There is still a great deal of uncertainty in the business world today, as companies and organizations are finding new ways to work – both internally as well as with their clients, prospects, and suppliers. There is little doubt, flexibility and patience are key ingredients for organizations wanting to continue to grow. Here we take a look at some of the things to keep an eye on for the remainder of 2020 and well into 2021.
Events
The past 5-10 years have seen an increase in online meetings and webinars. Face to face live events have remained a key component for companies to grow and market their products as well as education. Relationships are formed when you can meet and chat in person, listen to inspiring talks, and discover new vendors and products in the space you work in. Most events have moved online for now and it is important to still attend events to stay in touch and up to date in your area of work and expertise.
Digital Marketing
Digital marketing is continuing to take a larger and larger share of marketing budgets in B2B organizations across industries. As the importance of being seen online increases, and organic reach continues to fall, picking the right channels for your paid marketing efforts is more important than ever. Be careful to select the channels where your target audience spend the most time to maximize ROI on your investments and fuel your company’s growth.
Marketing Initiatives
Successful lead and demand generation programs are created with product, marketing and sales in mind. All three areas need to work together and deliver the same messaging to prospects and clients to be successful. B2B companies will have to focus on brand awareness and create demand through a multichannel marketing approach to stay ahead of the competition.
Every Employee is a Marketer
How your brand is perceived by prospects, clients, and potential new colleagues has never been more important than it is today. The way your co-workers view your company has a tremendous impact on your ability to grow. We don’t advocate
strict rules and guidelines for communicating on social media channels – a culture of innovation, teamwork, and willingness to invest in associates will have a positive impact on how associates communicate on various platforms and channels. This will also reflect positively on your ability to recruit top talent.
Retaining Clients
In the technology and subscription-based sectors, retaining and expanding existing clients is the foundation for growth. Maintaining loyal relationships and marketing to your current customers with be rocket fuel for your growth. I worked at a high-end subscription-based research and advisory company. There was an initiative to increase retention from 81% to 85%. With revenues in excess of $1Bn you can imagine the impact this had on sales, marketing, and customer success to achieve their targets.
