2 minutes, 48 second read Brendon Craigie, Co-Founder & Managing Director, Tyto
If they haven’t done so already, pretty soon most B2B marketers will be tearing up their 2020 marketing plans and totally reconsidering how they can achieve their goals for the next 12 months and most likely reevaluating those goals too.
If you’re already in the process of re-formulating your approach, or are on the verge of doing so, here are six key things to consider.
Maintaining the dialogue with customers and prospects
With events being cancelled left, right and centre, in the absence of face-to-face interaction, perhaps the most important thing to consider is how communication should be maintained with customers and prospects during this period. How can you know what they’re focusing on, what they’re thinking or what’s concerning them without being able to physically meet them?
Ironically, there’s a slim chance that given they have fewer events to attend, and less travelling to do, there may be some positives in that customers in certain less affected sectors may have more time to engage with you. Instead of meeting customers face to face or at events you might use this as an opportunity to conduct customer audits and market research. In our experience at Tyto, customers appreciate it when vendors ask their opinion and genuinely want to listen to them.
Adding measured value to the media furore
Although coronavirus is inevitably dominating the headlines, B2B trade media will continue to play a very important role in your customers’ lives.
In fact, there is evidence to suggest that our consumption of media and social media is likely to go up during this period of disruption.
Taking the time to think considerately about how you can help industry decision makers make careful choices, especially given the chaotic nature of the rolling news coverage, really is crucial.
Preserving purpose and ambition in uncertain times
The trade show circuit has historically been the forum used to galvanise organisations and focus sales efforts. Without them, marketing must deliver alternative strategies that keep everyone pointed in the same direction, as well as the focus firmly on driving sales and generating new revenue.
Upskilling your team
Whether it’s developing the skills of your immediate marketing team, or others within your organisation (e.g. media training executives), could this be a good time to invest in personal development and training? If such activity can be conducted remotely via video, it’s certainly an option.
If you are anticipating sales dropping, then you should be evaluating the ROI of your marketing spend. Should you, for example, work with multiple agencies, there could be the opportunity to improve efficiency by streamlining. Centralisation, however, doesn’t always equate to greater efficiency.
Returning to normal (when the time comes)
Right now, just about every aspect of the world feels unsettling and disrupted. But, at some point down the line, things will eventually return to normal. Those businesses who have done the groundwork and preparation when this time does come will be the ones who will be able to seize the initiative.
Though unplanned, using this time wisely to get your marketing plans for Q2 and beyond isn’t necessarily the end of the world (quite literally). Now is the time for tactics, campaigns and the overarching strategy to be primed and ready to go when the reset button is finally hit.