The continuous market disruption caused by the pandemic indicates more businesses are relying on digitalization to manage their daily operations.
Given the current market scenario, B2B marketers are highly focused on the use of online tools to build and maintain relations with their potential customers. And this way, many brands have observed significant growth lately.
According to Wunderman Thompson, nearly 74% of businesses have augmented their digital investment in this unprecedented time. In fact, around 76% of marketers claimed that online offerings saved their business.
Certainly, such trends are here to stay and will continue in 2021 and beyond. When it comes to online strategies, adaptable content is a priority – which can be structured and organized to create personalized experiences.
In an era where marketers are persistently pivoting their business model, they need to surface new products and get to market rapidly. This is combined with relevant offers – having an agile content approach in place is vital to achieving this.
Today, content agility can get several things right – from having the appropriate tools and technologies readily available to develop an excellent author experience. This will help the content developers and agencies to deliver and update online experiences faster.
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Basically, the pandemic has elevated the B2B brands’ expectations, and they are now expected to deliver a consistent, personal, and seamless customer experience across channels. Thus, the marketing professionals are expected to push out more content and respond faster – to help advance and personalize such experiences.
Indeed, it can seem daunting for B2B marketers to identify the exact tools to support them in their quest to provide relevant and timely content to the target audience. There is a myriad of options, and it may not be clear which are required to help establish new best practices and improve agility.
The industry experts believe that marketing leaders need to consider context while adding new tools. With the B2B landscape shifting away from the traditional offline territory, many organizations would require to get to market swiftly with online offerings.
Once businesses get the right technology in place, marketers need to ensure that their team is fully enabled to use it – and in the right way. This will help in driving revenue and building brand equity. Effective digital enablement goes manages communication and up skilling to deliver business value via a digital platform.
Also Read: Expediting Post-Pandemic Data Strategies in 2021
The benefits for any brand of delivering the right and timely experiences are clear to understand. Hence, B2B marketers need to ensure their content is working to engage existing customers and convert the prospects. Any business will need to get data, technology, people, and processes working together to make sure they are agile enough to react quickly to change.
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