B2B Marketing & COVID19

The COVID-19 outbreak has had a profound, worldwide impact on individuals, communities and businesses, it is important that B2B marketers take the time to assess their priorities and activities in this environment. Below are some key areas for consideration and evaluation. Creative How will your creative concept be received/interpreted? A concept that seemed catchy and compelling two months ago could be perceived as insensitive now. Consider copy and visuals. Channels and touches Digital (e.g. online ads, emails): Will they be lost in the clutter of COVID-19 info and the mass of outreach from both internal and external sources? Digital channels can typically be turned on and off easily, but you will need to consider contractual terms with your media vendors. Mass media: Given the lead time required for media bookings and creative submissions for print publications, these can't easily be stopped or altered mid-campaign. Evaluate what will be running. If you think something could be misinterpreted or inadvertently cause offence given the current environment, work with the publisher to see if it is possible to pull the ad or alter the creative. Alternatively, consider asking the publisher to run a note from your company in the editorial or letters to the editor section that addresses the issue directly. For outdoor media, understand what flexibility there is to change the creative or in-market timing. Direct mail: Given the number of organizations working from home, what is the likelihood that the contact will receive your DM? Is it appropriate to ask for an alternative address? In-person events: Offering virtual events as an alternative may be the best course. Webinars, video conferences, virtual meetings and demos are all plausible alternatives. B2B MARKETING in the Time of COVID-19 In-Flight Campaigns Take stock of in-market campaigns to determine the appropriateness of continuing, revising, pausing or cancelling fully. Target accounts/contacts Evaluate the accounts you are targeting/reaching: What are their primary business concerns now? Does continuing to target these accounts with your campaign make sense? Take this evaluation further: What are their customers thinking about? Evaluate the contacts you are targeting/reaching: Are they C-level decision makers who are likely managing their business through this turbulent time? Or are they mid-level managers who may be seeking ways to be effective and efficient, such that your solution could be a path to improvements? Current customers vs. prospects If your campaign targets current customers, it may be more readily received than a greenfield campaign. Can you leverage insight about current customers (from sales reps, customer service/support, relationship managers, etc.) so the outreach is attuned to their unique needs? Messaging/positioning/offer Are the messages, tone and positioning of your campaign appropriate given the current environment? Could they be misconstrued or considered insensitive or inappropriate in any way? How can you take this opportunity to show empathy? Are there services, support or promotions that you can offer that would be helpful at this time? Is there a free trial that might be relevant? 1 of 3

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