14. Host Educational Webinars
B2B marketers now have limited opportunities to network prospective buyers. I think educational live webinars and training offer a significant way to build new prospects. – Sanil Subhash Chandra Bose, Ayruz Data Marketing
15. Empower Sales To Act As Advocates
On a B2B platform like LinkedIn, your “brand homepage” isn’t your company page. It exists on the profiles of your executives, thought leaders and sales team. Smart B2B brands need to empower their sales team to act as marketing advocates and content amplifiers. Your people are your brand, so bring them to the frontlines because high-value B2B deals don’t close without a conversation! – Dan Golden, Be Found Online
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Author: Expert Panel®, Forbes Councils Member
