Executive Summary

Business and marketing plans conceived earlier in the year no longer work in a COVID-19 world. B2B companies must alter how and what they sell to adjust to the economic and societal conditions brought on by the coronavirus pandemic. This is driving digital transformation for B2B companies at an accelerated pace.

What is best practice for B2B marketing during COVID-19?

With many in-person events canceled and continuing concerns around face-to-face meetings, B2Bs need to lean on digital channels, including virtual events or other tactics like paid search, content and email to engage audiences.

How does COVID-19 impact marketing messaging?

While some B2Bs paused their communication plans at the start of the pandemic, marketing should continue. But it’s about adjusting the message so it is relevant and solution-oriented. B2Bs providing content or support that is germane to the moment will gain traction.

How and why should data-driven strategies be implemented during COVID-19?

There has never been a better time to transform and get intentional with marketing. B2Bs need to get the message and offering right and put that in front of receptive buyers. Many B2B companies are using this time to assess their customer data, and others are reevaluating their target account lists to ensure that struggling industries and businesses aren’t the focus.

Is COVID-19 transforming B2B product sales?

Yes, early research shows higher adoption rates in B2Bs implementing ecommerce to reach buyers online. Research from McKinsey & Company uncovered a 23% increase in the worldwide average company revenue share driven by ecommerce before vs. during the coronavirus pandemic.

WHAT’S IN THIS REPORT? This report will cover eight key pivots B2B companies made during the coronavirus pandemic and explore lessons learned and considerations moving forward.

KEY STAT: More than half of US B2B buyers are currently considering purchases for their business, even in the thick of COVID-19, according to April 2020 research from LeadMD.