B2B Marketing & COVID19

Other Marketing Opportunities If active, resource-consuming marketing campaigns and activities are being paused or canceled, now may be a time to focus inwardly on those important but not urgent efforts that will help your team be more effective and efficient moving forward. Here are some areas where newly available time, attention and budget may be applied. Digital property refresh: Have you been considering refreshing your website, customer portal or social channels? Now may be the time to do so if resources previously unavailable are now free. Even if this window of opportunity isn't long, just getting a start on those big initiatives (e.g. getting cross-team alignment on what the performance objectives are for a new corporate website) would be a start. Brand guidelines and templates: Now may be the time to update or create those pieces that are important to delivering a consistent brand experience. Asset development: Is there new organizational messaging or solution positioning that needs to be applied to existing assets? Are there assets that could be further customized for particular audiences? Are there net-new assets that have been long discussed, but never materialized? Asset audit and inventory management: When was the last time you did a comprehensive audit of all your marketing materials? Are there assets that need to be removed from circulation as they are outdated? What gaps exist in your assets library from a buyer journey, need or target audience perspective? MarTech setup, configurations, integrations and training: Are you getting the most out of your current MarTech stack, or is this the time to increase its ROI? Are there new technologies that could be added now, when budget has become available or when integrations may be more easily managed? Persona development and buyer journey mapping: Do you have them? If so, when did you last update them? Deep customer insight is valuable to both marketing and sales. Data integrity: If there is going to be a lull in new data added to your MAP or CRM, now may be the time to do some data cleansing. De-duping, standardizing, updating, connecting parent-child accounts and so on will mean cleaner data for re-launched or future campaigns. At the least during this window, implementing data protocols for any new, incoming data is a step towards improved data health. Marketing and sales alignment: Now may be the time to codify those processes and workflows that underpin highly aligned, integrated and collaborative marketing and sales relationships. Revisiting SLAs—or redefining them completely if you are moving to an account-centric (vs. lead-centric) or demand unit waterfall approach— would be effort well spent. Professional development: Taking time out of busy schedules for PD is often a challenge. If a pause in outward-facing marketing activities gives you back some time, take advantage of the opportunity to learn. Given how many marketing conferences, seminars and events have been moved online, there may be more opportunity to participate rather than less for your team, as paying costly travel and accommodation fees is no longer necessary. Future-ready campaign: Lastly, don't forget to be prepared for when activities resume. Coming out of the crisis, there will be a need to get back into market with relevant campaigns—and fast. Will you be ready? Want to chat more? We're here to help. hello@quarry.com | @Quarry | Quarry.com B2B MARKETING in the Time of COVID-19 3 of 3

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