In the wake of the COVID-19 pandemic, change has become the constant, as the way we work, plan, and respond to our new reality remains top of mind. This mindset continues to deeply impact how businesses and customers engage and conduct business.
B2B Customer Behavior Continues To Shift<img class="rm-lazyloadable-image rm-shortcode" lazy-loadable="true" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNjAxNzM5Ny9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYyODQ4MzA5M30.FXgFBqkOZtMd_8LLa5Yra51d47Pswno6uMXaKIT5bP8/img.jpg?width=980" id="23867" width="6000" height="4000" data-rm-shortcode-id="bf1a82cbaeefdaf9a7ea6db188b02180" data-rm-shortcode-name="rebelmouse-image" alt="B2B Customers Shift to Online" />person holding smartphonePhoto by Rodion Kutsaev on Unsplash<p><em>"B2B customers are increasingly relying on rich content and highly personalized online engagement to guide their purchase decisions. This rapid shift in behavior—accelerated by the COVID-19 crisis—has made it more challenging and complicated than ever for B2B companies to generate demand and manage leads effectively and efficiently." —Basir Mustaghni, Managing Director & Partner, Marketing, Sales & Pricing, BCG*</em></p>
The Challenge For B2B Marketers<img class="rm-lazyloadable-image rm-shortcode" lazy-loadable="true" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNjAxNzQwNS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY2MDI5Mzc5NH0.2OhlqmAz0ZNw_hFweGst-Wje_WblrjY1NTEBiCmTthM/img.jpg?width=980" id="e97fb" width="5184" height="3456" data-rm-shortcode-id="560569dff8bd9b2b6a61cfa0abecd16d" data-rm-shortcode-name="rebelmouse-image" alt="Marketers looking a data on a laptop" />person using laptopPhoto by John Schnobrich on Unsplash<p>And yet, the main challenge for B2B marketers is evergreen: effectively communicating value to a target audience. Our "new normal" makes this problem complex, especially for B2B marketers.</p><p>Marketing communications, regardless of the product, services, or brand, is based on the fundamentals of knowing the offer and the audience. It's about navigating a relationship built on a continual understanding of the 5Ws (who, what, where, when, why, and how) of the target market.</p><p>During COVID-19, B2B businesses significantly changed. No longer can B2Bs rely on in-person engagements as the primary channel of contact. Plus, changes in products and services offered have soared on both the supplier and buyer side of the equation. B2B marketers have been set adrift with the rules of engagement no longer anchored to past practices and plans. Marketing playbooks, complete with messaging stack, content plans, and multi-tiered tactics, must stay in sync with business priorities and the customer's new reality.</p>
The Solution For Marketers Is Back-To-Basics<img class="rm-lazyloadable-image rm-shortcode" lazy-loadable="true" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNTg3ODUxOS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYyNzkyODY2MX0.80_J8lVm_LCPUBs5GmG0XoxKZSacKBKINWpMFQs9EDU/img.jpg?width=980" id="a2a50" width="980" height="654" data-rm-shortcode-id="7ea35c13008777cdc95c1bde964c970d" data-rm-shortcode-name="rebelmouse-image" />
Leverage "Simple" When Shifting Course<img class="rm-lazyloadable-image rm-shortcode" lazy-loadable="true" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNTg3ODU2NS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYzNjk0Nzg1Mn0.6iJsjaCaizyQ8rybejuprOzS-z8VZgubXJkSxN-T8T4/img.jpg?width=980" id="ba378" width="5973" height="3987" data-rm-shortcode-id="81c2a8132bb90d725f08616e08885318" data-rm-shortcode-name="rebelmouse-image" />
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