B2B MARKETING in the Time of COVID-19 | SURVEY RESULTS
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Advice for navigating the future
One thing is clear: B2B and B2C organizations will need
to be agile and flexible as they redefine business in the
post-COVID age. We're already seeing early signals of
what's to come; more remote and project-based work,
a laser focus on marketing ROI, and an ongoing migration
to ecommerce, digital interactions and virtual experiences
are just some predictions ICOM agencies point to as
future marketing trends.
So, where do we go from here? Three themes emerged
around how best to successfully weather the COVID-19
storm and navigate the future
:
1. Focus on customer needs: Work to clearly understand
your customers' current needs, gaps and vulnerabilities,
and practice deep empathy to connect, engage and
build loyalty with customers. Do right by them and they'll
do right by you.
2. Do more with less: Ensure marketing channels are set up
to support new or adjusted business goals, then look for
efficiencies across the marketing strategy, adjusting your
marketing mix to prioritize activities that can deliver
greater ROI with a reduced overall budget.
3. Accept change, adapt and evolve: Plan for what's next
(not what once was). Be flexible. Be curious. Be creative.
Be resourceful. Brands and agencies that think, strategize
and execute differently will come out ahead.
Survey methodology
Between May 13–18, 2020, ICOM digitally
surveyed 33 ICOM members: 14 serving North
America; 10 serving Europe; 4 serving APAC;
3 serving LATAM; 1 serving Africa and MENA
regions. Agencies represent pure B2B, pure B2C
and a blend of B2B and B2C models. Agencies
serve a wide variety of verticals, including retail,
food and beverage, consumer packaged goods,
automotive and financial services. All responses
have been anonymized.
Click here to see full survey details and results.
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