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The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
Just as agile decision-making kept many B2B technology providers afloat during the pandemic, it may also propel them during uncertain economic conditions in the near future.
The level of trust in the government, organizations, traditional and social media has never been lower. As a result, when interacting with customer service representatives, customers may be emotionally charged. Research in language use in service interactions may help to build customer trust and confidence even in these uncertain times.
What works for selling in times of economic expansion is not what works for selling in times of crisis. In addition, between 25% and 50% of the sales professionals in US companies never had to sell during an economic downturn… and thus, ready experience on dealing with selling in crisis is not abundant. This Harvard Business Review article on leading sales teams through uncertain times describes three principles that were useful during the 2001 crisis.
During turbulent times when you’re not sure what to do, it helps to remember that this won’t last forever. Step back from the anxiety with action. Gather your data and your teams and prepare to come out on the other side in a stronger position. ISBM B2B Pulse brings you timely (timeless) advice from Director Emeritus, Dr. Gary Lilien. In his article ‘Winning Strategies fro B2B Marketers Facing Tough (Or Even Easy) TImes’, Gary Lilien describes three actions that firms will likely take to come out of this crisis healthier than before.
In partnership with EMM Group, the corporate ISBM partner has put together the attached tutorial on how marketers should revisit their plans and rapidly assess the major shifts occurring in your marketplace. As marketers, you are well positioned to exert your value and help shape the near-term direction of your firm. The tutorial references several valuable tools assembled into a toolkit that can be sent to you upon your request. In order to receive the toolkit, respond as instructed in this tutorial.
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