The coronavirus pandemic has disrupted the business world. Besides the daunting health concerns and human causalities witnessed across the globe, executives across the globe are also facing enormous business challenges including the overall deterioration in the customer demand, considerable regulatory modifications, and hindrances in the logistics and the supply chain framework.
No matter how resilient your business framework might have been, it is absolutely impossible that it remained absolutely unfazed during these difficult times. Much like the health & humanitarian crisis, the business crisis also needs considerable time to recover.
Amidst the uncertainty forged by the current disruption, B2B marketers need to focus on discovering the post-pandemic marketing trends for effective working, collaboration & communication.
As the marketer’s inch towards the new normal, every business is presented with a simple choice: prioritize your marketing preferences, or fail. The post-pandemic marketing world will change significantly as some of the conventional marketing methods, channels, tools & opportunities will never be the same again in the mannerisms of their usage.
According to management theorist Henry Mintzberg, the 5 Ps strategy can guide the marketers to bounce back from the crisis, namely plan, ploy, pattern, position & perspective.
In this blog post, we have to put across all the post-pandemic marketing trends that will dominate the B2B landscape & communications world, as we step ahead into the era of the next normal:
1) Building Predictive Models based on Behavioral Data
Post the crisis, the marketers will need to look beyond the conventional methodologies of buyer data segmentation based on demographic, firmographic, technographic & geographic insights. As more and more marketers are deploying behavioral data to create predictive models that means that segmentation now will be more powerful than before, as it will be based primarily on customers’ needs.
The patterns of growth & spending have shifted, and as such, some companies will thrive and many others are bound to struggle unless they tweak their conventional targeting practices.
The market will continue to remain volatile & uncertain. Focusing on the behavioral data will ensure that seamless customer experiences are designed by creating micro-segments and refreshing them as the contextual factors change.
Thus, segmentation based on behavioral data is one of the most important post-pandemic marketing trends for B2B marketers.
2) Nursing Long-Term Relationships with the Customers will be More Vital than Ever Before
Uncertain times should be used by marketers to build long-term relationships with customers. Some of the conventional ways of marketing including such as hosting physical events will be very difficult for the marketers to exploit. Also, holding in-person meetings & appointments can be risky.
Until the uncertainty clears, the marketers can focus on certain winning marketing strategies including:
- Pieces of content vouching on thought leadership including blogs, white papers, case studies & e-books
- Strengthening their Omnichannel SEO Experience Framework
- Enhancing the Video Content Strategy including Demos, explainers, and interview series
3) Digitizing at Speed
Marching towards the next normal, the marketers need to comprehend that their digital transformation strategies will define their trajectories to thrive their businesses.
A study referenced in the popular magazine Psychology Today inferences that it takes an average of 66 days for a behavior to become automatic.
This points out that the companies need to spend some time embracing emerging post-pandemic marketing trends in terms of: a) digital centricity and b) transformation, including hosting of the virtual events and webinars, and embracing agility. Organizations need to ensure that digitization is executed at a lightning-fast speed.
Business thought leaders need to question themselves on how they can keep the momentum going.
According to Kate Smaje, senior partner, McKinsey & Company, “The crisis has forced every company into a massive experiment in how to be more nimble, flexible and fast.”
From reviewing their digital strategies to the allocation of resources, leading companies need to operate at lightning-fast speeds.
4) Reinvent Your Way to the New Normal
To run any business maintaining profitable elements is crucial, and this becomes more important than ever before during the time of the COVID-19 crisis.
The businesses at this time need to understand that they not only require to invest in up-gradation of their core business operations but also should constantly innovate by harnessing the power of technology and the latest MarTech tools.
Decisions on new products and services need to happen quickly. Adopting an agile digital technology model can be a crucial game-changer for marketers during these volatile times.
5) Being Audacious
The consciously aware companies on their ways to new normal not only need to make decisions faster but those decisions also need to be more audacious and fierce than ever before.
Adopting an audacious approach will make you transcend your trajectories to major acquisitions and capital bets.
The road to the digital revolution and recovery in the post-pandemic marketing era will be led by data. Data will be the ultimate game-changer that will fuel to power better and faster decisions.
High performing teams on the roads to next normal will give special impetus to the use of data and analytics within their firms.
7) Customer Centricity
Customer centricity is well ascertained as a concept. However, with the unprecedented pandemic crisis and with the competing pressures and priorities, the customers can often be sidelined.
Top performing companies at the times of new normal can generate economic gains ranging from 20 to 50 percent of the cost base, reports McKinsey & Company.
Customer centricity will lie at the heart of the adoption and deploying of the digital strategies and approaches by the companies, at warp speeds.
8) ‘Speeding Up’ will be Paramount to Organizations’ Success
Organizations need to realize the value of speed during these unprecedented times. The organizations that will adapt quickly to the market changes will thrive better in the post-pandemic marketing dawn of the new normal.
Companies will need to outperform their competitors for all of their organizational outcomes including profitability, operational resilience, organizational health, and growth.
Speed is a significant predictor of all the important organizational outcomes.
Slow decision making frequently interferes with the speed of getting the work done.
Amidst the COVID-19 pandemic, organizations will need to change their strategies with one overriding goal: to increase the speed of their strategic direction and to make and implement tactical decisions by deploying resources.
Making a decision to embrace speed and implementing it, pays off by a wide margin and influences outcomes including revenue margins, and operational framework.
9) Focus on delivering Transparency and Speed
The B2B sales model for the next normal has stimulated the need to embrace omnichannel selling, inside sales, MarTech aided selling, and e-commerce, more than ever.
Along with speed, organizations will need to embrace transparency and expertise to give buyers the much needed ease and convenience and ensure that all the sales channels are integrated and incentivized to collaborate.
Organizations must consider fixing top buyer frustrations associated with company websites including long ordering processes, difficultly in finding products, and technical glitches.
10) Offer Humanized Touch
Exploring the frontiers of the next normal, B2B organizations need to be more empathetic and offer human touch across omnichannel, so as to provide the customers with seamless experiences on their preferred channels, whenever they need it – whether for inside sales or field sales.
Organizations need to focus on digital enablement to help sellers use the latest MarTech tools to revamp their customer decision journeys and capture insights for data-driven decision making.
Wrapping Things Up
The dawn of the next normal has arrived. It will still take some time for B2B organizations to gain their place back, embrace the post-pandemic marketing trends and recover from the disruption in their business models that the pandemic exacted.
The effects of customers’ fragile state and behaviors in response to the crisis are rippling across the B2B landscape. Customers’ expectations and spending patterns have changed and marketing leaders need to understand their volatile behaviors. Nothing will work on the road to the next normal without empathy and compassion.
A purpose-driven approach is the only way to chart a path forward and adopting the above trends will help in the process. The unprecedented new global economic realities have mostly adversely impacted the buying capacity of the customers.
Along with navigating their ways forward to the next normal, marketers will need to plan for recovery and work their ways out to make their business models perpetually more resilient.
Valasys Media is a well-renowned name in helping B2B clients with an array of services including lead generation, lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services, to help them realize their business bottom-lines.
Our hyper-tailored services will help you in handling all the issues plaguing the your businesses during these unprecedented times.
Contact us for the furtherance of perennially healthy sales pipelines.