Three B2B Marketing Strategies to Fuel Growth in the Post-Pandemic World

    Three B2B Marketing Strategies to Fuel Growth in the Post-Pandemic World

    As survival for B2B businesses has become challenging in today’s increasingly competitive marketing landscape, it has become absolutely crucial for them to consistently deliver the buying experience their customers seek.

    B2B enterprises across the world are hoping to strengthen their position in the post-pandemic era. However, as more and more organizations completely transform their buying experience, the competition to sustain or potentially thrive becomes difficult. For CMOs, it means they need to shift from their pre-pandemic marketing approach towards one that will be more effective in the post-pandemic environment. It is also a good time for CMOs as many enterprises have started to place a renewed emphasis on marketing and advertising to optimize their competitive positioning as customer spending rebounds.

    Here are a few B2B marketing strategies that CMOs can adopt, to fuel enterprise growth in the post-pandemic marketing landscape:

    Defining and prioritizing marketing goals

    The digital-first marketing environment has made it difficult for CMOs to define and prioritize marketing goals. It also doesn’t help that there is a plethora of marketing tools that have made it difficult for them to stay consistent without getting pulled in various directions. Furthermore, if the company ends up making wrong investments that come with upfront expenses, they are likely to miss out on opportunities and that can reduce the overall effectiveness of their marketing strategies.

    Also Read: Five B2B Customer Experience Trends in a Post-Pandemic World

    To get the desired results, CMOs should have marketing efforts that are strategic and can maximize their return on investment by being specific about their desired outcomes. They should identify the desired results and put a number to it. They should define marketing goals by assessing past performances, set challenging but achievable goals that are backed by an adequate marketing budget.

    Developing audience personas on the basis of businesses that can benefit from what the company can offer

    Most CMOs fail to create marketing campaigns that speak directly to their target audience. Therefore, it is important that they develop detailed B2B target marketing personas. Having marketing messages that are specific, strategic and targeted towards decision-makers can boost the revenue as well as strengthen relationships with their customers.

    Also Read: Social Media Marketing Strategies for CMOs in a Post-Pandemic Landscape

    Assessing online presence through the eyes of a B2B buyer

    Many B2B enterprises still don’t prioritize their online presence, which can significantly undermine their existing marketing initiatives and deter their organic growth. While evaluating the evolving B2B buying trend , Gartner’s  2020 report ‘5 Ways the Future of B2B Buying Will Rewrite the Rules of Effective Selling’, found that buyers value suppliers that let them seamlessly navigate the purchasing process. Therefore, enterprises should assess design, performance, content and analysis. They should know how their digital channels are serving them and based on their marketing goals, what steps they need to take to enhance their online presence.

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