Aug 02, 2022
In Fashion Forum
We’ve just completed the renovation and fit out of our new office space which has been a labour of love, but it feels brilliant to have the team back together again after the last 18 months. How did B2B marketing evolve during the pandemic and which changes do you think will be permanent? The most prominent and lasting impact of the pandemic has been the shift from traditional face-to-face marketing, like exhibitions and factory visits, to a digital-first approach. For B2B brands this has been monumental – digital marketing has always come second to in person interaction. When all face-to-face meetings were axed, B2B brands were forced to look at other channels and mediums to deliver presentations, remote demonstrations, and product overviews. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. This process also forced them to look properly at their materials and assets and for many these were severely lacking. What happened next was a race to equip sales and technical teams with animations, 3D visualisations, presentations and interactive product guides that could transcend Zoom and Teams to make virtual sales calls engaging, efficient and effective. B2B brands have embraced the sustainability and efficacy of remote meetings and demos and I don’t expect that we’ll see a return to the level of spend on exhibitions and shows that was previously commonplace. How can B2B brands best harness the powers of. Most of the businesses we work with produce very technical pieces of equipment, so real-life demonstrations can take two to three hours. With video and animation, we can share the same information in a matter of minutes. The time saved on demonstrations alone is vast but when you also consider the repeatability of that animation and the ability to control a very specific message, this becomes incredibly beneficial for B2B brands. Another key consideration now is that people expect information to be readily available. That type of consumer behaviour is seeping into B2B marketing all the time. The pandemic accelerated the shifting trend and the brands that are lacking will frustrate their key audiences.