B2B Marketing Post-COVID-19: Making Positive ImprovementsPublitek’s parent company, Next 15, surveyed marketing decision makers to see how they believed business and marketing strategy would evolve due to COVID-19. Among B2B marketers—Publitek’s clients—many have a surprisingly positive view!
Positive business impact overall from the COVID-19 outbreak
27% of all respondents
48% of tech/software respondents
20% expect dramatic change in business models
15% no change
Changes in work habits, technologies, products and metrics97% The top area of change is in everyday work habits, such as remote and flexible working becoming more commonplace.
To what extent do you expect to evolve as a business in each of the following areas over the coming year?
Way in which people are working
Taking products to market
How success is measured
Those in strategic and marketing roles see COVID-19 changes as being more permanent – due to efficiency and beliefs that customer expectations will shift.
COVID-19 will act as a catalyst to digitization
Coming year: Content accelerates digital marketing
What proportion of activity is currently conducted via digital channels?
Which areas will be prioritized?
Thought leadership campaigns
Search marketing (SEO,PPC)
A picture emerges, driven by the need to increase demand to reverse sales slumps, rebuild reputations, and demonstrate expertise through content.
2/3of tech b2b marketers see content as strategic
73% of tech B2B marketers want c-suite thought leadership on social media
That’s why B2B marketers will ramp up content marketing and elevate C-suite leaders on social platforms.
Marketers will tend to consolidate agency relationships
Do you expect to diversify or consolidate your partner/ supplier landscape in the coming year?
Top skills they look for:
- Ability to demonstrate ROI and value
- Ability to make evidence-based or data-driven decisions
Businesses are increasingly looking to their partners for genuine insight, based on data and evidence.