The 2020 coronavirus pandemic can be considered a historic dividing line. Sales and marketing teams might be looking forward to an eventual return to the ‘new normal’. But we all need to start getting comfortable with the idea fact that things are probably never going to be the same again. People’s lives have changed, business has drastically changed — sales and marketing will have to change too.
As marketer’s inch towards the new normal, post-pandemic marketing would have changed significantly as one of the most conventional marketing methods and strategies will never be the same. As we step into the era of the new normal, this blog post puts forth all the marketing tools and trends that will dominate the B2B marketing scenario.
Strengthening Inbound Marketing Strategies
At such a time, marketers need to build long term and sustainable relationships with their prospects. Since events, F2F, and in-person interactions are difficult during these times, marketers can focus on some effective alternatives like
- Collaterals like white papers, e-books, case studies, and how-to guides
- Video Content
- Social Media
Going Beyond Just Firmographic and Demographic Intelligence
Post the pandemic, marketers will have to look beyond basic firmographic intelligence and tap into resources or vendors who can provide highly customized intelligence with technographic insights. Marketers will have to study customer behavior and build strategies catering primarily to customer’s requirements.
The B2B market will continue to reek of uncertainty. Marketers can use behavioral data to run contextual marketing campaigns by segmenting their market to provide seamless customer experiences.
Investing in MarTech
Companies need to understand that they not only need to invest in upgradation of their core business operations, but should also harness the power of technology in marketing and sales technology tools. MarTech tools like CRMs and sales intelligence platforms have lately gained popularity. Their popularity is only bound to increase exponentially in the post-pandemic era.
Going Fully Data-Driven
The pandemic has forced businesses to undergo radical changes overnight, mandating an even faster launch of digital transformations and data-driven marketing efficiencies. Marketers must understand that improved data and insights are critical to business response and recover. Using data to drive your marketing approach is a great way to build the required trust between the consumer and your company.
What does this mean for B2B marketing?
The tried and tested approach of physically meeting with customers to start a sales cycle is probably never going back to what it was like. In such a scenario, digital first marketing and sales strategies will take precedence in the post-pandemic era. Marketers will have to rely on sales intelligence platforms to run highly effective digital marketing campaigns.
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