How COVID-19 Is changing B2B marketing and what trends you can expect

3 September 2020

COVID-19 will have a huge impact on B2B marketing strategies and tools. Learn what trends you can expect to see in the coming year.

Kompass International

By Kompass International

3 September 2020

It’s no secret that the COVID-19 outbreak has drastically changed the landscape of most industries. In fact, there’s a large handful of companies that may never recover from the hit they’ve taken.

For those that have weathered the storm, it’s time to sit down and create a comprehensive marketing plan for the future. This is especially true for B2B companies.

Not sure where to start? Don’t worry, we’ve got you covered.

Let’s take a look at everything you need to know about how to handle B2B marketing in a post-COVID world.

Expect clients to spend less (but sometimes more)

Overall, you’ll likely see that many of your clients have a lower budget to work with than they normally would. The harder their particular industry was hit by the pandemic, the truer this statement becomes.

So, you may need to adjust your financial projections to reflect the lower amount of revenue that you’ll generate in the coming months. Some B2B businesses, though, may find it worth spending more on marketing to make up for this loss.

Interestingly, you may find that a few of your clients are spending more than they typically would as a method to jumpstart their business’s efficiency. In some cases, having a mix of clients who spend more and less than normal can result in revenue for your company that’s more or less standard.

Digital communication will take over

In response to COVID, nearly every company has found a way to integrate efficient digital communication with their clients. But, this transcends video calls, emails, etc.

The most important innovation this change has brought along, though, is the capability for clients to serve themselves through their vendor’s website. Not only does this allow buyers to make careful decisions at their own pace, but it also eliminates the need for an employee to walk the client through the entire process.

Some vendors even streamline this process by providing a mobile app to their clients.

Of course, it’s essential to have someone available in case any issues or concerns arise. In general, though, we can expect this trend to remain as the economy returns to normal.

An increase in remote selling

During the outbreak, it wasn’t possible for sales employees to visit different businesses to pitch the products and services they’re able to provide. As a result, the vast majority of sales consultations shifted to phone calls and video conferences.

While this was a premier solution during the initial lockdowns companies experienced, some businesses have begun to prefer this method of selling due to the increased efficiency and convenience it provides.

Since remote selling no longer requires sales employees to travel to a client’s place of business, you could feasibly complete more consultations per hour than you would be able to otherwise.

Of course, there will always be clients who prefer to speak in-person. In general, though, you’ll likely find that remote selling will become the new standard for most sales that don’t require a particularly high level of involvement.

At the very least, it’s likely that basic consultations can take place entirely remotely.

You may need to be flexible with clients

As previously mentioned, not every client of yours will have the budget that they normally do. Some may even have trouble staying afloat as a business.

So, you’ll need to consider providing a bit more flexibility than you normally would when it comes to pricing and payments. For instance, it wouldn’t be a bad idea to give clients a bit of extra time for their payment deadlines if your company can accommodate it.

Although it may seem counterproductive to intentionally generate less revenue, this is only a temporary solution while your clients continue to recovery. There’s a notable benefit to be had, as well.

Providing this level of accommodation is sure to strengthen the professional relationship that you have your clients, which can easily result in an increased number of future sales.

Similarly, they may also be more inclined to share their experiences with their colleagues, on social media, etc., allowing you to generate more business.

Don’t neglect your content strategy

During these tumultuous times, people are looking for answers all over the Internet. If you’re able to provide a solution to common issues that are currently being faced within your industry, you can establish that initial level of trust that’s often necessary to facilitate sales.

Delivering high-quality content on your site’s blog is one of the most efficient ways to do so. This can include guides, industry insights, etc. but will vary highly depending on your industry.

You’ll even have the opportunity to exponentially increase your content’s audience by sharing it on your social media pages. If a user with a large following decides to share your content themselves, you could easily see a large uptick in traffic overnight.

As you generate more and more traffic, you’ll also boost your website’s SEO ranking, a metric that can easily help you generate future sales by increasing your online presence.

Understanding the future of B2B Marketing can seem difficult

But it doesn’t have to be.

With the above information about post-COVID B2B marketing in mind, you’ll be well on your way toward making the decisions that are best for you and your business.

Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.


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