We don’t know when our “new normal” will end, but it’s safe to say B2B marketing has changed as a result of COVID-19. As we shift toward recovery, what will permanently change? What will stay the same? Predicting the future is a fool’s game. In the current climate, it’s even more difficult. That said, we can look to previous crises to make some educated assumptions about B2B marketing in a post-COVID world. Here are five realities B2B marketers will face in the next year (or more):

More than ever, business leaders will place greater pressure on marketing departments to deliver significant contributions to lead generation, expedited sales cycles and revenue. Increased digital engagement, decreased travel costs and the need for a return on investment will ensure marketers are focused on and accountable for influencing the bottom line.

Whether it’s internal staff meetings, consultations with clients or sales presentations, marketers can expect more digital interaction and less face-to-face communication. Further, many B2B companies that have relied on external in-person events such as tradeshows and conferences to generate leads, close deals and connect with others will be faced with postponements or cancellations. As the virtual marketplace expands, marketers will need to consider this emerging category of digital mass gathering and re-imagine the ways they connect with internal and external stakeholders.

Assuming the economy will face some form of recession, companies and talent will experience employment challenges. Historically, recessions have the most significant impact on those who are starting their career. Therefore, companies and young talent alike will experience a drop in early-career employment opportunities. As a result, organizations may lose the influx of Millennial and Gen Z talent that have brought curiosity, collaboration, technical skills and other positive attributes to the workplace.

There’s an old saying, “In good times you should advertise. In bad times you must advertise.” That concept is supported by significant research. Companies that maintain or increase their marketing spend during challenging times drive revenue and market share growth both during and long after periods of recession. As companies scramble to react to marketplace challenges, staying present in the heads and hearts of your audience will pay off significantly down the road. To accomplish this, reevaluate marketing programs and invest in content, digital engagement and media presence, both paid and earned.

In a digital world, our desire for face-to-face interaction and personal connection will not change. Now’s the time to dig deep and determine how you can be of service to your audiences. Rather than focusing on making the sale, shift your attention to building and nurturing relationships with your prospects, customers and other stakeholders. Take the time to personally reach out to individuals in your target markets and find out what’s keeping them up at night. Once you understand what’s needed, find solutions to the overwhelming challenges your customers face and communicate them clearly. The relationships and trust you build now will withstand the test of time.

The last decade has been a golden age of B2B marketing. As marketers, we have strengthened our strategic position within organizations. That won’t change as a result of COVID-19, but how we navigate this period will. More than ever before, marketers will need to be agile, flexible, collaborative and insightful. As the marketplace shifts, things are moving quickly. For marketers, it’s about staying the course while forging new paths to success. As organizations move toward recovery, it’s more important than ever to have a strategic marketing program that addresses the changing needs of your target markets. To learn more about how to develop and execute a strategic marketing program that drives real-world results, contact Trade Press Services today.