Enough with the negativity and cliches. What have you learned in the last year?
Most companies have learned that B2B marketing budgets are much more important than they thought – and that their existing marketing strategies, well, kind of sucked.
Look, we all knew B2B marketing had plenty of problems long before COVID-19:
- Generic, bland, and forgettable content
- Impersonal ads and digital experiences
- Poor use of technology and automation
- Ambiguous ROI and direct relationship to sales
- Ignorance to buyers’ evolving needs
- Neglecting customer retention to focus on lead generation
It wasn’t until the pandemic-induced recession (yes, it’s technically a recession) that B2Bs were forced to prioritize fixing these problems.
That’s exactly what we’re seeing today. Let’s reflect on the year and evaluate the tools available to move forward.
- Although revenue and general spending shrunk, B2B marketing budgets more or less remained intact. Executives and higher-ups finally understand the value of a comprehensive, multi-touchpoint digital marketing strategy.
- B2B organizations are breaking unhealthy habits …