What Happens When The Pandemic Ends? Part 2

Hi there!

Since we last connected over email, our new total is up to 694 days to flatten the curve. In case you missed the first part of our conversation around the end of the pandemic and what it means for marketers, you can read it here.

Now, as promised, we’re diving deeper into what the end of the pandemic means for B2B marketers at large.

In-person events are back! (Kind of) Attendance is down across the board, but brands looking to connect with buyers and partners can finally put their sales teams back where they belong: on the road figuring out how they’re going to expense everything (kidding, sort of). This presents an opportunity for marketing leaders to think outside the box regarding events.

Courting your top prospects at a swanky mixer or rooftop happy hour isn’t on the table for most people yet, so B2B marketers will want to consider geo-targeted ads around the venue (one of my personal favorites) or even forgoing the large event budget altogether and engaging prospective customers on a more personal level. Speaking of personalized marketing….

Personalized marketing will be harder- and more important than ever. Zero-party data isn’t just for DTC brands. B2B marketing leaders will need to drive meaningful conversations across a variety of channels to successfully move prospects down-funnel. Offering value through virtual events over Zoom and investing into segmentation and self-qualification for customers will pay significant dividends for those that execute most efficiently here.

If your social channel priorities haven’t shifted yet, they will. The lines between personal and professional media consumption are more blurred than ever. LinkedIn still matters, but B2B marketing leaders would be loath to sleep on Twitter and TikTok at this point. TikTok creators are an interesting influencer play for B2B marketers. Don’t believe me? “Miss Excel” went viral on TikTok and brings in six figures per day teaching people to use Excel. At this point, I don’t care who your audience is- they’re on TikTok, and it’s likely more efficient from a cost standpoint than Facebook for at least a portion of your marketing budget and strategy.

Need help driving more leads? Let’s talk about it. Just reply to this blog and we’ll be in touch. In the meantime, stay tuned- we’re dropping a big announcement here next week.