{"id":9608,"date":"2020-12-14T08:34:24","date_gmt":"2020-12-14T06:34:24","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=9608"},"modified":"2020-12-14T09:01:12","modified_gmt":"2020-12-14T07:01:12","slug":"b2b-marketing-in-the-age-of-covid","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/b2b-marketing-in-the-age-of-covid\/","title":{"rendered":"B2B Marketing In The Age Of Covid"},"content":{"rendered":"<div style=\"text-align:center\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/specials-images.forbesimg.com\/imageserve\/5fbe6309123daccb63e5660c\/960x0.jpg?fit=scale\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"B2B Marketing In The Age Of Covid\" title=\"B2B Marketing In The Age Of Covid\" \/><\/div>\n<h3 class=\"wp-block-heading\">2021 <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">B2B Marketing<\/a> Planning In The Age Of Covid<\/h3>\n\n\n\n<p>Many companies seemed to fall in one of two camps when the coronavirus pandemic started: They either hunkered down, pausing all marketing activities to \u201cwait out\u201d lockdown or went \u201call in\u201d on customer acquisition to make up for potential losses. Turns out, the \u201call or nothing\u201d philosophy tends not to be successful for the long haul \u2014 and this haul has been much longer than expected. Businesses that focused instead on helping their customers and leaning into strategic marketing initiatives have typically fared much better.&nbsp;<\/p>\n\n\n\n<p>So where does that leave us when it comes to <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">marketing planning<\/a> and budgeting for 2021?<\/p>\n\n\n\n<p>Unfortunately, the old adage is spot on here: Change is the only constant. And that will continue to be true in 2021. Simply copying and pasting your 2019 or 2020 marketing calendar, and changing dates and campaign names, will be far from sufficient for the year ahead. Establishing a steady but flexible strategy, despite the chaos around us, is critical.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.jsa.net\/wp-content\/uploads\/2020\/12\/forbes-tnn_b2b-planning-2021.png\" alt=\"B2B Marketing In The Age Of Covid \" \/><figcaption>B2B Marketing In The Age Of Covid<\/figcaption><\/figure>\n\n\n\n<p><strong>Budgeting Season<\/strong><\/p>\n\n\n\n<p>As marketers face the inevitable spreadsheets, board meetings and planning calls that accompany the end of the year, they\u2019re also facing shrinking budgets and teams. But according to the&nbsp;<a href=\"https:\/\/www.ama.org\/marketing-news\/5-marketing-opportunities-in-the-covid-19-era\/\" target=\"_blank\" rel=\"noreferrer noopener\">American Marketing Association<\/a>, certain areas of marketing budgets are growing, including:&nbsp;<\/p>\n\n\n\n<p><strong>\u2022 Digital Marketing:<\/strong>&nbsp;The AMA\u2019s latest CMO Survey found that marketers anticipate an 8.4% rise in digital marketing spending throughout the next year.&nbsp;<\/p>\n\n\n\n<p><strong>\u2022 Customer Experience:<\/strong>&nbsp;As a percent of total marketing budgets, customer experience spending has increased 10% over the past few months \u2014 a good sign that teams are continuing to prioritize the right strategies.&nbsp;<\/p>\n\n\n\n<p><strong>\u2022 Social Media:<\/strong>&nbsp;Also, interestingly, social media spending has jumped by 74% since February, and the investment has paid off. Marketers report that social media has contributed to company performance 24% more in that timeframe \u2014 the first time in the AMA\u2019s CMO survey history that this number has risen.&nbsp;<\/p>\n\n\n\n<p>Overall, 62% of study participants report that marketing\u2019s importance has grown during the pandemic, due to its critical role in digitally reaching customers. It\u2019s clear that forward-thinking companies see the value of \u2014 and even increased \u2014 levels of marketing (which I covered in&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2020\/06\/17\/five-ways-to-pivot-b2b-marketing-plans-during-the-pandemic\/#24744e68324d\">a recent Forbes Agency Councils piece<\/a>&nbsp;on ways B2B companies can pivot during the pandemic).&nbsp;<\/p>\n\n\n\n<p><strong>Strategies That Always Work \u2014 Especially During a Pandemic&nbsp;<\/strong><\/p>\n\n\n\n<p>There are few things we know for sure in 2020, and it\u2019s comforting to remember them. So to that end, here are several marketing strategies that worked before and during the pandemic, and most certainly will hold their weight after. In fact, the pandemic has accelerated the efficacy of each of these approaches.&nbsp;<\/p>\n\n\n\n<p><strong>1. Maintain a fierce customer focus.&nbsp;<\/strong>Most companies think they\u2019re focusing on and marketing to their customers\u2019 true pain points, of course, but it\u2019s a moving target. Consumer behavior and customer priorities are shifting dramatically, and the pandemic is accelerating the change. Forrester reports that&nbsp;<a href=\"https:\/\/go.forrester.com\/blogs\/what-are-the-sustained-implications-of-covid-19-heres-what-our-b2b-marketing-and-sales-analysts-see\/\" target=\"_blank\" rel=\"noreferrer noopener\">80% or more of the sales cycle<\/a>&nbsp;now takes place in remote or digital environments. Trust and social responsibility are more important than ever. \u201cBrands will need to make clear commitments to causes they believe in or risk newly empowered consumers calling them out,\u201d&nbsp;<a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/reimagining-marketing-in-the-next-normal\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey explains<\/a>.<\/p>\n\n\n\n<p>Read more: <a href=\"http:\/\/www.forbes.com\">www.forbes.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>2021 B2B Marketing Planning In The Age Of Covid Many companies seemed to fall in one of two camps when the coronavirus pandemic started: They either hunkered down, pausing all marketing activities to \u201cwait out\u201d lockdown or went \u201call in\u201d on customer acquisition to make up for potential losses. Turns out, the \u201call or nothing\u201d [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":9610,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[45],"tags":[93,720,519,77,237,416,65,631,692,6,47],"class_list":["post-9608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-b2b-marketing","tag-cmo","tag-coronavirus","tag-digital-marketing","tag-forbes","tag-marketer","tag-marketing","tag-marketing-plan","tag-marketing-strategy","tag-social-media","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | B2B Marketing In The Age Of Covid<\/title>\n<meta name=\"description\" content=\"B2B Marketing In The Age Of Covid Many companies seemed to fall in one of two camps 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