Lessons B2B Strategists Can Learn from 2021

    Lessons B2B Strategists Can Learn from 2021-01

    2021, while relatively being stable compared to 2020, still had a lot of challenges that B2B organizations had to overcome. They can be a learning ground, by which marketing leaders can use their experience to craft strategies that will help them succeed in their endeavors moving forward.

    2021 was relatively more stable than 2020, which saw the onset of the pandemic. It was the year the organizations had the flexibility to truly work on their ideas, such as the transition to a hybrid workplace from a remote one. Also, even after the restrictions were slowly relaxed, organizations, instead of rushing to open their offices at the pre-pandemic level, were open and acceptable to the remote work model.

    For the B2B marketing industry, 2021 was a year like none other. It propelled B2B brands to rethink, reassess, and adapt to changes they were hesitant to do in previous years. They had to migrate from their old approaches to advanced ones and alter how organizations communicate both internally and externally.

    While it has been over a month since 2022 began, B2B organizations still have time to build upon these transformations. They can review and reflect on how their marketing department can effectively target their audiences in their current climate.

    Also Read: Adopting a Value-Based Marketing Approach to Attract and Retain B2B Buyers

    A few lessons that B2B organizations can learn from 2021 to have a strong momentum moving ahead in 2022 are:

    Accepting the broadening gap between digital and physical work

    At the beginning of 2021, 92% of the workforce, as per the 2021 Modern Selling Study from Showpad, was under the impression that remote work would remain the norm. However, the ease of restrictions gave rise to hybrid working, which the organizations quickly favored.

    With remote work not being the full-time option as it was during the pandemic, more and more resources prefer a hybrid option instead of a full-time onsite option. But, in a hurry to adopt this model, many leaders have failed to consider its negative impact.

    Transitioning between full-time, remote and hybrid work options is not a seamless process. If organizations do not create strategies to introduce and train their workforce accordingly, they are doomed to fail in this process. Hence, prioritizing training and supporting employees above everything else should be on top of the board’s agenda.

    Advancing towards non-linear approaches to communication

    Communication is a critical aspect of a marketing team. The ability to make personal connections with counterparts sits at the very center of marketing communications. However, with everything shifted to a digital environment, top marketing executives had to make radical changes to their approaches that had been established for decades.

    After some experimentation in 2021, B2B marketing executives found non-linear communication to be their most vital asset, among which video took the top spot. Today, video-enabled marketing communication can help organizations maintain strong personal connections. Also, while consuming video, both customers, as well as employees, are satisfied with the personalized and unique approach they have come to expect via their personal consumption.

    Also Read: How Will the Role of the CMO Evolve in 2022?

    In 2022, B2B marketers should develop a robust understanding of online video, making it a core aspect of their marketing strategies.

    Concentrate on what can be controlled

    With things beginning to slowly take a positive turn, organizations started to witness progress in 2021. However, another wave of COVID-19 brought a halt. Yet, irrespective of the circumstances, many organizations were able to succeed in their outcomes. This was mainly driven by the ability of B2B marketers to have realistic oversight into the ability of their organization.

    Success in 2022 requires organizations to focus on what they can control. Instead of running behind profits and landing deals, they should make solving the challenges of their buyers their primary agenda. By adopting “putting others’ needs ahead of your own”, organizations can expect to sell at a sustainable pace in the long run.

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