Commercial B2B sales and marketing teams are rethinking how they must adapt in the new world of business
The COVID-19 pandemic has upended business as usual for many companies, including those in the B2B space. In response to the crisis, sales and marketing teams have had to reconfigure their commercial operations to adapt to the new normal.
One of the biggest challenges for B2B companies has been transitioning from in-person to digital sales and marketing activities. In the past, most B2B companies relied heavily on face-to-face interactions to build relationships with potential and current customers. However, with social distancing measures in place, companies have had to find new ways to reach their target audiences.
Digital channels such as webinars, e-newsletters, and social media have become essential tools for B2B companies looking to engage with their customers. Additionally, many companies are investing in new technologies such as chatbots and artificial intelligence to help automate sales and marketing tasks.
The pandemic has also had an impact on the way B2B companies generate leads. With budget cuts and reduced headcounts, companies have had to get creative with their lead generation strategies. Inbound marketing tactics such as content marketing and SEO have become increasingly important, as they allow companies to reach their target audiences without spending a lot of money on traditional advertising.
The pandemic has forced B2B companies to reevaluate their go-to-market strategies. In the past, many companies relied on a channel-centric approach, with different teams responsible for direct sales, channel sales, and marketing. However, this siloed approach is no longer effective in today’s environment. Instead, companies are adopting a more holistic approach to their go-to-market strategy, with all teams working together to drive growth.
Adapt and thrive in the new world of business
1. First and foremost, remember that health and safety are paramount. This means having a robust plan in place to protect your employees, customers, and anyone else who may come into contact with your business.
2. Be prepared to adapt on the fly. Things will inevitably change, so be ready to adjust your plans as needed.
3. Keep communication channels open. Whether it’s with your employees, customers, or suppliers, make sure everyone is on the same page.
4. Be flexible with your products and services. Customers’ needs will undoubtedly change during and after a pandemic, so be prepared to offer different options.
5. Finally, don’t forget about your marketing. Even in the midst of a crisis, you need to continue promoting your business to ensure its long-term success.