During the COVID-19 pandemic, we’ve experienced the importance of marketing and communications, and realize that brands and companies that invest heavily here will emerge stronger on the other side. With a lack of face-to-face interaction, the traditional B2B model is not adequate and has forced B2B buyers and sellers to go completely digital, bringing the need for a transformed marketing strategy to the fore.
While many pandemic challenges evaporate over time, a few are here to stay for a long time. Forrester predicts that in a post-pandemic world, 80% or more of the sales cycle will continue to take place in a digital or remote environment. Sure, sellers and marketers have to overcome these hurdles they’ve never faced before, but effective engagement with B2B buyers is still achievable. However, this requires a shift in mindset, as well as adopting methods for teams to deliver the seamless experiences that B2B buyers have come to demand over time.
- Delivery of personalized content to the buyer with the right media mix: For B2B buyers, content marketing is essential on the road to purchase. Marketers are increasingly under pressure to break through the content clutter to reach the right people with the right messages in the right places – content and delivery methods must keep pace and aim for ongoing innovation of road.
Marketers should be ready to deliver personalized content related to the sales team’s key request. It is imperative to ensure that they have access to and can personalize all approved branded content in a streamlined way from one place.
The medium is as important as the message. Not only must the content be relevant, but the delivery medium must also be innovative and engaging to make it appealing to shoppers.
B2B marketing is not just about reaching businesses. It’s about reaching the people at these companies, and social media is where the entire ecosystem of business decision makers – from the C-suite to the managers who influence the C-suite – form an influential community in which B2B marketers can tap into. Identifying the target audience and relevant content themes aligned with measurable business goals can help scale chosen marketing goals.
- Leverage video as a powerful and engaging delivery source: Video has already taken over the media and is quickly becoming an integral part of all marketing strategies. According to Emerging Marketing Trends for 2021, online videos are only here to multiply and absorb internet traffic significantly for years to come.
The return to fostering a connection with the public on the back of empathy is visible today. Instead of a hard-hitting message, marketers can consider wrapping the area of interest with creative video assets, infusing them with the relevant emotional touch. Identifying themes aligned with the given industry and empowering those themes with well-crafted brand stories can help strengthen the connection with the audience, to bridge the gap between people’s opinions and the platform. -form where these opinions are expressed.
Urging brands to raise consumer awareness and build an ecosystem of targeted audiences, including small business owners, large buyers, and marketers, can enable more innovative content partnerships. Branded videos, customer testimonials, success stories and case studies, employee pitch videos, webinars associated with different publishers and distribution channels can amplify meaningful interactions and capture important insights from leads – to create more interactive and engaging B2B content marketing experiences.
Other than that, leveraging virtual events for wider reach, better engagement tracking and social media upselling for networking, and sharing thought leadership pieces through corporate spokespersons. company can help expand the network for effective torso and tail content engagements.
The pandemic has changed the face of B2B commerce for the foreseeable future. Companies able to adapt and effectively deploy new marketing techniques will emerge as survivors and winners. Paying attention to emerging trends and positioning and promoting your business – for people, product and service – is imperative.
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