b2b sales & marketing in a covid-19 world
TRANSCRIPT
![Page 1: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/1.jpg)
B2B Sales & Marketing in a COVID-19 WorldSmart & Responsible Suggestions to Ramp Up Business Development Activities
Mike Schilling, MAGNET
Director — Strategy, Marketing & Sales
Practice
![Page 2: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/2.jpg)
The current social and economic landscape is filled with
uncertainty, fear, hardship, frustration and tension.
2
![Page 3: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/3.jpg)
The way we do business has changed, too.
3
![Page 4: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/4.jpg)
The majority of B2B companies have shifted their go-to-market model in response to the COVID-19 crisis.
Source: McKinsey
4
![Page 5: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/5.jpg)
Marketing budgets are shrinking – but less so in the U.S. than in other countries
5
Source: McKinsey
![Page 6: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/6.jpg)
That means shifted marketing and sales budgets to digital channels.
Source: McKinsey
6
![Page 7: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/7.jpg)
Customers are increasingly engaging with suppliers through digital means...
Source: McKinsey
7
![Page 8: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/8.jpg)
… and buying more online.
Source: McKinsey
8
![Page 9: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/9.jpg)
For sales transactions, use of mobile apps is up …. use of sales reps is down.
9
Source: McKinsey
![Page 10: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/10.jpg)
Does it work?
Is this the “new normal”?
10
![Page 11: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/11.jpg)
It’s working …
Source: McKinsey
11
![Page 12: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/12.jpg)
… and it is likely to have some permanence.
12
Source: McKinsey
![Page 13: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/13.jpg)
This new operating model has manufacturers, suppliers, and customers
communicating and collaborating in new and innovative ways.
13
![Page 14: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/14.jpg)
Source: Cleveland.com
14
![Page 15: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/15.jpg)
The goals, KPIs and company initiatives that drove 2020 strategy
are likely changing.
That doesn’t mean we should dilute or stop our marketing activities.
15
![Page 16: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/16.jpg)
MARKETINGUp-Level Marketing & Messaging with Empathy, Education & Community
![Page 17: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/17.jpg)
1. Start with Empathy
17
![Page 18: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/18.jpg)
Source: YouTube, The RSA
18
![Page 19: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/19.jpg)
“As marketers, we’re called to have empathy; to profile potential
customers, to connect with our audience’s pain points, to figure out what
motivates them ...
Today, that empathy is needed on a scale we’ve never seen before.”
19
![Page 20: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/20.jpg)
• Review target audiences.
• Listen.
• Review your messaging.
• Listen again.
Instill empathy in your marketing program.
20
![Page 21: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/21.jpg)
2. Be Helpful, Share Resources
21
![Page 22: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/22.jpg)
Being resourceful shows you are
cognizant and considerate to the impact
the crisis is having on your customers.
22
![Page 23: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/23.jpg)
23
![Page 24: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/24.jpg)
• Identify needs, and deliver solutions.
• Transform queries into optimized content.
• Shift from conversion- to brand-focused messaging.
• Optimize paid media spend.
Bring resources to life …
24
![Page 25: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/25.jpg)
3. Foster Community
25
![Page 26: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/26.jpg)
26
![Page 27: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/27.jpg)
27
![Page 28: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/28.jpg)
• Evaluate systems for audience engagement.
• Build an audience with a regular newsletter.
• Enable two-way conversations through social media, walled-garden
networks, or other networks/groups.
To start building community …
28
![Page 29: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/29.jpg)
SALESTechniques to Lean Into — And Where to Hold Back
![Page 30: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/30.jpg)
1. Prioritize Existing Customers
30
![Page 31: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/31.jpg)
31
![Page 32: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/32.jpg)
• Send personalized communications.
• Reward loyalty with financial incentives.
• Expand contacts within key accounts.
• Partner to invest in R&D and innovation.
• Keep an eye on referral opportunities.
To deliver a high-touch customer experience:
32
![Page 33: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/33.jpg)
2. Tone Down the Hard Sell
33
![Page 34: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/34.jpg)
3. Let your website
sell for you
34
![Page 35: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/35.jpg)
4. Build Goodwill
35
![Page 36: B2B Sales & Marketing in a COVID-19 World](https://reader035.vdocument.in/reader035/viewer/2022062416/62adb358e632967b9b202b19/html5/thumbnails/36.jpg)
Mike SchillingDirector — Strategy, Marketing & Sales Practice, MAGNET
www.manufacturingsuccess.org/covid-19