B2B Marketing in the time of COVID 19
Issue link: https://b2b.quarry.com/i/1229541
Part 2: Supporting Sales openings, etc.) uncovered via marketing tech, mapping leads to accounts, summarizing marketing engagement data at the lead/account level—sharing this intelligence to Sales will help them provide more personalized, meaningful outreach for the accounts they are working. Double Down on Current Customers Greenfield prospects are where many marketing (and sales) efforts are focused. Now may be the time to put more energy into current customers, for two reasons: 1. There is an established relationship that (assuming the relationship is positive!) may be leveraged for new business. 2. Minimizing churn with the customer base you have is critical if new leads are evaporating. Apply intent analysis to determine if current customers are researching your competitors and alert Sales and customer service/support if that is the case; analyze customer data and employ predictive models to determine "next best product" for upsell/cross-sell opportunities; expand the number of addressable contacts and identify additional buying centers within those businesses. For most companies, current customers are a faster road to revenue than new logo. Enhance the Virtual Experience Knowing that in-person meetings will be non-starters, build a portfolio of digital or virtual assets and experiences that Sales can deliver directly. On-demand webinars, pre-recorded demos, Sales-recorded videos, virtual trade shows, podcasts and the like are engaging experiences that can be delivered online. Recognize that not everything needs to be built completely net-new. Consider having Sales record an intro to a webinar to make it fresh and personalized, embedding a promotional video shot for a trade show into a sales deck, or providing an audio overlay to an existing infographic. B2B MARKETING in the Time of COVID-19 In Part 1 of this series, we provided guidance on evaluating current and pending marketing campaigns in the time of COVID-19 and identified productive ways to apply resources (whether time, dollars or energy). The focus of this document is how to apply that same thinking to best support Sales in this environment, given that their priorities, methods and goals are shifting, and that Marketing is well positioned to support them during this time of disruption. Review Sales Support & Enablement Materials Similar to our recommendation to review all marketing materials for message and tone in the current environment, review all sales support and enablement materials through this lens. Are the messages, tone and positioning appropriate given the situation? Could they be misconstrued or considered insensitive or inappropriate in any way? Be sure to review everything you produce for Sales, including product sheets and pitch decks, email copy and call scripts, webinar recordings, and customer testimonials. Critically, if you are refining or revising your marketing materials, make sure that all sales materials align with the updated marketing language to ensure a cohesive buyer experience. Amp Up Account Intelligence Make the aggregation and sharing of account intelligence with Sales a priority during this time. Depending on your industry, the sales funnel may dry to a trickle, so help Sales be as knowledgeable as possible about the accounts they are already working. A wealth of account intelligence exists within Marketing's purview. Capturing account triggers (mergers and acquisitions, leadership changes, office 1 of 2