Prioritize Empathy, Externally and Internally
In Part 1, we discussed being thoughtful about your
target audience. What are your target accounts and
contacts concerned most about at this time? Is it
appropriate to market to them, given their business,
their priorities and their customers' concerns and
priorities? Be sensitive to their world. Obviously,
Sales needs to adopt this empathetic view and
understanding as well. But empathy shouldn't only
be directed externally. Be mindful of the pressure
your Sales reps are under, in many cases heighted
by compensation models that reward won business.
Their anxiety may very well cause frustration with
Marketing's efforts and deliverables. Take a deep
breath and recognize that your support will be
appreciated in time, if not in the moment.
B2B MARKETING in the Time of COVID-19 | PART 2
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