B2B Marketing Transformed Forever

How the Pandemic Has Transformed B2B Marketing

The pandemic has changed the fundamentals of B2B marketing. Businesses have become more proactive digitally. The past year has shown how B2B marketing is no more a person-to-person strategy but a contact-less, remote working tactic.
How has the pandemic changed the B2B marketing landscape? What innovations should B2B marketers employ? How can businesses cope up with the recent market trends? These are some critical questions that need answers during this decisive moment.

The key trends driving change in B2B marketing

It is crucial to understand the key shifts that have taken place over the course of the pandemic. Old ideas have taken a backseat, while novel strategies have become the need of the hour.
Some of the significant changes seen in B2B Marketing, recently renamed B2B E-Marketing are:

    • Digital marketing is here to stay

Customer’s touch-points in businesses have changed. Many businesses had to transition into digital marketing overnight because of the pandemic. Digital channels such as social media have become increasingly crucial for businesses to become successful.
According to a recent research report by McKinsey & Company, 70-80% of B2B customers prefer digital self-service over in-person contact. Both buyers and sellers are enjoying the benefits of saving on travel expenses, convenience and safety.

    • Virtual relationships play an important role

The shift to digital offices highlighted that virtual relationships have become paramount in B2B Marketing, newly named B2B E-Marketing. “Zoom” or “Microsoft Office” have suddenly become household names. Companies that adapted quickly to such changes were successful in coping with the pandemic.
Today, B2B marketing is heavily dependent on virtual relationships. Businesses should be able to digitally connect to their buyers and promptly respond to their queries.

    • Marketing focused on video

Videos have cemented their position as one of the best ways to engage customers in B2B Marketing. B2B marketers have increasingly used videos on social media platforms to reach their target audience.
Using video content for marketing improves brand awareness and helps in building healthy relationships with customers. Many B2B marketers have experienced a positive response and an increase in their ROI with video marketing.

What should contemporary marketers do to be at the top of the game?

Business marketers need new strategies to remain competitive in the new post-pandemic landscape. The way the system functions, along with the needs of the buyers, have changed. Here are some tips from the experts in the field:

    • Stay relevant

Many businesses lose potential customers when they fail to understand what their customers actually need. It is important for businesses to stay relevant to the needs of their customers and remain true to their cause.
Businesses can achieve that by actively interacting and closely listening to their customers. Talking directly to the customers is a crucial step in understanding their requirements along with the needs of their customers.
Another important point is to stay human. You should know that B2B marketing is all about interacting with humans and creating meaningful connections.

    • Stay purposeful

One can say that the pandemic has produced a mass of citizens/customers that are socially conscious. They look for businesses that believe in making a positive impact on society. Customers crave authenticity.
Businesses should have a purpose and connect that to their main goal. They should be able to make a positive contribution to society through their business models.

    • Deepen relationships

One of the important lessons that the pandemic has taught is that- human connections in B2B relationships is the epitome of a successful business. Due to the unprecedented situation over the past year, business marketers felt the need to guide their customers through new solutions and flexibility.
Many customers needed help in navigating through the difficult times. They needed more than the traditional business discussions and conversations. Business marketers should work towards deepening their relationships with their customers. This can be done by putting forth new solutions and ideas to help them.
The key takeaway here is that businesses should aim to build long-lasting relationships with their customers. The bond of trust they built with their customers during the pandemic should be further solidified in the coming years.

    • Deliver a positive customer experience

Business marketers must continue to uphold the customer’s trust throughout the entire buyer journey. They should be able to give their customers a positive experience every time they come in contact with the brand.
The change in the system due to the pandemic has led to customers engaging with a brand entirely online. Therefore, businesses must indulge in creating content that customers can relate to. Buyers must experience an engaging and consistent brand story in their entire buyer journey.
Businesses must create marketing teams or sales reps that can render the same coherent brand story while interacting with the customers.

    • Be innovative

The huge digital shift has opened up immense opportunities for businesses to engage with their customers directly. The opening of customers to video chats for business conversations and transactions has unlocked hidden potentials. However, there are also challenges and other complexities that come with it.
The digital marketing space can become crowded, and businesses may lose their spot without an engaging brand story. More emphasis should be made on how businesses can impart their brand story to the larger crowd.
Modern buyers need content that is relevant, crisp and consistent. Business marketers should develop strategies that revolve around these principles. There are few B2B companies that are leaning towards the use of Artificial Intelligence tools for their marketing content.


The pandemic has radically changed the face of B2B marketing. The dawn of digital marketing and the new age of advertising has brought in new opportunities and challenges to businesses. These changes were unprecedented, but they won’t be leaving anytime soon.
Business marketers should adapt quickly to the changing marketing landscape and bring new ideas and solutions to the platform. The shift to virtual sales presents an opportunity for businesses to extend their reach and create strong relationships with their customers.
The advent of digital transformation in B2B marketing will introduce more competition, thus improving the buyer-seller relationship.

B2B Marketing Transformed Forever