B2B marketers need to pivot their existing strategies to engage with buyers during the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2020, 3:03 PM UTC

According to McKinsey & Company, 62% of B2B professionals said their marketing budgets have decreased due to the pandemic.

This piece argues that B2B companies should focus on Account-Based Marketing (ABM) techniques to refine their audience targeting during the COVID-19 pandemic. Focusing on the most current and accurate buyer personas, customer data and target account lists, can help organisations drive better results with smaller budgets.

With marketing budgets getting restricted due to the economic crisis, B2B sellers are increasingly relying on digital channels to reach their prospects. Businesses should keep their planning more agile and should re-evaluate the existing strategies.

B2B businesses must also refine their offerings and the tone of messaging to meet the buyers' evolving needs and pain points. They should focus on providing a frictionless experience to the shoppers to enhance retention.

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[4 minute read]