How B2B Marketing Has Changed Throughout The Pandemic

The Covid-19 pandemic has changed virtually every aspect of our lives from how we live and socialize to how we conduct our businesses. While eventually, we expect most of our routines to fall back into normalcy, it’s projected that the nature of buying, selling, and marketing for B2B marketing organizations has been shaped permanently for the foreseeable future. The pandemic has implemented significant changes in transformational tools, processes, and approaches, successfully speeding up the process of modernizing B2B marketing organizations.

B2B Sellers And Buyers Both Prefer The New Digital Reality
According to a study by McKinsey & Company, the majority of B2B buyers and sellers now prefer the convenience and speed of a digital self-serve market over traditional face-to-face interactions. In fact, only 20% of B2B buyers say they wish to return to traditional business practices post pandemic. Most B2B buyers are comfortable conducting their business online and through automated services, and as time progresses, this sentiment has only increased in popularity and intensity.

Intelligent Automation Becomes A Mandate
Automation and artificial intelligence for eCommerce fulfillment has become a cultural norm that has set the standard and expectation for many B2B buyers, websites, and organizations. Some B2B marketing organizations have opted to use chatbots for simple customer service and inquiry, choosing to bring in employees for more complicated case scenarios. While most companies will not attempt to go zero-touch regarding customer service and interaction, many companies may adopt a “low touch” approach for more efficient and productive service.

User Experience
As the pandemic has progressed, B2B buyers have become increasingly comfortable with using digital commerce for their interactions with sellers. As buyers have become more comfortable and willing to use automated services, they’ve become more willing to make significant purchases online as opposed to in person. The majority of B2B buyers (70%) are currently willing to spend upwards of $50,000 through online eCommerce, while 27% of B2B buyers confirm that they’re comfortable spending over $500,000 via online purchases. To ensure that your customers have the best experience possible, make sure to improve your online experience and accessibility through website and mobile app development to allow for a user-friendly interaction.

The Covid-19 pandemic has forced businesses to adapt to a digital marketing age in a snap sink-or-swim decision. B2B marketing organizations had to optimize and modernize their business in order to survive and thrive during a time where the world is more digital than ever. Although some organizations may attempt to return to offline marketing, 2020 and 2021 have been major shifts in the way both buyers and sellers conduct their business, and it isn’t likely going to be a return to business as usual without a strong online presence. Equally, there has been a major drop off in business travel as companies reassess the value of face-to-face meetings for every interaction.

Being strategic about what your customers want and finding creative ways to reach them is more important than ever.
We can help! If you’d like to bolster your brand for success, contact idig Marketing!

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