B2B Marketing & COVID19

Sales outreach: Multiple touches from sales reps may not be welcome at this time; conversely, highly personalized and empathetic outreach offering assistance or support may be appreciated. Social channels: Refer to the messaging/positioning/ offer guidance above, and ensure you are reviewing social posts through the same lens. Are there helpful tips or recommendations you can provide? Of critical importance is that any advice, data, content or asset shared is factual, accurate and comes from a credible source. Misinformation abounds, so ensure sources are reliable and verified. Owned digital properties (websites, microsites, landing pages, apps, etc.): Review from the perspective of the visitor. Is there information, functionality or services you can highlight or provide that would be particularly valuable given this environment? Campaign goals and objectives Are your campaign goals and objectives still achievable given the current environment? Historic or industry benchmarks for KPIs likely don't apply now. Depending on your review of the factors above, are your quantitative and qualitative measures of success feasible? Campaign progress Has the campaign just launched, and so may be readily paused and resumed with little impact, or have you already delivered experiences/touches that create an expectation of follow-up (e.g. sent an email saying that the individual should soon be expecting a package or a call from sales)? If an account/lead is leaning forward, can you move them to a 1:1 discussion or experience that can be had from a position of empathy or assistance, rather than a generic or marketing-led experience? Pending Campaigns Evaluating against many of the same criteria above, now is the opportunity to, if appropriate, alter the B2B MARKETING in the Time of COVID-19 in-market timing, messages or planned touches to be better attuned to the market dynamics. Pushing out a launch may give you the opportunity to develop net-new assets, or complete the back-end integrations required to support next-level personalization that you weren't going to be able to operationalize in time for the initial launch. Opportunistic Campaigns While making lemons out of lemonade may seem uncomfortable during this time, business must go on, and if you have a solution or service that has even greater value or relevance now, then it is appropriate to market it. For example, webinar and video conferencing technologies can help businesses continue to operate. Can you be a helper? Is there something unique and valuable about your solutions or services that warrants a quick-to-market program? Consider including free trials, promotional offers or discounts. Channel Partners If you use channel partners to reach end customers, consider how you can support them at this time, such as by helping them evaluate in-market, pending or opportunistic campaigns. Perhaps there are co- marketing dollars or budgets that could be employed differently (e.g. using them to pay for next-day shipping instead of another trade pub ad). Philanthropy Promoting the health and well-being of individuals and communities is paramount, and shifting marketing resources may create a unique opportunity to do so. If you had a budget earmarked for a user conference that will now be held virtually, could you instead make a donation to support COVID-19 testing facilities in the communities in which your employees live and work? Are you able to support and organize team members to provide food and essentials deliveries to isolated individuals, seniors' centers, health centers, etc.? 2 of 3

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