How B2B Marketers are Powering Through the COVID-19 Crisis
As the business landscape has changed drastically due to the COVID-19 crisis worldwide, B2B marketers are finally leaping from traditional to digital marketing channels.
Marketers are taking this time to leave the inefficient and costly marketing tactics of the past behind, traveling light into the future with cost-effective and data-rich digital marketing channels.
Until now, trade shows, and exhibitions, face-to-face meetings were the main channels of lead generation for B2B companies.
As per a Grenis Media blog post about B2B businesses turning towards digital marketing to sustain through the crisis, it was highlighted that,
“From about 2500 B2B events held every year from Mar 1st to May 15th, about 50–80 per cent have already been cancelled or will likely cancel soon this year.”
We work with various automotive and equipment manufacturer and suppliers who are rethinking their marketing strategies to ensure that their businesses remain sustainable even in times of crisis when social distancing is imperative.
Reallocation of unused marketing funds to digital channels
The blog post also talks about how businesses are reallocating funds that are left unused due to cancellation of trade shows and exhibitions, and much incremental budget they are spending on digital marketing.
The main objective behind increasing digital marketing budget is to create a new channel of LEAD GENERATION for businesses.
The idea is to make your businesses resilient enough to survive any environmental, physical and financial challenge that creates inaccessibility to physical modes of lead generation.
Focus areas in digital marketing for B2B companies
The main focus areas for digital marketing to generate business leads are programmatic targeted advertising and Google search and display Ads.
B2B marketers who are looking to overhaul their marketing infrastructure should discuss their business goals and marketing set up with their digital marketing agency.
Re-write your marketing message
With the changing realities of the world, marketers need to get back to the drawing board and redesign their marketing messages.
It is necessary to understand the changing needs of you customers and understand the role of your business in catering to those needs.
Create a marketing message that is relevant to your users today.
Read about the process of creating an effective brand message for your business while marketing in the time of COVID-19.
Anticipate changing customer needs — e-commerce, increased consumption of online content, and preference for live-streaming and webinars.
Redo your marketing strategy to ensure that your company lives through this time of crisis and becomes resilient enough for any future challenge, too.
Take this time to create a robust and resilient marketing strategy!
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